OnBuy is live in 12 EU countries with 308% sales growth. Here is what Shopify sellers need to know.
TL;DR: OnBuy launched in 12 European countries in 2025 and reported 308% sales growth in those markets during beta. For Shopify sellers already shipping to Europe, this is a new marketplace channel with real momentum. Here’s what’s available, what’s involved, and whether it’s worth your time. Connect your store with the Shopify OnBuy integration.
As of late 2025, OnBuy operates in 12 EU markets:
Further expansion to 8 additional countries was already underway, putting OnBuy on track to cover 20 markets. The company appointed Marie Dauphin as Head of Sales specifically to lead continental expansion and recruit sellers across Europe.
OnBuy’s EU beta delivered some notable results:
For context, OnBuy’s UK operation already generates over 150 million pounds in annual sales and pulls in 3.5 million monthly visits with a repeat purchase rate above 50%. The EU expansion is OnBuy’s bet on replicating that trajectory across the continent.
Their target: 1 billion pounds in total GMV within three years. That’s ambitious. But the early EU numbers suggest the model travels.
Here’s what makes OnBuy’s EU setup different from some other marketplaces: you don’t need separate accounts per country. One OnBuy seller account covers every market they operate in. Your subscription plan (Standard at 25 pounds/month, Partner at 69 pounds/month, or Professional at 249 pounds/month, all plus VAT) gives you access to all available markets.
Product listings can go live across multiple countries from the same account. You pick which markets you want to sell in, and OnBuy handles the local customer-facing experience. Commission on EU sales is charged in euros for eurozone countries.
Selling across borders isn’t just listing products in new countries. There are practical requirements:
OnBuy requires a returns solution for every country you sell in. That means either a local return address in that country or a prepaid return label that ships back to your base. Third-party returns services can bridge this gap, but it’s a cost you need to account for.
You handle fulfillment yourself. For EU orders, that means international shipping from your warehouse (likely UK-based) or using a third-party logistics provider with European warehouse locations. Delivery speed and cost will affect your competitiveness in each market.
Cross-border VAT is complex. If you’re selling from the UK to EU consumers, you may need to register for VAT in individual EU member states or use the EU’s One-Stop Shop (OSS) scheme. The thresholds and requirements vary by country. This isn’t an OnBuy-specific issue. It applies to any cross-border e-commerce within Europe. Get proper tax advice before expanding.
OnBuy requires GTINs/barcodes for all listings. If your products already have them for UK sales, they work across EU markets too. Product descriptions and titles on OnBuy are primarily in English for now, though localized content may become a factor as the platform matures in each country.
OnBuy runs what they call an “industry-first cashback programme,” giving buyers instantly redeemable rewards on every purchase. They claim to be the only global marketplace offering this. In the EU, this is part of their customer acquisition strategy: attract buyers away from Amazon and local marketplaces by giving them cash back on orders.
For sellers, this means OnBuy is actively investing in bringing customers to the platform. You don’t pay for that customer acquisition. OnBuy funds the cashback from its own margin.
This makes most sense if you already:
The early-mover piece is worth highlighting. Established marketplaces like Amazon Germany or Bol.com in the Netherlands have massive seller bases. Competition is fierce. OnBuy’s EU markets are new. Seller density is low. Getting in now, while the platform is still growing its European customer base, means less competition for visibility.
That’s also the risk. A new marketplace in a new market means lower traffic initially. You’re betting that OnBuy’s growth continues.
Managing EU sales manually alongside your UK Shopify store is a headache. Different tax rules, different shipping logistics, and separate order tracking across markets. An OnBuy Shopify integration keeps your product listings, orders, and stock levels synchronized regardless of which OnBuy market the sale comes from.
All EU orders flow into the same Shopify admin as your UK orders. One fulfillment queue. One inventory count. That’s the only way to scale across multiple markets without hiring a team to manage each one separately.
If you’re already selling on OnBuy UK, expanding to EU markets is straightforward since you’re already approved. Pick the countries that match your shipping and VAT capabilities, and your existing listings can go live.
If you’re new to OnBuy entirely, read our complete guide to selling on OnBuy from Shopify first. It covers seller requirements, fees, and setup. Or compare your options in our OnBuy vs Amazon breakdown to see how the platforms stack up.
Ready to go? Connect your store with the Shopify OnBuy integration.