JoyBuy’s Competitive Strategy in the UK E-commerce Market

You are being invited to participate in a research study titled Trade-offs in Joybuy’s Competitive Strategy for the Saturated UK E-commerce Market.
This study is being done by Pengyu Pan from the University of Portsmouth.

We want to find out how UK consumers perceive the competitive strategy of Joybuy, a Chinese cross-border e-commerce platform, especially the trade-offs between standardization and localization, efficiency and trust, and latecomer advantages versus first-mover barriers in the UK market. Completing this questionnaire is expected to take about 3–5 minutes.

If you have any questions, please ask us any time before or during the completion of the questionnaire.
Your participation is entirely voluntary, and you can withdraw at any time. All data will be anonymized and used only for academic research purposes.
Demographic Data
*

1.What is your age?
A.18-28
B.29-38
C.39-48
D.49-58
E.58 +
*
2.What is your gender?
A.Male
B.Female
C.Prefer not to say
D.Other (please specify)
*
3.Your education level?
A.Junior high school or below
B.High school
C.College degree or above
*
4.Which country do you live in?(Country/Region):
-Country:
-City/Town:
questionnaire questions
*
5.Have you ever heard of/used Joybuy (JD.com’s UK cross-border e-commerce platform)?
Yes
No
*
6.How did you first learn about Joybuy? (Tick all that apply)【多选题】
Social media (Twitter/Instagram/Facebook)
Online advertisement
Word of mouth (friends/family)
Search engine (Google/Bing)
Other cross-border e-commerce platforms
Others (specify: ________)
*
7.When choosing Joybuy, which of the following factors are most important to you? (Tick top 3）【最少选择3项】
Fast delivery/logistics efficiency
Product authenticity/quality
Local payment methods (PayPal/UK cards)
GDPR data privacy compliance
Competitive pricing
Local after-sales service
Product variety (3C/household goods, Joybuy’s core categories)
Brand trust (JD.com’s reputation)
*
8.Compared with mainstream UK e-commerce platforms (Amazon/Argos), what do you think is Joybuy’s biggest advantage?
Faster delivery speed
Lower prices for authentic products
Better cross-border product selection
More localized services (e.g., UK customer service)
No obvious advantage
Others specify
*
9.Compared with mainstream UK e-commerce platforms (Amazon/Argos), what do you think is Joybuy’s biggest disadvantage?【多选题】
Low brand recognition/trust
Inadequate data privacy protection
Poor local after-sales service
Narrow product variety
Slow logistics outside core UK cities
No obvious disadvantage
Others specify
*
10.For a Chinese cross-border e-commerce platform like Joybuy entering the UK market, which trade-off do you think is the most critical (i.e., which factor should it prioritize)?【多选题】
Logistics efficiency (fast delivery) over excessive local service investment
Localization adaptation (GDPR/payment/after-sales) over global supply chain standardization
Brand trust building over rapid market expansion
Product variety over pricing competitiveness
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11.Would you be more willing to use Joybuy if it improved the following? (Tick all that apply)【多选题】
Strengthen GDPR data privacy disclosure
Add more UK local payment methods
Expand same-day/next-day delivery to more UK cities
Launch UK-specific marketing campaigns (Black Friday/Christmas)
Improve local after-sales service (UK-based customer service)
Cooperate with UK local brands/retailers
No improvement would make me more willing
Others specify:
Do you have any other comments or suggestions on Joybuy’s competitive strategy in the UK e-commerce market?
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