After a five-month test phase, Asian e-commerce giant JD.com officially launched its online shopping platform Joybuy in Europe on Monday, March 16, spotlighting its ultrafast-delivery service.

Joybuy aims to directly compete with Amazon and is relying heavily on logistics, promising same-day delivery in certain major metropolitan areas, such Paris in France, or London and Birmingham, the United Kingdom.

The platform of JD.com (Jingdong), the number three e-commerce company in China, is launching in six European countries (Belgium, France, Germany, Luxembourg, the Netherlands, and the United Kingdom).

It offers a catalogue of 30,000 items including tech (Apple, HP, Lenovo, LG, PlayStation, Samsung, Sony, Xiaomi..), appliances, beauty products, cleaning supplies, home goods, food, toys, fashion, and everyday products... with dedicated brand stores from renown international brands including L’Oréal Paris, Braun, Emma, De’Longhi, Brita, The Pink Stuff, DJI and Bodum.

Joybuy is promoting “Double 11,” its same-day delivery service, as its key competitive advantage. Orders placed before 11:00 a.m. are delivered by 11:00 p.m. in eligible areas.
“British shoppers have long had to settle for a trade-off between price and speed, often paying a premium to get their orders more quickly. We’re here to change that. With Joybuy, same-day delivery isn’t a luxury; it’s our standard for millions of households,” said a spokesperson for Joybuy in the UK. Same-day delivery comes with no extra-cost for orders all over £29.

In the UK, more than 17 million people – 4.5 million households – live in areas covered by same-day delivery, including London, Birmingham, Leicester, Nottingham, Oxford and Cambridge. Shoppers outside the Double 11 delivery zones enjoy next-day, or standard delivery nationwide.

The retailer currently operates a network of over 60 warehouses in Europe. In the UK, Joybuy’s logistics backbone includes major self-operated warehouses in Milton Keynes and Luton, with a combined floor area exceeding 90,000 square metres.

Joybuy handles last-mile delivery through its own fleet, JoyExpress. Customers can also pick up parcels at more than 11,000 locations across the UK, including over 400 lockers.

Another key differentiator highlighted by the Chinese company is that Joybuy does not operate as an open marketplace, but instead resells products purchased from partners and shipped through its own warehouses. This approach allows the retailer to guarantee the authenticity of the products it sells.