easyGroup enters online retail with easyShop marketplace

easyGroup, the creator and owner of easyJet, is entering mainstream online retail with the launch of easyShop.com, launching in the UK and 20 other European markets.

The new online marketplace is set to go live later this year, covering categories including clothing, footwear and accessories, as well as health and beauty - and more.

The marketplace is currently in the process of onboarding sellers, with a consumer-facing launch targeted for Q4 2026.

The launch marks easyGroup's first move into mainstream online retail.

The company highlighted that it will operate a pure marketplace, with no retail competition from the operator, to give retailers a "fair and transparent platform designed to support long-term growth".

The structure follows easyGroup's established licensing model, extending the easy brand into a new sector through a partnership with UK-based marketplace operator OnBuy, rather than building retail operations in-house.

The group described the arrangement as an "asset-light model", with OnBuy acting as both the technology provider and the day-to-day operator.

Both parties said significant long-term investment had been agreed as part of the deal, though no financial terms were disclosed.

For consumers, easyShop "will offer straightforward, value-led online shopping," according to the group, aligning with its existing offer across travel, transport and consumer services.

For retailers, easyShop is pitched as a route to multi-country reach without the complexity of managing separate local marketplaces or building infrastructure market by market.

Sir Stelios Haji-Ioannou, creator and owner of the easy family of brands, 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."

Cas Paton, founder and CEO of OnBuy, added: "easyShop removes many of the barriers that typically slow retail expansion by operating as a pure marketplace without inventory, logistics, or local infrastructure.

"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."