easyShop launched as Stelios takes on online shopping giants
easyShop.com launched October 2026 across 21 European countries as a pure marketplace (no own-label, no competing inventory) built on OnCommerce technology, directly targeting Amazon seller dissatisfaction. Hundreds of retailers already trading, with aggressive seller recruitment ahead of Black Friday.
Fits the broader pattern of marketplace fragmentation challenging Amazon's European dominance -- sellers diversifying off single-platform dependency is accelerating, and non-competing marketplace models are emerging as a structural counter to Amazon's dual-role conflict of interest.
A non-competing marketplace model with automated cross-border VAT is the real hook for EU-expansion sellers who've been burned by Amazon's private label competition. Evaluate easyShop as a low-risk channel test if you already have EU VAT compliance handled and excess inventory to allocate.
Operational Impact
This story may require teams to revisit workflows, monitoring, or platform assumptions.
Bottom Line
easyShop's no-compete model gives EU sellers a credible Amazon alternative.
Source Lens
Industry Context
Useful background context, but lower-priority than direct platform, community, or operator intelligence.
Impact Level
low
easyShop's no-compete model gives EU sellers a credible Amazon alternative.
Key Stat / Trigger
21 European countries at launch
Focus on the operational implication, not just the headline.
Full Coverage
Thirty years ago, Sir Stelios Haji-Ioannou launched easyJet to challenge the established airlines. Now, the founder of the easy family of brands is taking the same challenger philosophy into online shopping with easyShop. com, a new multi-category marketplace set to rival Amazon, officially open across 21 European countries.
The launch takes the easy brand into one of the world’s largest consumer markets with a proposition built around value, simplicity and rewards for shoppers, together with a marketplace model designed to give retailers a fairer environment in which to grow.
Unlike retail-led marketplaces, easyShop does not hold stock, sell own-label products or compete with the businesses using its platform. Every product belongs to a retailer, and every customer order generates a sale for a retailer. Competition is good for consumers and it’s good for businesses.
No market benefits when everyone feels they have only one place to go. easyShop brings together the values the easy brand has always stood for, simplicity, value and choice, with a marketplace model that’s designed to help retailers grow rather than compete against them. I believe there is plenty of room for a fresh approach to online shopping.
– Sir Stelios Haji-Ioannou Retailers can reach shoppers in their choice of 21 markets through one account, with VAT calculated automatically. They do not need to establish a company in every country, which opens international expansion to businesses that may previously have found the cost and complexity of local operations a barrier.
Hundreds of retailers are already trading on easyShop following a phased rollout of its local sites. With Black Friday and Christmas approaching, the marketplace is now inviting more UK, European and international sellers to join, expand their reach and capitalise on the busiest trading period of the year.
easyShop is powered and operated by OnCommerce, the marketplace technology business behind OnBuy and the soon-to-launch Comet marketplace. Too many retailers are building their business on a platform that’s also their biggest competitor. We think that’s wrong. easyShop will never sell against the businesses that sell with it.
The easy brand has spent 30 years taking on the establishment and winning. Now we’re taking on the giants of online shopping, and we’re doing it on the side of sellers, to give them the fair deal they’ve been missing for too long.
– Cas Paton, Founder & CEO, OnCommerce For shoppers, easyShop brings millions of products from trusted retailers into one destination, with competitive prices, free delivery on millions of products, rewards on every purchase, flexible payment options and verified reviews. For retailers…. well all you need to do is register and start selling!
Check your EU traffic in Google Analytics -- if 5%+ of sessions come from Europe with low conversion, list 20 SKUs on easyShop before Black Friday to test incremental revenue at zero cannibalization risk.
Register at easyShop.com now while seller fees and terms are early-stage favorable -- marketplaces consistently raise rates post-launch once GMV scales.
Original Source
This briefing is based on reporting from Tamebay. Use the original post for full primary-source context.
Style
Audience