Chinese e-commerce giant JD.com launches Joybuy platform in Germany

Chinese e-commerce giant JD.com officially launched its European retail platform Joybuy in Germany on August 23, 2025, marking a strategic expansion into one of Europe's largest retail markets. The launch comes just weeks after the company announced its voluntary takeover bid for MediaMarkt and Saturn parent company CECONOMY AG.

According to the official announcement from JD.com, the platform offers ultra-fast delivery services to German customers. "Bei Joybuy bieten wir eine Vielzahl an Lieferoptionen, damit ihre Bestellungen schnell und zuverlässig bei Ihnen ankommen. Wir bieten eine Zustellung am selben Tag und am nächsten Tag als Ultra-fast Delivery an," the company stated in its German communications.

The timing structure for delivery services follows strict operational parameters. Same-day delivery operates for orders completed before 11:00 AM, with delivery guaranteed by 23:00 the same day. Next-day delivery covers orders placed before 23:00, with delivery completed by 15:00 the following day.

Geographic coverage initially targets specific metropolitan areas across multiple countries. The ultra-fast delivery service currently covers Greater London, Luton, Milton Keynes in the United Kingdom, Greater Paris in France, selected cities in North Rhine-Westphalia including Cologne and Düsseldorf, plus Amsterdam, Rotterdam, The Hague, and Delft in the Netherlands.

Business registration records confirm JD.com's German market commitment through formal entity establishment. Recent months saw the registration of Jingdong Retail Germany and Jingdong Holding Germany in official trade registers, providing legal foundation for operations.

The German launch represents the culmination of Joybuy's European brand transformation. Previously operating under the Ochama brand across 25 European countries since 2022, JD.com initiated migration to the Joybuy platform beginning August 15, 2025. Customer communications stated "Ochama will officially cease operations on 23 August 2025," directing users to migrate to Joybuy services.

Market positioning differs significantly from JD.com's previous European approach. According to the company's official description, "Joybuy ist die europäische Vollsortiments-Online-Einzelhandelsmarke von JD.com, die darauf abzielt, Kunden ein schnelleres, bequemeres und kostengünstigeres Einkaufserlebnis zu bieten."

Product categories span multiple consumer segments including electronics, household appliances, home furnishings, beauty products, international specialty foods, groceries and beverages, plus pharmacy and toy products. The platform emphasizes Asian food imports alongside conventional European retail categories.

This launch marks Joybuy's second European iteration following its original 2015-2021 operation period. The initial version competed directly with Alibaba's AliExpress platform but ceased B2C operations in December 2021, transitioning briefly to B2B services under the JD Global Trade designation.

Infrastructure development supports the German market entry through established logistics networks. JD Logistics currently operates over 100 bonded, direct mail, and overseas warehouses globally, covering nearly one million square meters across key markets including the United States, United Kingdom, Germany, France, Vietnam, and the United Arab Emirates.

The German platform launch coincides with JD.com's broader European retail strategy centered on the pending CECONOMY acquisition. Announced July 31, 2025, the €4.60 per share voluntary takeover offer values the MediaMarkt and Saturn parent company at €4.0 billion enterprise value.

Service availability excludes certain European markets despite previous Ochama coverage. According to migration notices, customers in Italy, Spain, Portugal, Greece, Ireland, Croatia, Bulgaria, Czech Republic, Austria, Romania, Poland, Hungary, Denmark, Finland, Slovenia, Sweden, Estonia, Lithuania, and Latvia cannot access Joybuy services at launch.

Technical infrastructure emphasizes quality assurance and customer service accessibility. Contact information includes dedicated phone numbers +31 800 8600 005 and +44 808 501 5515, plus email support through support@joybuy.com. The platform supports multiple payment methods and offers mobile applications through Google Play and Apple App Store channels.

Competitive dynamics position Joybuy directly against established European e-commerce platforms while complementing JD.com's traditional retail investments. Unlike pure marketplace models employed by competitors like Alibaba's AliExpress or PDD Holdings' Temu, JD.com operates inventory-based retail through self-operated warehouses.

