JD.com, China's largest online retailer and the second-largest in the world after Amazon, is launching home delivery in the Netherlands through its Joybuy platform. The service will offer approximately 150,000 products spanning groceries, electronics, clothing and household goods, delivered through the company's own logistics network.
The move marks a significant escalation in Dutch e-commerce competition, pitting Joybuy directly against established players including Bol, Amazon, and grocery delivery services such as Albert Heijn, Jumbo and Picnic.
From Ochama to Joybuy
JD.com first entered the Netherlands in 2022 with Ochama, an omnichannel concept featuring physical pickup locations in Leiden, Rotterdam, Utrecht and Diemen. The stores closed relatively quickly, though the company continued expanding its online operations and automated warehouse network across Europe.
In August 2025, JD.com announced Ochama would be rebranded as Joybuy, promising "more choice, better prices and expanded service." The platform has been operating in beta and is scheduled for official launch in March 2026 across the United Kingdom, Netherlands, Germany, France, Belgium and Luxembourg.
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Discount groceries from Superunie
A significant portion of Joybuy's food offering will consist of products from G'woon, the discount house brand of purchasing cooperative Superunie. Joybuy sources these products through Boon supermarkets, a Superunie member.
Dirk Mulder, retail sector banker at ING, told De Telegraaf he does not expect this arrangement to create tension within the Superunie alliance. "The competition is still limited, because JD, for example, does not sell fresh products," he said.
Mulder added that JD.com aims to make home delivery more accessible to budget-conscious consumers. "Home delivery currently has an expensive image. Delivering discount private labels creates additional volumes that can further reduce costs, and that is therefore not bad for the other stores that sell these brands."
The Joybuy website also shows A-brand products in its assortment, including Bar-le-Duc water, Grand'Italia pasta, Pickwick tea, Douwe Egberts coffee and Bertolli olive oil.
Electronics retailers face strongest competition
China and retail expert John Lin warned that electronics retailers should be particularly concerned about the new entrant. "JD is very strong on electronics. They can even force Apple to increase their profit margin because they are selling so many Apple products in China," he told De Telegraaf.
Chinese-brand refrigerators and washing machines will also compete directly with European brands, Lin noted. JD.com's majority stake in Ceconomy, the parent company of MediaMarkt and Saturn, gives it an additional foothold in European electronics retail.
Own warehouses and delivery fleet
Unlike Chinese competitors Temu and Shein, which ship products directly from China, Joybuy operates from its own European warehouses, enabling faster delivery times. The company launched JoyExpress, its own delivery service, on 10 February 2026.
JoyExpress operates a fleet of trucks, vans and electric cargo bikes from more than 60 warehouses and depots across Europe. In major cities, the service offers same-day and next-day delivery. Delivery staff wear branded red uniforms and drive red vehicles.
"Joybuy emphasises a controlled supply chain," retail expert Patrick Petersen told De Telegraaf. "For distribution, Joybuy uses its own warehouses, which makes fast delivery possible. That model differs from many marketplaces that ship directly from China."
Quality certification sets Joybuy apart
Joybuy has joined Thuiswinkel Waarborg, the Dutch quality certification scheme that provides consumer protections related to warranties and dispute mediation. This distinguishes the platform from other Chinese webshops such as Temu and Shein, which have faced criticism over product quality and customer service.
Employees preparing the Joybuy launch told De Telegraaf they are not permitted by JD's Chinese management to speak publicly, but confirmed the company wants to offer competitive pricing without selling low-quality products.
JD.com reported quarterly revenue of $50 billion in its most recent results, with sales up 22 percent year-on-year. The company is listed on both Nasdaq and the Hong Kong Stock Exchange.
