In the U.S.A. sales of ultra-low-price marketplaces sourcing goods from Asia are declining, as parcels worth less than US$800 are now subject to customs duties and a flat tax. As a result, players such as JD.com, Amazon, Kaufland, Rakuten and TikTok Shop are surging into Europe. Here’s an analysis of the Top 8 strategies with insights from Eleni Dingiludis (Kaufland), Luca Cassetti (Ecommerce Europe) and Adrian Gmelch (Lengow).
In Europe, the offensive from low-price marketplaces is intensifying ahead of the Christmas season. Alongside an ambition to take over the German retailer Ceconomy (owner of MediaMarkt and Saturn stores, 2024 turnover of €22.4 billion), the Chinese e-commerce giant JD.com announced the launch of an e-commerce site called JoyBuy in Europe on October 24, 2025. This offers 8 categories (food, household products, high tech, domestic appliances, sport, beauty and fashion) offering basic products fro
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Article authors
Morgane Monteiro
Journalist
Journaliste économique pour mind Retail depuis 2024, j’analyse la transformation digitale du commerce.