JD.com’s Very Group Play: Europe’s Ecommerce Battle Just Got Bigger
29 May 2026
Chinese ecommerce giant JD.com is reportedly exploring a £2 billion acquisition of The Very Group, in what would be one of the most significant moves yet in its European expansion strategy. The deal, if completed, would give JD.com immediate access to an established UK customer base, recognised retail brands including Very and Littlewoods, and critically, a mature ecommerce and fulfilment operation already embedded in the market.
While the headlines focus on retail consolidation, the bigger story is what this signals about the future competitive landscape in Europe. JD.com has been steadily building out its logistics infrastructure across the region through its Joybuy marketplace and JoyExpress delivery network, while also pursuing acquisitions including German electronics retailer Ceconomy, owner of MediaMarkt and Saturn. Unlike some Chinese ecommerce players that primarily operate marketplace models, JD.com’s strategy is heavily centred around owning logistics, inventory and fulfilment end-to-end. That makes this feel less like a financial acquisition and more like a long-term infrastructure play.
For brands, this is another reminder that the ecommerce market is entering a new phase of competition. Amazon is no longer just competing against traditional retailers, but against increasingly sophisticated global commerce ecosystems that combine retail, media, logistics and financial services under one roof. The Very Group’s integrated consumer finance offering is likely just as attractive to JD.com as its customer base, giving it another lever to drive conversion and loyalty in the UK market.
Our view is that JD.com is trying to position itself as the premium alternative to low-cost Chinese marketplaces like Temu and Shein. Rather than competing purely on price, it appears to be betting on speed, operational control and customer experience, much closer to Amazon’s own model. Whether UK consumers are ready to embrace another major ecommerce ecosystem remains to be seen, but the direction is clear: global ecommerce competition is accelerating, and Europe is becoming the next major battleground.
Jen Hodgkinson
VP of Advertising & Client Strategy