Strategic Entry into E-commerce
easyGroup, the conglomerate behind the well-known ‘easy’ family of brands, has announced its formal entry into the online retail sector. The company is partnering with UK-based marketplace technology firm OnBuy to launch a new platform, easyShop.com, scheduled for a consumer-facing debut in the fourth quarter of 2026.
This initiative represents a significant diversification for the easy brand, which historically established its presence through low-cost travel and service-oriented sectors. By leveraging the ‘asset-light’ business model that has defined the group’s corporate strategy, easyGroup intends to enter the competitive European retail market without the traditional overheads associated with physical logistics or inventory ownership.
The Operational Framework
The venture relies on a division of labor that utilizes the specific strengths of both partners:
- OnBuy’s Role: As the technical partner, OnBuy will manage the operational infrastructure. This includes handling cross-border trade requirements and regulatory compliance through its proprietary ‘OnCommerce’ technology.
- Marketplace Model: The platform is designed as a pure marketplace. The companies have stated that easyShop will not compete directly with the third-party merchants it hosts, a move intended to foster a neutral environment for retailers.
OnBuy, founded in 2016, reports that its existing marketplace technology currently supports over 100 million products across Europe. According to company data, the platform has seen growth exceeding 86% over the past three years.
Market Outlook and Expansion
The platform is slated for an initial rollout across 21 European markets. Retailer onboarding is expected to commence prior to the Q4 2026 consumer launch, providing merchants with early access to the infrastructure.
Stelios Haji-Ioannou, the creator and owner of the easy family of brands, described the move as a natural progression for the brand’s portfolio. ‘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,’ Haji-Ioannou stated.
While both companies have confirmed that a significant long-term investment has been committed to support the platform’s development, they remain focused on the potential for rapid scaling. OnBuy CEO Cas Paton noted that the partnership aims to leverage the brand recognition of the easy group to accelerate market penetration and help retailers reach international customers more efficiently.
