EasyShop is Coming and the European Marketplace Race Just Got More Interesting
18 June 2026
By Sonja Brennan, Director of Global Sales
When I read that easyGroup is launching easyShop.com across 21 European countries before the end of 2026, I had two thoughts almost simultaneously. The first was of course they are. The second was this is worth paying attention to.
How It Works
easyShop operates as a pure marketplace, no inventory, no logistics, no competing with its own sellers. It’s powered by OnBuy’s OnCommerce technology, which has already driven 86% growth across OnBuy’s own platform over three years. The structure is asset-light for easyGroup: Sir Stelios brings the brand recognition and consumer trust; OnBuy brings the tech, compliance, and operational infrastructure. Seller onboarding opens ahead of the consumer launch in Q4 2026.
Why It Matters
The easy brand stands for simplicity and value, and that’s a genuinely relevant positioning in today’s market. European consumers are price-sensitive and increasingly overwhelmed by choice. A trusted consumer name anchoring a value-led marketplace could cut through that noise in a way a new, unknown platform simply cannot.
What It Means for Brands
At Luzern, we hear the same pain point constantly: multi-market European ecommerce is complex and expensive to manage. If easyShop genuinely abstracts that complexity, 21 countries from a single onboarding, brands should be paying attention now, not at launch. My advice: get in early to learn the platform, but be measured with investment until the traffic story is proven. The brands best placed to benefit are those with strong value credentials and the operational flexibility to add a channel without destabilising existing ones.
The Bigger Picture
The European marketplace landscape is not settled. Amazon dominates, but there is real appetite for credible alternatives, and the structural conditions for a pan-European challenger are right. For brands, the broader lesson is one I find myself repeating often: diversification matters. Over-dependence on any single channel creates fragility. New platforms like easyShop are the opportunity to build more resilient strategies, and that’s a conversation worth having before Q4.