New move by JD International: Its self - operated retail business "Joybuy" launched in London | Exclusive

Text | Ren Cairu

Editor | Qiao Qian

36Kr has exclusively learned that JD.com began exploring the UK market in the second half of 2024. Recently, it launched a test operation under the brand "Joybuy", offering services in a self - operated model. Currently, it is conducting a small - scale internal test among seed users in London, and large - scale merchant recruitment has also been initiated.

In addition, JD.com recently completed a new round of organizational adjustments, including in its international business. The vice - president of JD Group, who was previously in charge of JD Retail's Home Appliances and Furniture Business Group, has taken the leading position in international business, while the Home Appliances and Furniture Business Group is now led by another vice - president.

According to a UK user's actual test, Joybuy currently covers a wide range of product categories such as daily necessities, beauty and skincare products, 3C electronics, and household items, including both domestic and overseas brands. The platform offers exclusive coupons for new users, with significant discounts in the early stage. Users can enjoy benefits such as £5 off when spending £10, free shipping, same - day delivery, and next - day delivery.

The latest interface of the "joybuy" app

The Joybuy platform was initially launched in 2015 as a cross - border e - commerce platform under JD.com. On November 24, 2021, Joybuy issued an announcement stating that due to the company's strategic development needs, the platform would cease its existing business operations on December 9, 2021. It transformed from an original B2C platform into a cross - border B2B trading and service platform, and the business was renamed "JD Global Trade".

Since then, JD.com has not stopped its overseas expansion. In terms of self - operated retail alone, in 2022, JD.com sent a team to Europe to conduct business under the brand "ochama", aiming to introduce China's innovative omni - channel shopping model that combines online and offline to Europe and "recreate a JD.com" in Europe. To date, ochama has established self - operated warehouses in the Netherlands, Poland, France and other places, providing door - to - door delivery and self - pick - up services for a full range of products in 24 European countries.

This move in the UK is a further step in "expanding territory". In 2024, the scale of the UK's retail e - commerce market reached $160 billion, making it the world's third - largest e - commerce market. Similar to its development path in China, delivery timeliness is also an advantage for JD.com in conducting retail business here.

Behind the timeliness is JD.com's long - term - planned logistics capabilities and overseas warehouses. The establishment of JD International in 2020 aimed to export international logistics and intelligent warehousing capabilities, providing one - stop services for business and logistics to overseas enterprises. At the end of October 2024, ochama launched an automated warehouse in Poland covering an area of about 27,000 square meters. Together with other warehouses in the Netherlands and France, it will fulfill orders from 24 European countries. In December 2024, JD Logistics announced that it would comprehensively build an overseas warehousing and distribution "2 - 3 day delivery" time - effective circle. Currently, it has more than 100 overseas warehouses, bonded warehouses, and direct - mail warehouses globally. Previously, JD.com's overseas warehousing and logistics capabilities mainly served B - end customers, and now they also serve as the infrastructure for its self - operated retail business.

Previously, some industry insiders commented that JD.com's overseas expansion "has a layout, but compared with other e - commerce platforms, its pace is relatively conservative." Now, a series of new moves have followed one after another. With the domestic e - commerce market approaching saturation, JD.com also hopes to seek growth in the overseas e - commerce market.