February 16, 2026, 7:24 am | Read time: 2 minutes
The German logistics industry may face new competition. The Chinese online giant JD.com is launching its own delivery service, JoyExpress, in Europe. The company is pursuing extensive plans and preparing a major market offensive.
By the end of 2025, JD.com had significantly increased its shares in the Ceconomy group, which includes the electronics retail chains Media Markt and Saturn. A complete takeover is planned. Now comes the next step. The company has announced the launch of its own logistics service in Europe.
More Than 60 Locations Planned in Europe
JoyExpress is set to operate from more than 60 locations, including Germany, France, and the Netherlands. Initially, the service will handle the delivery of items sold through Joybuy.com, JD.com’s in-house online shop, which is still in the beta phase.
Long-term, JD.com plans to offer JoyExpress to external partners. This could pose a challenge for established logistics companies such as DHL.
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JoyExpress becomes particularly interesting in connection with the planned Ceconomy takeover. The service’s fleet consists of e-cargo bikes, trucks, and vans. In selected regions, JoyExpress also offers delivery and installation of large household appliances.
If the takeover is completed, goods from Media Markt and Saturn could be delivered at lightning speed. JD.com plans for JoyExpress to offer deliveries on the day of the order or the next morning. Amazon also promotes such express deliveries. The U.S. online retailer operates its own logistics and delivery network and focuses heavily on particularly fast deliveries.
Great Potential Through Experience in China
In China, JD.com is already the country’s largest retailer by revenue. Since 2007, the company has operated a large logistics network with Jingdong Logistics. This gives the company extensive financial, technical, and economic capabilities to play a significant role in Europe as well.
The Joybuy platform has so far played a minor role in Europe. However, the well-known brands Media Markt and Saturn could give the company a boost outside China. According to JD.com, JoyExpress is currently still in a test phase and is initially focusing on urban areas.