Chinese retailer JD.com has test-launched a new UK website focused on offering a range of groceries.

The site, called Joybuy, houses a range of ambient and frozen foods, along with beverages, household, health, beauty, personal care, pets and baby items from major brands, along with hundreds of Morrisons own-label products.

The website is currently just open to customers in certain London postcodes, but more cities are expected to be available soon.

JD.com is also advertising for more than 40 London-based category manager roles across FMCG, personal care, baby and ambient categories.

It recently hired UK chief merchandise officer Matthew Nobbs, formerly at Gorillas, Holland & Barrett and Lidl, as well as Richard Thorn as its senior category for food and beverage.

Thorn has previous experience at Sainsbury’s, Asda, PepsiCo and most recently was the food and drink lead at TikTok Shop UK.

A spokeswoman for JD.com told The Grocer that Joybuy was “currently in a testing phase of its self-operated online retail business model” and it is expected to officially launch “by the end of 2025”.

Joybuy’s UK website states that like JD.com, it also offers same-day and next-day delivery in the UK.

JD.com has been growing outside of its native China in recent years, with warehouses now operating in the Netherlands, Poland and France.

It has “active assets” in the UK, Germany, Vietnam, Hong Kong and Indonesia, with an aim to expand to other markets.

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