Cas Paton, founder of OnBuy, propelled his marketplace to a £200 million valuation, expanded into 140 countries, and secured £35 million in investments, all while challenging Amazon with a transparent, seller-first approach.
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With a background in web development and digital marketing, Cas Paton leveraged his expertise to address the inefficiencies he observed in the e-commerce sector. Prior to founding OnBuy, he successfully launched and managed several digital businesses, where he gained first-hand experience with the challenges sellers face on platforms dominated by giants like Amazon. This experience fuelled his determination to create a fairer marketplace, leading to the launch of OnBuy in 2016.
At OnBuy, Paton has cultivated a culture of innovation and integrity, setting the company apart in a crowded market. His leadership has driven OnBuy to become the largest UK-founded marketplace, recognised for its seller-first model that offers better commission rates and more supportive policies. Paton’s strategic vision also led to securing a £35 million Series A investment in 2021, which fuelled OnBuy’s international expansion into over 140 countries.
Beyond his business achievements, Paton has been an outspoken advocate for small and medium-sized enterprises (SMEs), pushing for industry-wide changes that level the playing field. He’s championed initiatives to improve seller support and has consistently highlighted the need for greater transparency and fairness in e-commerce, positioning OnBuy not just as a competitor to Amazon, but as a pioneer of ethical business practices in the digital marketplace.
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