CNBC·2026-03-16 00:18Core Viewpoint - JD.com has launched its European online shopping platform, Joybuy, aiming to compete with Amazon and other international rivals by leveraging fast delivery and high-quality products Group 1: Market Entry and Strategy - Joybuy has been introduced in six new markets, including the U.K. and Germany, to establish a foothold in the European e-commerce landscape [1] - The company utilizes its own local warehouses and logistics networks to minimize delivery times, a strategy that has proven successful in China [2] - JD.com aims to differentiate itself by emphasizing its ownership of inventory, positioning itself as a first-party retailer rather than a marketplace for third-party sellers [5] Group 2: Competitive Landscape - The European e-commerce market is highly competitive, featuring major players like Amazon and local competitors, as well as Alibaba's AliExpress and Temu [4] - While AliExpress and Temu have been operating internationally for several years, JD.com is looking to catch up by offering a unique customer proposition [5] - Joybuy offers same-day delivery for orders placed before 11 a.m. in Europe, with no extra cost for orders over £29 in the U.K., enhancing its competitive edge [3] Group 3: Brand Partnerships - Joybuy will include brand stores from well-known companies such as L'Oréal Paris and De'Longhi, allowing these brands to showcase their official products within the app [3]