The Complete Guide to Selling on JD (京东) in China
This guide covers everything overseas brands need to know about selling on JD (京东), from choosing the right store type to navigating documents, fees, and success strategies.
What is JD (Jingdong)?
JD (京东), also known as Jingdong, is one of China’s largest e-commerce platforms with annual active customers surpassing 700 million as of 2025 and a total net revenue of CNY 1.3 trillion according to official reports. JD sells a wide range of products, including electronics, home appliances, and branded consumer goods. JD remains differentiated by its supply chain and logistics infrastructure rather than pure marketplace scale alone.
JD primarily targets consumers who prioritise product quality, authenticity, and delivery speed. Its self-built logistics network spans over 1,600 warehouses, making JD known for its fast and reliable delivery
JD operates two platforms relevant to overseas sellers:
- JD.com is the domestic marketplace, where goods are sold by verified Chinese entities and fulfilled from within China
- JD Worldwide (京东国际) is JD’s cross-border import platform, where overseas brands sell imported products directly to Chinese consumers
Why Should I Sell on JD?
For foreign brands, JD offers three practical advantages: scale, trust, and infrastructure. It’s over 700 million annual active customers enjoy product authenticity through JD’s zero-tolerance policy on counterfeit goods. JD has a strict permanent ban policy for merchants found selling fake products. This is particularly important for overseas brands trying to build trust in China.
JD is also strong on fulfilment. JD’s logistics footprint exceeds 34 million square meters of warehouse space, and its cross-border business is specifically designed to help brands enter China through bonded or direct-mail models. In this way, JD acts both as a storefront and an operational channel.
How Can I Sell on JD as an Overseas Company?
Foreign companies can sell on JD through three store-opening routes plus a fourth supplier route. The right choice depends on your existing legal structure, how much operational control you want, and how committed you are to the China market long-term.
Option 1: Open a JD Worldwide Store Under Your Overseas Company
The most accessible starting point for overseas brands. JD’s merchant rules allow store operators registered overseas or in Hong Kong, Macao, or Taiwan to apply directly. However, JD also requires a mainland domestic agent with joint and several liability (连带责任人), a USD-settlement corporate bank account, and a China return arrangement. While you do not need your own mainland operating company, China-side support is still required.
Products sold through a cross-border import model are either shipped internationally on order or pre-stocked in a bonded warehouse inside China for faster delivery. This route is best for brands that want to enter China without committing to a full domestic structure. The main trade-off is that cross-border import taxes are visible to customers, which can affect price competitiveness relative to domestically stocked alternatives.
Option 2: Open a Domestic JD Store Through Your Own Chinese Subsidiary
Establishing a Chinese subsidiary gives you full access to the domestic JD marketplace: domestic pricing, no cross-border import costs passed to the customer, and eligibility for major promotional events like 618 and Double 11.
This route requires registering a business in China, obtaining the relevant product certifications, applying Chinese-language labelling, and operating in full compliance with Chinese commercial law. It is the most powerful option for brands with a long-term China commitment, but also the most resource-intensive to establish.
Option 3: Open a Domestic JD Store via a Local Partner
For brands that want the benefits of a domestic JD presence without setting up their own mainland entity, working with a local operating partner is a practical alternative. AppInChina acts as the local verified seller on your behalf, handling customs clearance, import compliance, store operations, customer service, and logistics, giving you access to the full domestic JD marketplace without building a China-side structure from scratch.
The Supplier Route
A fourth route is supplier cooperation, where instead of operating your own storefront, you supply inventory directly to JD, and JD handles the customer-facing retail, fulfilment, and service. This is a wholesale-style B2B2C arrangement rather than a store-opening process, and it suits brands that are comfortable with less direct control. It is also procurement-led on JD’s side, meaning JD contacts applicants according to its own purchasing needs, so it is not a guaranteed open route in the way that store registration is.
Which JD Store Option Should I Choose?
| Option | Advantages | Disadvantages |
| JD Worldwide (Cross-border) | No need to set up a Chinese company Faster setup Lower upfront commitment Flexible inventory (direct mail or bonded) | Cross-border taxes visible to customersLess price competitive vs domestic sellersOperational limits vs domestic stores |
| Domestic JD Store (Own Chinese Entity) | Full access to JD ecosystemNo cross-border taxesBetter pricing competitivenessStronger participation in promotions | High setup cost and complexityRequires compliance, certifications, labellingLonger time to launch |
| Domestic JD Store (via Local Partner) | Faster than setting up your own entity Access to domestic JD market place Partner handles compliance, logistics, operations | Less direct control Ongoing service costs Reliance on partner performance |
How Do I Open a JD Store?
Before beginning an application, you need to have chosen your route and confirmed that you meet the basic eligibility requirements for your intended store type.
1. Confirm Eligibility and Choose Your Store Type
Before opening a JD Store, you must first choose between JD Worldwide and the domestic JD marketplace, as well as whether products will be shipped via direct mail or stocked through a bonded warehouse.
You must also confirm that you meet the basic requirements for opening your desired type of store.
For JD Worldwide, you must have:
- Overseas corporate entity (this includes Hong Kong, Macao, and Taiwan)
- Mainland domestic agent with joint and several liability
- USD-settlement corporate bank account.
For the domestic route, you will need a mainland China seller structure, whether that is your own entity or a local operating partner such as AppInChina.
