OnBuy Pushes Into 8 More Markets, Reaches 21 Countries

Rapid Expansion Across Europe

OnBuy is continuing its push across Europe, this time entering Sweden, Norway, Denmark, Poland, Hungary, Romania, the Czech Republic and Switzerland.

That brings the platform’s reach to 21 countries, giving sellers access to more than 35 million potential customers. For many retailers, especially mid-sized ones, this kind of reach is hard to build on their own.

What makes OnBuy different is simple: it doesn’t sell products itself. It only connects retailers with customers, avoiding the direct competition that often frustrates sellers on larger marketplaces.

Growth Numbers Back The Strategy

The expansion isn’t happening in a vacuum. OnBuy says its existing markets delivered 152% quarterly sales growth, while site traffic jumped by 300% in the second half of 2025.

Even more telling is what happened before launch. In the new markets, the platform saw a 374% uplift during beta, suggesting strong early demand.

Earlier signals pointed the same way, with reported 30% day-on-day growth in key European regions.

Why Retailers Are Paying Attention

CEO Cas Paton argues that many sellers are actively looking for alternatives. Rising fees, tighter rules and direct competition from the marketplaces themselves are pushing retailers to diversify.

OnBuy is betting on a simpler promise: no competition with sellers and a model that helps them keep their margins.

The cashback feature also plays a role. Shoppers get real money back on purchases, which can make them come back more often, something retailers clearly value.

What This Means For E-commerce

For e-commerce players, this is another sign that the European marketplace space is shifting.

More sellers are spreading risk across multiple platforms, rather than relying on one dominant player. OnBuy’s expansion gives them another option, especially in Central and Eastern Europe, where marketplace competition is heating up.

With 21 countries now covered, OnBuy is steadily building a broader European presence. The real test will be whether it can keep this growth pace while scaling across so many markets at once.