JD.com has launched JoyExpress, its own express delivery service, across key European markets including France, Germany, the Netherlands, Belgium, and the U.K. The service is backed by more than 60 warehouses operated by JD Logistics, offering same- or next-day delivery in major cities alongside installation services for large appliances. JD.com also plans to open its logistics network to third-party brands under a fulfillment model. JoyExpress supports the rollout of JoyBuy, currently in beta, positioning the platform as a higher-value alternative to Shein and Temu, and closer to rivals such as Amazon.

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