easyGroup set to launch online marketplace across 21 European countries powered by OnBuy technology — Retail Technology Innovation Hub

easyGroup, the private investment vehicle of Stelios Haji-Ioannou, has officially launched easyShop.com, a new online marketplace set to operate across 21 European countries. Marking the group's entrance into mainstream online retail, the platform is developed and powered by OnBuy through its proprietary OnCommerce technology. Haji-Ioannou described the move as a natural expansion for the easy family of brands, emphasizing simplicity and value for money. He confirmed that seller onboarding will begin immediately, with a consumer-facing launch targeted for the fourth quarter of 2026. Cas Paton, CEO and Founder of OnBuy, highlighted the operational advantages of the partnership. He noted that easyShop operates as a pure marketplace without inventory, logistics, or local infrastructure, allowing retailers to reach customers across multiple countries more quickly. easyGroup is entering the mainstream retail sector through a strategic partnership with OnBuy to power its new easyShop marketplace. This approach allows the brand to expand across 21 countries without managing physical inventory or logistics infrastructure. While seller recruitment begins immediately, the four-year gap until the consumer launch introduces uncertainty regarding market readiness. The success of the venture will depend on maintaining competitive pricing and vendor diversity across diverse European jurisdictions.