Joybuy is currently preparing to introduce a curated marketplace. The model closely resembles Amazon's setup, where a proprietary range is supplemented by external brands. However, Joybuy emphasizes that it is not a completely open platform, which differentiates them from players like Temu and Shein, and aims to maintain a controlled seller base.
The goal is to recruit sellers from the UK and the rest of Europe, but also to leverage the company's Chinese network by connecting around 1,000 selected brands from the domestic market.
A spokesperson for Joybuy confirms the new direction to The Grocer:
We are working with trusted brands to test a curated marketplace in the second half of 2026.
Joybuy's UK head, Matthew Nobbs, has previously explained the ambition to function as a full-service provider where customers should be able to "get hold of pretty much everything you need in everyday life, and with speed".
Logistics as a Competitive Advantage
The affiliated merchants will be offered the choice of either managing their own logistics or utilizing Joybuy's warehousing infrastructure, similar to Amazon's FBA model. Joybuy has quickly established warehousing operations in several British locations.
By using Joybuy's logistics network, sellers can be integrated into the "Double 11" delivery service. The service means that orders placed before 11:00 AM are delivered before 11:00 PM the same day. Orders placed until 11:00 PM are delivered the next day.
The European Strategy and the Nordics
As Ehandel.se previously reported, the current build-up of Joybuy is likely a result of changed strategies on the part of JD.com. During 2024 and 2025, the company held discussions about acquiring the British chains Currys and Argos, but both deals were concluded without agreement. Instead, the company strengthened its European presence through the acquisition of the German retail group Ceconomy (owner of MediaMarkt and Saturn) for 2.2 billion euros, a deal which is still awaiting regulatory approvals.
Joybuy is currently operating in the UK, Germany, France, the Netherlands, Belgium and Luxembourg. Regarding a possible expansion to Sweden and the rest of the Nordics, there is no fixed timetable yet. JD.com has previously stated to Ehandel.se that the pace of future market entries is dictated by how quickly a local network of warehouses and sorting terminals can be commissioned, which is a requirement to maintain the company's delivery promises.