Joybuysubsidiary of the Chinese giant JD.comis now available in France, the United Kingdom, Germany, Belgium, Luxembourg and the Netherlands. Discreet at its launch, the site nevertheless marks a major strategic offensive by China’s number two in online commerce.
Joybuy takes overOchamathe omnichannel supermarket launched by JD.com in 2022 in the Netherlands, which combined mobile application, robotization and collection points. Present in 24 European countries, the brand failed to convince and encountered app problems, a confusing customer experience and automated stores deemed unattractive. Closed in summer 2025, Ochama is reborn in the form of Joybuya 100% online platform, better adapted to the uses of the European market.
In China, JD.com is one of the champions of integrated logistics, capable of delivering more than 600 million customers in a few hours. Know-how, which the group now exports to Europe, where it intends to compete with Amazon in the field of quality and speed, as opposed to discount models of Temu Or AliExpress.
A European ambition based on logistics
Joybuy’s development relies on the group’s logistics infrastructure, JD Logistics which already operates warehouses in Milton Keynes and Preston (UK), Venray (Netherlands), Frankfurt, Dortmund, Valence, Warsawas well as Paris region. These sites allow deliveries in 24 hours in Greater Paris And within 48 hours in the majority of European capitals.
JD.com claims a complete control of its value chain : storage, distribution, delivery. Unlike most marketplaces, Joybuy does not limit itself to hosting third-party sellers and the group holds its stocks and directly manages delivery, guaranteeing better reliability.
On the site, already in beta version, we find well-known brands such as Mixa, Pampers, Ariel, Dyson, Milka, Barilla, alongside electronics, fashion and food.
A multi-billion expansion strategy
To accelerate its implementation, JD.com hired a unprecedented financial and industrial offensive, thus in July 2025, the group acquired Ceconomy, the parent company of MediaMarkt And Saturnand shareholder with 21.9% of Fnac-Darty, For 2.2 billion euros. An operation which gives him immediate access to more than 1,000 stores And 50,000 employees on the continent.
In the United Kingdom, JD.com has invested £37 million in new offices in London and is actively recruiting over 40 logistics and FMCG specialists. According to the Retail Technology Innovation Hubit is about the biggest disruption to British commerce since the arrival of Amazon.
The United Kingdom, a test market for logistics domination
In a British market estimated at £235 billionJoybuy first launched a test version in London from the end of 2024. The first users will find everyday products, beauty and electronics, with a key promise of deliver faster than Amazon, at a competitive price. The European deployment aims to create a “delivery circle” of 2 to 3 days in 19 countriessupported by automated warehouses and an integrated transportation network.
Technological and regulatory challenges
This rapid development, however, raises several issues:
- There migration of customer data from Ochama to Joybuywithout explicit consent, questions compliance with the GDPR.
- There incomplete translation and the technical glitches of the site in beta version show that the localization can still be improved.
- Finally, the confidence of European consumers remains an obstacle, after the controversies surrounding Temu or Shein.
For experts, Joybuy benefits from a image neutrality still intact, which is a strategic advantage if JD.com can maintain a perception of reliability and quality.
Towards a new geography of online commerce
With Joybuy, JD.com exports its industrial model as much as a merchant site :
- automated logistics (robots, AI warehouses, autonomous vehicles),
- super-fast delivery,
- complete vertical integration,
- and now, physical presence via Ceconomy.
This approach reshuffles the cards of a European market long dominated by Amazon and by local actors like Fnac-Darty Or Cdiscount, It remains to be seen how they cope with development.
