From Tesco to M&S, Sainsbury’s and Aldi, we’re not exactly short of places to do the weekly shop here in the UK.
But another major retailer is keen to enter the market and is currently trialling an online grocery service in London.
Jingdong or JD.com, which is being called Joybuy in the UK, is China’s biggest retailer by revenue serving nearly 600 million customers globally and it prides itself on offering speedy same-day or next-day delivery.
The company’s new website is being test-launched in England’s capital, selling everything from food essentials, frozen products, furniture and laundry care to cigarettes, clothing and wellness items.
Various big brands are featured on the website, including Bonne Maman, Green & Black’s, Cadbury, Guinness, Heinz and even Chanel.
They also offer unique items imported from other countries that might not commonly be found in other UK shops, including Haw Fruit Cake, a Chinese snack made from hawthorn fruit, as well as various flavours of Lays potato chips, including lime and spicy soy pancake.
And while the retailer looks set to rival other supermarkets, interestingly it seems to be working in partnership with Morrisons, as a number of the retailer’s products are listed for sale on Joybuy, including The Best pizzas, toiletries and packs of frozen berries.
Online, it’s been likened to a hybrid of two of the UK’s biggest retailers, by food policy specialist, Gavin Wren.
Speaking in a TikTok video about Joybuy, Gavin said: ‘They’ve got the largest delivery fulfilment infrastructure, i.e. delivery network, of any e-commerce company in China. These are big numbers and they get 90% of their orders to customers either same-day or next-day.
‘It’s like Tesco but with Amazon Prime delivery.’
As well as the speedy delivery times and free shipping on the first three orders a customer makes, Joybuy is also running ‘flash sales’ and offering limited-time discounts which have countdown timers.
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Current deals highlighted on the Joybuy website include a five-pack of Cadbury Creme eggs for 75p (was £4), a pack of Fox’s Party Ring Biscuits for 70p (was 90p), and a 370g jar of Bonne Maman Raspberry Conserve for £2.99 instead of £3.45.
There are also sections on the website titled ‘reduced to clear’ which is said to include ‘limited stock at low prices – when they’re gone, they’re gone’ and ‘all under £5’ which boasts ‘Joybuy exclusives’.
How do the prices at Joybuy compare to other UK supermarkets?
Bonne Maman Raspberry Conserve (370g)
Joybuy: £2.99 (reduced from £3.45)
Tesco: £3.30
Sainsbury’s: £3.30
Waitrose: £2.70 (reduced from £3.30)
Morrisons: £3.59
Asda: £2.48 (reduced from £3.28)
Cadbury Dairy Milk Buttons Mint (110g)
Joybuy: £1.75
Tesco: £1.75 (out of stock online)
Sainsbury’s: £1.50
Waitrose: Not listed for sale online, but other Cadbury Buttons pouches are £1.90
Morrisons: £1.75
Asda: £1.74 (out of stock online)
Heinz Baked Beans (4 x 200g tins)
Joybuy: £2.75
Tesco: £2.75
Sainsbury’s: £2.75
Waitrose: £3.50
Morrisons: £2.75
Asda: £2.74
Hellmann’s Mayonnaise (400g)
Joybuy: £3.40
Tesco: £2.80
Sainsbury’s: £2.50
Waitrose: £3
Morrisons: £2.28 (reduced from £2.48)
Asda: £2.48 (reduced from £2.75)
Fairy Non Bio Detergent Gel (1.386L)
Joybuy: £10
Tesco: £9 (out of stock online)
Sainsbury’s: Same product not available but similar items cost £10
Waitrose: £10
Morrisons: £10
Asda: £6.98 (reduced from £7.48, but out of stock online)
Andrew Classic Clean Toilet Tisse (4 rolls)
Joybuy: £2.95
Tesco: £2.95
Sainsbury’s: £2.95
Waitrose: £3.30
Morrisons: £2.95
Asda: £2.76 (reduced from £2.95)
While there are a great deal of products on Joybuy, you can’t currently buy everything you might need for your weekly shop, with no milk available on the site and no eggs or butter either. There also doesn’t seem to be any fresh fruit or vegetables listed for sale at the time of writing.
Joybuy’s website states: ‘Joybuy is JD.com’s European full-category online retail brand designed to bring customers a faster, more convenient, and cost-effective shopping experience. Offering same-day and next-day delivery across the UK, Joybuy combines speed, reliability, and affordability to meet the needs of modern shoppers.’
Currently the website is only available for shopping in certain parts of London, but more cities are thought to be coming soon.
The company has said it’s in a ‘testing phase’ in the UK, but is planning an official launch of its platform here by the end of 2025.
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