FARMERS will soon be trading cattle from the comfort of their tractors after a Ramsdean entrepreneur took the traditional farmers’ market online.

Dan Luff (28), of Homelands Farm in Petersfield, invested his own savings to set up SellMyLivestock.co.uk.

The site now has 3,000 users and this year has traded more than £4m worth of livestock.

Beef farmer Dan said: “We use the internet for everything these days, whether it’s booking a holiday or taxing the car.

“I couldn’t understand why there wasn’t a web-based livestock auction.”

Potential buyers view the animals on the website before visiting the seller to make the purchase.

The model appeals to farmers struggling with depressed prices because unlike traditional markets which typically charge four per cent commission, this site charges none.

Dan’s business partner Jamie McInnes, a former pupil at Churcher’s College in Petersfield, said: “Farmers’ don’t physically have to take the animals to market, which also helps bring down the risk of the spread of disease.”

The pair plan to launch a secure payment system and an app so the whole transaction can take place online.

A campaign aiming to attract £150,000 of investment has so far brought in more than £90,000 .

Dan said: “We were blown-away by the enthusiasm from investors.

“This funding is going to be vital to get us to the next level.”