Chinese e-commerce giant JD.com is renaming its Dutch subsidiary Ochama to Joybuy, the name it already uses in the United Kingdom. The move seems a precursor to a European offensive, first online and soon – with the acquisition of MediaMarkt’s parent company Ceconomy – also physically.
New name, same concept
JD.com took its first steps in the European B2C market at the end of 2021 with Ochama, a mixture of an Asian online supermarket and a non-food platform. The original strategy with robot-controlled pickup points quickly shifted to third-party pickup points, including many Asian restaurants. Although Ochama is now available in 24 countries, the platform lacks broader appeal to the European audience.
