JD.com, China’s largest retailer, has officially launched its Joybuy platform in the UK as it seeks to challenge established online shopping giants.
The £30billion e-commerce company, listed in both the US and Hong Kong, opened the service to British shoppers today.
Joybuy offers a wide range of products, including technology, household appliances, beauty items and groceries, with major global brands such as Apple, LEGO, Samsung and L’Oréal among those listed.
JD.com has stressed it has no connection to JD Sports despite the similarity in name.
The retailer, which already holds the title of China’s biggest, is aiming to attract UK customers with competitive pricing and rapid delivery.
Same‑day and next‑day services are available across London and several major cities, covering around 17 million people.
Orders over £29 qualify for free next‑day delivery in Birmingham, Leicester, Nottingham, Oxford and Cambridge as well as the capital.
A same‑day option, branded “Double 11”, allows customers who order before 11am to receive items by 11pm in selected areas.
Ecommerce group targets Amazon and Argos with next-day and same-day delivery across major cities
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To support the rollout, JD.com has built its own UK logistics network, establishing distribution centres in Milton Keynes and Luton.
Deliveries will be handled by the company’s new courier service, JoyExpress, in some areas, with Royal Mail and DPD used elsewhere. Orders under £29 incur a £3.99 delivery fee.
Joybuy is offering several products at lower prices than competitors.
Apple AirPods with a USB‑C charging case are listed at £94, compared with £119 at Argos and £99 on Amazon.
The company explored a takeover of Currys in 2024 and held talks last September about acquiring Argos from Sainsbury’s before withdrawing
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A Nintendo Switch 2 with Mario Kart World bundle is priced at £399 — around £10 cheaper than Amazon and Argos.
An Oral‑B Vitality Pro electric toothbrush is available for £14.99, compared with £21 on Amazon and £25 at Argos.
However, some items are more expensive: the PlayStation 5 Digital Edition costs £429.99 on Joybuy, versus £398.99 on Amazon, while the eufy G50 robot vacuum is £139 compared with £99.98 on Amazon.
JD.com’s UK launch follows previous attempts to enter the British retail market.
Its European expansion is happening in parallel, with operations also launching in Germany, the Netherlands, France, Belgium and Luxembourg.
Last year, JD.com completed a €2.2billion acquisition of German electronics retailer Ceconomy.
Matthew Nobbs, the managing director of Joybuy UK, said the company intends to establish a long‑term presence.
“We are here for a long time, as our CEO has said,” he told the Press Association. “We have to make sure the customer experience is really great.”