Overview
Joom is a global cross-border online marketplace that sells products from sellers mainly in Asia and Europe to shoppers across Europe and other regions, with a focus on low prices. It is especially popular as a mobile app. For most brands, Joom is a low-price channel to be aware of rather than a core sales channel.
Who is behind Joom
Joom was founded in Riga, Latvia, in 2016 and moved its headquarters to Lisbon, Portugal, in 2023. It also has offices in China, Brazil and Germany. Joom Group includes the Joom marketplace, JoomPro, a cross-border B2B marketplace, JoomPulse, an analytics tool for sellers on Mercado Livre, and Onfy, an online pharmacy marketplace in Germany. Joom has reported around 25 million monthly active users and 20 million active buyers.
How Joom works
- Cross-border selling. Sellers list products and Joom sells them to shoppers in many countries, with localised sites across Europe.
- Centralised logistics. Unlike many marketplaces, Joom handles shipping for most orders through its own logistics network.
- Payouts. Sellers are paid in US dollars, for example via Payoneer.
- EU compliance. Joom says it is prepared for EU rules such as the General Product Safety Regulation (GPSR) and the Digital Services Act (DSA), and it joined the EU's Product Safety Pledge in 2021.
What a brand should think about
- Price competition from low-cost sellers.
- Brand protection against counterfeits and unauthorised sellers.
- Positioning, since a low-price marketplace may not suit premium brands.
How eBrands looks at Joom
eBrands works with brands on marketplaces across Europe and North America and helps them focus on the channels that matter most. If you want to talk through how platforms like Joom affect your market, we are happy to help.
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