easyGroup to launch online marketplace later this year

easyGroup is entering mainstream online retail with the launch of easyShop.com, a new online marketplace set to go live later this year. The platform will bring retailers together into a single shopping destination and will launch initially across 21 European countries. The easyShop domain will be operated by eCommerce and marketplace technology company OnBuy, and powered by its proprietary OnCommerce platform. The structure allows easyGroup to extend into online retail through a modern, asset-light model, while OnBuy provides the marketplace expertise, regulatory compliance and operational capability needed to support international growth. The OnCommerce platform has already been proven internationally through OnBuy’s own marketplace, which has grown more than 86% over the past three years and now supports over 100 million products across Europe. Sir Stelios Haji-Ioannou, creator and owner of the easy family of brands, stated that an online retail marketplace using a great domain like easyShop is a natural next step for the group. He confirmed that they are aiming for a consumer-facing launch for consumers to be able to buy online from Q4 in 2026, with seller recruitment starting immediately. OnBuy CEO Cas Paton noted that easyShop removes many of the barriers that typically slow retail expansion by operating as a pure marketplace without inventory, logistics, or local infrastructure. For retailers, the platform offers access to a new marketplace launching simultaneously across multiple countries, without the complexity typically associated with managing multiple local marketplaces or building infrastructure market by market. The partnership combines easyGroup’s recognizable consumer brand equity with OnBuy’s established technical infrastructure to challenge global retail giants. By adopting a pure marketplace model without inventory risk, the venture aims to accelerate cross-border trade efficiency for both sellers and buyers. However, success will depend on maintaining competitive pricing and ensuring seamless cross-border logistics across the 21 target nations. The timeline extends to late 2026, leaving ample opportunity for market conditions to shift before the consumer launch.