China’s JD.com pilots retail e-commerce platform Joybuy in London as it takes on Amazon in UK’s $163 billion e-commerce market

['Shuang Jing', 'More Shuang Jing', '.Wp-Block-Co-Authors-Plus-Coauthors.Is-Layout-Flow', 'Class', 'Wp-Block-Co-Authors-Plus', 'Display Inline', '.Wp-Block-Co-Authors-Plus-Avatar', 'Where Img', 'Height Auto Max-Width', 'Vertical-Align Bottom .Wp-Block-Co-Authors-Plus-Coauthors.Is-Layout-Flow .Wp-Block-Co-Authors-Plus-Avatar'] TechNode 2025-04-11 00:00:00

Chinese e-commerce giant JD.com has started quietly piloting its self-operated retail ecommerce platform Joybuy in the UK, marking its push into the European market. The move signals JD’s ambitions to capture a slice of the UK’s £127 billion ($163 billion) retail e-commerce market in 2024 – the third-largest globally. Since mid-2024, the company has been recruiting for roles in the region in bulk and B2B trade, e-commerce distribution, customer services, and platform operations. Context:JD.com first launched Joybuy in 2015 as a cross-border B2C e-commerce platform, originally positioned as a rival to Alibaba’s AliExpress. On November 24, the platform announced it would cease B2C operations in December and transition into a cross-border B2B service.