A new supermarket has launched in the UK and it is expected to rival the likes of Amazon and Tesco, with a trial now running in London
The UK retail scene is witnessing a surge in Chinese retailers like Temu, Shein, Ali Express, and TikTok Shop, all gaining traction online for their budget-friendly offerings and user-friendly platforms.
Now, JD.com, China’s top retailer by revenue with over 600 million customers, is seeking to to leave its footprint on the British market.
Food policy expert Gavin Wren has weighed in on the potential influence of this newcomer. “A brand new supermarket that could challenge the biggest retailers in the country has just launched a trial website in London,” he revealed in a TikTok video.
JD’s site, Joybuy.com, has intensified the rivalry by providing next-day delivery throughout the city. Gavin suggests shoppers can look forward to a “fascinating range” of products, spanning various food categories to a diverse mix of other items.
“There’s lots of food – whether it’s frozen or chilled or store cupboard,” he explained. “There’s also cigarettes, homeware and baby stuff too. JD is known as Jingdong in China and they have the largest fulfilment infrastructure – i.e. delivery network – of any e-commerce company in China, these are big numbers.”
Expanding on their business strategy, Gavin revealed that JD guarantees a remarkable 90% of its orders reach customers on the same or next day. “They’ve also partnered with Morrisons so they already have hundreds of Morrisons’ own-branded products,” he explained. “So it’s like Tesco – but with Amazon Prime delivery and they have some big-name retail executives working with them.”
He noted that the pilot platform joybuy.com is set to roll out nationwide by the end of 2025. The move has sparked mixed reactions among Brits, with one concerned shopper saying: “My worry would be that if they are that big, they’ll be selling at a loss for a while to force out the domestic competitors. Then, when they are the only player left they can raise the prices.”
Another person pointed out: “The UK grocery market is pretty crowded already. Odd place to compete.”
On the flip side, one TikTok fan praised the venture, commenting: “Anything that challenges the monopolies of current supermarkets price gouging us is good. Force them to lower prices.”
Similarly, another supporter added: “Fine with me. China is a far more reliable trading partner than the US ever was.”
Joybuy’s official website says: “Joybuy is JD.com’s European full-category online retail brand designed to bring customers a faster, more convenient, and cost-effective shopping experience. Offering same-day and next-day delivery across the UK, Joybuy combines speed, reliability, and affordability to meet the needs of modern shoppers.”
Beyond the product ranges mentioned by Gavin, Joybuy’s offerings extend to clothing, jewellery, cosmetics, and electronics. In a move demonstrating JD’s dedication to the British market beyond initial experimentation, AInvest reported that the company made a £37 million investment in a London office.
AInvest said: “JD.com’s recent acquisition of a London office building for £37 million marks a pivotal move in its global supply chain expansion, aligning with ambitions to dominate Europe’s e-commerce and logistics markets.”
They note that despite lacking detailed information about the location, the purchase clearly emphasises JD’s intent to build a base for both its Joybuy e-commerce venture and the ambitious scaling up of JD Logistics.