The new platform easyShop.com from Sir Stelios Haji-Ioannou has launched in 21 European countries, including Greece, aiming to offer consumers more choice and give merchants new opportunities to grow.
A platform with no products of its own
easyShop.com, part of the easy family of brands, was created by Sir Stelios Haji-Ioannou and brings together products across multiple categories from independent merchants. Its core principles are competitive prices, simplicity in shopping and rewards for consumers.
According to the announcement, the platform follows a model that differs from that of traditional online shops: it does not hold its own stock, offer private-label products or compete with the merchants on its marketplace. Each product belongs to a partner business, which makes the sale.
“Competition is good for consumers and businesses alike. No market benefits when everyone feels they have only one choice”, Sir Stelios Haji-Ioannou said.
He added that easyShop combines the enduring values of the easy brand — simplicity, affordability and choice — with an operating model designed to help merchants grow rather than compete with them.
How businesses can expand abroad more easily
Through a single account, merchants can offer their products in the markets of their choice among the 21 countries where the platform operates. The system automatically calculates VAT, and there is no need to set up a separate company in each country.
In this way, easyShop aims to reduce the cost and complexity of international expansion, making it easier for businesses to reach new customers beyond their home markets.
Following the phased launch of local websites, hundreds of merchants are already making sales through the platform.
Ahead of Black Friday and the Christmas season, easyShop is inviting more businesses from Greece and the rest of Europe to join the platform and expand their reach ahead of the busiest trading period of the year.
Partnership with OnCommerce
Responsibility for easyShop’s technology infrastructure and operations lies with OnCommerce, the company behind the OnBuy platform and the new online platform Comet, which is expected to launch soon.
OnCommerce founder and chief executive Cas Paton stressed that many merchants operate on platforms that also sell competing products.
“We believe that is wrong. easyShop will never compete with the businesses selling through it by offering its own products”, he said.
He noted that the easy brand has been challenging established players for 30 years and is now turning its attention to major e-commerce groups, with the aim of offering merchants fairer terms of partnership.
AMNA