JoyBuy to open up to UK and EU sellers

JD. com owned JoyBuy have been very quiet since they launched in the UK back in March, but they’ve now told The Grocer that they plan to open up selling to third party sellers in the UK and across Europe.

Currently everything for sale on JoyBuy is sold by JoyBuy – they are operating in a similar manner to Costco and operating as a discount retailer rather than a marketplace. This model has positioned them more akin to an Amazon, potentially competing with third party sellers as they are onboarded.

However it also means that unlike Temu, SHEIN and AliExpress, they’re not deluged with low quality low ASP goods from China. When they start onboarding sellers, they operate as a curated marketplace – more like a B&Q or Tesco than an eBay free for all to sell. Timescales for onboarding sellers and getting them live is the second half of 2026.

And it won’t just be UK and European sellers on JoyBuy, they will use their Chinese heritage with plans to recruit some 1,000 Chinese brands – those they say who’s product quality is as good, if not better, than western sellers offer.

And there’s some truth to the quality argument, most UK brands have manufacturing in China anyway so there’s no reason to doubt the quality of goods in a truly curated marketplace. JoyBuy aim to become a one-stop shop where you can buy everything you need – again sounds a bit like Amazon.

And they’ll be offering local merchants the option to fulfil though JoyBuy fulfilment centers similar to FBA (they already have warehouses in Milton Keynes and Luton), or for merchants to self fulfil from their own premises.

Chances are that a benefit of using their fulfilment will be being a part of the Joybuy “Double 11” delivery service which promises that if shoppers order by 11am, orders will arrive before 11pm the same day. If you’re approached to sell on JoyBuy, who promise “A better, more joyful way to shop online’, we’d love to hear from you.

We don’t currently have details of their selling proposition, whether JoyBuy fulfilment will give you a boost in search, or what the marketplace fees may be. We’ll let you know when we know.