#London #United Kingdom #Nordic expansion #Posten Bring #OnBuy

OnBuy Expands into the Nordic Region with New Investment

OnBuy.com, recognized as one of the fastest-growing online marketplaces in Europe, has announced its entrance into the Nordic market. This strategic move, backed by an investment from Posten Bring, comes in response to a marked increase in demand from retailers seeking alternatives to established platforms. The initiative aims to establish a solid foothold in Norway, Sweden, Denmark, and Finland.

During its initial soft launch phase, OnBuy experienced the highest conversion rates globally among its markets, prompting the decision to prioritize the Nordic region for its expansion efforts. As many retailers turn their attention away from traditional marketplaces, the need for diverse customer outreach methods is becoming crucial. According to Cas Paton, CEO and founder of OnBuy, there exists a significant gap in the Nordic market as no single marketplace can meet the varying needs of all retailers in the area. This observation has spurred a growing desire for businesses to lessen their reliance on any one sales channel.

Paton cites, “This creates a genuine opportunity. Our focus is to provide retailers with a straightforward and efficient pathway for growth, whether that entails reaching local customers or seeking international expansion without the typical complexities.” In a landscape where retailers increasingly utilize a mix of global platforms, regional solutions, and niche specialists, OnBuy is poised to present itself as an additional scalable option for those aiming to enhance their business resilience and boost sales.

In 2025, OnBuy reported an impressive 152% quarterly growth in Gross Merchandise Value (GMV) across its first twelve European markets. Following this, an astonishing 374% growth was recorded in subsequent markets during the soft launch period, showcasing robust early demand aligned with international expansion goals.

Posten Bring’s contribution is pivotal in facilitating the adoption of OnBuy’s platform, leveraging the company’s strong standing in Nordic e-commerce and established relationships with regional retailers and market players. In a statement, Paton elaborated, “We secured an investment from Posten Bring in 2021, with long-term aspirations for Nordic expansion. However, the timing had to be right. Since then, we have expanded across Europe, establishing the scale and capabilities necessary for making a meaningful impact in the region.”

He emphasized the company’s business model, stating, “We succeed when our sellers succeed. Since we do not sell our own products, we never compete with businesses that use our platform. Sellers maintain control over their operations—including logistics and delivery solutions—while gaining access to millions of new customers via OnBuy. This seller-focused, transparent model is gaining traction among businesses, as reflected by the momentum we are experiencing across Europe.”

To facilitate a smooth transition for newcomers, OnBuy is introducing a simplified onboarding process during its launch phase, designed to expedite and streamline the initiation for retailers joining the platform. The initiative also includes a limited-time subscription incentive valid until July 31.

Looking ahead, the company plans to unveil several tools later this year aimed at supporting cross-border trading and paving the way for further market expansions.

Founded in the UK in 2016 by Cas Paton, OnBuy has emerged as a leading European online marketplace. The company operates on a fair and transparent marketplace model, never competing with its sellers while providing infrastructure designed to support international growth across various consumer brands. With millions of products spanning categories such as electronics, home and garden, beauty, and toys, OnBuy continues its rapid expansion throughout Europe while constructing the foundational trading platform that powers a growing portfolio of marketplace brands.

For more information, visit www.onbuy.com.