After Stelios challenged the aviation industry with easyJet, it is now entering the e-commerce giant market with easyShop.
- easyShop.com launched in 21 European countries, aiming to compete with Amazon
- The platform does not hold inventory, does not sell its own branded products, and will not compete with retailers on the platform.
- Retailers can sell products in 21 markets through a single account, and value-added tax will be calculated automatically.
- Hundreds of retailers have already settled in, and as "Black Friday" and Christmas approach, more merchants are joining one after another.
London, October 13, 2026 / PRNewswire / -- 30 years ago, Stelios Haji - Ioannou founded easyJet to challenge traditional airlines. Today, the founder of this easy brand family brings the same "challenger" philosophy into the e-commerce sector by launching a new multi-category platform, easyShop.com, which has already been officially launched in 21 European countries with the goal of competing with Amazon.
This launch marks the entry of the easy brand into one of the largest consumer markets in the world. It focuses on high cost-performance, a simple user experience, and consumer rights, while adopting a market platform model designed to provide a more equitable development environment for retailers.
Unlike platforms that are oriented towards retail sales, easyShop does not manage inventory, does not sell its own brand products, and does not compete with businesses that use its platform. Each item belongs to the retailer, and every customer order generates sales for that retailer.
easy Founder of the Brand Family Stelios Haji - Ioannou The jazz artist stated:
Competition is beneficial for both consumers and businesses. No market benefits from a situation in which everyone feels that they have no choice but to turn to the same supplier.
“easyShop combines the values that easy has always upheld – simplicity, high cost-performance ratio, and variety of choices – with a platform model designed to help retailers grow rather than compete with them. I believe that online retail can easily accommodate such a new approach.”
Retailers can reach consumers in 21 selected markets through a single account, and value-added tax (VAT) will be calculated automatically. They do not need to set up companies separately in each country, which opens the door to international expansion for those businesses that may have been deterred by local operating costs and complexities in the past.
As localized websites are gradually being launched in various regions, hundreds of retailers have already joined easyShop. With Black Friday and Christmas approaching, the platform is now inviting more sellers from the UK, Europe, and internationally to join, in order to expand its coverage and seize the busiest sales season of the year.
easyShop is developed and managed by OnCommerce. OnCommerce is a market platform technology company and also the operator behind OnBuy as well as the upcoming Comet platform.
OnCommerce Founder and CEO Cas Paton stated:
"Too many retailers are developing their business on a platform that is also their biggest competitor. We believe this is wrong. easyShop will never compete with companies that sell products through its platform."
For 30 years, the easy brand has been challenging the existing landscape and has always come out on top. Today, we are taking on the e-commerce giants, standing alongside sellers to provide them with the fair conditions that have long been denied to them.
For buyers, easyShop brings together millions of products from trusted merchants on a single platform, offering competitive prices, free delivery for millions of items, benefits with each purchase, flexible payment options, and verified reviews.
Retailers can currently register and sell products on easyShop.
Buyers can access easyShop.
Interview requests for Stelios Haji - Ioannou jazz artists must be submitted to Tavistock, and it will depend on their schedule.
About easyShop
easyShop is a multi-category online marketplace with operations covering 21 European countries. As a member of the easy brand family founded by Stelios Haji - Ioannou, easyShop revolves around three core values: high cost-performance, selection, and simplicity. The easyShop brand is owned by easyGroup and authorized by them, while the market platform is managed and operated by OnCommerce.
About OnCommerce
OnCommerce is a market platform technology company responsible for managing and operating easyShop, the cashback e-commerce platform OnBuy (founded in 2016), as well as the British electronics market platform Comet which is planned to be launched in November 2026. OnCommerce does not hold inventory and does not sell its own brand products on its sales platforms.
About easyGroup
easyGroup ( easy.com ) is the founder and owner of the easy ® brand family. The goal of easyGroup is to create, own, and manage easy brands through cooperation with suitable business partners in various industries. By licensing the easy name, easyGroup receives ongoing franchise fees; a large portion of the profits from easyGroup ltd are donated to charitable causes through the British charity Stelios Philanthropic Foundation ( https :// stelios.foundation /). Stelios and easyGroup have donated over 120 million euros to charitable causes.
