OnBuy is an online marketplace originally launched in the United Kingdom and now evolved into a multi-country e-commerce platform.
Its positioning is based on the concept of a “fair marketplace”: a model that removes the typical conflict of interest found in other marketplaces, as the platform does not sell its own products.
For Italian companies, this means operating in a more neutral environment, where visibility and sales primarily depend on pricing, service quality, and seller performance.
Key Features and Services
OnBuy operates as a pure marketplace, with no direct retail activity. It offers centralized catalog management, multi-country activation, the creation of dedicated stores for each market, and integrations with major e-commerce platforms (e.g. Shopify, Magento, WooCommerce). It also enables differentiated management of pricing, inventory, and shipping by country.
Revenue
The company is growing and regularly files its financial data with official UK registers. However, a clear and up-to-date consolidated figure for revenue or GMV is not publicly disclosed in official documentation. For this reason, no numerical value is reported.
Allowed Products
Broad product coverage (over 17 categories), including electronics, home, garden, fashion, beauty, sports, toys, and more. Prohibited or regulated products (e.g. counterfeit goods, weapons, illegal items, or restricted categories) are excluded. Prior compliance checks are required for sensitive categories.
Accessibility for Italian Companies
Direct access with pre-qualification requirements. These include:
- previous reviews (minimum 50 in the last 12 months with high ratings)
- an existing sales channel
- company and tax documentation
- a bank account in the currency of the target markets
- a solution for international returns management
For cross-border sales, OnBuy supports VAT handling (including IOSS for EU in specific cases). The platform is therefore best suited to already structured companies.
Countries and Markets
OnBuy enables selling across 21 European markets and the UK through a single account. Sellers can activate countries selectively, adapting offering, pricing, and logistics for each market.
Costs and Fees
The cost structure includes:
- monthly subscription (different plans based on services)
- sales commission (approximately 15% standard, varying by category)
There are no listing fees. Minimum commission thresholds per sale apply, along with variations depending on product category.
Payment Systems
Customer payments are handled through major methods (cards, digital wallets, and installment solutions). Seller payouts are released based on delivery timelines (generally a few days after order completion) and are processed via bank accounts or international payment providers.
Advertising
An internal system, “OnBuy Boost”, is available and based on a performance model (pay-per-sale). It allows sellers to increase product visibility both on-platform and through selected external channels, with flexible investment levels.
Logistics Services
There is no proprietary logistics infrastructure. Sellers manage shipping and returns independently or through third-party logistics partners. A local returns solution in the target markets is required and represents a key factor for competitiveness.
Customer and Seller Support
Sellers are responsible for operational customer management (orders, shipping, returns). OnBuy provides support through a help centre, buyer protection systems, and seller assistance, with more advanced support levels available in higher-tier plans.
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