Ikea eyes quicker growth in China with JD store

Ikea China is opening an official flagship store on JD on Friday, marking a major step in the Swedish household goods giant's continued expansion of its omnichannel ecosystem in the Chinese market.

The store will offer more than 6,500 products across 168 categories, including furniture and home accessories, while integrating Ikea's logistics and membership services. It will serve as a new online touchpoint for the brand, complementing existing channels such as its official online store, Tmall flagship store, mobile app and WeChat mini programs.

"This launch is another step forward under our 'growth plus' strategy," said Pontus Erntell, president and chief sustainability officer at Ikea China.

"It will help us reach more Chinese families who value convenience, quality and service, and further enhance Ikea's omnichannel ecosystem."

Since 2018, Ikea China has steadily expanded its digital presence. In fiscal year 2024, the brand's online platforms attracted 370 million visits, with over 70 percent initiated by consumers — underscoring strong demand for digital home shopping, said the company.

The move to JD strengthens the Swedish firm's collaboration with third-party platforms and aligns with its strategy to integrate online and offline services.

JD, the country's leading e-commerce platform, sees the partnership as a boost to its growing home category.

"Ikea's arrival enriches JD's home furnishings portfolio and provides customers with more inspiring, high-quality options," said Yao Yanzhong, senior vice-president of JD and president of JD Electronics and Home Appliances.

"We will leverage our strengths in supply chain management and digital operations to enhance the online home shopping experience."

During the launch period, two new Ikea products — the Bastboll esports chair and Malomrade gaming desk — will debut across all Ikea channels. Certain product categories such as foodstuffs, knives and houseplants will not be available on JD for now.

Ikea will use its own warehouses for inventory storage, while last-mile delivery will be handled by partners. JDLogistics will be responsible for parcel deliveries, while larger shipments will follow Ikea's existing omnichannel logistics framework. The delivery coverage is expected to reach 301 cities nationwide.

The collaboration comes amid intensifying competition in China's household products and lifestyle market, with both local and foreign brands investing in digital transformation and supply chain upgrades.

JD has been actively expanding its home category with a growing number of domestic and international brands. In the first half, the number of international home brands joining JD surged over 130 percent year-on-year. Recent additions include Muji, Natuzzi Italia and Hay, according to JD.

The partnership with Ikea further signals the platform's ambition to "bring global design into Chinese households", while supporting Ikea's efforts to deepen localization and broaden market reach in China.