Joybuy Expands into Belgium, Challenging Amazon and Acquiring MediaMarkt

Brussels, Belgium – March 17, 2026 – Chinese e-commerce platform Joybuy, backed by Fortune 500 company JD.com, has officially launched in Belgium, signaling a significant expansion into the European market. The move positions Joybuy as a direct competitor to Amazon and is coupled with the recent acquisition of electronics retailer MediaMarkt, which operates 29 stores across Belgium.

Joybuy’s European Strategy

Joybuy’s entry into Belgium is part of a broader European expansion, with the platform already available in the United Kingdom, Germany, the Netherlands, France, and Luxembourg. Joybuy offers a wide range of products, including electronics, household appliances, beauty products, and daily necessities. The company emphasizes quick delivery, with many items available for delivery the same or next day.

Acquisition of MediaMarkt

In July 2025, JD.com completed the acquisition of Ceconomy, the parent company of MediaMarkt, for €2.2 billion. This strategic acquisition provides Joybuy with a substantial physical retail presence in Belgium, complementing its online platform.

What Sets Joybuy Apart?

Joybuy is often described as the Chinese equivalent of Amazon. The platform offers a diverse product catalog and competitive pricing. Joybuy likewise highlights its commitment to quality assurance, reliable service, and 24/7 customer support. Features like free installation for TVs and household appliances, and “1+1” deals on selected products are also available.

Key Takeaways

• Joybuy, backed by JD.com, has launched in Belgium as part of its European expansion.
• The company has acquired MediaMarkt, operating 29 stores in Belgium, strengthening its market position.
• Joybuy aims to compete directly with Amazon by offering a wide product range, competitive pricing, and fast delivery.

The arrival of Joybuy in Belgium is expected to intensify competition in the e-commerce sector, offering consumers more choices and potentially driving down prices. The integration of the online platform with the existing MediaMarkt stores will be a key factor in Joybuy’s success as it seeks to establish itself as a major player in the Belgian market.