JD.com has announced the launch of JoyExpress, a new express delivery network in Europe designed to support its upcoming ecommerce platform, Joybuy. The move marks a significant step in the Chinese retail giant’s expansion into key European markets, where Amazon currently dominates online retail.
JoyExpress forms part of JINGDONG Logistics, the logistics arm of JD.com. The service will initially operate across the UK, Germany, the Netherlands, and France, offering same-day and next-day delivery in major cities. According to the company, the network will operate from more than 60 warehouses and depots across Europe, with further expansion planned as the platform grows.
The delivery service is designed to underpin Joybuy, JD.com’s new European online retail business. This is currently in beta testing and is scheduled to launch in March across the UK, Netherlands, Germany, France, Belgium, and Luxembourg. The platform will offer branded products delivered directly from its own warehouses to customers’ doorsteps through what JD.com describes as a fast and reliable logistics network.
JoyExpress will operate a fleet of trucks, vans, and electric bicycles, with delivery teams working in branded uniforms and vehicles. In major cities, the company will also provide integrated delivery and installation services for large home appliances. By combining last-mile delivery with installation, JD.com aims to streamline the end-to-end customer experience for higher-value goods.
According to JD.com, JoyExpress is supported by an integrated service model that covers warehousing, transportation, large-item logistics, cold chain services, and end-to-end supply chain management. The company aims to use intelligent warehousing systems, automation technologies, and data-driven operations to improve speed, reliability, and sustainability.
“JoyExpress offers Europe a new delivery and logistics choice,” said Axel Eggenwirth, Senior Director, Last Mile Europe at JINGDONG Logistics. He added that the company plans to bring its logistics capabilities to sectors including electronics, home appliances, fast-moving consumer goods, and groceries.
Initially, JoyExpress will focus exclusively on fulfilling Joybuy orders. However, JD.com has indicated that in the future it may extend delivery support to external business partners, potentially positioning the network as a third-party logistics provider in Europe.
The expansion builds on JD.com’s established global logistics footprint, which according to the company involves more than 1,600 self-operated warehouses and 2,000 third-party owner-operated cloud warehouses across 24 markets. Globally, it operates over 130 bonded, international direct distribution, and overseas warehouses.
Whether Joybuy can carve out meaningful market share in Europe remains to be seen, but by establishing a physical logistics network ahead of a full consumer launch, JD.com is positioning itself to compete not only on price and product range, but also on delivery performance and reliability.
A big question for many will be what all this means for the foreign ecommerce giant that currently dominates online retail in Europe — Amazon.
Amazon’s strength in Europe has long rested on fast shipping, extensive warehouse networks, and tight control over fulfillment — areas JD.com is now prioritizing in its European rollout. Should it succeed in significantly threatening Amazon’s dominance in Europe, broader geopolitical conversations could emerge around ownership of critical infrastructure, supply chain resilience, and data governance.
Why this matters to ecommerce merchants
JD.com’s launch of JoyExpress introduces a potential new marketplace and fulfillment option for European sellers. Merchants — particularly those selling electronics, appliances, or FMCG products — may benefit from access to integrated warehousing and last-mile services. But increased competition and general disruption to the status quo may prove a concern.
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Chris Singleton is the Founder and Director of Ecommercetrix.
Since graduating from Trinity College Dublin in 1999, Chris has advised many businesses on how to grow their operations via a strong online presence, and now he shares his experience and expertise through his articles on the Ecommercetrix website.
Chris started his career as a data analyst for Irish marketing company Precision Marketing Information; since then he has worked on digital projects for a wide range of well-known organizations including Cancer Research UK, Hackney Council, Data Ireland, and Prescription PR. He then went on to found the popular business apps review site Style Factory, followed by Ecommercetrix.
He is also the author of a book on SEO for beginners, Super Simple SEO.