easyGroup is entering mainstream online retail with the launch of easyShop.com, a new marketplace set to go live across 21 European countries later this year.
The platform, which forms part of the easy family of brands, marks a major expansion for the business into everyday shopping and will be built around its long-standing focus on simplicity and value.
easyShop.com will be operated by ecommerce and marketplace technology company OnBuy.com and powered by its proprietary OnCommerce platform, which has been developed to support cross-border trade at scale.
OnBuy said the technology has already been proven through its own marketplace, which has grown more than 86 per cent over the past three years and now supports more than 100m products across Europe.
Several of its markets are also delivering quarterly growth of more than 150 per cent.
The partnership includes significant long-term investment, as both businesses look to establish easyShop as a major new online marketplace.
easyGroup said the model allows it to move into online retail through an asset-light structure, while OnBuy provides the marketplace expertise, regulatory compliance and operational capability needed to support international growth.
For shoppers, easyShop will offer a value-led online shopping destination aligned with the easy brand’s wider presence across travel, transport and consumer services.
For retailers, the platform will offer access to a new marketplace launching across multiple countries at once, without the complexity of managing separate local marketplaces or building infrastructure country by country.
Sir Stelios Haji-Ioannou, creator and owner of the easy family of brands, said: “The easy family of brands has expanded into many new sectors by focusing on simplicity and value for money. I believe an online retail marketplace using a great domain like easyShop is a natural next step.
“I am delighted to welcome Cas Paton of OnBuy into the easy family, and I am looking forward to working with him to start recruiting sellers for our marketplace from now in 21 different countries.
“We are aiming for a consumer-facing launch for consumers to be able to buy online from Q4 in 2026. Exciting times for the easy family.”
OnBuy founder and chief executive Cas Paton said: “easyShop removes many of the barriers that typically slow retail expansion by operating as a pure marketplace without inventory, logistics, or local infrastructure.
“Working with the easy family of brands brings together one of Europe’s most recognisable consumer names with proven marketplace expertise, accelerating awareness and enabling retailers to reach customers across multiple countries much more quickly.”
easyShop will operate as a pure marketplace, meaning it will not hold inventory or compete directly with sellers on the platform.
Seller onboarding will begin ahead of the consumer launch, giving retailers the chance to establish an early presence before trading begins.
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