Sam Morgan
Founder, Trade Me
Last updated 3 June 2026
Born in 1975, Sam Morgan is a renowned entrepreneur widely recognised as the founder of Trade Me" href="https://www.trademe.co.nz/">Trade Me, New Zealand's largest online auction and classifieds website. His venture with Trade Me, which began in 1999, marked a significant shift in New Zealand's digital commerce industry.
Morgan's objective for Trade Me was to create a user-friendly platform that simplified buying and selling goods online. His profound understanding of the internet's potential and his ability to harness this technology were instrumental in Trade Me's rapid growth. The platform quickly became the go-to site for online auctions and classifieds in New Zealand, offering a wide range of products and services.
The success of Trade Me under Morgan's leadership can be attributed to its intuitive design, a strong focus on customer experience and a deep understanding of the local market. Morgan's dedication to creating a user-centric online platform with original methods resulted in widespread popularity and trust among users.
In 2006, Fairfax Media acquired Trade Me for over NZ$700 million, making it one of the largest deals in New Zealand's internet history, signifying the tremendous impact and value of the platform. Despite the sale, Morgan's legacy in New Zealand's digital and entrepreneurial space remains profound.
Post-Trade Me, Morgan has continued to be an influential figure in the business world. He is known for his investments in various start-ups and his involvement in philanthropic activities. His focus extends beyond business, encompassing social issues and environmental sustainability.
Sam Morgan's journey from founding Trade Me to becoming one of New Zealand's most successful entrepreneurs showcases his vision, innovation and impact on the digital commerce sector. His contributions to the business landscape have made him a role model for aspiring entrepreneurs and his ongoing commitment to societal and environmental causes reflects his broader vision for a sustainable and equitable future.
Morgan’s profile is noteworthy because Trade Me became New Zealand’s defining internet success story, changing how an entire country bought, sold and rented. The NZ$750 million sale to Fairfax remains one of Australasia’s landmark internet exits and his subsequent angel investing has seeded the next generation of Kiwi technology companies.
Sam features in our look at what New Zealand's biggest founders did after the win.
About this profile
This profile was researched and written by Noteworthy using publicly available sources. If something here is out of date or incorrect, let us know and we’ll review it.
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