Following the United Kingdom, JD.com’s Joybuy has launched in France. Other countries will follow soon, according to a statement from Ochama, which will be rebranded as Joybuy. “Ochama will officially cease operations on 23 August 2025.” This has negative consequences for shoppers in 19 countries.
Joybuy is a platform from JD.com, China’s second-largest ecommerce company after Alibaba. Between 2015 and 2021, Joybuy operated in Europe, where it competed with AliExpress. However, its success fell short of expectations, leading to the brand’s exit from Europe.
Ochama
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A year later, JD.com made another attempt in Europe with Ochama, which started with an omnichannel concept in the Netherlands. The stores were closed after a short period, and Ochama continued as an online-only player, shipping food and non-food products from automated warehouses to shoppers in 25 European countries including the United Kingdom. Ochama relies on a strong network of pick-up points.
Joybuy
Back to Joybuy: this spring, JD.com revived the brand with its launch in the United Kingdom. Joybuy was presented as “JD.com’s European full-category online retail brand designed to bring customers a faster, more convenient, and cost-effective shopping experience”, open to interested sellers.
‘JD.com’s European full-category online retail brand’
This summer, it became clear that Ochama would be rebranded as Joybuy, with new features and broader services. French shoppers can now shop at Joybuy.fr, and Joybuy.de shows that the site will soon be available. This will happen quickly, as Ochama will officially shut down this Saturday. The migration of customer data began on 15 August. “Ochama will officially cease operations on 23 August 2025”, is the message to customers. “From that day onwards, you can follow the migration instructions to continue shopping and enjoying premium services on Joybuy.”
Impact on shoppers
The migration notice states that Joybuy is expanding step by step. “At this stage, our services are only available in Germany, the UK, France, the Netherlands, Belgium, and Luxembourg.” Current Ochama customers in 19 other European countries will not be served anymore. “If you are located in Italy, Spain, Portugal, Greece, Ireland, Croatia, Bulgaria, the Czech Republic, Austria, Romania, Poland, Hungary, Denmark, Finland, Slovenia, Sweden, Estonia, Lithuania, or Latvia, we sincerely apologise. We deeply appreciate your long-standing support and look forward to welcoming you again on Joybuy in the future.”
JD.com in Europe
JD.com again sees significant growth potential in Europe, as evidenced by its planned acquisition of Ceconomy, the owner of online fast grower MediaMarkt. Through Jingdong Logistics, JD.com is also expanding its third-party logistics offering on the continent.
