Catching up with Joybuy at Emerce E-commerce Live

On 28 May, Emerce E-commerce Live brought the Dutch e-commerce community to the Beurs van Berlage in Amsterdam. One of our highlights was catching up in person with Nirav Haria and the team at Joybuy.

Joybuy is JD.com's online store for Europe. It launched in March 2026 in six markets, including the Netherlands and Belgium, with a range that runs from Apple and Samsung to everyday groceries, and same-day delivery in cities in most of its markets.

We talked about the Benelux launch, the services Joybuy has added since and the new offerings going live soon across the Benelux and the wider EU.

Why it matters for e-commerce

New entrants like Joybuy raise the bar for everyone selling online in the Benelux, with faster delivery and wider ranges. As delivery and range become table stakes, the experience around the product matters more: service, after-sales support and protection for what customers buy.

Thanks to the Emerce team for hosting us.