The new stores, located in Rotterdam and Leiden, will be called Ochama, combining the words ‘omnichannel’ and ‘amazing’ and illustrating how JD.com plans to operate the stores.

Customers can order from a vast catalogue of products on the Ochama app, including fresh food, household appliances, beauty, fashion and home products. JD.com states that it is the first retailer in the Netherlands that will offer both food and non-food in the same app.