Joybuy is set to open its UK site to third-party brands just three months after launching in Britain, as JD.com looks to ramp up its challenge to Amazon and Argos.
The company, which is owned by Chinese retail giant JD.com, launched in the UK in March with more than 100,000 products across categories including technology, home appliances, beauty, homeware and groceries.
Joybuy currently sells own-brand and directly sourced products, but is now preparing to introduce a curated marketplace featuring European and Chinese brands.
A Joybuy spokesperson told The Grocer: “We are working with trusted brands to test a curated marketplace in the second half of 2026.”
The move marks a major step in Joybuy’s UK growth strategy, as it looks to position itself as a one-stop shopping platform for British consumers.
The retailer has promised fast delivery as a major part of its offer, with same-day delivery available to more than 17 million people across locations including Greater London, Birmingham, Leicester, Nottingham, Oxford and Cambridge.
Its “Double 11” delivery service allows shoppers to order by 11am and receive goods by 11pm the same day, while orders placed before 11pm arrive the next day.
Joybuy UK managing director Matthew Nobbs has previously said shoppers “should be able to get pretty much everything you’re going to need in your everyday life, and with speed”.
The business has been building out its UK infrastructure, with warehouse operations in locations including Dunstable, Milton Keynes, Coventry and Preston.
JD.com has said it plans to establish Joybuy in the UK for the long term, betting that its mix of range, value and rapid delivery can help it win over shoppers in a highly competitive market.
The expansion comes after JD.com pulled out of talks over two major UK retail deals in recent years.
In 2024, the company abandoned a possible bid for Currys, before later walking away from discussions over a potential takeover of Argos from Sainsbury’s.
Joybuy’s marketplace move will bring it closer to the model used by Amazon, which combines its own retail offer with third-party sellers, while also giving brands another route to reach UK shoppers through rapid delivery.
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