Amid growing criticism of e-commerce giants, more and more sellers and buyers are turning their attention to alternative marketplaces. One such platform is OnBuy, a British online retailer that positions itself as an honest and open alternative to Amazon. Founded in 2016, the service is growing rapidly, expanding its presence not only in the UK but also beyond. What are the features of OnBuy and is it worth considering as a sales platform?
OnBuy’s main focus is on transparency and loyalty to sellers. Unlike Amazon, the platform does not compete with its sellers — OnBuy does not sell its own products, but only acts as an intermediary. This means that if you offer a popular product, you don’t have to worry that the platform itself will soon start selling it cheaper and taking away your customers. This approach is especially appreciated by small and medium-sized businesses, which often feel squeezed out on larger platforms.
Registering as a seller on OnBuy is fairly simple, but requires moderation. The platform offers two pricing plans: a standard plan with a commission of 5–9% depending on the product category and a monthly fee of around £19, and a premium plan with additional marketing opportunities. To get started, you need to have an active business, as OnBuy only works with legal entities and official sellers.
Many note the convenient interface of the personal account: an intuitive control panel, integration with popular systems (Shopify, Linnworks, eBay), API, and good support. Localized support is especially praised — the OnBuy team actively responds to requests, helps with initial setup, and does not ignore even small sellers. This creates the feeling that the platform is interested in your success, not just in turnover.
Buyers see a familiar marketplace with reviews, seller ratings, filters, and convenient search. It is worth noting that OnBuy does not pursue endless expansion of its product range — the main focus is on the quality and reliability of sellers. Another important point: delivery is carried out directly by sellers, not by the marketplace’s warehouses, so delivery speed and cost may vary. This should be taken into account when pricing and working with customer service.
Among the disadvantages, sellers most often mention relatively low traffic compared to Amazon and eBay. OnBuy actively invests in advertising and SEO, but so far the buying audience is not that large. Nevertheless, for niche or local brands, the platform can become a stable sales channel without the need to compete with thousands of identical offers.
User experience shows that sales on OnBuy do not come instantly. It is a platform for growth, where it is important to build a reputation and establish logistics. Many sellers start with OnBuy as an additional channel, but with the right approach, it can gradually take a significant place in the sales structure. It is particularly attractive to sellers from the UK and the EU, where issues of local presence, taxation, and fast delivery are particularly acute.
Overall, OnBuy is a high-quality marketplace with a clear mission and a business-friendly attitude. It is not a replacement for Amazon in terms of scale, but it is a worthy alternative for those looking for more control, fair competition, and the opportunity to build sales without fear of being squeezed out by the platform itself. If you are looking for new markets and value a partnership approach, OnBuy is definitely worth considering.