JD.com launched its Joybuy online marketplace in six European countries – the UK, Germany, France, the Netherlands, Belgium, and Luxembourg – on Monday, directly challenging Amazon’s dominance in the region. The move marks a significant expansion for the Chinese e-commerce giant beyond its domestic market and comes as other Chinese retailers seek growth outside of China.
Joybuy will offer products across a range of categories including technology, appliances, beauty, homeware, and groceries. The platform will also host dedicated brand stores for companies such as L’Oréal, Braun, De’Longhi, BRITA, and Bodum, allowing them to showcase their official goods.
A key differentiator for Joybuy is its focus on fast delivery. JD.com has invested in a network of 60 warehouses and depots across Europe, and its own last-mile delivery service, to enable same-day delivery to more than 15 million households. Orders placed before 11 a.m. Are guaranteed same-day delivery, while those placed before 11 p.m. Will arrive the next day. Delivery is free for orders exceeding £29 (approximately $38.52) or €29 (approximately $33.21).
JD.com is also introducing a subscription service, “JoyPlus,” offering unlimited free delivery for an introductory price of £3.99 or €3.99 per month, directly competing with Amazon Prime. Matthew Nobbs, Joybuy UK managing director, stated the company aims to be competitive on pricing.
The launch follows JD.com’s agreement last year to acquire German electronics retailer Ceconomy, the parent company of MediaMarkt and Saturn, for €2.2 billion ($2.52 billion). This acquisition provides JD.com with a substantial physical retail presence in Europe, complementing its online expansion.
The move by JD.com is part of a broader trend of Chinese retailers expanding into the US and Europe, seeking new growth opportunities amid intense competition and weakening consumer demand in their home market. Unlike competitors like AliExpress and Temu, which primarily operate on an asset-light model shipping directly from China, JD.com is emphasizing local warehousing and logistics to minimize delivery times, a strategy that has proven successful in China.
JD.com declined to disclose the total investment made in the Joybuy launch.
