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Joybuy launch: Germany’s e-commerce is getting more China-style

JD.com, China’s e-commerce giant, is pushing into Germany with a promise familiar from its home market: same-day delivery. Industry insiders expect the move to reshape Germany’s online retail landscape.

Manuel Liu, Fabian Peltsch
16. March 2026
In this photo illustration, a mobile phone with the website of e-commerce company Joybuy (Joybuy.com) is seen displayed on screen in front of logo.
Since Monday, the online marketplace “Joybuy” has been offering electronics, home appliances, beauty products, household goods and groceries in six European countries. (IMAGO / ZUMA Press Wire)

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Last updated: 16. March 2026

JD.com
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