Chinese e-commerce giant JD.com relaunches in Europe
After 5 years out of the market, Joybuy will operate in the UK, Germany, France, the Netherlands, Belgium and Luxembourg.
JD.com, one of China’s largest e-commerce players, is launching Joybuy for the European market.
At the initial stage, the platform will offer over 2,000 SKUs (stock-keeping units) from more than 30 global, local independent and emerging brands. The supplies will be held in warehouses across Europe.
Joybuy operated in Europe from 2015 until 2021, but eventually exited the market. Replacing Ochama, an omnichannel concept that became an online-only player in the Netherlands, Joybuy was relaunched in the UK first, then in France and Germany last year.
Pet focus
GlobalPETS has learned that the pet care segment is a key part of Joybuy’s launch. In this category, the platform will cover main products for cats, dogs, fish and small pets. This includes wet and dry food, treats, leashes, harnesses, collars, beds, crates, cat litter, bathroom training pads, health and wellness and grooming supplies.
The company aims for the e-commerce site to be the first thing that comes to mind when customers are looking for anything pet-related.
Aside from pet care, customers can also purchase home and living, electronics, health and wellness, food, gaming, beauty, childcare and even supermarket products directly via the platform.
Brand selection
Over time, Joybuy plans to grow its inventory, focusing specifically on local brands and products from each of the countries served.
According to JD.com, the platform will source its products from “well-known, respected and quality brands,” as well as those that “suit all budgets.” However, the UK branch will also offer international and lesser-known brands to give customers more options.
In addition, Joybuy will host JD.com’s wide range of own-label products, focusing on value-for-money options for customers.
600 million customers
Based in Beijing, the company operates across retail, technology, logistics, health, property development, industrials and international business.
It currently serves over 600 million customers and administers the largest fulfillment infrastructure of any e-commerce company in China, enabling 90% of retail orders to be delivered within the same or next day.
In the third quarter of 2025, JD retail recorded revenue of RMB 250.6 billion ($35.2B/€32.7B), up 11.4% year-over-year (YoY).
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