Chinese retailer, JD.com, has soft launched its new online UK supermarket, Joybuy. The ecommerce grocery site, which offers branded goods across categories including food & drink, household goods, health & beauty and pet care, also stocks a range of Morrisons own-label products.

Describing itself as “an online shopping platform that provides high quality products at unbeatable prices,” the site is currently only serving customers in select London postcodes. However, its app details that “more UK locations are coming soon”, while a spokesperson for JD.com told The Grocer that “an official launch of the Joybuy platform [would come] by the end of 2025”.

As part of its mission to “bring customers a faster, more convenient, and cost-effective shopping experience,” it is offering customers same day deliveries for orders placed before 11am, and next-day fulfilment for purchases made before 11pm in its London trial postcodes.

UK online grocery sales are tipped to reach almost 30billion in 2025, with Uber Direct and Retail Economic’s latest report suggesting that on-demand delivery already accounts for almost 10% of online grocery sales.

Speaking at the Retail Technology Show, M&S chairman Archie Norman revealed that the retailer’s joint venture with Ocado, which launched in 2019, is putting on a 13% annual growth rate, with an estimate third of all products sold on Ocado’s platform now coming from M&S brands, prompting Norman to predict “it’s going to be worth a lot of money.”