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JD.com launches Joybuy in Europe to challenge Amazon

JD.com has launched its international shopping platform, Joybuy, in six European markets, including the U.K. and Germany. The move signals JD.com’s ambition to compete with Amazon as well as other Chinese rivals such as AliExpress and Temu.

Unlike its asset-light competitors, JD.com is leveraging its own logistics network and local warehouses to provide faster delivery, a strategy that has helped the company dominate e-commerce in China. European customers can now enjoy same-day delivery on orders placed before 11 a.m., with free shipping on orders over £29 in the U.K.

Focus on Fast Delivery and Branded Stores

Joybuy emphasizes first-party retail, owning much of the inventory it sells rather than relying on third-party merchants. This approach allows the company to control product quality and delivery times more effectively.

The platform also features branded stores from companies such as L’Oréal Paris and De’Longhi, giving customers direct access to official products. Matthew Nobbs, U.K. managing director of Joybuy, explained that the platform differentiates itself by being a retailer first, rather than a marketplace: “We’re completely different from every other retailer based on our customer proposition,” he said.

Joybuy has been in a six-month beta phase and now launches fully, offering an optional monthly membership called JoyPlus. For £3.99, members receive unlimited free deliveries, undercutting Amazon Prime in the U.K., which costs £8.99.

Expansion Plans Amidst Competitive Market

JD.com is entering a competitive European e-commerce market with established players like Amazon and regional services, as well as Chinese rivals operating marketplaces. By investing in its own warehousing and logistics, JD.com aims to reduce delivery times and improve customer experience.

The company plans to expand its warehouse footprint across Europe gradually. “Supply chain is at the core of everything we do,” Nobbs said, noting that same-day delivery will eventually be extended to more customers as the logistics network grows.

With Joybuy, JD.com hopes to combine fast delivery, quality products, and branded retail experiences to carve out a space in Europe’s crowded online shopping market.