US and Hong-Kong listed JD.com is China’s largest retailer by revenue.
It said it would offer next-day delivery to about 17 million UK households from its launch.
Bosses said the business planned to establish itself in the UK for “a long time” and they believed a combination of its product range, value and convenience would entice new customers.
Rival Amazon announced plans to close its first UK centre in Brogborough, Bedfordshire, earlier this year.
Matthew Nobbs, managing director of Joybuy UK, said the firm was confident about its growth prospects in the country.
The company is simultaneously launching in six new European markets, with the others being Germany, the Netherlands, France, Belgium and Luxembourg.
The business struck a €2.2bn (£1.9bn) deal to snap up Germany-based electronics retail group Ceconomy last year.