JD.com’s Joybuy launches in the UK and five other European markets

JD.com test launched Joybuy in the UK in April 2025, initially just for customers in certain London postcodes. It was revealed by Retail Week last month that a full-scale launch would happen in March.

Joybuy is also launching in France, Germany, the Netherlands, Belgium and Luxembourg.

The website features well-known brands spanning groceries, beauty, homeware, tech and baby essentials, including L’Oréal Paris, Apple, Samsung, Lego, The Pink Stuff and more.

Joybuy data shows strong demand for fast delivery and customers can access free same-day delivery on orders over £29 placed before 11am.

The “Double 11” service means orders placed before 11am will arrive before 11pm that same day. It is available to 4.5 million households across Greater London, Birmingham, Leicester, Nottingham, Oxford and Cambridge. It will be rolled out elsewhere in the coming months.

JoyExpress, the group’s dedicated last-mile delivery service, will facilitate same-day delivery. It operates more than 60 warehouses and depots across Europe.

Customers can opt to collect their parcels via the Joybuy pick-up service at over 11,000 points across the UK, including over 400 locker locations. A one-stop service for large appliances covers delivery, installation, disconnection and the recycling of old units in a single appointment.

The UK launch will feature a programme of offers and limited-time deals across electronics, home appliances, beauty, groceries and more.

Joybuy is also launching a membership scheme called JoyPlus, offering unlimited free delivery with no minimum spend, alongside access to exclusive offers.

The membership’s introductory offer will cost £3.99 a month or £2.99 for students. New customers can access a 30-day free trial and a welcome offer on one item per order.

A Joybuy UK spokesperson said: “The UK and Europe have some of the savviest shoppers in the world, and we’re bringing our decades of retail and logistics experience to the UK and Europe to change the way people shop online for the better. 

“By owning the process from the warehouse to the front door, we’re making same-day delivery the new standard.

“Our investment in the UK and across Europe is focused on ensuring that when a customer clicks ‘buy’, they know the product will be delivered to their door with the quality, speed and reliability they deserve.

“British shoppers have long had to settle for a trade-off between price and speed, often paying a premium to get their orders more quickly. We’re here to change that. With Joybuy, same-day delivery isn’t a luxury; it’s our standard for millions of households. 

“By combining competitive prices on trusted brand names with our ‘Double 11’ express delivery, we’re making online shopping more of a joy. 

“We’ve built the infrastructure, we’ve partnered with incredible brands and now we’re ready to show the UK a better way to shop. We will make your shopping more joyful.”