Chinese e-commerce is accelerating its transformation in Europe: JD.com is preparing to launch Joybuy, a retail platform designed for the European market, and is relying on JoyExpress (the group’s logistics branch) to deploy an “in-region” distribution chain. Specifically, the ambition is to shift from a model largely based on cross-border shipping to a model that is locally stocked and locally delivered, with teams, vehicles, and preparation capabilities on-site.

The strategy covers several major markets (United Kingdom, Germany, Netherlands, France) and relies on a network of warehouses and depots designed to support rapid delivery promises, including next-day delivery in dense areas. This orientation is also an implicit response to a stricter European regulatory environment on low-value flows: as costs and formalities increase, platforms seek to preserve the customer experience by bringing stock closer to the consumer.

This movement is not isolated: other e-commerce players are already reorganizing their logistics schemes in Europe, thru regional hubs, partnerships, and “local-to-local” models. For air transport, this could reshuffle the cards: if a portion of the “small parcel” flow transforms into a replenishment flow toward European stocks, the structure of capacity demand could change (fewer parcel-driven peaks, more inventory logistics and intra-Europe distribution).

In the end, JD.com sends a strong signal: the e-commerce battle in Europe will increasingly be played out on the mastery of the local supply chain — not just on the ability to ship quickly from Asia.

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