easyGroup has moved into online retail through a partnership with UK-based marketplace technology company OnBuy.

The two companies plan to launch easyShop.com later this year in 21 European markets.

The platform will operate under the easy family of brands, bringing together multiple retailers on a single marketplace.

Founded in 2016, OnBuy will manage the technical and operational side of the venture, including regulatory compliance and cross-border trade infrastructure, through its proprietary OnCommerce platform.

easy family of brands creator and owner Stelios Haji-Ioannou said: “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. We are aiming for a consumer-facing launch for consumers to be able to buy online from Q4 in 2026.”

Under the arrangement, easyGroup takes an “asset-light” approach to entering consumer retail while OnBuy handles the underlying marketplace technology.

The companies said significant long-term investment has been agreed to support easyShop's development.

The marketplace will not compete directly with the sellers it hosts, operating on a pure marketplace model.

Retailer onboarding is scheduled to begin before the consumer-facing launch, giving merchants early access ahead of the platform going live.

The platform draws on technology already in use across OnBuy's existing marketplace, which the company said has expanded by more than 86% over the past three years, supporting over 100 million products across Europe.

OnBuy CEO and founder Cas Paton said: “Working with the easy family of brands brings together one of Europe's most recognisable consumer names with proven marketplace expertise, accelerating awareness and enabling retailers to reach customers across multiple countries much more quickly.”