China's largest e-commerce firm is introducing a European version of the retail model that previously fueled its domestic growth, in a move aimed at competing with Amazon.com. According to reports, JD.com, the $40 billion company founded by tech billionaire Richard Liu, began selling over 100,000 products across six European countries on Monday. The selection includes premium brands such as Apple and Samsung, as well as everyday groceries. The service operates under the Joybuy brand and promises delivery within hours.

This expansion represents JD.com's largest overseas push to date, signaling its growing ambition to challenge Amazon.com, which holds a strong position in Europe's online shopping market. Previously, JD.com attempted to establish a foothold in Europe in 2022 by launching a small-scale venture called Ochama, but it failed to gain traction.

The company is also involved in what has been termed China's "food delivery war," where both JD.com and e-commerce giant Alibaba have offered discounts in an attempt to capture market share from industry leader Meituan. JD.com recently reported its first quarterly loss in nearly four years, and its stock price has fallen by nearly one-third over the past year.

Like many other Chinese companies, JD.com has turned to overseas markets. Last year, it acquired German electronics retailer Ceconomy for €2.2 billion. The company also considered acquiring UK retailers Currys and Argos, though neither deal materialized.

JD.com's European operations will mirror the model that drove its growth in China, partnering with global consumer goods companies to source inventory, which is then stored in its own warehouses. The company has pledged same-day delivery for 40 million consumers in the UK, Germany, France, Belgium, Luxembourg, and the Netherlands, provided orders are placed before 11 a.m. and meet a minimum spending threshold.

"If you can buy everything from a 100-inch TV to bottled water and have it delivered within 12 hours at a competitive price... I think that will make a difference, and we're excited about that," said Matthew Nobbs, Managing Director of JD.com's UK operations and former executive at Lidl and Holland & Barrett.

The company already operates more than 60 warehouses across Europe, covering 300,000 square meters, and has over 49,000 parcel lockers. It has also introduced automated warehousing technology from China, utilizing hundreds of robots for order picking.

JD.com CEO Sandy Xu told analysts this month that the move into Europe will support the global expansion of Chinese brands, adding, "We are also committed to bringing more high-quality European brands into the Chinese market."