Revenue scale demonstrates JD.com's market significance within global e-commerce. According to Fortune Global 500 rankings, the company achieved annual revenues exceeding $157 billion, placing it ahead of established retailers including Kroger, Walgreens Boots Alliance, Nestlé, and Meta Platforms.

For the marketing community, this development represents significant shifts in European e-commerce competitive landscapes. European digital advertising reached €118.9 billion with 16% growth in 2024, with strong performance in social media and programmatic channels.

The integration of Chinese e-commerce technology with European retail infrastructure suggests emerging opportunities for advertising technology providers and measurement platforms. Similar to previous retail consolidation patterns, the combination of inventory management systems with logistics capabilities may create enhanced targeting and measurement tools for marketing professionals.

Customer acquisition strategies emphasize promotional pricing and welcome benefits for German market entry. New customer incentives include €15 welcome discounts, multiple coupon offerings, and free shipping promotions for initial orders.

Operational expansion beyond Germany targets additional European markets through coordinated rollout schedules. France already launched Joybuy services at joybuy.fr, while Belgium and Luxembourg markets are planned for near-term availability.

The German retail market represents Europe's largest consumer economy, with online commerce comprising €1.1 billion of CECONOMY's €4.8 billion total revenue during fiscal year 2024/25, reflecting 6.8% annual growth in digital channels.

JD.com's approach maintains separate brand operations rather than immediate integration with pending MediaMarkt acquisitions. According to transaction documentation, CECONOMY will maintain strictly independent IT systems while JD.com establishes separate European technology infrastructure, addressing data sovereignty requirements.

Timeline development for regulatory approvals extends through first half 2026, allowing parallel Joybuy market development during acquisition review periods. This strategic timing enables JD.com to establish customer relationships and logistics capabilities ahead of traditional retail integration opportunities.

Timeline

• July 31, 2025: JD.com announces voluntary takeover offer for CECONOMY AG (MediaMarkt and Saturn parent company) at €4.60 per share (PPC Land coverage)
• August 15, 2025: Customer data migration begins from Ochama platform to Joybuy
• August 23, 2025: Official Joybuy launch in Germany with same-day delivery in North Rhine-Westphalia
• August 2025: Jingdong Retail Germany and Jingdong Holding Germany registered in German trade register
• Q4 2025: Expected regulatory review period for CECONOMY acquisition
• Early 2026: Planned acceptance period for MediaMarkt/Saturn takeover offer
• First half 2026: Expected closing of CECONOMY acquisition

Summary

Who: JD.com, China's largest retailer by revenue and Fortune Global 500 company ranking 44th worldwide, launched its European e-commerce platform Joybuy in Germany.

What: Official launch of Joybuy retail platform offering same-day and next-day delivery services across electronics, groceries, beauty products, and household goods, replacing the previous Ochama brand operations.

When: Platform launched August 23, 2025, with customer migration beginning August 15, 2025, following the company's July 31 announcement of its MediaMarkt and Saturn acquisition bid.

Where: Germany represents the primary launch market, with same-day delivery available in selected North Rhine-Westphalia cities including Cologne and Düsseldorf, while the service already operates in the United Kingdom, France, Netherlands, Belgium, and Luxembourg.

Why: The launch supports JD.com's European expansion strategy parallel to its pending €4.0 billion acquisition of CECONOMY AG, combining Chinese e-commerce technology with European retail market access while establishing customer relationships ahead of traditional retail integration opportunities.

PPC Land explains

JD.com: China's largest retailer by revenue and the world's 44th largest company according to Fortune Global 500 rankings, with annual revenues exceeding $157 billion. The Beijing-based supply chain technology provider operates inventory-based retail through self-operated warehouses, distinguishing itself from marketplace models used by competitors like Alibaba's AliExpress. The company has established over 100 bonded and overseas warehouses globally, covering nearly one million square meters across key international markets.

