Joybuy, the European arm of Chinese e-commerce giant JD.com, has launched in the UK with the aim of shaking up the online retail market. Matthew Nobbs, UK boss of Joybuy, stated, 'We're here to shake up the UK e-commerce market,' adding that he sees 'everyone' as competitors.
JD.com, China's largest retailer by sales and the world's second biggest behind Amazon, reported revenues of 1,309bn yuan (£141.3bn) last year. The company has over 700 million active customers in China and has previously considered acquiring UK retailers Currys and Argos.
Joybuy's UK website offers more than 50,000 product lines, including brands like Apple, Sony, and Morrisons groceries. The company promotes a 'double 11' delivery policy: orders before 11am arrive same-day, and those before 11pm arrive next-day. Joybuy has 1,000 UK workers and distribution centres in Milton Keynes and Luton, serving about 17 million households.
Unlike Temu and Shein, Joybuy operates its own warehouses and promises zero tolerance for counterfeit goods. Nobbs said, 'Our mission is to be the world's most trusted brand.' The Joyplus membership offers unlimited free same/next-day delivery for £3.99 a month, undercutting Amazon Prime's £8.99.
Industry observers warn that Joybuy's scale gives it a 'huge structural cost advantage,' potentially causing 'collateral damage' to UK retailers as it targets Amazon. Joybuy plans to expand its fast-track delivery area and add more warehouses this year.
