LONDON – Chinese e‑commerce giant JD.com (9618.HK) on Monday launched its Joybuy online marketplace in the UK, Germany, France, the Netherlands, Belgium, and Luxembourg, intensifying its push beyond China and taking aim at market leader Amazon (AMZN.O).

JD.com aims to expand its international presence and last year agreed to acquire German electronics retailer Ceconomy (CECG.DE), owner of MediaMarkt and Saturn, for 2.2 billion euros ($2.52 billion).

The launch comes as Chinese retailers and brands increasingly expand abroad in the U.S. and Europe, seeking growth opportunities beyond the intense competition and weak consumer demand they face at home.

Wide Range of Products and Brand Stores

Joybuy’s website and app will offer products across technology, appliances, beauty, homeware, and groceries. The platform will also feature dedicated brand stores, including L’Oreal (OREP.PA), Braun, DeLonghi, BRITA, and Bodum. JD.com said prices will be “competitive.”

Fast Delivery a Key Selling Point

Fast delivery in major cities will be a key feature, according to Matthew Nobbs, Joybuy UK managing director. Orders placed by 11 a.m. will arrive the same day, while orders placed before 11 p.m. will be delivered the next day.

From launch, more than 15 million households in the UK and Europe will be covered by same-day delivery. Delivery is free for orders over 29 euros ($33.21) or 29 pounds ($38.52). Joybuy is also targeting Amazon Prime users with its “JoyPlus” unlimited free delivery subscription at an introductory price of 3.99 euros or 3.99 pounds per month.

Nobbs did not disclose JD.com’s total investment in the project, which includes 60 warehouses and depots across Europe as well as its own last-mile delivery service.

In 2024, JD.com explored acquiring UK consumer electronics retailer Currys (CURY.L) but ultimately withdrew. The company also held talks to acquire Argos from supermarket group Sainsbury’s (SBRY.L), though those discussions did not proceed.

($1 = 0.7528 pounds)

($1 = 0.8731 euros)

-Reporting by James Davey and Helen Reid; Editing by Chris Reese/Reuters