Joybuy’s London Debut: JD.com Revs Up European E-Commerce
JD has refocused on globalizing its supply chain by replicating its domestic model abroad—most notably through rapid logistics expansion.
JD.com is stepping up its push into Europe, piloting its Joybuy platform in London. The company is also courting global nursery and toy brands as part of a broader international expansion.
The Joybuy app, linked to JD accounts, offers global brands in home goods, snacks, pet products, and cosmetics. London users get JD’s hallmark logistics: same-day or next-day delivery, free shipping, easy 30-day returns, and steep first-time discounts.
Alibaba, Pinduoduo, and JD.com have long dominated China’s e-commerce scene. While Alibaba and Pinduoduo have aggressively pushed overseas—especially through Temu—JD has stayed largely quiet. The launch of Joybuy marks JD’s return to the global arena and signals fiercer competition among China’s e-commerce giants abroad.
Launched in 2015 as JD’s cross-border answer to AliExpress, Joybuy debuted alongside JD Indonesia, marking the start of its overseas expansion. But after weak international results and public criticism from founder Liu Qiangdong in 2019, Joybuy shut its B2C business in late 2021, rebranding as JD Global Trade to focus on B2B.
In recent years, JD has refocused on globalizing its supply chain by replicating its domestic “product-logistics-service” model abroad—most notably through rapid logistics expansion.
Since revamping its strategy in 2023, JD Logistics has aggressively scaled its global network of warehouses, delivery routes, and air freight. It aims to double overseas storage capacity by 2025, with new international lanes, expanded air cargo, and smart logistics tech, including automated warehouses and robotic delivery in Europe.
A key example is Ochama, launched in the Netherlands in 2022, now serving 24 countries with over 800 pickup points and 1,000 smart lockers.
As of mid-2024, JD Logistics operated nearly 100 bonded, direct-shipping, and overseas warehouses worldwide, covering 1 million square meters and reaching markets like the U.S., Germany, Vietnam, the UAE, and Australia.
In December 2024, the company outlined its 2025 global supply chain vision, aiming to integrate warehousing, delivery, and aviation networks to better serve international customers and cross-border merchants.
JD is also investing in brand visibility, adding UEFA Super Cup, Futsal Champions League, and Youth League deals to its UEFA Champions League sponsorship. Hiring in Europe has ramped up as well, with roles spanning wholesale, B2B ops, logistics, customer service, and platform management.