New Marketplace Alert: Joybuy to Open Platform to European and Chinese Sellers

Joybuy, the online department store owned by JD.com, is preparing to become a marketplace. The platform will soon allow selected third-party sellers from both Europe and China to sell through its site, marking a major step in JD.com’s European ecommerce expansion.

Joybuy expands beyond its retail model

Until now, Joybuy has operated as a traditional retailer, selling products it buys, owns and keeps in stock itself. That model is set to change as the company prepares to introduce products from external brands and sellers.

A Joybuy spokesperson confirmed that the platform is working with trusted brands to test a curated marketplace in the second half of 2026. By taking a selective approach, Joybuy appears to be aiming for marketplace growth while maintaining quality control across its product range.

Sellers can choose how to fulfil orders

Joybuy’s upcoming marketplace will use a hybrid logistics model. Third-party sellers will be able to store their products in Joybuy’s warehouses or ship orders directly to consumers themselves.

This gives sellers more flexibility, similar to fulfilment options available on platforms such as Amazon and TikTok Shop. For Joybuy, the model could help expand its assortment without requiring the company to own all inventory directly.

JD.com strengthens its European ecommerce presence

JD.com officially launched Joybuy in six European countries in March: the United Kingdom, Germany, France, the Netherlands, Belgium and Luxembourg. The launch followed a testing period and built on JD.com’s earlier European experience with ventures such as Ochama.

The company also has a growing logistics network in Europe, including its JoyExpress parcel delivery service. This infrastructure may support Joybuy’s marketplace ambitions as the platform looks to compete with established ecommerce players across the region.

Summer Black Friday campaign begins in June

Joybuy is also preparing a major promotional campaign across its European markets. From June 15 to June 30, the company will run its first Summer Black Friday event, a 16-day shopping campaign focused on discounts, local and international brands, and fast delivery.

The company says the event will be open to all shoppers and will not require a subscription to access deals. The timing places it close to Amazon Prime Day 2026, which is scheduled to run worldwide from June 23 to June 26.

Joybuy targets European shoppers

With the launch of a curated marketplace and a major summer sales event, Joybuy is clearly trying to build stronger awareness among European consumers. The move could help JD.com expand its role in Europe’s competitive ecommerce market and attract both shoppers and sellers looking for new marketplace opportunities.