Trade Me is opening its users to a wider buyer pool, in a deal with Stuff

The media company is selling 50 percent of its digital arm to the auction platform.

Under the agreement, Stuff's property section will become Trade Me Property, with listings, advertisements and some content shared across both platforms.

Trade Me Chief Executive, Anders Skoe says over the past few months they've worked out the details.

He says both organisations will continue to operate independently, from different offices.