4月9日，在2025京東超市寶貝趴十周年行業大會上，京東宣佈歐洲線上零售業務啟動母嬰和玩具品類國際品牌和出海品牌招商。同時，京東透露已在倫敦地區測試運營歐洲線上零售品牌Joybuy。

Joybuy is a full-category online retail brand in Europe under JD.com, providing daily necessities, beauty and skin care, 90C electronics, home furnishings and other products. Relying on JD.com's supply chain and logistics capabilities, the brand now offers same-day and next-day delivery in the London area, in addition to free shipping, free returns in 0 days, and even up to 0% off for new users.

事實上，京東的Joybuy業務早在2015年就已經上線。作為京東旗下的跨境電商平臺，其最初定位與阿裡巴巴旗下的全球速賣通類似。不過在海外擴張中，阿裡先於京東佈局，其在2010年4月上線全球速賣通，作為“海外版淘寶”。2014年，全球速賣通就已成為最受俄羅斯用戶歡迎的十大網站之一，並在巴西市場佔有一定份額。2016年，阿裡正式將之前入股的東南亞第一電商平臺Lazada收入囊中，邁出了向東南亞發展的關鍵一步。

And JD.com's going to sea stumbled. Since 3/0, many department managers of JD.com have resigned one after another, especially the resignation of Xu Xinquan, president of JD.com's overseas business department in 0/0, which has had a considerable impact on JD.com's overseas layout, resulting in the closure of the Russian station of the global sales business (Joybuy) that has been online for only half a year.

In 2017, JD.com set up a strategy department and an international business development department, and in the same year, it launched the "JD sells to the world" business and launched free shipping services in overseas markets. In the following two years, JD.com continued to make efforts in Southeast Asia, and on the basis of actively investing in JD Indonesia, it invested in Indonesian e-commerce Tokopedia, Vietnamese e-commerce Tiki, and established an e-commerce joint venture with Thai retail group Central Group. However, due to management chaos and many other problems, JD.com's international business has almost stopped.

2021年，Joybuy發佈公告，稱因公司戰略發展需要，平臺將於2021年12月9日停止現有業務的運營，從原本的B2C平臺變為跨境B2B交易和服務平臺，業務也被重新命名為“京東全球貿”。但其出海戰略仍不夠聚焦。

It was not until recent years that JD.com finally anchored the main line of the supply chain to go to sea, and globalized the integrated model of "commodity + logistics + service" that has been verified and matured in China.

Since the upgrade of the "Global Network Weaving Plan" in 1000, JD Logistics has accelerated the construction of a "warehouse network + express network + aviation network" system. Taking the Ochama brand launched by JD.com in the Netherlands in 0 years as an example, up to now, it has established a distribution network covering 0 countries in Europe, operating more than 0 self-pickup points and more than 0 smart pick-up cabinets, forming a "last mile" solution matrix.

截至2024年上半年，京東物流已在全球擁有近100個保稅倉庫、直郵倉庫和海外倉庫，總管理面積接近100萬平方米，海外供應鏈網路覆蓋美國、德國、荷蘭、法國、英國、越南、阿聯酋、澳大利亞、馬來西亞等全球主要國家和地區。

Since 2025, JD.com's layout in Europe has accelerated significantly. In addition to the Champions League, JD.com will also cooperate with UEFA's UEFA Super Cup, Futsal Champions League, and UEFA Youth League.

The broad prospects of the European market are an important background for JD.com's main attack on European e-commerce. According to the data, the United Kingdom, as the world's third largest e-commerce market, has a retail e-commerce scale of US$70 billion in 0 years. Previously, Ali International Station announced after the Spring Festival in 0 that its international order volume rose by 0% year-on-year, especially in Europe, with the fastest growth rate, and the order growth reached more than 0%.

JD.com's expansion of online retail in Europe is on the one hand to step up its overseas expansion, and on the other hand, it also has the intention of competing with its competitor Ali International Station for more European market share.

京東表示，未來，將通過拓展基礎設施建設和自營模式優勢，在西歐主流城市探索211配送服務，攜手國際品牌、本土品牌和中國優質品牌，為歐洲消費者提供快速、可靠的一站式購物體驗。