JD.com is testing its entry into the UK’s e-commerce market under the Joybuy brand, according to information obtained by 36Kr. The soft launch began in the second half of 2024, with the platform currently running a closed beta among users in London. Operating through a self-managed model, JD.com has already started onboarding merchants for the new venture.
A London-based user participating in the beta told 36Kr that Joybuy offers a broad selection of goods spanning daily essentials, beauty and skincare, consumer electronics, and home items. The product mix includes both Chinese and international brands. To attract new customers, the platform is offering introductory promotions such as GBP 5 (USD 6.4) off purchases exceeding GBP 10 (USD 12.9), free shipping, and options for same- or next-day delivery.
Joybuy originally launched in 2015 as JD.com’s cross-border B2C platform. On November 24, 2021, the company announced it would shutter the platform by December 9 that year, citing a strategic shift. It subsequently pivoted to a cross-border B2B model and was rebranded as JD.com Global.
Despite the shift, JD.com continued to explore international opportunities. In 2022, it introduced a new retail concept in Europe under the Ochama brand, aiming to export China’s omnichannel retail model—blending online and offline channels—into European markets. Today, Ochama operates self-run warehouses in the Netherlands, Poland, and France, offering home delivery and pickup services across 24 European countries.
The UK entry marks JD.com’s latest attempt to secure a foothold in a mature e-commerce environment. As of 2024, the UK’s retail e-commerce market was valued at USD 160 billion, ranking third globally. Delivery speed—a hallmark of JD.com’s domestic operations—has been positioned as a key selling point in this new market.
That emphasis on speed is supported by years of investment in global logistics and warehousing. JD.com launched its international division in 2020 with a focus on exporting logistics and smart warehousing technologies. In October 2024, Ochama added a 27,000-square-meter automated warehouse in Poland, expanding its European footprint alongside facilities in France and the Netherlands. These warehouses now support fulfillment operations across much of Europe.
By December 2024, JD Logistics unveiled plans to create a global delivery zone designed to complete shipments in two to three days, with warehousing positioned at the center of this strategy. JD.com currently operates more than 100 bonded, overseas, and direct-mail warehouses worldwide. While these assets were originally built to serve B2B clients, they are now forming the foundation of JD.com’s self-operated retail operations overseas.
Observers have often characterized JD.com’s international expansion as deliberate and gradual, especially compared to some of its faster-moving counterparts. But with domestic growth tapering off, the company appears increasingly focused on scaling its global presence.
KrASIA Connection features translated and adapted content that was originally published by 36Kr. This article was written by Ren Cairu for 36Kr.