OnBuy Launches in Nordic Region Supported by Posten Bring Investment Amidst Growing Demand
OnBuy.com, one of Europe's fastest growing online marketplaces, is excited to announce its upcoming launch in the Nordic region, specifically in Norway, Sweden, Denmark, and Finland, backed by a significant investment from Posten Bring. This expansion comes at a time when demand for alternative marketplace options is increasingly crucial for local retailers looking to diversify their sales strategies.
The Nordic launch follows OnBuy's impressive conversion rates observed during a soft launch phase across all markets, showcasing the platform's potential to facilitate growth for retailers in these countries. The company, which operates in 21 markets globally, views the Nordics as a strategically significant area, where retailers are actively searching for new sales channels beyond established platforms.
Cas Paton, the CEO and founder of OnBuy, commented on this exciting development, stating, "We see a clear gap in the Nordic market. There isn’t a one-size-fits-all marketplace model that meets all the needs of the retailers in this region, and more businesses are keen to avoid dependence on a single sales channel. This creates a significant opportunity for us. Our aim is to provide retailers with a straightforward path to growth, whether they aim to reach customers locally or expand internationally, without the complications often associated with such endeavors."
In these four Nordic countries, retailers are increasingly opting for a mix of global marketplaces, regional platforms, and niche operators to diversify their sales channels. OnBuy positions itself as an additional channel, offering scalable solutions to strengthen business resilience and drive sales growth. In 2025, the marketplace reported a remarkable 152% quarter-over-quarter growth in gross merchandise value (GMV) across its first 12 European markets, as well as a staggering 374% growth in newly launched markets during the soft launch phase, highlighting strong initial demand as the international expansion continues.
The investment from Posten Bring enhances the company's capacity to expand its operations, leveraging its strong position in the Nordic e-commerce landscape and its long-standing relationships with local retailers and merchants. This alignment with Posten Bring, which invested in OnBuy back in 2021, underscores a long-term vision for expansion in the region, ensuring that the timing of this venture is just right.
"After our expansion across Europe, we have built the scale and capabilities necessary to make a meaningful market entry in the region while generating new opportunities for retailers," Paton added. "Our success is directly tied to the success of our sellers on the platform. We do not sell products ourselves; thus, we never compete with the businesses operating on our platform. Retailers maintain full control over their operations, including logistics and delivery arrangements, while gaining access to millions of new customers through OnBuy. This retailer-focused, transparent operating model resonates well with businesses and is reflected in the growth we are seeing across Europe."
As part of the launch phase, OnBuy is introducing a streamlined onboarding process aimed at assisting retailers in joining the platform quickly. This initiative includes a temporary subscription benefit, which is set to run until July 31st. To further aid cross-border sales and allow for expansion into new markets, the company plans to roll out additional tools later this year.
OnBuy was founded in 2016 by Cas Paton in the UK and has since grown to become a leading European online marketplace and technology company. The platform operates under a fair and transparent marketplace model, never competing with its sellers, while providing international growth and infrastructure to support numerous consumer brands. With millions of products spanning categories such as electronics, home and garden, beauty, and toys, OnBuy is rapidly expanding across Europe while building a growing portfolio of marketplace brands supported by its trading platform.
For further information on OnBuy, please visit OnBuy.com.
The Nordic launch follows OnBuy's impressive conversion rates observed during a soft launch phase across all markets, showcasing the platform's potential to facilitate growth for retailers in these countries. The company, which operates in 21 markets globally, views the Nordics as a strategically significant area, where retailers are actively searching for new sales channels beyond established platforms.
Cas Paton, the CEO and founder of OnBuy, commented on this exciting development, stating, "We see a clear gap in the Nordic market. There isn’t a one-size-fits-all marketplace model that meets all the needs of the retailers in this region, and more businesses are keen to avoid dependence on a single sales channel. This creates a significant opportunity for us. Our aim is to provide retailers with a straightforward path to growth, whether they aim to reach customers locally or expand internationally, without the complications often associated with such endeavors."
In these four Nordic countries, retailers are increasingly opting for a mix of global marketplaces, regional platforms, and niche operators to diversify their sales channels. OnBuy positions itself as an additional channel, offering scalable solutions to strengthen business resilience and drive sales growth. In 2025, the marketplace reported a remarkable 152% quarter-over-quarter growth in gross merchandise value (GMV) across its first 12 European markets, as well as a staggering 374% growth in newly launched markets during the soft launch phase, highlighting strong initial demand as the international expansion continues.
The investment from Posten Bring enhances the company's capacity to expand its operations, leveraging its strong position in the Nordic e-commerce landscape and its long-standing relationships with local retailers and merchants. This alignment with Posten Bring, which invested in OnBuy back in 2021, underscores a long-term vision for expansion in the region, ensuring that the timing of this venture is just right.
"After our expansion across Europe, we have built the scale and capabilities necessary to make a meaningful market entry in the region while generating new opportunities for retailers," Paton added. "Our success is directly tied to the success of our sellers on the platform. We do not sell products ourselves; thus, we never compete with the businesses operating on our platform. Retailers maintain full control over their operations, including logistics and delivery arrangements, while gaining access to millions of new customers through OnBuy. This retailer-focused, transparent operating model resonates well with businesses and is reflected in the growth we are seeing across Europe."
As part of the launch phase, OnBuy is introducing a streamlined onboarding process aimed at assisting retailers in joining the platform quickly. This initiative includes a temporary subscription benefit, which is set to run until July 31st. To further aid cross-border sales and allow for expansion into new markets, the company plans to roll out additional tools later this year.
OnBuy was founded in 2016 by Cas Paton in the UK and has since grown to become a leading European online marketplace and technology company. The platform operates under a fair and transparent marketplace model, never competing with its sellers, while providing international growth and infrastructure to support numerous consumer brands. With millions of products spanning categories such as electronics, home and garden, beauty, and toys, OnBuy is rapidly expanding across Europe while building a growing portfolio of marketplace brands supported by its trading platform.
For further information on OnBuy, please visit OnBuy.com.
Topics Consumer Products & Retail）
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