Selling on OnBuy

The Fairer Alternative: Why Amazon Sellers are Selling to OnBuy

As an Amazon seller, you are likely all too familiar with the "Amazon Tax"—a combination of high referral fees, storage costs, and the constant threat of the platform launching its own "Amazon Basics" version of your bestseller. In 2026, OnBuy has solidified its position as the UK’s favorite alternative for sellers who want a more transparent and partner-focused relationship. Known as the "Fairer Marketplace," OnBuy’s core promise is simple: they do not sell any products themselves. They are purely a platform for you to reach their 7+ million active UK shoppers without ever worrying about the marketplace becoming your competitor.

The 2026 Pricing Structure: No Hidden Costs

One of the most refreshing aspects of OnBuy for those coming from Seller Central is the simplicity of the fee model. Unlike Amazon’s complex web of transaction fees and listing costs, OnBuy operates on a straightforward subscription and commission basis.

• Subscription Plans: You can choose between Standard (£25/month), Partner (£69/month), or Professional (£249/month). The higher tiers offer priority support and advanced marketing tools, but even the Standard plan gives you full access to the marketplace with zero listing fees.
• Competitive Commissions: Referral fees are generally lower than Amazon's. For example, Consumer Electronics are as low as 7%, while most categories like DIY or Home & Garden sit around 13% to 15%. With a minimum fee of just £0.25 per item, it is highly profitable for both low-margin and high-volume sellers.

The "Cashback Marketplace" Advantage

In 2026, OnBuy’s growth is fueled by its industry-leading Cashback program. Every single purchase on the site earns the customer at least 1% cashback, with "VIP" loyalists earning up to 7.5%.

• Who pays for it? Unlike Amazon’s "clippable coupons" which come out of your pocket, OnBuy funds much of this cashback themselves as part of their marketing spend.
• Conversion Power: This built-in loyalty system creates a "sticky" customer base. Once a buyer earns cashback on your product, they are incentivized to return to OnBuy to spend it, often choosing your shop again for repeat purchases.

Leveraging Amazon MCF for Seamless Growth

Many Amazon sellers hesitate to join OnBuy because they don't want to manage a separate warehouse. However, OnBuy is perfectly built for Multi-Channel Fulfillment (MCF).

• The Workflow: In 2026, integration tools like Commercium and M2E Pro allow you to automatically push your OnBuy orders to your Amazon FBA stock. Amazon picks and packs the order, and the tracking information is automatically synced back to OnBuy to satisfy their performance metrics.
• Preferred Pricing: Amazon's 2026 "Preferred Pricing" program for MCF actually rewards you for shipping more units off-platform, giving you up to a 15% discount on fulfillment fees. This makes selling on OnBuy almost as hands-off as selling on Amazon.

European and US Expansion

While OnBuy started in the UK, its 2026 roadmap includes a massive rollout across 14 European countries and a launch in the United States. By setting up your OnBuy shop now, you are securing early-adiver status for a global expansion. Their partnership with Google Cloud ensures that your product data is easily localized for different languages and currencies, allowing you to scale your brand internationally with a single "Global Seller" account.

Getting Approved: What You Need

OnBuy is committed to being a "Trusted Marketplace," so their onboarding process involves a manual review.

• The Credentials: You will need a UK-registered business, a UK bank account (or a Payoneer/PingPong account), and authentic GTINs (EANs/UPCs) for your products.
• Social Proof: They typically look for sellers who have at least 50 positive reviews from the last 12 months on other platforms (like Amazon or eBay) to ensure you can handle their customer service standards.
• Transparency: You must offer a clear 30-day returns policy to align with OnBuy’s "Buyer Protection" guarantee.

Working with Sitruna

Sitruna is a specialist Amazon and multi-channel e-commerce agency staffed by ex-Amazon employees. We help established brands expand to channels like B&Q without disrupting their core Amazon business — handling everything from listing migration and catalog mapping to ongoing account management and performance reporting.

If you're considering expanding your brand beyond Amazon, get in touch with the Sitruna team for a free channel audit: www.sitruna.com

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