Mega new supermarket that’s like ‘Tesco and Amazon combined’ launches in UK

From M&S to Sainsbury’s and Aldi, we’re not exactly short of places to do the weekly shop here in the UK.

But now a new rival has thrown its hat into the ring, and it’s been hailed as being like ‘Tesco and Amazon combined’.

Jingdong or JD.com 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 began trials in London last year, but officially launched in the UK on March 16 2026, where it is known as Joybuy.

What does Joybuy sell?

The online retailer is offering more than 50,000 products on its website, selling everything from food essentials to furniture, toys, tech, and wellness items.

Several major brands are featured on the website, including Bonne Maman, Apple, Nutella, Fairy, Cadbury, Guinness, Heinz, and Bird’s Eye.

A large selection of world food items is also offered, including Korean chicken corndogs, Jamaican breadfruit, and various flavours of Lay’s potato chips, including Numb & spicy Hot Pot, Grilled Squid, Fried Crab, and Cucumber.

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 own-brand wine, tea and coffee, sun cream, pasta sauces and toiletries.

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.’

What is Joybuy’s ‘Double 11’ promise?

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The biggest selling point for Joybuy is its ‘Double 11’ promise: if you order through its ‘express’ delivery service by 11 am, your order will arrive by 11 pm the same day.

But the catch is that to qualify for same-day delivery, you need to spend over £29.

You can also choose to have your items delivered to your house, or to one of 11,000 pick-up points across the UK, including more than 400 locker locations.

As well as speedy delivery time, the retailer is also launching ‘lightning offers’, which are limited-time deals that drop daily.

On March 16, these offers include a pack of Pampers 624 wipes reduced from £12 to £10, Listerine Total Care 10-in-1 Benefit Mouthwash from £3.15 down to £1.85, and a 300g box of Ferrero Rocher on offer for £5.99 instead of £10.50.

Shoppers can also sign up to JoyPlus, which is Joybuy’s membership programme, offering free unlimited delivery with no minimum spend, plus access to exclusive offers. Like any other loyalty scheme, you earn points for each purchase you make, which can be used against future purchases.

However, unlike other supermarket memberships, this isn’t free, and it’ll cost you to sign up. Currently, as an introductory offer, it’s £3.99 per month, or £2.99 for students. New members get a 30-day free trial, and one welcome offer per order.

There’s one major downside…

While there are thousands of products on Joybuy, you can’t currently buy fresh milk on the site, and there’s no butter or eggs either – unless you’re after Chinese Tea Eggs.

There also doesn’t seem to be any fresh fruit or vegetables listed for sale at the time of writing, only tinned, dried, or frozen ones.

As such, you might not be able to get absolutely everything you need for your weekly shop, meaning you’ll still have to nip to Tesco, Sainsbury’s or wherever you normally go, and spend more money.

A spokesperson for Joybuy in the UK said: ‘Joybuy is here! It’s time for a better, more joyful way to shop online.

‘The UK and Europe have some of the savviest shoppers in the world, and we’re bringing our decades of retail and logistics experience to the UK and Europe to change the way people shop online for the better. By owning the process from the warehouse to the front door, we’re making same-day delivery the new standard.

‘Our investment in the UK and across Europe is focused on ensuring that when a customer clicks ‘buy’, they know the product will be delivered to their door with the quality, speed and reliability they deserve.’

They added: ‘British shoppers have long had to settle for a trade-off between price and speed, often paying a premium to get their orders more quickly. We’re here to change that. With Joybuy, same-day delivery isn’t a luxury; it’s our standard for millions of households. By combining competitive prices on trusted brand names with our “Double 11” express delivery, we’re making online shopping more of a joy. 

‘We’ve built the infrastructure, we’ve partnered with incredible brands, and now we’re ready to show the UK a better way to shop. We will make your shopping more joyful.’

A version of this story was first published on May 6, 2025.

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