Sir Stelios Haji-Ioannou launches easyShop e-commerce platform

On October 21, 2026, Sir Stelios Haji-Ioannou officially launched easyShop.com, a new online marketplace operating across 21 European countries, including Greece. Designed to challenge major retailers like Amazon, the platform serves as an aggregator for independent merchants rather than acting as a retailer itself. The business model explicitly excludes the maintenance of inventory or the sale of private-label goods, ensuring that every transaction is facilitated directly between the independent vendor and the customer.

Technological infrastructure and operational management for the site are provided by OnCommerce, the firm also responsible for the OnBuy platform and the upcoming Comet service. This expansion marks a significant milestone three decades after the founder’s entry into the airline industry with easyJet. Sir Stelios emphasized that the platform is intended to increase market competition, arguing that consumer choice is hampered when markets are dominated by a single entity. The service aims to distinguish itself by offering competitive pricing and a simple purchasing experience without competing against its own listed merchants.