DHL and JD.com have signed a memorandum of understanding to support German brands entering China and expanding across Europe.
The agreement was signed on 26 February 2026 in Beijing. It combines cross-border e-commerce access with integrated logistics between Germany, China and the wider European market.
DHL Group will introduce German brands to JD.com’s cross-border ecosystem. Through JINGDONG Cross-border, companies can sell directly to more than 700 million Chinese consumers without establishing a legal entity in China.
DHL and JINGDONG Logistics will jointly provide end-to-end logistics solutions covering transport, customs clearance and last-mile delivery.
The companies said merchants will benefit from a preferential B2C import scheme for direct shipments, potentially lowering customs duties and VAT compared with conventional bulk imports.
JD.com will also provide operational support, digital storefront capabilities, consumer data insights and marketing tools to support market entry and positioning.
As part of the agreement, JD.com will support German brands in reaching European consumers through Joybuy, its European retail business, strengthening cross-border retail flows in both directions.
What changes for exporters
The MoU introduces a direct-to-consumer cross-border model that reduces traditional market entry barriers.
Key structural impacts include:
• No requirement for local subsidiary formation in China
• Integrated customs and fulfilment management
• Access to preferential B2C duty framework
• Platform-based demand testing
• Reduced upfront infrastructure investment
For FMCG and packaged goods suppliers, this shifts the entry model from distributor-led imports to platform-led retail distribution.
Why it matters for supermarket supply chains
Cross-border e-commerce continues to reshape how brands scale internationally.
Integrated logistics and marketplace access allow exporters to move products faster while maintaining tighter inventory control. It also changes packaging compliance planning, pricing models and VAT structures across markets.
The partnership strengthens DHL’s cross-border logistics position in Europe while reinforcing JD.com’s role as a gateway platform for global brands targeting Chinese consumers.
No financial terms were disclosed.
Source: Company announcement, 26 February 2026.
