Recently, JD.com, a Chinese e-commerce platform, announced the launch of international brand and overseas brand recruitment for maternal and child products and toy categories in its European online retail business. Meanwhile, Joybuy, JD.com's all-category online retail brand in Europe, has been in testing operation in the London area of the UK.
Joybuy, JD.com's all-category online retail brand in Europe, was launched as early as 2015. Relying on JD.com's supply chain and logistics capabilities, it currently provides same-day and next-day delivery services in the London area.
As the world's third-largest e-commerce market, the scale of the UK's retail e-commerce reached USD 160 billion (CNY 1,169.25 billion) in 2024. Different from the cross-border model of other platforms, JD.com provides fast fulfillment and quality assurance through the self-operated model overseas. Previously, JD.com's e-commerce brand ochama, launched in the Netherlands, has set up self-operated warehouses in the Netherlands, Poland, France and other places, selling all-category products to 24 European countries. So far, ochama's business has expanded to 24 EU countries including France, Germany, Italy, Luxembourg, Spain, Belgium, etc. It has self-operated warehouses in the Netherlands, Poland and France with more than 900 offline self-pickup stations.
Since the end of 2024, JD.com has been continuously increasing its efforts in international development. In December 2024, JD Logistics announced that it would comprehensively build an overseas warehouse distribution "2-3 day delivery" timeliness circle, with more than 100 overseas warehouses, bonded warehouses and direct mail warehouses globally. Subsequently, the self-operated warehouse invested by JD.com in Japan officially started operation. In early March 2025, JD Logistics opened its third warehouse in Poland. On March 10, JD.com announced that it had signed a cooperation agreement with the Union of European Football Associations (UEFA). Subsequently, JD Global Sale announced that it would further expand the coverage of its overseas free shipping service, adding South Korea, Vietnam, Cambodia, Australia, etc. as overseas free shipping areas and setting up independent service stations. At the same time, the free shipping policies for Singapore and Thailand were upgraded.
