His bulls, all starting at a reserve price of $3000 sold for up to $4750.
Lot 2, a fine-looking Murray Grey stud bull, was pitched to bidders as being a good mover, well balanced and with "tremendous length and depth".
He sold after three bids for $3,500.
Another sire on sale, Lot 1, sounded equally impressive.
"His great length is complimented by a tremendous butt profile all of which combine into a very masculine package."
Livestock auction sites are not new - PGG Wrightson was already running agonline.co.nz - but a real time auction site for cattle is a New Zealand first, the company said.
The 'Helmsman' site allows simultaneous live bidding on lots over a fixed time period.
Potential buyers can watch video footage of the bulls from various angles.
Any number of lots can be offered over a set time period, in most cases two hours.
Prospective buyers must be current PGG Wrightson account holders and have to register prior to the sale to receive a buyer number.
Once registered they can then bid on any number of lots during auction time.
In the instance that two more buyers are still bidding on a lot at the close of the sale, the time on all lots will auto extend until no one has placed a bid for up to two minutes.
