JD.com and DHL sign MoU to support German brands entering China through JINGDONG Cross-border and expanding European operations via Joybuy platform. B2C direct mail preferential tariff scheme significantly reduces cross-border costs. Joybuy to officially launch same-day and next-day delivery services in March 2026.
Powerhouse Collaboration: JD.com and DHL Sign MoU
On February 26, 2026, JD.com, China’s largest retailer by revenue, and DHL Group, the world’s largest logistics provider, announced the signing of a memorandum of understanding at JD.com’s headquarters in Beijing to support German brands’ growth in China and strengthen their presence in European markets through JD.com’s European retail platform, Joybuy.
DHL and JD.com have agreed to collaborate on innovative logistics and e-commerce initiatives, aiming to create seamless, integrated solutions that better connect brands, merchants, and consumers across both continents. Taking advantage of DHL’s extensive global logistics infrastructure and JD.com’s e-commerce ecosystem, the partnership creates new opportunities for German brands to expand internationally.
Lowering Barriers for German Brands Entering China
Under the MoU aimed at promoting German brands, DHL will introduce them to JD.com, helping German businesses expand their presence in the Chinese market. By engaging JD.com’s cross-border e-commerce business, JINGDONG Cross-border, German brands can sell directly to more than 700 million Chinese consumers on JD.com, without a physical presence or legal entity in China.
By combining the strengths of DHL and JD.com, German brands gain access to a seamless, one-stop solution for entering the Chinese market. DHL and JINGDONG Logistics, JD.com’s logistics arm, will collaborate to design and provide end-to-end integrated logistics solutions, enhancing the overall fulfilment experience from Europe to China. The solution will allow merchants to benefit from a preferential customs duties and VAT scheme for direct B2C shipments, lowering such costs substantially compared to conventional importation.
Joybuy Europe Platform Launches March 2026
As part of this joint initiative, JD.com will also support these German brands in reaching a broader base of European consumers through Joybuy, the company’s new online retail business in Europe. Joybuy will support Joybuy, JD.com’s new online retail business in Europe, which is currently in the beta testing phase, prior to launching in March 2026.
Offering same-day and next-day delivery in major cities, and drawing on its advanced logistics network, Joybuy will provide German enterprises with a new sales channel and expanded retail infrastructure, enabling them to engage more European consumers. This strengthens DHL’s role as the leading enabler of European e-commerce growth.
Executive Perspectives: Unique Combination of Four Elements
Tobias Meyer, CEO of DHL Group, said: “This partnership will enable a solution that helps DHL customers in Germany and Europe in accessing the vast China market. We combine four elements in a unique solution: the global strength of DHL, the enormous reach of the JD.com platform, a preferential import scheme for B2C shipments and the great fulfillment and delivery capabilities of JD.com in China.”
Sandy Xu, CEO of JD.com, said: “Many German enterprises have strong products and compelling brand stories. Sustained growth in China requires the right channels and operational infrastructure to directly reach Chinese consumers at scale. Through this MoU with DHL, we aim to combine logistics capabilities, digital infrastructure, and market access to help brands better understand Chinese consumer demand, optimize product positioning and improve go-to-market efficiency.”
Impact on Europe E-commerce Logistics
This partnership has profound implications for the European e-commerce logistics landscape:
- Cross-border Logistics Simplification: German brands can sell without establishing entities in China, significantly reducing market entry costs
- Tariff Advantages: Preferential customs duties and VAT schemes for B2C direct mail make cost structures more competitive
- Delivery Speed Enhancement: JD.com’s same-day/next-day delivery capabilities in major Chinese cities provide competitive advantages for European brands
- Two-way Flow: Not only helps European brands enter China, but also serves European markets through Joybuy with Chinese supply chain capabilities
Implications for Chinese Supply Chain Practitioners
For Chinese supply chain and cross-border e-commerce professionals, this collaboration offers the following insights:
- New Platform Expansion Model: JD.com’s exploration of the European market through Joybuy provides reference for Chinese e-commerce platforms going global
- Logistics + E-commerce Synergy: Deep collaboration between logistics giants and e-commerce platforms creates differentiated competitive advantages
- Brand Internationalization Path: Asset-light model (no local entity required) lowers barriers to brand internationalization
- European Market Opportunities: EU investment in green logistics and emission-free delivery (such as Sparqle receiving EU backing) creates new opportunities
Source: JD Corporate Blog
