JD.com launches Joybuy, its new online retail destination offering value-led, trusted brands with fast fulfilment, across the UK, Germany, the Netherlands, France, Belgium and Luxembourg.

The launch comes as shoppers increasingly prioritise reliability, convenience and speed when shopping digitally, with Joybuy’s data showing strong and continued demand among consumers for rapid, same-day delivery.

“British shoppers have long had to settle for a trade-off between price and speed, often paying a premium to get their orders more quickly,” said a spokesperson for Joybuy. “With Joybuy, same-day delivery isn’t a luxury; it’s standard for millions of households.”

Describing itself as a “brand-led” platform, Joybuy features dedicated brand stores, including L’Oréal Paris, Emma and De’Longhi. It also features global relationships with leading brands, partners and suppliers, offering exclusive, value-led promotions and products across categories, such as consumer tech, beauty, groceries and homeware.

Joybuy doesn’t charge shoppers extra ‘speed fees’ on fulfilment, with its Double 11 delivery service (free on £29+ orders) allowing customers to buy by 11am and receive their goods by 11pm the same day. The same-day service is available to over 4.5million households across London, Birmingham, Leicester, Nottingham, Oxford and Cambridge, with more locations going live in the coming months.

“By owning the process from the warehouse to the front door, we’re making same-day delivery the new standard,” a Joybuy spokesperson added. “When a customer clicks ‘buy’, they know the product will be delivered with quality, speed and reliability.”

Joybuy manages its Double 11 delivery service from click to doorstep. With JoyExpress, its last-mile express delivery service, it operates more than 60 warehouses and depots across Europe, supported by thousands of logistics and operations employees.

In the UK, Joybuy’s logistics backbone includes major self-operated warehouses in Milton Keynes and Luton, while JD.com is also making significant long-term investments in automation in its European logistics network.