OnBuy is a UK-based online marketplace established by entrepreneur Cas Paton.[3] The platform operates as a third-party marketplace, facilitating transactions between retailers and consumers without holding its own inventory.
Launched in November 2016, OnBuy was designed to support retailers by avoiding direct competition through inventory ownership.[4] By 2019, the company reported a 1,100% increase in sales.[5] It raised £5 million in 2020[6] and £35 million in 2021[7] to support expansion and infrastructure development.
In 2024, OnBuy introduced a £10 million cashback loyalty program aimed at supporting customer retention.[8] In early 2025, it relocated its headquarters from Bournemouth to London, citing challenges in attracting tech talent and insufficient local support. A satellite office was retained in Bournemouth to support hybrid work.[9]
Acquisition of Comet
In May 2025, OnBuy acquired the rights to the historic British retail brand Comet which had previously closed its 240 stores in 2012.[10] The acquisition was widely covered in national media and marked a significant step in OnBuy’s expansion. The company announced plans to invest £10 million to relaunch Comet as a digital-first marketplace focused on consumer electronics.[11][12][13]
Business Model
OnBuy operates as a pure marketplace, listing products from third-party sellers without selling directly. This model aims to create a level playing field for retailers, distinguishing it from competitors that also act as vendors.[14]
Recognition
OnBuy has been featured in several business growth rankings. It ranked 331st, 25th, and 34th in the Financial Times FT1000 in 2022, 2023, and 2024, respectively.[15][16][17] It was named the South West & Wales Regional Winner in the Deloitte UK Technology Fast 50 in 2021[18] and ranked 11th nationally in 2022 and 2023.[19][20] In 2024, it placed 49th in the Deloitte EMEA Technology Fast 500.[21] In 2025, it was ranked 42nd in the Sunday Times Tech Track 100.[22]
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