JD.com Launches Online Retail Business Joybuy in Europe, Focusing on Quality Products, Same-Day Delivery, and Excellent Service

News Report (Reporter Liang Aonan): On March 16, JD.com announced the official launch of its new online retail brand Joybuy in Europe, further expanding its retail and logistics supply chain presence in the European market. Joybuy will focus on the UK, Germany, the Netherlands, France, Belgium, and Luxembourg, providing local consumers with a fast, reliable, and enjoyable online shopping experience.

Relying on JD’s super supply chain and localized operations, Joybuy collaborates with top global brands to offer a full range of products—including electronics, home appliances, home goods, beauty and personal care, food and beverages—at competitive prices. Through its own logistics network, Joybuy has introduced “211” delivery speed to over 30 major European cities, bringing the era of same-day delivery to e-commerce.

Joybuy features many brands familiar and trusted by European consumers. Through a self-operated model, Joybuy partners with quality brands to ensure authentic products and high quality, allowing consumers to purchase their desired items in one stop. International and local brands such as Apple, Samsung, Sony, DeLonghi, Braun, Brita, LEGO, Philips, and L’Oréal Paris are bestsellers on Joybuy. The “Shop in Shop” model creates dedicated zones for brands, enabling consumers to learn about brand stories and stay updated on new products immediately.

Moreover, Joybuy is becoming an important channel for high-quality Chinese brands to expand into the European market. Leveraging localized operations and supply chain advantages, it provides Chinese companies with a reliable pathway to connect efficiently with European consumers. In the UK, Joybuy has formed a strategic partnership with Kweichow Moutai (600519), becoming the online retailer for Moutai’s full product range in the UK.

JD Logistics has built a comprehensive self-operated logistics network in Europe, covering warehousing, sorting, transportation, and delivery. The JoyExpress courier service has established a large-scale fleet to provide professional and fast door-to-door delivery for Joybuy customers. This end-to-end logistics network greatly improves e-commerce fulfillment efficiency and replicates JD’s “211” speed in the European market.

JD Logistics operates over 60 warehouses and courier stations for Joybuy in Europe. In Milton Keynes, UK, the first overseas “Smart Wolf Warehouse” has deployed nearly 200 automated logistics devices, achieving approximately four times the efficiency in picking and outbound processing through a “goods-to-person” model. As Joybuy continues to grow rapidly, JD plans to further expand its supply chain infrastructure and invest in cutting-edge logistics technology to reduce costs and improve efficiency.

Joybuy is also adopting innovative technologies to make shopping smarter and more fun. JD’s proprietary “3D Hologram” technology has been integrated into the Joybuy app, utilizing XR and AIGC technologies so that consumers can experience glasses-free 3D visuals and immersive interactions without any special equipment.

Internationalization is a key and long-term strategy for JD. Moving forward, Joybuy will leverage JD’s unique strengths in e-commerce retail, logistics, and technology to continuously improve operational efficiency and user experience through technological innovation.