The JD.com logo is displayed on a smartphone screen in this photo illustration. <\/p>\n
Jonathan Raa | Nurphoto | Getty Images<\/p>\n
JD.com<\/a> launched its long-anticipated European online shopping platform on Monday, as the Chinese e-commerce giant looks to challenge Amazon<\/a> as well as domestic rivals that have already expanded internationally.<\/p>\n Joybuy, JD.com’s international online shopping brand, launches in six new markets, including the U.K. and Germany, with the company banking on fast deliveries and high-quality products to get an edge on rivals.<\/p>\n While peers like AliExpress and Temu operate an asset-light model and ship goods directly from China, JD.com has its own local warehouses and logistics networks that enable it to minimize delivery times.<\/p>\n The approach has been successful in China, where JD has developed an extensive logistics network for super-fast deliveries and established itself as a destination for domestic consumers to buy global brands such as Apple. <\/p>\n The Chinese tech giant said customers in Europe can get same-day delivery on orders placed before 11 a.m. For orders over \u00a329 in the U.K., there’s no extra cost. <\/p>\n Joybuy will also feature brand stores from companies including L’Or\u00e9al Paris and De’Longhi. These are effectively a branded space in the Joybuy app where companies can showcase their official goods.<\/p>\n JD.com is stepping into a highly-competitive European e-commerce market, which features heavyweights like Amazon, as well as smaller local players and rival services from Alibaba<\/a>‘s AliExpress and Temu-owner PDD.<\/p>\n Both AliExpress and Temu have sought to bring competitively-priced products to the European market, but have relied on a marketplace model of third-party merchants who sell through their platforms.<\/p>\n While Temu and AliExpress have been operating internationally for the past few years, JD is hoping to catch up. <\/p>\n Joybuy emphasizes its ownership of much of the inventory that it sells.<\/p>\n “We’re at first party retailer, we’re completely different to every other retailer based on our customer proposition,” Matthew\u00a0Nobbs, U.K. managing director of Joybuy, told CNBC in an interview.<\/p>\n “So we don’t do any de minimus business. We’re a retailer, first, and foremost for brands, and that’s our core.”<\/p>\n “De minimis\u201d\u00a0refers to a rule in various countries that gives customs duties exemptions for low-value goods. <\/p>\n