Chinese e-commerce group JD.com has introduced its Joybuy online marketplace in the UK and five additional European markets as part of its international expansion.

The platform launched simultaneously in Belgium, France, Germany, Luxembourg, the Netherlands, and the UK.

It sells products across several categories, including technology, appliances, beauty, home goods, groceries and everyday essentials.

In the UK, eligible orders placed before 11am qualify for same-day delivery through the “Double 11” service, arriving before 11pm. Orders submitted before 11pm are delivered the following day.

When launched, the service will reach more than 17 million people across 4.5 million households.

Coverage includes cities such as London, Birmingham, Leicester, Nottingham, Oxford and Cambridge.

Customers outside Double 11 delivery areas can still use next-day or standard delivery services across the country.

Logistics operations are managed through JoyExpress, JD.com’s delivery network, which operates more than 60 warehouses and depots across Europe.

In the UK, the company runs self-managed warehouse facilities in Milton Keynes and Luton with a combined floor area of more than 90,000m².

Joybuy features brand stores from companies, including Bodum, Braun, Emma, De’Longhi, L’Oréal Paris, and The Pink Stuff.

A Joybuy UK spokesperson said: “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.”

The company has also introduced JoyPlus, a subscription programme that provides free delivery without a minimum order value, alongside exclusive offers and a points-based rewards scheme.

JD.com has been expanding its European presence as part of broader international growth plans.

Last year, it agreed to acquire German electronics retailer Ceconomy, owner of the MediaMarkt and Saturn chains.