In 2025, new business revenue surged by 157%, JD.com reveals its growth strategy

JD.com remains stable. Recently, JD.com released its Q4 and full-year 2025 performance reports. Data shows that JD Group’s annual revenue reached 1.3091 trillion yuan, a 13% increase year-over-year. The number of active users annually rose to over 700 million. Notably, JD’s new businesses in 2025 have grown rapidly, with growth rates more than doubling compared to the previous year. As of now, Qixian Xiaochu has opened over 50 stores.

In the fiercely competitive e-commerce market, why does JD.com continue to grow stronger and more stable? Clearly, JD.com has its own “stability secret.”

1

Continuous Revenue Growth

In 2025, JD.com maintained strong growth momentum. Innovative businesses like food delivery and international expansion continued to push forward. JD’s new business segment achieved revenue of 14.09 billion yuan in Q4, with a year-over-year growth rate of 200.9%; full-year revenue was 49.28 billion yuan, up 157.3% year-over-year.

Taking JD Food Delivery as an example. In March 2025, JD Food Delivery officially launched, positioning itself as “Quality Food Delivery.” Within a year, it has partnered with over 2 million quality restaurants, covering more than 350 cities nationwide. Since the launch of the “Double Hundred Plan,” nearly 400 restaurant partners have achieved over one million orders on JD Food Delivery. Currently, JD Food Delivery’s market share has reached 15%.

Among these, Qixian Xiaochu has entered the restaurant market with an innovative and differentiated model, providing strong competitive strength for JD Food Delivery on the supply side, and deeply integrating with JD’s supply chain capabilities. JD Group CEO Xu Ran revealed at the earnings conference that Qixian Xiaochu and the instant retail business have significant synergistic effects. By the end of February, over 50 Qixian Xiaochu stores had opened.

In Beijing, Qixian Xiaochu has achieved basic coverage within the Fifth Ring Road, and new stores have opened in Shanghai, Shenzhen, Guangzhou, Tianjin, Harbin, and other cities, achieving both “scale expansion” and “efficiency improvement.”

In 2025, food delivery not only attracted new users but also significantly increased the shopping frequency of existing users. The financial report shows that JD’s annual active users increased to over 700 million, with quarterly active users and shopping frequency growing over 30% year-over-year.

JD believes that in 2026, the cross-selling, advertising revenue, and other synergistic effects brought by food delivery will continue to be released. Thanks to “Qixian Xiaochu” and the improvement of the nationwide service network, JD Food Delivery aims to capture 30% of the market share this year.

JD’s overseas business is also progressing steadily. In Q4 2025, JD Europe’s online retail platform Joybuy began trial operations in the UK, Netherlands, Germany, France, Belgium, and Luxembourg, with a full launch scheduled for March 2026. By the end of 2025, JD Logistics’ overseas warehouses exceeded 200, with a total management area of nearly 2 million square meters, covering 25 countries worldwide.

Meanwhile, JD Express brand JoyExpress has been officially launched in multiple European countries and Saudi Arabia, achieving same-day and next-day delivery in major cities in the UK, Germany, the Netherlands, and France. It also offers door-to-door delivery, fresh cold chain logistics, large-item delivery and installation, and returns and exchanges for European consumers. Additionally, JD Logistics’ large-item delivery and installation services have extended to Southeast Asia, including Malaysia and Singapore.

2

Steady Progress for Long-Term Success

In an environment where consumer markets are becoming more rational and growth is slowing, JD.com has maintained steady progress, which is no easy feat. Fundamentally, JD.com has been able to carve out a niche in a saturated market dominated by giants because it has not been blinded by metrics like scale, speed, or GMV. Instead, it has consistently prioritized quality and trust, ultimately establishing a solid foothold through consumer confidence.

Whether in food delivery or international business, JD’s approach remains consistent. For example, in establishing quality standards, JD Food Delivery has broken the old rules of the industry, rejecting up to 1 million “black” or non-compliant stores that do not meet standards, and actively promoting the standardization and upgrading of food safety and quality. On the merchant side, JD has introduced “zero commission recruitment” and maintained a long-term low commission policy of no more than 5%, aiming to reduce operating costs for merchants and encourage them to invest more resources in improving their offerings. For couriers, JD pays social insurance and housing funds for full-time riders and provides 150,000 “Brother Homes” to improve their living conditions.

In other words, JD’s business layout is always based on the core logic of mutual benefit and win-win cooperation within the industry. For example, in 2025, JD launched the “Billion Supermarket” channel to help brands achieve an additional sales increase of 200 billion yuan; JD Xian’s self-operated transactions increased tenfold, bringing in 150 million new users and driving nearly 100 industrial belt factories to sell over one million orders annually; JD Xian Farm helped over 3,200 agricultural enterprises sell 160 million orders, and the number of third-party merchants on JD Xian Xiaodian exceeded 1.35 million.

Compared to squeezing profits from merchants and other supply chain partners to grow its own business, JD’s vision is more long-term, focusing on sustainable development driven by quality. Xu Ran stated that JD Food Delivery aims to maintain healthy scale growth while continuously improving operational efficiency, with expected reductions in investment in 2026 compared to 2025.

It is understood that in 2026, JD Food Delivery will expand nationwide to include in-store pickup and group buying, initially covering one million quality restaurants to attract traffic and increase revenue.

In addition to new business expansion, JD Retail’s core operations continue to develop steadily. Its advantage in the powered-up categories remains solid. Despite a high base effect, this segment still achieved a 7.1% year-over-year increase in full-year revenue; daily essentials categories have grown double-digit for five consecutive quarters, with full-year revenue up 15.3%, accounting for over 40% of merchandise revenue, reaching a new annual high.

“Long-term, food delivery and instant retail are key strategic directions for JD. We will promote healthy business development from a long-term perspective, continuously improve operational efficiency, enhance profitability, and unlock the synergy potential with core retail operations to drive long-term growth,” Xu Ran said.