JD.com's Joybuy Is in Europe — and It's Targeting Amazon, Not Temu

JD.com launched Joybuy across six European markets on March 17, promising same-day delivery from local warehouses to more than 15 million households. This is not a race to the bottom on price — it is a direct assault on the fulfilment infrastructure that Amazon spent a decade building. European retailers, logistics operators, and investors need a different playbook to respond.

JD.com's Joybuy Is in Europe — and It's Targeting Amazon, Not Temu JD.com launched Joybuy across six European markets on March 17, promising same-day delivery from local warehouses to more than 15 million households. This is not a race to the bottom on price — it is a direct assault on the fulfilment infrastructure that Amazon spent a decade building. European retailers, logistics operators, and investors need a different playbook to respond. ## What happened in China On March 17, 2026, JD.com launched Joybuy, its European online shopping platform, simultaneously in six markets: the U.K., Germany, France, the Netherlands, Belgium, and Luxembourg. The launch was not a soft rollout. JD.com stated at launch that same-day delivery is available for orders placed before 11 a.m., covering more than 15 million households across Europe and the U.K. In the U.K., free delivery applies to orders over £29. The structural detail that…

JD.com's Joybuy Is in Europe — and It's Targeting Amazon, Not Temu

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