The platform differentiates itself by refusing to hold its own inventory or sell private-label goods. By operating strictly as an intermediary, easyShop avoids the conflict of interest common among retail-led marketplaces. This model allows independent merchants to access 21 international markets through a single account, with the platform automating complex VAT calculations to lower the barrier for cross-border expansion.
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Sir Stelios Haji-Ioannou launches easyShop to challenge Amazon
Thirty years after disrupting the airline industry with easyJet, Sir Stelios Haji-Ioannou is targeting the e-commerce sector. His new venture, easyShop.com, launched this week across 21 European countries, aiming to position itself as a merchant-friendly alternative to dominant platforms that retailers often view as direct competitors.
Technological infrastructure for the site is provided by OnCommerce, the firm behind OnBuy and the forthcoming Comet marketplace. Cas Paton, CEO of OnCommerce, argues that many retailers are currently forced to build their businesses on platforms that simultaneously act as their primary rivals. The new marketplace seeks to reverse this dynamic by prioritizing the interests of sellers, offering them a space to reach consumers without facing competition from the house brand. With hundreds of retailers already active, the company is aggressively recruiting more vendors ahead of the critical Black Friday and Christmas trading window.
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