GlobalData says China's Joybuy will need to significantly strengthen its product range and delivery capabilities if it hopes to compete with Amazon, as the JD.com‑owned marketplace expands into the UK and Europe amid intensifying e‑commerce rivalry.

Its launch across the UK and five other European countries marks the latest Chinese entrant along with Shein and Temu, to challenge Amazon's tightening grip on the region's online retail landscape.

"To gain a foothold in the market, JD.com will need to leverage its core strengths in logistics and buying power, while promoting its delivery proposition," GlobalData said.

The intelligence and productivity platform noted that JD.com's December acquisition of Ceconomy afforded it a large European distribution network to pair with its existing buying and logistical power.

This has enabled it to offer a £29 threshold for free same and next-day delivery (versus Amazon's £35 threshold).

Meanwhile, its Joyplus membership offers a compelling alternative to Amazon Prime, offering unlimited free same and next-day delivery on any order size for £3.99/month versus Amazon's £8.99/month.

Oliver Maddison, retail analyst at GlobalData, noted that JD.com's combined buying and logistical power gives Joybuy a strong foundation and room to grow.

"Nonetheless, to truly become a threat to Amazon, Joybuy must expand the reach of its same-day delivery beyond its current coverage of London, Luton and Milton Keynes, which will require further investment in distribution centres," Maddison said.

"Joyplus is competitively priced, but the membership is barely promoted, inhibiting its appeal compared with Amazon’s all-singing all-dancing Prime subscription. Addressing these issues will force a response from Amazon, but the US tech giant still has the fundamental advantage of its UK-wide reach and the breadth of its carried range," he added.

JD.com initially sought to access the UK market by acquiring and integrating an existing UK retailer. It unsuccessfully attempted to acquire the UK's leading electricals retailer, Currys, in early 2024, and made a further failed attempt at acquiring Argos in September 2025.

Maddison added: "Despite JD.com's strong supply chain and logistics fundamentals, launching Joybuy from the ground up was unlikely to have been its preferred course of action and will involve an uncertain start."

"To gain a foothold in the UK market, Joybuy will need to win customers from across many UK retailers, chiefly Argos (whose website Joybuy bears a striking resemblance to). Joybuy's wide-ranging general merchandise offering and cheaper same-day home delivery proposition makes it an appealing alternative for Argos' customer base."