文 | 品牌工厂BrandsFactory 2025年8月23日，京东旗下跨境电商平台Ochama在欧洲正式停止运营，相关用户数据自8月15日起已启 动迁移。 此次关停并非彻底退出，官方称这是以"品牌升级"的方式并入京东另一跨境品牌Joybuy，完成业务整 合。 品牌工厂了解到，从8月份开始，就有很多卖家咨询如何入驻Joybuy，最近，也有不少非核心市场的用 户在小红书吐槽，自己所在的区域已经不能使用Ochama了。 有观点指出，单从Ochama并入Joybuy这一动作来看，虽然收缩了"战线"，但京东的海外业务方向更明 确，负担更轻，反而增加了其在这场漫长"欧陆商战"中存活下来并找到自己生态位的可能性。 作为京东欧洲全品类在线零售品牌，现在的Joybuy也是经过了多次战略试错与模式迭代，两次关停又 重启，最终确立了以全自营和供应链能力为核心优势的全新出海路径。 根据公告，原Ochama用户可通过账户迁移流程继续使用Joybuy的服务。不过，此次整合也伴随着市场 范围的收缩——Joybuy将仅面向英国、法国、德国、荷兰、比利时和卢森堡六个国家提供服务，而此前 Ochama所覆盖的意大利、西班牙、葡萄牙等其他19 ...

Core Insights - Uzum, the largest e-commerce platform in Uzbekistan, projects a 500% revenue growth by 2027, supported by a robust e-commerce market with a 122% CAGR from 2021 to 2024 and expected growth rates above 40% in the coming years [1][4] - The online shopping penetration in Uzbekistan has increased significantly, reaching 7%-8% in 2023 compared to just 1%-2% in 2020, indicating a growing market potential [1][4] E-commerce Growth and Comparison - Uzum's SKU count has recently surpassed 1 million, while leading Chinese platforms had significantly higher SKU counts a decade ago, highlighting the early stage of Uzbekistan's e-commerce development [2] - Daily orders on Uzum average 100,000, a scale that Chinese platforms achieved much earlier, indicating a rapid growth trajectory [2] - High profit margins in Uzbekistan's e-commerce market allow for substantial price markups on common goods, with some products priced significantly higher than in China [2][4] Market Dynamics and Competition - The e-commerce sector in Uzbekistan experienced a pivotal shift during the COVID-19 pandemic, with Uzum leveraging the situation to enhance its platform and payment systems, achieving a 90% payment success rate [4][6] - Uzum has developed its logistics and pricing tools, creating a comprehensive digital ecosystem that integrates e-commerce, delivery, and payment services [6] - New entrants like Yandex and Temu are entering the market, with Yandex adopting a higher positioning strategy and Temu initially pursuing aggressive low-price tactics before facing regulatory challenges [7][8] Long-term Outlook and Strategy - Local entrepreneurs believe that leveraging Chinese operational and supply chain experience can facilitate rapid market penetration in Uzbekistan [8][10] - The potential for high growth and profitability in Uzbekistan's e-commerce market is evident, but sustainable success will depend on understanding local consumer preferences and providing quality products [10][11]