Chinese e-commerce giant JD.com is launching in the UK through its new Joybuy platform to target bargain-hunting British shoppers.
The £30 billion retail firm will debut its shopping platform on Monday, directly challenging major rivals, like Amazon.
The launch follows JD.com's withdrawal from two separate deals to buy major UK retail brands over the past two years.
In 2024, the group abandoned plans to acquire Currys, and last September, it walked away from talks over a potential takeover of Argos from Sainsbury’s.
Instead of buying existing brands, the group now aims to directly compete with the retailers, among others, with its launch.
China’s largest retailer will offer products across technology, appliances, beauty, home, groceries and other essentials.
The US and Hong Kong-listed company said it will also offer next-day delivery to about 17 million households across the UK from its launch after establishing its own logistics operations.
The group will run distribution sites from Milton Keynes and Luton from the start of its operations in the UK.
Bosses said the business plans to establish itself in the UK for “a long time” and believes a combination of its product range, value and convenience will entice new customers.
Matthew Nobbs, managing director of Joybuy UK, said the firm was “confident” about its growth prospects in the country.
“We are here for a long time, as our CEO has said,” he said.
“We have spent a lot of time working and honing to get our web and app proposition right, making it work in beta testing over time.
“We have to make sure the customer experience is really great.”
The company is simultaneously launching into six new European markets, which include Germany, the Netherlands, France, Belgium and Luxembourg.
The business struck a 2.2 billion euro (£1.9 billion) deal to snap up Germany-based electronics retail group Ceconomy last year.
Read MoreA new U.S. trade deal with Indonesia secures fossil fuels and access to critical minerals
About 90 ships cross the Strait of Hormuz as Iran exports millions of barrels of oil despite the war
Iran war has US farmers worried about the cost and availability of fertilizer
Diesel on ‘crash course’ to 170p a litre while petrol up 10p on pre-Iran war
Stocks and pound rise as US rate call approaches
Government ‘stands ready’ to support consumers with energy bills