‘Chinese Amazon’ Joybuy launched in Belgium
Chinese retail giant JD.com is launching its online shop Joybuy in several European countries, including Belgium, on Monday. The move is a second attempt by the Chinese group to establish itself in Europe.
The platform will operate in Belgium, France, Germany, Luxembourg, the Netherlands and the UK.
Deliveries are made from a network of more than 60 distribution centres in Europe. In France, the Netherlands, Germany and the UK, this will be done in major cities via its own delivery service, JoyExpress.
Joybuy is considered the Chinese answer to Amazon, with thousands of products in its catalogue ranging from household appliances to food. In most markets, it promises same-day delivery for orders placed before 11:00 and next-day delivery for orders made by 23:00.
Currently, same-day delivery is not yet available in Belgium, but the company hopes to offer this service "soon". Deliveries will be made using an external service for the time being.
Domestically, JD.com faces fierce competition and a price war, so it is increasingly looking beyond elsewhere for growth.
The company previously operated in Belgium through the online supermarket Ochama. In July 2025, JD.com agreed to acquire Ceconomy, the parent company of electronics retailer MediaMarkt, for 2.2 billion euros. MediaMarkt has 29 outlets in Belgium.
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