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Joybuy Officially Enters the European Market

  • Cici
  • 7 hours ago
  • 3 min read

Recent developments indicate that Joybuy Enters the European Market with a full official launch planned for March across key European countries.


As a leading Chinese retail giant, JD.com has signed a strategic cooperation agreement with the China-Britain Business Council (CBBC) at the recent UK-China Business Forum. Under this partnership, CBBC will collaborate with premium local enterprises and JD.com's cross-border e-commerce operations to support more British brands in expanding into the vast Chinese market. During the forum, JD.com also officially announced that Joybuy Enters the European Market this March, with the self-operated retail platform set to launch in the UK—offering consumers a wide selection of high-quality branded products.


Joybuy’s website main page
Joybuy is already in the trial operation stage in many European countries

Although the full launch is still forthcoming, Joybuy Enters the European Market has already begun trial operations since April last year in countries including the UK, Germany, France, the Netherlands, Belgium, and Luxembourg. By establishing local warehousing, logistics, and operational systems, Joybuy delivers fast services such as same-day and next-day delivery. Many users have shared positive experiences online, highlighting the platform's impressive speed—for instance, one French customer reported placing an order at 11 p.m. and seeing it out for delivery by 7 a.m. the next morning. Of course, as a product in its trial phase, there remains room for further improvements.



This marks JD.com's renewed push into Europe, following earlier explorations. Back in 2015, JD.com first introduced Joybuy 1.0 in the region, but the initiative faced challenges due to limited factory-direct channels for 3C electronics, lack of pricing advantages, internal factors, and the impact of the pandemic—ultimately leading to its closure.

Joybuy’s logistics
Joybuy new shopping experience

In the following year, JD.com launched the new retail brand Ochama, which utilized automated warehouses to deliver products from around the world to 25 European countries, including the UK. This effort achieved notable success in terms of revenue and scale. However, in August 2025, JD.com discontinued Ochama, migrating user data and operations to the relaunched Joybuy 2.0 (which began trials in April last year), signaling the start of JD.com's third major European campaign.


Reports suggest that JD.com is set to acquire Germany's leading electronics group Ceconomy—parent company of MediaMarkt—along with its extensive network of over 500 logistics warehouses. This move would significantly strengthen JD.com's logistics infrastructure, enabling comprehensive coverage across Europe. Beyond ultra-fast delivery, Joybuy offers 24/7 multilingual customer support and payment methods tailored to local preferences.


The decision to close Ochama at what many viewed as its peak and consolidate resources into Joybuy has sparked some regret. However, this reflects a deliberate strategic upgrade: optimizing resource allocation and focusing on core branding. Joybuy Enters the European Market with the potential to fully implement omnichannel retail strategies that Ochama pioneered, while leveraging Ceconomy's assets—including the MediaMarkt and Saturn brands, more than 1,000 physical stores, vast user data, and a mature local supply chain and logistics network—to provide robust support for integrated online-offline retail.


We look forward to Joybuy Enters the European Market bringing fresh momentum and innovation to the global logistics and retail landscape.

techTongBo (also named: Nanjing TongBo / NJTB) is a Chinese company specializing in the manufacture and sales of vacuum cleaner accessories. We offer replacement accessories for the global market that are compatible with mainstream vacuum cleaner brands and have stronger price advantages.



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