Ochama continues as Joybuy in Europe

 

Chinese e-Commerce giant, JD.com, launches a new platform, Joybuy, in six key European markets: the UK, the Netherlands, Germany, Belgium, Luxembourg, and France. However, Joybuy is not entirely new: it used to operate in 24 countries as an omnichannel supermarket Ochama. 

Read on to find out all about the transition!

 

 

What was Ochama

Ochama, the Chinese omnichannel supermarket, was available in 24 countries in Europe, including Germany, France, Spain, Poland, and Italy. Until its closure in August 2025, the mobile-first marketplace offered a large selection of groceries and household items, most of them with next-day delivery.

 

Launched in 2022 in the Netherlands, Ochama was a subsidiary of Chinese e-Commerce giant JD.com. Offering a unique hybrid shopping experience, the brand launched four physical stores in larger cities, operated entirely by robots.

 

This feature didn’t last long, though. As analysts pointed out, instead of great futuristic endeavours, customers mainly encountered conveyor belts and robotic arms placing carts with their purchase on the belts. Besides, problems with the ordering process and shopping app have often made the collection of items more tiresome than fun.

 

Although the shops have closed since then, Ochama still combined online and offline shopping experiences by offering the choice of pickup or home delivery. The marketplace operated over 500 pickup points across the continent, where shoppers could have their order shipped if they didn’t opt for home delivery.

 

 

Logistics developements

At the end of October 2024, Ochama opened a new warehouse in Poland, located near the country’s border with Germany. The fully automated facility, encompassing 27,000 square metres, is strategically located to deliver 48-hour shipping services across Europe. The warehouse was necessary to meet the needs of Ochama’s growing customer base. The company reported a 284% surge in orders from the start of 2024 in Germany and Poland.

 

 

Screenshot of ochama.com’s former homepage

 

 

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What is Joybuy

Although it’s Ochama’s successor, Joybuy will not continue operation in all 24 markets of Ochama. Currently, the new platform is only available in six European countries: the UK, Germany, the Netherlands, Belgium, Luxembourg, and France, although new markets could follow on a later date.

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.

Joyboy.com currently has around 220.000 monthly visitors. 59% of those come from the UK, 13% from China, and 8.54% from Germany.

Following in the footsteps of other Chinese e-Commerce platforms like Temu, AliExpress, and SHEIN, Joybuy offers significant discounts on the majority of its products to entice customers. Currently, the marketplace aims to remain strictly online, leaving Ochama’s physical capacities closed for the time being.

 

 

Screenshot of joybuy.com’s homepage

 

 

As you can see from the screenshot above, the marketplace is currently in beta mode and may thus experience glitches. For example, it took us several tries to switch location from the default setting (UK), while others note that product translations into French on the corresponding marketplace may be incomplete.

Another problem is data security. Joybuy, as the successor of Ochama, now has access to Ochama’s customer data. Unless customers explicitly forbid it, their data will be 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

 

 

94.16% of JD.com’s traffic comes from China, while users from Hong Kong, Taiwan, Japan, and the US make up most of the rest. The marketplace is available in 105 countries and regions, like Brazil, Chile, Denmark, Sweden, and Switzerland.

 

The platform reports an annual revenue of $173.922 billion in 2025, representing a 13.08% growth from last year.

 

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.

 

 

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.

 

 

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.

 

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