Joybuy: Just Another Marketplace or One to Watch?

There’s always noise around new marketplaces entering Europe, and most of them don’t really change how brands operate. Joybuy feels different.

Launched by JD.com, one of the largest global retailers, Joybuy is JD’s move into Europe, starting with markets like the UK, Germany, and France. Unlike platforms like Temu, this isn’t just about cheap products. JD’s entire model is built on logistics, control, and efficiency, and they’re bringing that same approach here. With owned warehouses, last-mile delivery, and even same-day capabilities in some areas, this is clearly not a test, but a long-term attempt to compete with Amazon.

So does this matter right now?
Not immediately, and the data makes that clear.
Today, Joybuy traffic is still relatively small. Across Europe, it’s estimated at around 200k monthly visits, with the UK sitting closer to 700k. When you compare that to Amazon’s 200+ million monthly visits in the UK alone, the gap is significant and shows how early Joybuy is in its journey.

However, that’s not really the point. Amazon remains deeply embedded in customer behaviour, and most shoppers aren’t actively looking to switch, so short-term impact on sellers will be minimal. What Joybuy represents instead is a credible alternative over time, particularly if they can compete on delivery speed and pricing. At this stage, traffic is still being built through paid channels, promotions, and early adopters, which is exactly how every major marketplace starts.

What should brands do?
The risk is either ignoring this completely or moving too early. The reality sits somewhere in the middle.
We are clearly moving towards a multi-platform world where brands don’t rely solely on Amazon. TikTok Shop, Temu, Zalando, and now Joybuy all play different roles in that ecosystem. If Joybuy executes well, it has the potential to become the closest thing to a true Amazon alternative in Europe.

The traffic today shows this is still early stage, but the infrastructure, ambition, and backing suggest it won’t stay that way.
Joybuy has the scale, logistics, and long-term strategy to become meaningful, which is something most new marketplaces lack. So this isn’t about acting immediately, but about understanding it early while it’s still being overlooked.
Because in today’s AI-led landscape, the next big platforms are already being built while most are still focused on the current ones.