Joybuy opens up to European and Chinese sellers

Joybuy, JD.com’s online department store, is becoming a marketplace. The platform will soon open its doors to selected third-party sellers from both Europe and China. Through a major promotional campaign, Joybuy hopes to boost its popularity among European shoppers this summer. “Why wait until November to shop smarter?”

JD.com, China’s second-largest ecommerce company after Alibaba, officially launched Joybuy in six European countries last March. In addition to the three largest markets – the United Kingdom, Germany and France, in that order – the full-category retailer also went live in the Netherlands, Belgium and Luxembourg. The launch followed an extensive testing period. Moreover, JD.com already had experience selling online in Europe through ventures such as Ochama.

Third-party sellers

Until now, Joybuy has exclusively sold products that it purchases itself, owns as inventory and keeps in stock. That is about to change, as Joybuy plans to start selling products it does not own, sourced from both European and Chinese brands.

‘We are working to test a curated marketplace’

The retailer is carefully selecting sellers in order to maintain the quality of the platform. “We are working with trusted brands to test a curated marketplace in the second half of 2026”, a Joybuy spokesperson confirmed to the British trade publication The Grocer.

Hybrid logistics model

Products sold by marketplace partners will either be stored in Joybuy’s warehouses or shipped directly to consumers by suppliers. Sellers will therefore be able to choose whether to outsource fulfilment, as they can on platforms such as Amazon and TikTok Shop, or manage storage and shipping themselves.

Joybuy allows direct fulfilment by marketplace sellers

Joybuy owner JD.com has a large and growing logistics network in Europe. In addition, through JoyExpress, the company operates its own parcel delivery service on the continent. This network could also be used to deliver orders for MediaMarkt and Saturn, retail chains that JD.com is in the process of acquiring. The Chinese company is also exploring a possible acquisition of The Very Group, a British online retail company.

Summer Black Friday

Joybuy is preparing a major commercial push across the six European markets where it operates. From June 15 to June 30, the company will host its first-ever Summer Black Friday, described as “a new annual shopping tradition centred around great prices, trusted local and international brands, and fast, reliable delivery”.

Joybuy’s Summer Black Friday will run for sixteen days

“Unlike some other retailers, Joybuy’s Summer Black Friday is open to everyone and does not require a subscription to access the deals”, the company said. It appears to be a swipe at Amazon, which is holding Amazon Prime Day 2026 worldwide from June 23 to June 26.