キョウ, ケイ, きそ.う, せ.る, くら.べる, かい, わたなべ

emulate, compete with, bid, sell at auction, bout, contest, race

JLPT2 G4 S20 F610

The relevant seal inscription form is 誩# + . 誩 is 言 words (doubled) → verbal disputation. is a variant form of (people in close formation). The combination of elements suggests verbal competition → *compete* → *auction*.

[Full Kanji Etymology List]