Chinese e-commerce giant JD.com has officially launched its new online marketplace, Joybuy, across six European countries, marking a significant escalation in its ambitions to become a major player outside of China. The platform went live on Monday in the UK, Germany, France, the Netherlands, Belgium, and Luxembourg.
The move is a clear challenge to market leader Amazon and represents a key step in JD.com’s broader strategy to internationalize its business. This push follows the company’s recent agreement to acquire German electronics retailer Ceconomy, the parent company of MediaMarkt and Saturn, for €2.2 billion ($2.52 billion).
JD.com’s expansion comes as many Chinese retailers and brands are aggressively seeking growth in the US and European markets. Facing intense competition and weak consumer demand at home, these companies are looking abroad for new opportunities.
Joybuy will offer a wide range of products, including technology, appliances, beauty items, homeware, and groceries. To attract customers from day one, the platform will feature dedicated brand stores from well-known names such as L’Oréal, Braun, DeLonghi, BRITA, and Bodum.
A cornerstone of Joybuy’s strategy will be its focus on rapid delivery. Matthew Nobbs, the managing director of Joybuy UK, highlighted speed as a key differentiator. The service promises that orders placed by 11 a.m. will arrive the same day, while those placed before 11 p.m. will be delivered the next day in major cities. At launch, more than 15 million households across Europe and the UK will be eligible for this same-day service.
To further compete with Amazon’s Prime offering, Joybuy has introduced “JoyPlus,” a subscription service providing unlimited free delivery. It is being offered at an introductory price of €3.99 or £3.99 per month. Standard delivery is free on orders over €29 or £29.
Nobbs declined to specify the total investment behind the project, which utilizes 60 warehouses and depots across Europe and the company’s own last-mile delivery network.
The launch of Joybuy follows a period of significant, though ultimately unsuccessful, takeover interest from JD.com in the UK. In 2024, the company explored acquiring the electricals retailer Currys and also held talks to purchase the Argos chain from Sainsbury’s, but both discussions fell through. The launch of Joybuy now represents a direct, organic entry into these markets.
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