Joybuy: JD.com's European full-category online retail platform designed to deliver faster, more convenient, and cost-effective shopping experiences across multiple product categories. Originally launched in 2015 as a competitor to AliExpress, the brand ceased B2C operations in 2021 before being revived in 2025 as part of JD.com's renewed European expansion strategy. The platform emphasizes ultra-fast delivery services and quality assurance while serving customers across the United Kingdom, France, Germany, Netherlands, Belgium, and Luxembourg.

CECONOMY AG: The parent company of European consumer electronics retailers MediaMarkt and Saturn, operating more than 1,000 retail stores across 11 countries. The Düsseldorf-based company generated €22.4 billion in total sales and €305 million in adjusted EBIT during fiscal year 2023/24, with online commerce comprising €1.1 billion of total revenue reflecting 6.8% annual growth. CECONOMY serves approximately 2 billion customer contacts annually and represents JD.com's strategic entry point into established European retail infrastructure.

Same-day delivery: Ultra-fast logistics service offering delivery within hours of order placement, representing a competitive differentiator in European e-commerce markets. JD.com's implementation requires order completion before 11:00 AM for delivery by 23:00 the same day, leveraging automated warehouse systems and local logistics networks. The service initially covers metropolitan areas in North Rhine-Westphalia including Cologne and Düsseldorf, extending JD.com's proven Chinese logistics capabilities to European consumer expectations.

European expansion: JD.com's strategic initiative to replicate its domestic "product-logistics-service" model across international markets, particularly targeting the €118.9 billion European digital advertising market that achieved 16% growth in 2024. The expansion includes establishing separate European technology infrastructure to address data sovereignty requirements while maintaining operational synergies with Chinese headquarters. This approach contrasts with pure export models, instead building local fulfillment capabilities and customer relationships.

Ochama: JD.com's previous European retail brand launched in the Netherlands in 2022, serving 25 countries through automated warehouses and pickup stations before transitioning to the Joybuy platform in August 2025. The brand pioneered JD.com's omnichannel approach combining online shopping with automated pickup locations, establishing foundational logistics infrastructure across Western Europe. Customer migration from Ochama to Joybuy demonstrates JD.com's commitment to brand consolidation and improved market positioning.

North Rhine-Westphalia: Germany's most populous state and industrial heartland, selected as JD.com's initial same-day delivery coverage area including major cities Cologne and Düsseldorf. The region's strategic location provides access to approximately 18 million residents and serves as a logistics hub for broader European distribution. NRW's established consumer electronics market and proximity to Netherlands-based infrastructure make it ideal for testing German market acceptance of Chinese e-commerce services.

Ultra-fast delivery: Comprehensive logistics service encompassing both same-day and next-day delivery options, positioning Joybuy competitively against established European e-commerce platforms. The service leverages JD.com's global supply chain network including bonded warehouses, direct mail facilities, and automated distribution systems. Technical specifications include guaranteed delivery windows and coverage areas, demonstrating operational precision required for European consumer market expectations.

MediaMarkt and Saturn: Europe's leading consumer electronics retail chains with combined market presence across 11 countries, representing JD.com's strategic acquisition target for traditional retail integration. The brands generate significant customer traffic and established market positions that complement Joybuy's digital-first approach. Integration possibilities include hybrid fulfillment models using physical stores as pickup points while maintaining separate operational systems during regulatory review periods.

Logistics infrastructure: JD.com's comprehensive supply chain network including warehouses, transportation systems, and delivery capabilities spanning 19 countries and regions with over 1 million square meters of global fulfillment space. The infrastructure supports both B2B and B2C operations through integrated international freight services, last-mile delivery networks, and bonded warehouse facilities. European development includes planned expansion in Abu Dhabi and existing operations across the United Kingdom, Germany, Netherlands, France, and other key markets, enabling the technical foundation for Joybuy's service commitments.