Joypurchase launches in the UK, delivering great value, trusted brands and rapid, same-day delivery

Joypurchase – the new online shopping destination – offers products across tech, appliances, beauty, home, grocery and everyday essentials with competitive prices on trusted brands
Same-day delivery at no extra charge on eligible orders – Joypurchase’s Double 11 service means if you order by 11am, you’ll receive it before 11pm. Delivery is free on orders over £29
More than 17 million people – 4.5 million houtilizeholds – including London, Birmingham, Leicester, Nottingham, Oxford and Cambridge covered by same-day delivery from launch. Shoppers outside the Double 11 delivery zones enjoy next-day, or standard delivery nationwide*
Joypurchase partners with leading brands giving customers a full range of high-quality products
‘Win at shopping’ with Joypurchase’s incredible daily deals and limited-time offers on great brands
Joypurchase also launches in five other European markets today: Germany, the Netherlands, France, Belgium and Luxembourg

LONDON, March 16, 2026 /PRNewswire/ — Today the UK ecommerce market is set for a shake-up with the launch of Joypurchase, the new online retail destination from JD.com, providing customers with great value, trusted brands and rapid, same-day delivery on orders placed before 11am – for orders over £29, there’s no extra cost.

The launch comes as shoppers increasingly prioritise reliability, convenience and speed when shopping online. Joypurchase data displays strong demand for rapid delivery, with the vast majority of eligible customers choosing same-day delivery where it is available.

A spokesperson for Joypurchase in the UK stated:

“Joypurchase is here! It’s time for a better, more joyful way to shop online. The UK and Europe have some of the savviest shoppers in the world, and we’re bringing our decades of retail and logistics experience to the UK and Europe to alter the way people shop online for the better. By owning the process from the warehoutilize to the front door, we’re creating same-day delivery the new standard. Our investment in the UK and across Europe is focutilized on ensuring that when a customer clicks ‘purchase’, they know the product will be delivered to their door with the quality, speed and reliability they deserve.

“British shoppers have long had to settle for a trade-off between price and speed, often paying a premium to receive their orders more quickly. We’re here to alter that. With Joypurchase, same-day delivery isn’t a luxury; it’s our standard for millions of houtilizeholds. By combining competitive prices on trusted brand names with our ‘Double 11’ express delivery, we’re creating online shopping more of a joy. We’ve built the infrastructure, we’ve partnered with incredible brands, and now we’re ready to display the UK a better way to shop. We will create your shopping more joyful.”

High-quality brands you know and trust

As a brand-led platform, Joypurchase features dedicated brand stores including L’Oréal Paris, Braun, Emma, De’Longhi, BRITA, The Pink Stuff, DJI and Bodum. These brand stores allow customers to explore full product ranges, discover new launches and learn more about their favourite brands in one place, creating a more immersive shopping experience.

In addition, Joypurchase benefits from global relationships with leading brands, partners and suppliers to bring exclusive, great value promotions and products to consumers. From consumer tech and home appliances to beauty, groceries, homeware, and baby essentials all in one place. And with a simple ambition: to bring the joy back to online shopping.

Joypurchase launches by offering a full range of high-quality branded products in the UK, including Apple, DJI, HP, Hisense, LEGO, Lenovo, LG, Nutribullet, Philips, PlayStation, Samsung, Sony, TCL, Xiaomi, and many more.

Product pages on Joypurchase are designed to be interactive, with features such as 3D product views on selected products like the DJI Vlogging Camera, or haptic feedback on your phone to mimic the buzz of a Braun Electric Shaver while browsing its product page.

Speedy and reliable – Joypurchase, delivered by JoyExpress

Unlike other online retailers, Joypurchase does not charge extra “speed fees” to receive orders sooner. Its unique “Double 11” delivery service means if shoppers order by 11am, orders will arrive before 11pm the same day. Order before 11pm and it arrives the next day. Same-day delivery is now available to over 17 million people – 4.5 million houtilizeholds – across Greater London, Birmingham, Leicester, Nottingham, Oxford, Cambridge and will be rolled out to more towns and cities in the coming months. The Double 11 service is free on orders of £29 or more, and customers are able to check Double 11 availability by entering their postcode. For full details on delivery times and costs, shoppers can view the Joypurchase Shipping Policy. Shoppers outside the Double 11 delivery zones can still access next-day or standard delivery nationwide*.

