JD takes on Amazon in Europe as China's e-commerce titans expand globally
By Arjun Kharpal
Published on March 16, 2026.
JD.com has launched its European online shopping platform, Joybuy, in six new markets, including the U.K. and Germany. The move is seen as a challenge to Amazon and other Chinese e-commerce giants that have expanded internationally. While competitors like AliExpress and Temu operate an asset-light model and ship goods directly from China, JD.com focuses on fast deliveries and high-quality products to gain an edge. Joybuy will also feature brand stores from companies including L'Oréal Paris and De'Longhi.
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