About one year ago, JD launched a new iteration of its Joybuy web shop in the UK. A few months later, Ochama was rebranded to Joybuy in the Netherlands, Germany, Belgium, France and Luxembourg. Ochama users had to download a new app and create a new account.

Ochama had been plagued by flaws in strategy and marketing communication. Would Joybuy do better? In this second article, I evaluate Joybuy’s first year, from the day the website went live in the UK to the formal launch on March 16th.