easyShop launches in Greece as new e-commerce platform

Stelios Hajiioannou is expanding his 'easy' brand family into the e-commerce sector with the launch of easyShop. The platform operates as a digital marketplace across 21 European countries, including Greece, rather than a traditional retailer. It does not hold its own inventory or private label products, instead focusing on supporting independent merchants by facilitating cross-border sales.

The platform aims to help businesses overcome the costs and organizational hurdles of international expansion by providing automated VAT calculations and eliminating the need to establish separate legal entities in each market. The technological infrastructure is managed by OnCommerce.

This launch enters a highly competitive landscape in Greece, where local players like Skroutz and Shopflix compete alongside international giants such as Amazon, Temu, and AliExpress. The easyShop model leverages the established brand recognition of the 'easy' trademark, which Hajiioannou manages through easyGroup, a portfolio encompassing over 100 brands across various industries.