China's largest retailer by revenue, JD.com, has test launched a new e-commerce grocery site called Joybuy. The site will be available to consumers in select London postcodes with plans for wider expansion by the end of 2025.
The website offers extensive ranges of ambient and frozen foods, household products, baby items, beverages, personal care, beauty, health, pet supplies, and nicotine products from major brands.
Hundreds of Morrisons own-label goods are also available across several categories.
The Joybuy website offers same-day and next-day delivery, promising a service that "combines speed, reliability, and affordability to meet the needs of modern shoppers."
JD.com has been actively building an experienced team of UK grocery buyers and category managers, with Matthew Nobbs, former commercial director for Gorillas and senior buying director for Lidl UK, appointed as chief merchandise officer in February.
The company is currently advertising for more than 40 London-based roles.
Taking to Linkedin, Nobbs wrote, "Getting ready to rumble in the UK for one of China’s biggest success stories – JD.com. With global annual turnover of in excess of $157 billion last year – we are coming to the UK."
JD e-commerce business is also on aggressive hiring spree in areas like "World Foods, FMCG and Ambient Grocery".
Unlike other Chinese e-commerce companies that operate with a marketplace model, JD.com functions as a retailer, holding stock in its own warehouses.
The company has already established warehouses across Europe in the Netherlands, Poland and France, with additional "active assets" in the UK, Germany, Vietnam, Hong Kong and Indonesia.
Recently in January, a JD.com subsidiary, began leasing a 278,000 sq ft former UPS warehouse in Dunstable. Its property arm also operates warehouses in Milton Keynes, Coventry and Preston.
