Chinese ecommerce leader JD.com on Monday introduced its Joybuy online marketplace in the UK, Germany, France, the Netherlands, Belgium, and Luxembourg, intensifying its efforts to expand internationally and target market leader Amazon.
JD.com aims to expand its operations globally and last year reached an agreement to acquire the German electronics store Ceconomy, which owns the MediaMarkt and Saturn brands, for 2.2 billion euros ($2.52 billion).
The launch occurs as Chinese brands and retailers have been venturing overseas into the U.S. and Europe, seeking new avenues for growth amidst the fierce competition and sluggish consumer demand present in their domestic market.
Joybuy’s platform and application will offer items in technology, appliances, beauty, home goods, and groceries.
The platform will additionally include exclusive brand stores such as L'Oreal, Braun, DeLonghi, BRITA, and Bodum.
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Quick delivery to customers in large cities will be a major selling feature, stated Matthew Nobbs, managing director of Joybuy UK, with orders made by 11 a.m. being delivered the same day, and those made before 11 p.m. arriving the following day.
Over 15 million households across Europe and the UK would receive same-day delivery from the start. Shipping is free for purchases exceeding 29 euros ($33.21) or 29 pounds ($38.52), and Joybuy is also aiming for Amazon Prime, offering its "JoyPlus" unlimited free delivery plan at a starting rate of 3.99 euros or 3.99 pounds per month.
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Nobbs did not disclose the amount JD.com has put into the project, which entails 60 warehouses and depots throughout Europe along with its own last-mile delivery service.
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In 2024, JD.com considered acquiring UK consumer electronics retailer Currys but decided not to proceed. It also engaged in discussions last year to purchase Argos from supermarket chain Sainsbury's, but those negotiations also failed.