Attack on Amazon: JD.com brings online shop Joybuy to Germany

China's highest-grossing retailer JD.com has announced the opening of its online shop Joybuy in Germany, Great Britain, France, the Netherlands, Belgium, and Luxembourg. The retailer offers products in the areas of technology, household appliances, beauty, home, groceries, and daily necessities on its platform "at competitive prices". Similar to Amazon, the retailer promises timely delivery in certain regions.

JD.com should be familiar to some, at the latest since its entry into Europe's largest electronics retailer MediamarktSaturn (Ceconomy). The Chinese online retailer is now expanding its footprint in Europe with Joybuy, which aims to compete with Amazon with its extensive product range.

In addition to products from the mentioned areas, Joybuy also features brand shops from companies such as L'Oréal, Logitech, Braun, De'Longhi, Brita, Bodum, Playstation, and others. Amazon also has similar partner shops with various retailers.

Fast Delivery

Joybuy also offers its own logistics, similar to Amazon: "By controlling the entire process from the warehouse to the doorstep ourselves, we want to make same-day delivery the new standard in the future," says the company.

The company enables customers to receive their order on the same day if they order by 11 a.m. with the "Double 11" express delivery, it says. However, this offer initially only applies in selected cities in North Rhine-Westphalia, including Bochum, Dortmund, Duisburg, Düsseldorf, Essen, and Cologne. It applies from an order value of 29 Euros "without additional charge".

Thus, at the beginning, "more than 5 million people in over 2 million households" should benefit from same-day delivery. For this purpose, the company has a 90.000 square meter logistics center and its own delivery service JoyExpress. Outside the "Double 11" regions, next-day delivery or standard shipping is possible throughout Germany, Joybuy explains.

Furthermore, the company offers a membership program called JoyPlus: For 3.99 Euros per month, shipping costs are waived without a minimum order value. Users also gain access to exclusive offers and collect points. There are also discounts for students: they pay a reduced price of 2.99 Euros per month. New customers can test the Plus subscription free of charge for 30 days.

Ochama becomes Joybuy

JD.com has previously operated in some European countries as Ochama. The company is now dropping this name with the launch of Joybuy.

According to JD.com, the switch from existing Ochama customers to Joybuy is automatic. Ochama data and orders would be automatically transferred to Joybuy, the online retailer wrote on its website back in August 2025.

Also since August, Joybuy.com has been active in Germany with its online shop. The announcement on March 16th apparently marks the official start, including the same-day delivery option.

(afl)