Fast-growing online marketplace OnBuy has expanded into 12 European markets following its acquisition of iconic retail brand Comet this year.
OnBuy has opened registration for retailers across Germany, France, Spain, Italy, the Netherlands, Belgium, Austria, Greece, Finland, Portugal, Ireland and Slovakia.
In May, OnBuy completed the acquisition of electronics brand Comet from Misco Technologies.
Comet was placed into administration in 2012 and its hundreds of stores closed. In 2020 Misco acquired the brand and relaunched it as an eCommerce-only business.
Following the more recent acquisition, the website was taken offline. OnBuy said it planned to relaunch the brand in Q4 2025 as part of its long-term growth strategy, and that the acquisition would shake up the UK’s £25bn consumer electronics sector.
A household name that once dominated consumer electronic sales, Comet is to be fully integrated into OnBuy’s marketplace network and tech infrastructure. It plans to inject over £10m into the Comet brand, resurrecting it as a marketplace ‘at the apex of eCommerce’.
The homepage currently reads: “Comet’s making a comeback! We’re reviving the brand you love to bring you the best tech, brands, and deals worth waiting for. Watch this space!”
Meanwhile, OnBuy says early beta activity in Europe has already delivered 308% sales growth and a 40% monthly growth rate. The London-based company is aiming to reach £1 billion gross merchandise value within three years as it looks to challenge Amazon and eBay.
“Retailers across Europe are calling out for a marketplace that truly supports them. OnBuy is different – we don’t compete with our sellers, we champion them,” said CEO and founder Cas Paton.
“Our model creates higher margins for retailers, more choice for customers, and a level playing field that the industry has been missing.
“Europe’s eCommerce market is enormous and the appetite for change is clear. With our growth momentum and seller-first approach, we’re building a challenger marketplace that’s reshaping how retailers do business.”