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Amazon competitor: Chinese online shopping platform JD enters the European market

Chinese e-commerce firm JD.com launched its Joybuy platform in the UK on March 16, 2026, offering more than 100,000 products ranging from consumer electronics and groceries to beauty items, with distribution sites in Milton Keynes and Luton.

Chinese e-commerce firm JD.com launched its Joybuy platform in the UK on March 16, 2026, offering more than 100,000 products ranging from consumer electronics and groceries to beauty items, with distribution sites in Milton Keynes and Luton.

JD.com, China's largest retailer by revenue, abandoned talks to acquire Currys in 2024 and walked away from a potential takeover of Argos from Sainsbury's the following year before opting to launch its own platform.

JD.com, China's largest retailer by revenue, abandoned talks to acquire Currys in 2024 and walked away from a potential takeover of Argos from Sainsbury's the following year before opting to launch its own platform.

Joybuy's "Double 11" same-day delivery promise guarantees orders placed before 11 a.m. arrive by 11 p.m. The service is postcode dependent, with next-day delivery or locker pickup available elsewhere.

Joybuy's "Double 11" same-day delivery promise guarantees orders placed before 11 a.m. arrive by 11 p.m. The service is postcode dependent, with next-day delivery or locker pickup available elsewhere.

JD.com's European logistics arm, JoyExpress, operates from three partly-automated warehouses near London. Amazon, by contrast, runs more than 30 fulfillment centers across the UK.

JD.com's European logistics arm, JoyExpress, operates from three partly-automated warehouses near London. Amazon, by contrast, runs more than 30 fulfillment centers across the UK.

Joybuy launched a subscription service called JoyPlus at an introductory price of £3.99 per month, offering unlimited free delivery. Amazon Prime in the UK costs £8.99 per month.

Joybuy launched a subscription service called JoyPlus at an introductory price of £3.99 per month, offering unlimited free delivery. Amazon Prime in the UK costs £8.99 per month.

Independent retail analyst Richard Hyman said Joybuy would need to offer "very, very low" prices to compete, predicting it would be loss-making for a time. JD.com simultaneously launched in Germany, France, the Netherlands, Belgium and Luxembourg.

Independent retail analyst Richard Hyman said Joybuy would need to offer "very, very low" prices to compete, predicting it would be loss-making for a time. JD.com simultaneously launched in Germany, France, the Netherlands, Belgium and Luxembourg.

JD.com Launches Joybuy in UK to Rival Amazon

JD.com Launches Joybuy in UK to Rival Amazon

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JD.com Launches Joybuy in UK to Rival Amazon

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