Original title: A Chinese E-Commerce Platform Racing Across Europe | Joybuy Tops 10 Million Users Across App and Web, Driven by Content and Price Comparison, With a Male-Dominated Audience
Author: Sensor Tower Content Marketing Julia
Note from Baijing: This article is an original piece published by Sensor Tower on the Baijing Going Global column. For republishing and usage, please contact the author via their personal homepage to seek authorization.
Cover image source | pexels
In September 2025, Joybuy, JD.com's cross-border e-commerce platform, entered the European market. Over the past year, this newly entered platform has been building its own traffic ecosystem in Europe.
Note: The data in this article comes from Sensor Tower's app intelligence, web insights, audience insights, and digital advertising insights, covering the European market as a whole. App downloads are estimates from the App Store and Google Play, counting only first-time installs by an account, excluding pre-downloads, repeat downloads, and downloads from third-party Android stores.
Joybuy's cumulative mobile downloads in Europe exceed 7 million
According to estimates from Sensor Tower's app intelligence data, since entering Europe in 2025, Joybuy's cumulative app downloads have surpassed 7 million, and its monthly active users on mobile have also grown 130% compared with the beginning of 2026, showing that after the first round of user acquisition, the platform continues to accumulate users. At the market level, Germany, the UK, and France are the main sources of Joybuy's mobile downloads, together accounting for over 70% of downloads.
Beyond mobile growth, the web side is forming a new traffic anchor
Web traffic is also becoming another anchor alongside mobile user growth. According to Sensor Tower's website insights data, as of September 2026, Joybuy's monthly visits in Europe exceeded 5 million, with over 3 million unique visitors. Germany, the UK, and France are also the main web markets, contributing 36%, 26%, and 17% of website visits respectively, about 80% in total.
Looking at web traffic paths, from March to August 2026, Google was Joybuy's largest external traffic source, and price-comparison sites such as idealo also brought in some traffic. Meanwhile, Amazon appears in both Joybuy's major inflow and outflow destinations, reflecting users browsing and comparing across different e-commerce platforms; the growth of YouTube traffic in both directions also shows that content channels are becoming new user touchpoints.
Sensor Tower's website insights popular-path data shows that from March to August 2026, air-conditioning-related products received a relatively high share of visits, making them a standout product category for Joybuy. European temperatures were generally high this summer, and Western Europe experienced its hottest summer on record—a seasonal backdrop that echoes the high attention on air-conditioning products. Besides air conditioners, popular product pages also involved beverages, 3C digital products, home goods, and food; during the same period, organic web search keywords also reflected search demand for products such as air conditioners and air fryers.
Precisely targeting male users in metropolitan areas
According to Sensor Tower's metropolitan active-user data, in August 2026, Joybuy's active users across the three capital regions of the UK, France, and Germany accounted for 30% of its total European mobile active users. Among them, the regional concentration of French users is particularly notable, with about 25% of Joybuy's French users coming from the Greater Paris area. Beyond capital regions, users in cities such as Cambridge in the UK and Münster-Osnabrück in Germany also account for a relatively high share. Overall, Joybuy's users already cover multiple major population and industry clusters in the UK, France, and Germany, with a distribution centered on core metropolitan circles while also forming a certain scale in some non-capital cities.
In terms of audience profile, Joybuy shows certain differences from the leading Chinese cross-border e-commerce platform Temu in the European market. According to estimates from Sensor Tower's audience insights data, from September 2025 to August 2026, men accounted for 57% of Joybuy users in France, and the male share in the UK and Germany also exceeded 55% in both markets; by contrast, women accounted for about 60% of Temu users in France.
Beyond gender structure, Joybuy and Temu also show differences in audience interest characteristics in the French market. Joybuy's audience is more closely associated with people interested in technology, gaming, and digital finance, indicating that users with these interest traits are relatively concentrated in its user base; Temu's audience tags lean more toward fashion, home life, and everyday consumption scenarios, covering a more diverse set of interests.
This difference is also reflected in ad creatives. Joybuy's high-exposure creatives revolve more around 3C digital products, specific items, and next-day delivery messaging; Temu, on the other hand, showcases more lifestyle consumer goods such as apparel, home goods, and kids' products, while emphasizing discounts and product selection.
Overall, one year after entering the European market, Joybuy has already built a user and traffic base of a certain scale. Current growth remains concentrated in core markets such as the UK, France, and Germany, continuously acquiring users through search, price comparison, and content channels, while showing a relatively pronounced male-user profile. As mobile apps, websites, and external traffic entry points develop further, Joybuy's user base and traffic structure in Europe will continue to evolve.
