The last few years has seen an influx in Chinese retailers enter the market in a bid to entice British shoppers with discounted goods.

Temu, Shein, Ali Express and TikTok Shop have all enjoyed huge online success, with their web sites and apps enabling us to import clothing and a wide variety of other products with ease of use and value for money. Now, another retailer is set to test the British waters - and it could have a major impact on the major supermarkets and retailers such as Tesco and Amazon.

According to food policy specialist, Gavin Wren, China's biggest retailer of all has launched a UK supermarket, initially operating online only. And he thinks it could have a big impact on the UK market. "A brand new supermarket that could challenge the biggest retailers in the country has just launched a trial website in London," he revealed in a TikTok video.

JD.com is the largest retailer by revenue in China, serving more than 600 million customers. Now, it's London-based site is offering next-day delivery to all postcodes in the capital - offering a "fascinating range" of products, Gavin said.

"There's lots of food - whether it's frozen or chilled or store cupboard," he continued. "There's also cigarettes, homeware and baby stuff too. JD is known as Jingdong in China and they have the largest fulfilment infrastructure - i.e. delivery network - of any e-commerce company in China, these are big numbers."

Elaborating, Gavin added that JD gets 90% of it's orders to it's customers on the same day or next day. "They've also partnered with Morrisons so they already have hundreds of Morrisons' own-branded products. So it's like Tesco - but with Amazon Prime delivery and they have some big-name retail executives working with them."

Gavin pointed out that the trial website [joybuy.com] hopes to roll out nationally by the end of 2025. The concept was met with a mixed reaction amongst Brits, however, with one concerned shopper admitting: "My worry would be that if they are that big, they'll be selling at a loss for a while to force out the domestic competitors. Then, when they are the only player left they can raise the prices."

Whilst a second person noted: "The UK grocery is pretty packed already. Odd place to compete."

On the other hand, however, one excited TikTok user praised: "Anything that challenges the monopolies of current supermarkets price gouging us is good. Force them to lower prices." And another exclaimed: "Fine with me. China is a far more reliable trading partner than the US ever was."

The company's website states: "Joybuy is JD.com’s European full-category online retail brand designed to bring customers a faster, more convenient, and cost-effective shopping experience. Offering same-day and next-day delivery across the UK, Joybuy combines speed, reliability, and affordability to meet the needs of modern shoppers."

As well as the categories alluded to by Gavin, the website also offers clothing, jewellery, make-up and electrical goods. According to AInvest, meanwhile, JD recently splashed out £37 million on a London office - suggesting it is here to stay once the testing period ends.

"JD.com’s recent acquisition of a London office building for £37 million marks a pivotal move in its global supply chain expansion, aligning with ambitions to dominate Europe’s e-commerce and logistics markets," AInvest said. "The purchase, while lacking specifics on location, underscores the company’s focus on building a robust infrastructure to support its Joybuy e-commerce platform and JD Logistics' aggressive growth plans."