JD offers three key store types: Flagship (旗舰店), Specialty (专营店) and Exclusive (专卖店).
| Flagship Store | Exclusive Store | Specialty Store |
| 1 brand only | 1 brand only | 2+ brands (same category) |
| Brand owner or exclusive authorization | Non-exclusive authorisation for one brand | Complete 3-level chain for multiple brands |
| Brand Name + Flagship Store | Brand Name + Merchant Name + Exclusive Store | Merchant Name + Category + specialty Store |
| Official, authoritative, highest trust | Professional, single-brand focused | Flexible multi-brand assortment |
| Brand owners, global HQ, exclusive distributors | Regional distributors, single-brand agents | Cross-border traders, wholesalers, importers |
| Best traffic, strongest official image | Clear focus, lower threshold than flagship | Flexible SKUs, quick launch |
| USD 5,000 deposit | USD 10,000 deposit | USD 15,000 deposit |
Selecting a store type that does not match your documentation is one of the most common causes of application delays.
2. Prepare Your Documents
JD requires documents across three categories:
Company qualification documents (required for all applicants)
- Company registration certificate and business licence for your overseas, Hong Kong, Macao, or Taiwan entity
- Legal representative ID or passport
- Store contact person ID and authorisation letter
- Corporate bank account capable of USD settlement
- A valid mainland China return address (Hong Kong, Macao, and Taiwan addresses are not accepted)
Brand qualification documents (required for all applicants)
- Overseas Trademark certificate
- Complete authorisation chain within three levels if you are not the trademark holder (brand owner to distributor to seller, with official stamps)
- Proof of purchase or legitimate sourcing if no authorisation chain applies
Product compliance documents (category-dependent)
- General products: third-party quality inspection report
- Food and health products: import hygiene certificates, customs declarations, and Chinese label samples
- Cosmetics and personal care: safety testing reports, ingredient lists, and non-special cosmetics filing, where applicable
- Mother and baby products: formula registration, traceability documentation, and recent quality inspection reports
Documents not in Chinese or English must be translated by a certified third party. Incomplete authorisation chains and unclear sourcing are among the most common reasons for rejection.
3. Register on JD’s Jingmai (京麦) Merchant Platform
Visit cooperation.jd.com and select “Register now” to create an account on JD’s Jingmai (京麦) merchant platform.
You can register with an email address or a Chinese phone number. Once your account is created and you have entered the Jingmai dashboard, you will be prompted to select your store type and begin the application.
4. Submit Your Application
With your store type selected and documents prepared, complete the merchant registration form with your company details, upload all required documentation, and submit your application along with your after-sales and bank account information. JD Worldwide typically reviews complete applications within a few working days. Domestic JD applications can take longer depending on category and entity verification requirements.
5. Pay Fees and Complete Store Setup
Once approved, you will need to pay a security deposit and annual platform fee before your store goes live. These vary by category and store type, and deposits typically range from USD 8,000 to USD 50,000, with annual fees between USD 1,500 and USD 10,000. JD also charges a sales commission of 5 to 8%. Note that fees vary by category and store type; confirm during application
6. Set Up After-Sales and Logistics
This is one of the most important practical steps, and one that is frequently underestimated. JD requires a mainland China return address for all cross-border merchants; if you do not already have one, a registered agent can arrange it after approval. You will also need Chinese-language customer service via JD’s Dongdong (京东咚咚) platform, a clear returns handling process, and traceable logistics with order dispatch within JD’s required timeframes.
For fulfilment, JD Worldwide merchants choose between two models:
| Bonded Warehouse | Overseas Direct Shipping | |
| How it works | Goods pre-shipped to a JD bonded warehouse inside China | Goods shipped from overseas on each order |
| Advantage | Faster delivery; lower per-order logistics cost | Lower storage cost; lower risk for perishable or fast-changing inventory |
| Disadvantage | Upfront inventory commitment; storage costs; overstocking risk | Longer delivery times; higher per-order cost |
7. Build Your Storefront and Go Live
Product listings require Chinese-language titles and descriptions, metric measurements, and imagery compliant with JD’s content standards. This is a localisation task, not a translation task; content must be adapted for the Chinese market.
How to Succeed on JD
Success on JD depends less on simply getting approved and more on running the store properly after launch.
- Localise every customer-facing detail. JD requires Chinese-language product pages and customer service. All customer-facing content must be localised for Chinese customers to optimise conversions. This includes images and videos.
- Promote through local channels. Success on JD for brands entering China also means promoting on other local channels such as Xiaohongshu (小红书) and Douyin (抖音). Read our full guides on Rednote and Douyin marketing to learn more. In practice, the stores that win on JD are usually the ones that combine good products with disciplined daily operations and local promotion.
- Take fulfilment and after-sales seriously. JD’s rules require merchants to upload shipping information on time, provide traceable logistics, and handle returns in line with platform rules. Consumers can also apply for returns within 7 days for quality issues or other non-consumer causes, so weak after-sales operations will quickly become visible.
- Protect brand trust. JD’s official authenticity policy says counterfeit goods trigger a one-strike permanent ban. That makes brand protection and compliant sourcing non-negotiable.
How Can AppInChina Help?
If you want a JD presence without building a full mainland structure yourself, AppInChina can help by:
- Ensuring product compliance. This includes obtaining the required licenses and translating labelling into Chinese.
- Opening a domestic or JD Worldwide store for your brand in China with a fully localised storefront optimised for Chinese consumers
- Storing and distributing your products in China while running the required Chinese language customer service.
- Promoting your products with localised image and video content through local channels.
Start selling your products to one of the biggest e-commerce markets in the world. Contact us to get started.