The company's customer services manager Mike Skilling said fewer than 1% of livestock sales were transacted online and he hoped PGG Wrightson would increase that to between 5% and 7% within two years through Agonline.
Mr Skilling said Agonline mixed the objective livestock assessment of PGG Wrightson's 300 field representatives with nationwide marketing and an online auction.
Dairy stock would be marketed from this week, sheep and beef would come online from June, followed later next year or early next year by smaller offerings from lifestyle block owners.
PGG Wrightson dairy livestock manager Paul Edwards said all dairy stock to be offered would initially be assessed by a company stock agent before listing.
The quality and breed lines of dairy animals would be verified by data from farmer-owned dairy genetics company LIC to provide purchasers with assurance.
Potential buyers had to register with PGG Wrightson and once bidding started, Mr Edwards said buyers agreed to set terms and conditions.
The company already handled the sale and purchase of 83,000 dairy animals a year and more than 80% of dairy farmers were active users of the Internet, half of them with access to broadband.
The AuctionPlus auction site in Australia was viewed as a blueprint for Agonline, as it handled 20% of Australian livestock transactions.
Asked if Agonline would be accused of lowering prices as Fonterra's globalDairyTrade milk powder auction has been, Mr Edwards said there were several differences.
Vendors would set a reserve price, therefore retaining control and, over time, the number of buyers would grow, increasing competition.
Mr Skilling said he supported the need to increase the access of broadband throughout rural New Zealand and admitted that lack of reach could hamper the initiative.
