Stelios took on the airlines with easyJet. Now he's taking on the online shopping giants

• easyShop.com launches across 21 European countries as a challenger to Amazon
• The marketplace holds no stock, sells no own-label products and never competes with its retailers
• Retailers can sell into 21 markets through one account, with VAT calculated automatically
• Hundreds of retailers are already trading, and more are being welcomed ahead of Black Friday and the Christmas peak

LONDON, Oct. 13, 2026 /PRNewswire/ -- 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.

Sir Stelios Haji-Ioannou, founder of the easy family of brands, said:

"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."

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.

Cas Paton, Founder & CEO of OnCommerce, commented:

"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."

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.

Retailers can register to sell on easyShop.

Shoppers can visit easyShop.

Interview requests for Sir Stelios Haji-Ioannou should be directed to Tavistock and are subject to availability.

About easyShop

easyShop is a multi-category online marketplace operating across 21 European countries. Part of the easy family of brands, founded by Sir Stelios Haji-Ioannou, easyShop is built around value, choice and simplicity. The easyShop brand is owned and licensed by easyGroup, while the marketplace is powered and operated by OnCommerce.

About OnCommerce

OnCommerce is a marketplace technology business that powers and operates easyShop, cashback marketplace OnBuy (est. 2016) and UK electronics marketplace Comet, which launches in November 2026. OnCommerce holds no stock and does not sell own-label products through its marketplaces.

About easyGroup

easyGroup (easy.com) is the creator and owner of the easy® family of brands. easyGroup aims to create, own and manage the easy brand by partnering with the right business partners in their industries. By licencing the easy name, easyGroup creates a steady royalty income stream and the majority of profits of easyGroup ltd are donated to charity via the UK registered charity Stelios Philanthropic Foundation (https://stelios.foundation/). Sir Stelios and easyGroup has now donated more than €120m to charity.