Chinese e-commerce giant JD.com has launched its subsidiary, Joybuy, in the Netherlands and five other European countries, promising rapid delivery of a vast product range. The company intends to become a major player, aiming for a top-five position alongside established Dutch retailers like Bol.com, Coolblue, and Amazon. This expansion is driven partly by intense competition and shrinking profits in the Chinese market, where JD.com faces rivals such as Alibaba and Temu. Despite previous unsuccessful attempts to penetrate the European market, JD.com believes it now possesses the scale and resources to compete effectively. Concerns remain regarding Joybuy’s competitive practices, given the price pressures experienced by JD.com in China. The company plans to invest heavily to establish a strong presence and brand recognition within the Netherlands.