JD.com, China's second-largest ecommerce company, has launched a European retail service under the Joybuy brand, directly challenging Amazon's dominance in the region. The $40 billion company began offering over 100,000 products from brands like Apple and Samsung across six European countries, promising delivery within hours.

This marks JD.com's largest overseas expansion and represents a strategic shift as Chinese retailers face slowing domestic growth and intense competition. The company previously attempted to enter Europe through Ochama in 2022 but failed to gain traction. JD.com's move comes as many Chinese businesses seek international markets amid economic challenges at home.

The company has secured more than 60 warehouses across Europe, covering 300,000 square meters, and is using automated warehouse technology imported from China. With same-day delivery promised to 40 million consumers in major markets, JD.com is betting on its proven Chinese model of building relationships with global brands and maintaining its own inventory.