JD.com, China’s largest retailer by revenue and renowned for its rapid same-day or next-day delivery, is trialling its entry into the UK market with a new platform called Joybuy. With a global customer base of nearly 600 million, the company is currently testing its website to offer British consumers a wide selection of products — from clothing and home furnishings to health and beauty, household essentials, and both chilled and frozen foods.
Although still in its early stages, JD.com confirmed that the platform is in a "testing phase" and is aiming for a full UK launch by the end of 2025.
What is particularly notable is that Joybuy appears to be working with UK supermarket Morrisons. A variety of Morrisons own brand items — including The Best range of pizzas, toiletries, and frozen fruit — are already available for purchase on the site, suggesting a strategic partnership is in place.
Joybuy is currently offering free shipping on a customer’s first three orders, as well as running limited time ‘flash sales’ with countdown timers to promote quick purchases. Speed and affordability are clearly part of its core strategy.
According to the website, “Joybuy is JD.com’s European full-category online retail brand designed to bring customers a faster, more convenient, and cost-effective shopping experience. Offering same-day and next-day delivery across the UK, Joybuy combines speed, reliability, and affordability to meet the needs of modern shoppers.” At present, the service is only available in select areas of London, but JD.com plans to expand to more UK cities ahead of its full launch.