One of China’s major online retailers is preparing to enter the UK market next month with a focus on attracting British bargain hunters.
Joybuy aims to compete with established players like Amazon by offering a wide range of products and same-day delivery. While its website and app are already operational, a significant launch is scheduled for March, with plans to offer over 100,000 different products.
Owned by Jingdong, also known as JD.com, a Chinese company valued at £40 billion with a customer base of 700 million in China, Joybuy is led by billionaire founder Liu Qiangdong, often referred to as “China’s Jeff Bezos.” He envisions global expansion and is targeting the European and UK markets.
The introduction of Joybuy adds to the trend of Chinese companies selling directly to UK consumers. For instance, BYD, a car manufacturer, has seen rapid growth in the electric vehicle sector. Unlike some other Chinese retailers like Shein and Temu, which have faced criticism, Joybuy emphasizes offering products from “authentic brands built to last.”
The product range at Joybuy spans from electronics and gaming to food and beverages. Special deals include six 1.5-liter bottles of Buxton mineral water for £2.99 with free delivery, along with limited edition offers and “happy hour” promotions such as an Oral B electric toothbrush at over 50% off for £45 and a Daewoo fan heater for £9.99.
Setting itself apart from other Chinese online marketplaces that ship directly from abroad, Joybuy promises same-day and next-day delivery in major cities through its advanced logistics network. Deliveries will be handled by JoyExpress personnel in branded attire and vehicles.
The company highlighted its logistics capabilities, stating that the JoyExpress fleet operates from over 60 warehouses and depots across Europe, with plans for further expansion as the service reaches more cities on the continent.
Axel Eggenwirth, a senior director at Jingdong Logistics, expressed excitement about introducing their technology and services to consumers in France, Germany, the Netherlands, and the UK. The emphasis is on enhancing supply chain logistics in various sectors, including electronics, home appliances, fast-moving consumer goods, and groceries. Customers using JoyExpress will benefit from top-notch delivery services.
JD.com has reportedly established a new 24,000 square feet head office in central Westminster and has been actively recruiting talent from British retailers. Liu Qiangdong, also known as Richard Liu, with an estimated wealth of £4 billion, began his journey by launching an electronics store in 1998 before founding JD.com in 2004.
In 2024, the company considered making a bid for Currys, an electronics chain, but eventually withdrew from the process. It also explored the possibility of acquiring Argos, a former catalogue business owned by Sainsbury’s.