Chinese e-commerce giant challenges Amazon in Europe

Accordingly, has opened 2 retail stores operated by robots in both preparation and delivery in the Netherlands.

The Ochama robot store, located in the cities of Leiden and Rotterdam, is China’s first foray into Europe in the form of a brick-and-mortar store. The move highlights’s ambition to expand beyond the mainland. says shoppers can use the Ochama app to order products ranging from food to cosmetics and home furnishings. They will then go to the stores, where automation devices will select and process orders. By scanning the barcode on the application, the buyer’s order will be transferred through a conveyor belt.

Orders are also delivered to customers in case they don’t want to go to the store in person.’s entry into the European market is seen as a potential challenge for Amazon. The US e-commerce floor has launched cashierless grocery stores called Amazon Go (USA) and Amazon Fresh (UK).

The company from China said it plans to open two more similar stores in the Netherlands in the cities of Amsterdam and Utrecht.

Ochama stores are’s combination of logistics and e-commerce. In China, the company operates its own logistics and is planning to go international. Not only that, is also a giant e-commerce enterprise in the world’s second largest economy.

Currently,’s revenue is still largely from the mainland, but in recent years the company has expanded its presence abroad. International customers can shop online through website. The company also has an e-commerce joint venture in Thailand, and is the largest shareholder of shopping platform Tiki in Vietnam.

In an interview in November 2021, Xin Lijun, JD’s newly appointed CEO of retail business, said the company was conducting “in-depth strategic analyzes of the Vietnamese market.” South and Europe”, consider these as potential markets in the future.

Ngo Vinh (According to CNBC)

Chinese farmers escape poverty thanks to e-commerce

Chinese farmers escape poverty thanks to e-commerce

E-commerce is one of the important channels contributing greatly to poverty reduction in China’s rural areas.


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