easyShop launches in 21 European countries to rival Amazon

Sir Stelios Haji-Ioannou, the founder of easyJet, has launched easyShop.com, a new multi-category online marketplace operating across 21 European countries. Positioned as a challenger to Amazon, the platform utilizes a business model designed to avoid competing directly with its third-party sellers.

Unlike many retail-led marketplaces, easyShop does not hold its own inventory or sell private-label products. Instead, it functions strictly as a platform where every order generates a sale for an external retailer. The service aims to provide a fairer environment for businesses by allowing them to reach multiple European markets through a single account, with the platform handling automatic VAT calculations to reduce administrative complexity.

The marketplace is powered and operated by OnCommerce, the technology firm behind OnBuy. Hundreds of retailers are already active on the platform, which is currently expanding its seller base ahead of the Black Friday and Christmas shopping seasons. The platform also features a rewards system called plusPoints to incentivize shoppers.