AsianFin -- JD.com, the £120 billion Beijing-based retail powerhouse, is making a bold push into the UK market as escalating U.S. tariffs under Donald Trump’s trade policy prompt Chinese firms to seek alternative growth avenues.

The company has launched a trial version of its online retail brand “Joybuy” in the UK, ahead of a full-scale rollout expected later this year. To support the expansion, JD.com has initiated a high-profile recruitment drive, attracting talent from major British retailers including Tesco, Ocado, Amazon, Lidl, and Holland & Barrett.

JD.com is one of the world’s largest e-commerce players, boasting around 600 million annual users globally and a workforce nearing 700,000. Its founder and chairman, Richard Qiangdong Liu, is among China’s wealthiest entrepreneurs, with an estimated net worth of over $6 billion.

Despite being relatively unfamiliar to Western consumers, JD.com dominates the Chinese e-commerce landscape with its Amazon-like platform offering everything from groceries and electronics to clothing. While its UK offering is expected to be more streamlined, the company is positioning itself to compete in one of Europe’s most competitive retail arenas.