Joybuy in Germany

 

Chinese e-Commerce giant JD.com ramps up its services in Germany. Joybuy, the marketplace owned by JD.com, aims to compete with Amazon in terms of delivery speed. The platform offers a service called Double11, which means that customers ordering an item before 11:00 will get it delivered to their chosen address by 23:00. Double11 is currently offered in larger cities like Düsseldorf, Cologne, and Dortmund, but the company plans to roll it out over the entire country in the future.

 

To meet this promise, Joybuy has already extended its delivery network that includes around 60 logistics centers in Europe. The platform manages two large delivery centers in Western and Northern Germany, and plans to open a new one in the second quarter of 2026 in the South of the country, Münich. Currently, Joybuy has a hundred delivery vans running in Germany, but since this amount is not sufficient for same-day deliveries, it relies on the services of DHL to fulfill this promise.

 

However, as Amazon manages 30 regional logistics centers near strategic cities besides its larger ones in Germany, experts believe that Joybuy’s promises would require significant investments in the near future.

 

 

What is Joybuy

Joybuy is not entirely new in Germany. Indeed, the platform had a predecessor called Ochama, an online supermarket that was available in 24 European countries, including Germany, Spain, Italy, and France. After its rebranding as Joybuy, the marketplace became available in six European countries: the UK, Germany, the Netherlands, Belgium, Luxembourg, and France, although new markets could follow on a later date.

 

Find out all about the original marketplace, Ochama!

 

As an all-around marketplace, Joybuy offers customers a wide array of products from electronics to beauty and home equipment products to groceries. This latter category includes specialties from all over the world, like Japanese, Chinese, Indian, or Korean dishes and ingredients.

 

The marketplace operates different domains in its six markets. Joybuy.fr is available in France, .nl serves all Benelux states, .de is for German customers, while .co.uk reaches those in the UK. Traffic across these sites is around 1.4 million - 1.6 million visitors per month, up by ca. 10% from early 2026 when the site was still in its beta version.

 

 

Screenshot of joybuy.nl’s homepage

 

 

The consequences of Joybuy replacing Ochama

Ochama, a widely available online supermarket, mainly sold groceries to customers nearby. The rebranding of the marketplace created several issues as the new profile scaled back on groceries and increased the availability of non-perishable goods, including electronics, home appliances, sports products, and furniture.

 

Another major problem is data security. Joybuy, as the successor of Ochama, now has access to Ochama’s customer data. Unless customers have explicitly forbidden it, their data was migrated to the new platform, which may go against European data protection regulations. Analysts predict a closer look at Joybuy’s data protection policies in the near future.

 

 

What is JD.com

Founded in 1998, JD.com is one of the largest Chinese online retailers. As a general marketplace, JD.com offers a large array of products, including electronics, household equipment, fashion, toys, furniture, baby care, and much more.

 

 

Screenshot of global.jd.com’s homepage. Translated from Chinese by Google Translate

 

  

94.53% of JD.com’s traffic comes from China, while users from Hong Kong, Taiwan, Japan, Singapore, and the US make up most of the rest. The marketplace is available in 105 countries and regions, such as Brazil, Chile, Denmark, Sweden, and Switzerland.

 

The platform reports an annual revenue of $187.2 billion in 2025, representing a 13.08% growth from 2024.

 

JD.com prides itself on its approach to technology and innovation. For example, the company is at the forefront of trying new methods to create meaningful connections between sellers and buyers with a robust live-stream program. JD.com also offers warehousing, logistics, and many other services to its business partners, many of whom are sellers on the platform.

 

In the spring of 2026, JD.com announced a new partnership with Xiaomi to leverage the rise of AI large language models (LLM) and improve its overall efforts in areas like product development, marketing, and innovation.

 

Related Topics

Ochama, the origins of Joybuy in Europe

 

Shopee arrives in Europe

 

Temu invites US and European sellers to its platform

 

What you need to know about AliExpress

 

Amazon announces launch of discount store "Amazon Haul"

 

 

JD.com in Europe

Besides Joybuy, JD.com has other plans for the European market as well. The Chinese e-Commerce giant is in the process of taking over Ceconomy, the parent company of electronics platforms MediaMarkt and Saturn. The transaction is expected to be finalized in the first half of 2026.

 

JD.com is also expected to invest in its new acquisitions and "build Europe’s leading next-generation consumer electronics platform." Although much about the technicalities is currently unclear, it seems that the Ceconomy, and possibly also the MediaMarkt and Saturn brand names, will be maintained and operated independently within its new mother company.

 

Joybuy’s logistics services, once they reach the desired level, will be made available to Saturn and MediaMarkt as well.

 

 

Online brand protection on JD.com

Although the marketplace has a "zero tolerance" for counterfeit products, we have unfortunately encountered fake versions of our clients’ products on JD.com. To be fair, since JD.com is an enormous marketplace that works with third-party sellers, fraudsters may have a chance to slip in amongst honest sellers and set up shop on the platform.

 

Luckily, JD.com provides a tool for rights holders and online brand protection experts to report IP-infringing listings. Thanks to our excellent cooperation, JD.com always reacts to our requests swiftly and removes product listings that we flag as infringing on our clients’ IP rights.

 

But to do that, we first need to detect fraudulent listings, which is why we developed our marketplace monitoring service. Active on over 150 marketplaces worldwide, including JD.com, our service flags down suspicious listings that may infringe on your IP rights.

 

Since fraudsters often use picture-based ads and other visual content to attract customers, our image monitoring service is needed for detecting further infringements and making connections between fraudulent sellers.

 

If we have to gather more information about a certain seller and/or learn as much as possible about the origins of the product, we recommend a test purchase. Thanks to our researchers, we can conduct this essential service in over 50 countries worldwide.

 

And finally, as mentioned earlier, we can enforce your rights and ensure the removal of IP-infringing listings from JD.com.

 

 

Can the European market accommodate Joybuy?

Following in the footsteps of other Chinese e-Commerce platforms like Temu, AliExpress, and SHEIN, Joybuy offers discounts on many of its products to entice customers. The look and feel of the marketplace is also quite similar to those of its compatriots.

 

A main competitive advantage of Joybuy over other China-based platforms is its fast delivery. However, experts point out that consumers are more than willing to wait for delivery if it comes with a significant price reduction. This may not bode well for Joybuy, especially if it won’t even be able to reliably deliver on its Double11 promise.

 

While the initial jump in visits after the platform came off its beta version may suggest consumer interest, it’s questionable whether Joybuy will be able to hold onto it in the long term.

 

Another issue is Joybuy’s aim to compete with Amazon. The American e-Commerce giant offers around 300 million products to its visitors. Joybuy shoppers can currently encounter 60,000 listings on the platform, which is an entirely different league.

 

All in all, it’s not clear whether the increasingly saturated European (and German) e-Commerce market will be able to accommodate Joybuy in the long term.

 

 

Conclusion

Joybuy is expanding its services in Germany, offering same-day delivery in certain parts of the country. How well consumers receive the new competitor in this e-Commerce segment remains to be seen. But as an online marketplace working with third-party sellers, Joybuy may certainly pose a danger to your business’s IP rights.

 

If you’re worried about counterfeit products on Joybuy, JD.com, or anywhere else online, contact us today and tell us how we can assist you in protecting your IP rights.