Joybuy opens marketplace to European and Chinese sellers to accelerate expansion.

Retail Joybuy opens marketplace to European and Chinese sellers to accelerate expansion. Carina Rodrigues 15 June 2026 15:08 SHARE ARTICLE Facebook Twitter LinkedIn WhatsApp Telegram Email Copy link Joybuy is going to open its marketplace to external European and Chinese vendors, in a new phase of its expansion in Europe. JD.com's e-commerce platform began its European operation with a model closer to direct retail, primarily selling its own inventory, but is now preparing to evolve into a broader model. marketplace . The decision represents a significant shift in the company's strategy, which since its launch has sought to differentiate itself from operators such as Temu, Shein, or Alibaba through greater control over inventory and logistics. By opening up to third parties, Joybuy is moving closer to the model used by platforms like Amazon. From retailer to marketplace According to the company, the goal is to develop a marketplace Carefully selected, with the participation of European and Chinese brands. The strategy should allow for an expansion of the available catalog, without sacrificing the quality control that JD.com has presented as one of its differentiating elements compared to other Asian operators. The change comes just months after the official launch of Joybuy in the United Kingdom, Germany, France, the Netherlands, Belgium, and Luxembourg. In its European debut, the platform launched with over 100 products in categories such as technology, home appliances, home goods, beauty, and food, leveraging JD.com's own logistics infrastructure. Fast deliveries as a competitive advantage. In fact, speed of delivery has been one of Joybuy's main competitive advantages in Europe. Currently, the platform offers same-day delivery in certain urban areas and next-day delivery in wider areas of the markets where it operates. This logistical strategy is one of the ways JD.com has found to differentiate itself in an increasingly competitive European market. marketplaces international and low-cost Asian platforms. In recent years, the Chinese group has strengthened its presence in Europe through logistics investments, new infrastructure, and corporate operations. The acquisition of Ceconomy, the parent company of MediaMarkt and Saturn, clearly demonstrates JD.com's intensified European focus. Unlike Temu or Shein, whose model is based primarily on direct connections between Asian manufacturers and European consumers, Temu has sought to build its own logistics network, with local warehouses and an offering that combines international brands, its own products and, now, external sellers. Follow us on Other Retail Items El Corte Inglés Portugal surpasses 655 million euros in sales. 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