JD.com (Jingdong) is a Chinese e‑commerce company headquartered in Beijing and the largest retailer in China by revenue. By sales volume, it is even bigger than Alibaba, and it has now officially entered the European market with its own platform, Joybuy. For anyone involved in importing from China or selling online, JD is a name we can no longer ignore – neither as a competitor nor as a potential partner.
JD.com and Joybuy in brief
- JD.com (Jingdong) is one of the largest Chinese e‑commerce companies and the largest retailer in China by revenue.
- It is known for its own logistics network (JD Logistics) and fast delivery times, often within 24 hours across China.
- Joybuy is JD’s new online platform for Europe, launched in 2026.
- It is currently available in the UK, Germany, France, the Netherlands, Belgium, and Luxembourg.
- The focus is on inventory held in European warehouses and fast delivery (same‑day or next‑day), combining local stock with cross‑border offers.
How JD.com started
The company was founded in 1998 in Beijing by Liu Qiangdong (Richard Liu), initially as a small physical store selling magneto‑optical discs and later classic 3C products (computers, communications, and consumer electronics). The shop operated in Beijing’s well‑known Zhongguancun IT district, with no real idea that it would one day grow into a global e‑commerce platform.
The turning point came with the SARS outbreak in 2003, when physical retail virtually came to a halt. Liu closed all offline stores and started taking orders by phone and email, shipping goods via couriers – essentially building an early version of an online shop without a real web platform. By 2004, he launched the first website, jdlaser.com, and Jingdong fully stepped into e‑commerce.
From 2007, the expansion accelerated: the company moved to the domain 360buy.com, broadened its assortment from electronics to “everything for the home” and – most importantly – decided to build its own logistics instead of relying solely on third‑party couriers. That logistics decision later set JD.com apart from many other Chinese platforms.
In 2013, the company switched to the domain we all know today – JD.com – and launched aggressive branding with its dog mascot, JOY. In 2014, JD listed on NASDAQ (ticker: JD), becoming one of the first major Chinese e‑commerce firms to list directly in the US. In the following years, it expanded into financial services, healthcare, and of course international trade.
JD Worldwide and foreign brands entering China
For those looking at China as a target market, JD Worldwide is the key part of the story – a cross‑border platform JD launched in 2015. The idea is simple: allow foreign brands to sell to Chinese consumers without immediately setting up a company, warehouses, and a full local structure in China.
The model is similar to Tmall Global, but JD plays its own game through logistics. It offers two main setups: inventory in bonded warehouses in China (fast delivery, lower cost per parcel) or overseas warehouses with direct shipping to Chinese consumers (longer delivery times but more flexible stock management). Entry comes at a cost (membership fees, deposits, commission), but in return brands get access to a huge customer base and a logistics system that is known for speed.
Logistics: JD Logistics as the key differentiator
From the beginning, JD insisted on controlling its supply chain instead of building a pure marketplace where sellers are left on their own. Today, JD Logistics operates thousands of warehouses in China and abroad, with tens of millions of square metres of storage space. It is particularly known for its promise to deliver most first‑party orders across China within 24 hours. [web:104][web:105]
That philosophy – “logistics first, everything else second” – is now being applied to Europe as well. JD has spent years building a global logistics network, with overseas warehouses and cross‑border routes serving more than twenty markets. The step into Europe is a logical extension of that plan. [web:109][web:112]
Joybuy and JoyExpress – JD.com enters Europe
This Monday, JD.com officially launched its new e‑commerce brand Joybuy in Europe. The platform went live simultaneously in six countries: the United Kingdom (joybuy.co.uk), Germany, France, the Netherlands, Belgium, and Luxembourg. From what we have seen so far, the strategy is clear – a direct challenge to Amazon, but with a distinctly Chinese approach to logistics. [web:109][web:112]
Joybuy offers a wide range of products: electronics, home appliances, household essentials, cosmetics, groceries, and everyday items. Well‑known international brands are already present – from beauty and home brands to consumer electronics – through branded “stores” inside the Joybuy app. [web:109]
To make this work, JD announced its own European delivery network, JoyExpress, ahead of the platform launch. JoyExpress currently covers the UK, Germany, the Netherlands, and France, with a network of more than 60 warehouses and depots across Europe, supported by a fleet of trucks, vans, and electric cargo bikes. In major cities, the goal is same‑day or next‑day delivery – not only for small parcels but also with delivery and installation services for large home appliances. [web:109][web:112]
In the UK, for example, Joybuy already offers free delivery above a certain order value and same‑day delivery for orders placed before a specific cut‑off time. On top of that, JD has launched JoyPlus – a subscription that provides free delivery with no minimum spend, discounts, and a loyalty programme. [web:109]
What all this means for us
For European shoppers, Joybuy is another major player alongside Amazon, AliExpress, and Temu, but with a different angle: fewer “packages from China arriving in 20–40 days”, more inventory in local and regional warehouses with same‑day or next‑day delivery. For brands and suppliers from China (and those already working with them), JD opens an additional channel into the European market through a system that already knows how to handle large volumes and demanding customers. [web:109]
On the other hand, for local e‑commerce players and importers this also means stronger competition. JD is not coming as “just another Chinese platform”, but as a company bringing a full package to Europe: marketplace, its own inventory, its own logistics, and proven experience from China, where fast delivery has become the standard.
How Joybuy will position itself against Amazon and how much market share it will capture in Europe remains to be seen. For now, one thing is certain: JD.com is no longer just a story “somewhere over in China”. From this week on, that story is being written on our continent as well.
Frequently asked questions
What is JD.com and how is it different from Alibaba?
JD.com is one of the largest Chinese e‑commerce companies and the largest retailer in China by revenue. Unlike Alibaba, JD has relied from the start on its own logistics network and a strong first‑party retail model, with tight control over inventory and delivery. [web:104][web:105]
What is Joybuy and in which European markets is it available?
Joybuy is JD’s new online platform for Europe, launched in 2026. It is currently available in the United Kingdom, Germany, France, the Netherlands, Belgium, and Luxembourg, with further expansion planned. [web:109][web:112]
Does Joybuy ship goods from Europe or directly from China?
Joybuy’s main focus is on European warehouses and fast same‑day or next‑day delivery, but part of the assortment still relies on cross‑border models from China. In practice, this means a mix of local inventory and international shipments, with priority given to fast delivery within the EU and the UK. [web:109]
What does JD Worldwide mean for brands that want to enter the Chinese market?
JD Worldwide allows foreign brands to sell to Chinese consumers without immediately setting up a legal entity in China. Goods can be stored in bonded warehouses in China or in overseas warehouses, while JD provides access to a large customer base and a mature logistics network. [web:113]
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