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) and basic products from €1 as well as the latest iPhone 17 Pro at €1,980. Already selling in the U.K. since April, this website was launched simultaneously in France, Germany, Belgium, Luxembourg and the Netherlands. As a reminder, in the U.K. and the Netherlands, the platform had been tested under the name Ochama. The Chinese retailer aims for a presence across all of Europe.
Unlike AliExpress (Alibaba Group) and Temu (PDD Holdings Group), which depend on third-party sellers, JD relies on a direct sales model. In France, same-day delivery is available in the Paris region and within 48 hours elsewhere. JD.com (2024 turnover of €147 billion, up by 6.8%) leverages the logistics arm, JD Logistics, which already operates warehouses, with one in Paris (France), 2 in Frankfurt and Dortmund (Germany), 1 in Birmingham (U.K.), 1 in Valencia (Spain), 1 in Warsaw (Poland) and 1 in Venray (Netherlands).
Journaliste économique pour mind Retail depuis 2024, j’analyse la transformation digitale du commerce.
