JD.com trials UK supermarket website

Chinese ecommerce giant JD.com has test launched a UK grocery supermarket website, called Joybuy.

The website sells full ranges of ambient and frozen foods, baby, household, beverages, beauty, personal care, health, pet and nicotine products from major brands

Additionally, hundreds of Morrisons own-label products are available to purchase across several categories.

Although shopping on the website is currently available to customers with certain London postcodes, the retailer said there would be “more cities coming soon”.

Speaking to The Grocer, a spokeswoman for JD.com said Joybuy was “currently in a testing phase of its self-operated online retail business model” and that it planned “for an official launch of the Joybuy platform by the end of 2025”.

The Joybuy website claims that it offers shoppers same-day and next-day delivery throughout the UK, using a service that “combines speed, reliability, and affordability to meet the needs of modern shoppers”.

JD.com has kicked off a recruitment drive to find “category superstars” for the retailer before its full launch later in the year, with the business currently advertising for over 40 London based positions.

Posting on LinkedIn, JD.com chief merchandise officer Matthew Nobbs said: “Getting ready to rumble in the UK for one of China’s biggest success stories.

“With global annual turnover of in excess of $157bn last year- we are coming to the UK. Calling all category superstars. If you are a category manager or a seasoned expert senior category manager- we are hiring right now in London.”

He continued: “We need passionate talent in: small and large domestic appliances; consumer electronics; home and living; world foods; toys; baby; FMCG; ambient grocery; fashion; commercial internships and the renowned TET graduate leadership programme.”

In July, JD.com was said to be in talks about a potential bid for parcel delivery company Evri, after the business drafted in advisers earlier in 2024 to explore its options.

In February 2024, the Chinese ecommerce giant also considered a takeover bid of Currys, before walking away from an offer the following month.

Click here to sign up to Retail Gazette‘s free daily email newsletter