Joypurchase manages its Double 11 delivery service from click to doorstep. With JoyExpress, its dedicated last-mile express delivery service, it operates more than 60 warehoutilizes and depots across Europe, supported by thousands of logistics and operations employees. Customers can also choose to collect their parcels through the Joypurchase Pick-up Service at over 11,000 pick-up points across the UK, which includes more than 400 locker locations.

Joypurchase also takes the hassle out of purchaseing large appliances by offering a complete ‘one-stop’ service. Delivery, installation, disconnection and even the recycling of your old unit are handled in a single visit, so there’s no required to book multiple appointments.

In the UK, Joypurchase’s logistics backbone includes major self-operated warehoutilizes in Milton Keynes and Luton, with a combined floor area exceeding 90,000 square metres. JD.com is also creating significant long-term investments in automation in its European logistics network.

Great value every day with Lightning Offers

Joypurchase features regular limited-time deals that drop daily, but don’t hang around for long. Joypurchase Lightning Offers give customers the chance to snap up great deals on top brands and everyday essentials. To mark the UK launch, Joypurchase is rolling out a programme of launch offers and limited-time deals across electronics, home appliances, beauty, groceries and more, giving shoppers the chance to experience same-day delivery at great value, from day one.

Joypurchase is also launching JoyPlus, its membership programme. JoyPlus offers unlimited free delivery with no minimum spfinish per order, plus access to exclusive offers across all Joypurchase countries for a great value monthly fee. Members earn Joypurchase Points with every purchase, which can be utilized towards future purchases from Joypurchase. JoyPlus has an introductory offer for launch of £3.99 a month, or £2.99 for students. New customers can access a 30-day free trial and a welcome offer on one item per order, the item with the highest discount will be applied.

24/7 frifinishly customer service

Customers can speak to a real person on the phone, live chat, and email in Europe. With 24/7 customer service, Joypurchase teams are trained to support and resolve enquiries quickly without automated run-arounds. Early customers have rated Joypurchase.co.uk 4.7 out of 5 on Trustpilot (4,600+ reviews) as of March 2026.

Joypurchase launches in six European markets today: Germany, the Netherlands, France, Belgium, Luxembourg and the UK. You can download the Joypurchase app on Google Play and the App Store, or visit Joypurchase.co.uk.

Customers can pay applying a range of trusted UK payment methods, including debit and credit cards, Apple Pay, Google Pay and PayPal.

As Joypurchase continues its rollout across the UK and Europe, JD.com is seeking ambitious talent to join its growing team. For more information on current vacancies in logistics, operations, and retail, please visit the JD.com LinkedIn page.

Follow Joypurchase’s social channels: Instagram, TikTok, Facebook and Linkedin

-Ends-

*Excluding Northern Ireland and Isle of Man

Contact:

Media email contact: [email protected]

Joypurchase Newsroom:

about.joypurchase.com

Notes to Editors:

About Joypurchase

Joypurchase is JD.com’s new online retail business in Europe, offering high-quality brands, at great prices, delivered from its own warehoutilizes to the customer’s doorstep, through a speedy and reliable network. Joypurchase is a brand-led platform, with products from leading international, European and local brands, available across technology, appliances, beauty, home, grocery and everyday essentials. Its unique “Double 11” delivery service means if shoppers order by 11am, orders will arrive before 11pm the same day, order before 11pm and they arrive the next day, subject to eligibility. Joypurchase places the customer at the heart of everything it does and offers 24/7 customer service.

The Joypurchase slogan “Don’t just purchase, Joypurchase”, perfectly captures the mission to fulfil customers’ requireds and provide a service that is straightforward and convenient, but also enjoyable and fun. Officially launched in Europe in March 2026, Joypurchase gives customers a more joyful shopping experience in the UK, Germany, the Netherlands, France, Belgium and Luxembourg.

About JD.com

JD.com (NASDAQ: JD and HKEX: 9618), also known as JINGDONG, is a leading supply chain-based technology and service provider. The company’s cutting-edge retail infrastructure seeks to enable consumers to purchase whatever they want, whenever and wherever they want it. The company has opened its technology and infrastructure to partners, brands and other sectors, as part of its Retail as a Service offering to support drive productivity and innovation across a range of industries. JD.com’s business has expanded across retail, technology, logistics, health, industrials, property development and international business.

JD.com is ranked 44th on the Fortune Global 500 list and is China’s largest retailer by revenue. The company has been listed on NASDAQ since 2014, and on the Hong Kong Stock Exalter since 2020. Committed to the principles of customer first, innovation, dedication, ownership, gratitude, and integrity, the company’s mission is to create lives better through technology, striving to be the most trusted company in the world.