LONDON, March 16 - Chinese e-commerce leader JD.com has launched its Joybuy online marketplace in the UK, Germany, France, the Netherlands, Belgium, and Luxembourg, directly challenging Amazon in Europe.
The platform offers technology, appliances, beauty, homeware, and grocery items, featuring branded stores from L’Oreal, Braun, DeLonghi, BRITA, and Bodum. JD.com touts “competitive” pricing and fast delivery as core advantages.
Joybuy promises same-day delivery for orders placed by 11 a.m. in major cities, with next-day delivery for orders before 11 p.m. Over 15 million households are covered at launch. Free shipping applies to orders over €29 or £29, and its “JoyPlus” subscription offers unlimited free delivery for an introductory €3.99 or £3.99 per month.
The rollout follows JD.com’s failed attempts in 2024 to acquire UK retailers Currys and Argos, and aligns with its broader international expansion-most notably its €2.2 billion deal to buy Ceconomy, owner of MediaMarkt and Saturn.