Despite MediaMarktSaturn takeover: JD.com launches Joybuy store in Germany

JD.com is obviously serious about expanding in Europe and Germany. The Chinese e-commerce group launched its European online store Joybuy in Germany at the weekend. It is thus entering into direct competition with the existing Internet stores of MediaMarkt and Saturn. JD.com had previously announced its intention to take over MediaMarktSaturn's parent company Ceconomy. Although the purchase has not yet been finalized, it is expected to be completed in the first half of 2026. The Chinese mail order company is therefore following the motto: competition stimulates business – even within its own ranks.

Joybuy has already been active in the UK for several weeks and has a focus on electronics, food, particularly from Asia, and its own express deliveries. This suggests that the shopping portal could also become a serious challenger to Media Markt and Saturn in Germany. The bargain portal China Gadgets points out that JD.com has already launched in Europe under the name Ochama. This online presence and the somewhat bulkier brand are to be merged into Joybuy. Customers in the Netherlands, where Ochama was originally launched, have apparently already received a corresponding information e-mail.

JD.com itself recently announced a "new era" for Ochama with the switch to Joybuy. From August, the provider intends to complete the migration to the "new and improved shopping platform within the JD.com family". There is talk of an automatic account transfer: Ochama data and orders would be automatically transferred to Joybuy. The new store is also coming to France, Belgium and Luxembourg. The Group is putting off interested parties in other European countries for the foreseeable future.

Ceconomy has made gains in its online business

Ochama delivers its range of goods by mail order or via numerous pick-up stations, which, according to China Gadgets, are mainly located in the west and south of Germany. The provider appears to be slowly expanding from the Netherlands and has already made it from North Rhine-Westphalia to Hesse and Baden-Württemberg. Joybuy already existed as a competitor to AliExpress in Europe from 2015 to 2021, but was apparently unable to establish itself.

Online retail has also recently gained in importance at Ceconomy: of the total turnover of 4.8 billion euros in the 2024/25 financial year, 1.1 billion came from the internet business, an increase of 6.8 percent. According to Ceconomy, JD.com intends to largely stay out of the market strategy in the first few years. A merger of the established MediaMarkt brand in particular with Joybuy does not seem realistic for the time being.

(mma)