The European Union (EU) has adopted joint gas purchasing to mitigate the risk of security of supply, lower gas prices and volatility exacerbated by the Russia-Ukraine conflict. This paper aims to investigate the implications of this mechanism for market competitive forces to obtain lower prices. The application of Porter’s Five Forces framework shows that assessing the forces shaping the European gas market structure (i.e., entry barriers, the power of suppliers and buyers, the threat of substitutes, and the intensity of rivalry) is critical in appreciating the potential implications of joint gas purchasing.