easyGroup, responsible for the family of brands that includes easyJet, announced on Tuesday (13) the official opening of the easyShop.com marketplace in 21 European countries. The platform brings together products from independent sellers and adopts a model in which it does not hold inventory, does not sell its own brands and commits not to compete directly with registered retailers.
The expansion comes after a gradual launch of the local sites. The project had been announced in June, but now it begins commercial operations in the 21 planned markets, including the United Kingdom, the Netherlands and Belgium.
The proposal differs from the one adopted by marketplaces that also operate as retailers. At easyShop, the products belong to partner merchants, while the platform acts as an intermediary for sales.
According to the company, hundreds of retailers already sell products on the marketplace, whose catalog brings together millions of items. The figures were released by the operation itself and do not represent independently audited results.
Single account and automated VAT facilitate sales in 21 markets
For merchants, the main operational differentiator is the possibility of reaching consumers in up to 21 countries with a single account. The platform automatically calculates Value Added Tax (VAT) and, according to easyGroup, does not require sellers to set up a separate company in each market served.
The model reduces administrative steps for retailers interested in expanding their international sales. The automated tax calculation, however, does not necessarily eliminate other tax and regulatory obligations applicable to cross-border operations.
Another aspect of the structure is the separation between the brand and the commercial operation. easyGroup owns and licenses the easyShop brand, but the company that manages and operates the marketplace is OnCommerce, a technology company also responsible for OnBuy, launched in 2016.
OnCommerce is also preparing the launch of the British electronics marketplace Comet, scheduled for November 2026.
For consumers, easyShop announces a catalog with different categories, flexible payment options, rewards for purchases and free delivery on millions of products, according to the conditions offered by the platform.
The next commercial step is already defined: expand the seller base before Black Friday and the Christmas shopping period. The operator has opened new registrations for British and European merchants and those from other markets interested in selling through the platform.
