JD.com Launches Joybuy in Europe With 60 Warehouses and Same-Day Delivery to Challenge Amazon
China’s e-commerce giant JD.com has officially launched its Joybuy online marketplace across six European countries — the UK, Germany, France, the Netherlands, Belgium, and Luxembourg — in what is the most aggressive Chinese e-commerce expansion into Europe since Temu and Shein changed the game.
60 Warehouses, Same-Day Delivery, Day One
Unlike Temu and Shein, which ship directly from China with week-long delivery times, JD.com is going all-in on local infrastructure. Joybuy launches with 60 warehouses and depots across Europe, staffed by JoyExpress delivery teams in the UK, Germany, the Netherlands, and France. More than 15 million European households will have access to same-day delivery from launch.
This is a fundamentally different strategy from other Chinese platforms. JD.com is spending billions on European logistics to compete with Amazon on speed and reliability, not just price.
JoyPlus: The Amazon Prime Killer?
Joybuy’s subscription service, JoyPlus, offers unlimited free delivery for just €3.99 per month (or £3.99 in the UK) — roughly a third of Amazon Prime’s price. Free delivery kicks in on orders over €29. The product range spans technology, appliances, beauty, homeware, and even groceries.
The pricing is clearly designed to undercut Amazon Prime, which costs €8.99/month in Germany and £8.99/month in the UK. At €3.99, JoyPlus is almost an impulse purchase.
Why Europe, Why Now?
JD.com has been eyeing Europe for years. In 2024, the company explored acquiring UK retailer Currys and held talks to buy Argos from Sainsbury’s — both fell through. The Joybuy launch suggests JD.com decided it was faster to build its own platform than to acquire an existing retailer.
The timing also matters. European consumers are increasingly comfortable buying from Chinese platforms (Temu and Shein proved that), but they’re frustrated by slow shipping and quality concerns. JD.com’s pitch is: Chinese prices, European delivery speed.
The Bottom Line
JD.com isn’t just launching another cheap Chinese marketplace. With 60 European warehouses, same-day delivery in major cities, and a subscription that’s a third of Amazon Prime’s price, Joybuy is the most serious Chinese challenge to Amazon’s European dominance yet. The question is whether European consumers will trust a Chinese platform with their groceries and electronics — and whether Amazon will respond with price cuts of its own.