BERLIN – JD.com, China’s largest retailer by revenue and one of the world’s fastest-growing e-commerce and logistics players, used its first-ever European keynote address at IFA Berlin 2025 to make a clear statement: the group is preparing a major push into the EU retail market.

Speaking on the Innovation Stage on Friday afternoon, Jack Shuai Li, CEO of JD Worldwide & Senior Vice President of JD Group, outlined how the company intends to leverage its logistics strength, omnichannel retail expertise, and global partnerships to deliver new consumer experiences for European customers.

Jack Shuai Li

“The future of retail will be shaped together”

In his keynote titled “Shaping the Future of Retail, Together With Our Partners”, Li stressed JD.com’s transformation from an online shop in Beijing in 1998 into a Fortune Global 500 company, ranked 44th in 2025, with revenues of nearly US$159 billion last year.

“Trust and efficiency have always been at the heart of JD.com,” Li said. “We now want to bring this model to Europe – combining cutting-edge logistics with a commitment to consumer trust and local partnerships.”

JD.com’s debut came with support from Jason Zeng (Joybuy Germany) and Matthew Nobbs (Joybuy UK), who shared insights during the IFA Retail Leaders Summit. Both emphasized the importance of tailoring JD’s model to European consumer expectations, while leveraging the group’s scale and innovation.

Why Europe? A market ready for disruption

JD.com’s entry comes at a moment of intensifying competition in European retail. Amazon remains a dominant online player, Alibaba has built strong bridges with cross-border e-commerce, while MediaMarkt-Saturn continues to lead in brick-and-mortar consumer electronics.

Analysts note that JD.com’s unique vertically integrated logistics model—with over 1,600 warehouses in China, including the world’s largest automated logistics park in Kunshan—gives it an edge in delivery speed, reliability, and inventory management.

In Europe, such capabilities could reshape expectations for same-day delivery, cross-border returns, and omnichannel experiences. JD.com already operates close to 90 bonded and overseas warehouses worldwide, creating the infrastructure to support rapid expansion.

First signals: partnerships & acquisitions

Industry observers see JD.com’s keynote as more than symbolic. Media reports have linked the company to potential strategic investments in Europe, including cooperation with MediaMarkt-Saturn’s parent company CECONOMY. While JD.com did not directly comment on acquisition rumors, Li made clear that “strategic partnerships are central to our market entry.”

Leif Lindner, CEO of IFA Management GmbH, said:

“JD.com’s presence here in Berlin underlines how significant Europe has become as the next frontier for retail transformation. This is not just a company presentation – it is a statement of intent.”

From Beijing to Berlin: a track record of scale

• Customers: Over 600 million active users annually in China
• Employees: 900,000 globally
• Warehouses: 1,600+ in China, 32 million m² of floor space
• Robotics: 10,000+ robots in Kunshan logistics hub processing 4.5 million parcels daily
• Global footprint: 90 overseas warehouses and bonded hubs

JD.com has also opened flagship JD Malls in major Chinese cities such as Beijing, Shenzhen, and Nanjing, blending online and offline retail into integrated shopping experiences.

What Europeans can expect

For European consumers, JD.com’s entry could bring:

• Faster cross-border deliveries – enabled by bonded warehouses and automated supply chains
• Competitive pricing – driven by JD.com’s scale and direct brand partnerships
• New shopping formats – integrating physical stores, online platforms, and AI-driven personalization
• Trust focus – positioning itself as a reliable alternative in a market sometimes criticized for counterfeits and slow service

“Visible tremors may cause panic even when no damage occurs – the same applies to retail,” Li remarked, drawing an analogy. “We want to bring stability and reliability to how people shop, whether online or offline.”

Challenges and opportunities

Entering Europe will not be without hurdles. Regulatory frameworks on data protection, digital competition, and cross-border trade will require adaptation. Building consumer trust in new markets will take time.

However, industry analysts note that JD.com’s deep pockets, logistics expertise, and proven innovation in AI, automation, and drone deliveries could make it one of the few Asian retailers capable of competing head-to-head with Amazon in Europe.

Summary

JD.com’s keynote at IFA Berlin 2025 signals a serious commitment to the European retail market. With its scale, logistics power, and consumer-first philosophy, the company aims to set new benchmarks for speed, trust, and innovation. For Europe’s retailers and regulators alike, JD.com’s arrival could represent the most significant competitive shift in a decade. (zai)
Photo: AT/hz