‘Our competitors are everyone’: Joybuy leads ‘China’s Amazon’ into the UK

A Joybuy advert at Piccadilly Circus in London promotes its ‘double 11’ policy – a pledge to deliver orders made before 11am on the same day and those before 11pm by the next day. Photograph: Joybuy

“We’re here to shake up the UK e-commerce market,” says Matthew Nobbs, the UK boss of Joybuy which is spearheading a European charge by China’s version of Amazon.

“I see our competitors as everyone,” he adds, reflecting the scale of ambition of the online retailer that sells home appliances, groceries, makeup and more.