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EasyGroup has partnered with e-commerce company OnBuy to launch an online marketplace named easyShop.
The digital retail platform will go live in 21 European countries later this year.
The new venture uses OnBuy’s proprietary technology platform to manage cross-border trade.
The system currently supports more than 100 million products across Europe, and OnBuy has recorded revenue growth of 86% over the past three years.
The agreement relies on a modern, asset-light business model where easyGroup provides the brand name and OnBuy manages the marketplace infrastructure, regulatory compliance, and daily operations.
The platform will operate as a pure marketplace with no direct retail competition from the operator.
Retailer onboarding will begin immediately ahead of the consumer launch, which is scheduled for the final quarter of 2026.
The investment aims to give independent retailers access to multiple international markets without the need to build individual country infrastructure.
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!”
Cas Paton, chief executive of OnBuy, added: “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.”
