Joybuy is a new online retailer that will be active in the Netherlands from March 16, 2026 and positions itself alongside Bol.com, Amazon and the major supermarket chains. With competitive prices, fast delivery and a wide range – from electronics to groceries – Joybuy wants to offer an alternative to well-known web shops. The online store is owned by JD.com, the largest retailer in China, which is using its logistics and technology to enter the European market.
The launch of Joybuy in the Netherlands is part of a broader rollout in Europe, with the platform being launched simultaneously in six countries: the Netherlands, Germany, France, Belgium, Luxembourg and the United Kingdom. For Dutch consumers, this means that there is suddenly a new competitor who competes not only on price, but also on delivery speed, service and range. We would like to tell you more about Joybuy.
What is Joybuy?
Joybuy is the European online retail branch of JD.coma technology and service company known for its strong focus on supply chain and logistics and ranked 44th in the Fortune Global 500 in 2025. In Europe, Joybuy presents itself as an online store with a wide range of high-quality brands, where orders are sent from its own warehouses in Europe to customers via its own or carefully selected logistics network.
The Dutch version, Joybuy.nl, offers hundreds of thousands of products from the start in categories such as consumer electronics, white goods, beauty, home & living, baby and groceries. The platform expressly wants this are more than a gadget shop and also focuses on products that are traditionally sold through electronics stores and supermarkets, such as refrigerators, washing machines and daily groceries.
Launch in the Netherlands
Joybuy officially launched in the Netherlands and Belgium on March 16, 2026, after a beta test of the platform and logistics. The launch is part of a European plan, in which Joybuy will launch in six markets simultaneously to gain advantages in logistics and marketing.
At the start, Joybuy focuses mainly on urban areas, where same-day delivery is possible, and the company is gradually expanding its delivery area. At the same time, customers outside those core areas can count on next-day or standard delivery, with the option to collect orders from more than 1,000 collection points.
Wide range and A-brands
Joybuy expressly opts for a range with many well-known A-brandsincluding in categories such as smartphones, laptops, televisions, kitchen appliances, care products and daily groceries. While discounters such as Temu and Shein mainly focus on extremely cheap, non-branded products, Joybuy positions itself in the middle to higher segment with brands such as AppleSamsung and European household brands such as Siemens, Bosch, Philips and more. You will also find accessories and gadgets from various well-known A-brands; think of LEGO, Nintendo, Logitech, Steelseries, Little Dutch,…
More than just electronics
In addition, Joybuy has an increasingly extensive range of FMCG (Fast Moving Consumer Goods) products, including shelf-stable and fresh foods, beverages, household items, cleaning products and personal care products. Perfect for those looking for deals on detergent, dishwasher tablets or beauty products.
Deals on toothpaste, shampoo, facial care and make-up are also widely available. This brings the company remarkably close to the offerings of supermarkets and online delivery services, further fueling competition.
Delivery and logistics
One of Joybuy’s most important assets is its focus on speed: in large parts of the Netherlands, including around Amsterdam, Rotterdam, The Hague, Utrecht, Eindhoven and Breda, same day delivery available for orders placed before a certain time. This often means that anyone who orders before 11 a.m. will still receive their package home the same evening can have, provided the order amount is above a certain threshold.
Outside of that, Joybuy offers national coverage with delivery to the next day or via standard delivery, depending on location and delivery service. An extensive network of more than 1,000 pick-up points in the Netherlands ensures that customers can also collect their parcel when home delivery is not convenient. This logistical power is possible because Joybuy draws on JD.com’s network of dozens of warehouses in Europe, combined with smart software for inventory management and route optimization.
30 day returns and legal warranty
Broadly speaking, returns have a 30-day free returns policy on most products, from the date you receive your order. The product must be in undamaged and unused condition, with original packaging and accessories, and you indicate the return via your account; Once approved, the refund will be processed within approximately 3 to 5 business days and the amount will be refunded to the original payment method, subject to any exceptions in the return policy (such as certain categories or custom products).
The legal warranty applies to all items you purchase via the platform. Legal warranty means that a product must meet the reasonable expectations of the consumer. A manufacturer’s warranty also applies to some products. However, this manufacturer’s warranty does not affect the legal warranty. If a product becomes defective after 30 days, the customer must contact Joybuy customer service for further assistance. Depending on the item and the problem, Joybuy may provide support options or refer the customer to the manufacturer for warranty service.
Save as standard with Joybuy Points
Joybuy Points, or JoyPoints, is a reward system that allows you to earn points while shopping on Joybuy. You can later exchange these points for a discount on your next purchases. In most cases there is a ratio of 100 points = 1 euro discount. You can offset a maximum of 50 percent of the product value with points. The points are only valid within the Joybuy platform and are awarded upon completion of an order, once the return period has expired.
JoyPlus membership
JoyPlus is an additional subscription that Joybuy offers for customers who want to shop regularly on the platform. With a JoyPlus membership you receive unlimited free shipping on all your orders and often access to exclusive offers, discounts or bonus points. In addition, you benefit from additional benefits regarding same-day delivery, making the subscription particularly attractive for frequent buyers.
Benefits of Joybuy
- Fast delivery: same-day delivery in more than 80 cities and metropolitan regions, plus broad coverage with next-day and standard delivery.
- Wide range: from electronics and white goods to beauty, baby, home and groceries on one platform.
- Competitive prices: competitive prices on A-brands, partly thanks to JD.com’s strong purchasing position and scale in China and Europe.
- 24/7 customer service: support via telephone, chat and e-mail, supported by a customer-oriented philosophy.
- Joybuy Points: savings program to get significant discounts
- Loyalty program: With JoyPlus membership, customers get unlimited free delivery and exclusive offers.
Joybuy app and website
You can shop on Joybuy via the official website or via the Joybuy app, which is available for iPhone, iPad and Android phones, among others. The app offers a similar experience to the website, allowing you to place your orders and track your points and orders on the go.
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Competition with Bol, Amazon and supermarkets
Due to the wide range and the focus on both non-food and groceries, Joybuy in the Netherlands comes directly into the waters of Bol.com, Amazon and the online supermarkets. While Bol and Amazon are strong as marketplaces with many external sellers, Joybuy focuses explicitly on delivery from its own European warehouses, combined with a selective network of partners.
Discount on your order
Would you like to try out Joybuy? Then use exclusive discount code R9AW8L at checkout and receive a €3 discount on an order of €10 or more. This way you can easily test the new online store without making a large expenditure.
Who is behind Joybuy?
Joybuy, as previously mentioned, is owned by JD.com (Jingdong), a Chinese group focused on e-commerce and technology, with a strong emphasis on supply chain solutions and integrated logistics. JD.com is China’s largest retailer by revenue and is considered a major competitor to Alibaba globally. In Europe, Joybuy functions as one separate organization in accordance with European legislationleveraging JD.com’s technology platform, warehouses and logistics expertise.
The Joybuy team in Europe consists of both local and international e-commerce professionals, managed from regional hubs. They are actively looking for collaborations with European brands, logistics partners and vendors. For JD.com, Joybuy acts as the key link for further international expansion, following previous experiments in Europe.
This article was created independently without any collaboration or paid relationship with Joybuy and is published purely out of interest and editorial curiosity.