JD.com, a Chinese online retailer, has opened its first physical store in Europe. The stores, which are operated under the brand Ochama, are located in Leiden, Rotterdam, and Utrecht.

Ochama, a leader in supply chain-based technology, is a service provider and innovator. Ochama is basically a robot-operated retailer. It’s part of a new shopping format that combines online ordering and pick up options. Robots prepare the parcels and provide home delivery services.

These stores sell fast fashion for children, men and women, as well as household goods, furniture and beauty products.

Customers can see robots packing and picking pre-ordered merchandise using the most recent cutting-edge technology. These items can be ordered online or through the app of the store.

Cashiers are not needed

Image: Ochama

A QR code is used to scan at the check-out. Orders are then carried by a conveyor belt that has been prepared by robots, eliminating the need for cashiers. Mark den Butter, Ochama’s chief operating officer, stated that Dutch people are passionate about innovation and creating a sustainable environment. Ochama‚Äôs shopping format was designed to address both of these aspects. Ochama will eliminate traffic jams and reduce the queues for chores. Customers can shop conveniently, get all the benefits, and do everything in one place.

The Netherlands is among the most urbanized European countries. According to data from the World Bank, 92% of the Dutch population lives in cities that have a polycentric urban structure. This has led Ochama to open shops in four cities.

Pass Lei, Ochama, JD Worldwide general manager. “With our rich retail experience and cutting-edge logistics technology that the company has accumulated over many years, we aim to create an unparalleled shopping experience for European customers with better pricing and service.”

JD.com also announced that luxury brand LVMH, a luxury group, has increased its partnership with China’s retail giant. The company now makes its luxury brands available on the popular ecommerce platform, while still retaining creative control over content and branding.