The OnBuy expansion in Europe marks one of the most ambitious moves in the e-commerce landscape this year. The UK-based online marketplace is entering 12 new European countries, including Germany, France, Spain, Italy, and the Netherlands. The platform wants to positions itself as an alternative to big, established giants.
A marketplace built for retailers
Unlike many established platforms, OnBuy does not sell products itself. Instead, it acts purely as a partner to merchants. The company promises higher margins through transparent commissions and no hidden fees.
CEO and founder Cas Paton makes the company’s philosophy clear: “We don’t compete with our retailers – we empower them.”
This retailer-first approach is designed to reduce the price pressure often caused by platforms that sell their own products alongside third-party listings. The OnBuy expansion in Europe brings this model to thousands of new sellers across the continent.
Cashback system driving customer loyalty
A unique feature of OnBuy is its cashback system, which rewards customers with credits on every purchase. These credits can be spent immediately or even cashed out.
In the UK, this program has already proven successful: the company reports a repurchase rate of over 50%, showing strong consumer loyalty and repeat shopping behaviour. By rolling out cashback across European markets, OnBuy hopes to differentiate itself further from traditional marketplaces.
Strong growth momentum behind the expansion
The OnBuy expansion in Europe follows a year of significant growth and bold acquisitions. Earlier in 2025, the company purchased British electronics retailer Comet to strengthen its home market presence.
During its European test phase, OnBuy recorded 308% sales growth and sustained 40% monthly growth. Building on this momentum, the company now expects to add:
- £100 million GMV (gross merchandise volume) in the current fiscal year,
- 5 million new customers, and
- a medium-term target of £1 billion GMV (approx. €1.15 billion).
With the European rollout, OnBuy plans to operate in 20 markets by the end of 2025, with eight more already in preparation.
Competing with established giants
The competitive landscape of European marketplaces is dominated by big, well-known platforms. OnBuy’s strategy is to position itself as an alternative, offering sellers more control and transparency. Instead of undercutting retailers with its own products, OnBuy provides the platform infrastructure and lets sellers focus on growth.
For consumers, the benefits are clear:
- More choice from a wide range of independent retailers.
- Loyalty rewards through cashback.
- A marketplace not biased toward its own inventory.
This value proposition is central to the OnBuy expansion in Europe and could resonate strongly with both sellers and shoppers seeking alternatives.
What’s next for OnBuy?
By the end of 2025, OnBuy aims to be active in 20 European markets, with expansion plans already underway for additional countries. If successful, the retailer-first strategy, combined with a unique cashback model, could establish OnBuy as a credible challenger to established giants.
The European e-commerce sector is growing rapidly, and the OnBuy expansion in Europe shows that there is still room for innovation.
Final thoughts
The OnBuy expansion in Europe is more than a geographic rollout — it’s a statement about the future of online marketplaces. By prioritising fairness, transparency, and loyalty, OnBuy is aiming to reshape the dynamics of e-commerce across the continent.
If the platform can replicate its UK success across Germany, France, Spain, Italy, and beyond, it may emerge as a powerful new force in European retail.
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