JD.com tops 700 million active customers as trust fuels growth
JD.com surpassed 700 million annual active customers in October 2025, while CEO Sandy Xu noted continued growth in user base and shopping frequency. During the 2025 11.11 shopping festival, shoppers rose 40 percent year-on-year and orders climbed nearly 60 percent.
The same period saw strong activity across offline electronics stores, JD Mall, food delivery, travel and home services, indicating the company is using its trust beyond pure‑play e‑commerce. Earlier in 2025, Xu linked the user growth to the “increasing trust and mindshare JD has earned from consumers”, noting that repeat shoppers signal a shift from mere reach to lasting loyalty. JD was ranked No 2 in the inaugural Brand Conviction Index, a metric the publication said reflects genuine products, dependable delivery and after‑sales service. At the 2026 UK‑China Brand Excellence Summit, Marcia Mao of JingDong Cross‑Border warned that China’s size does not guarantee every shopper is a brand’s customer, urging international firms to focus on the segments they can serve best.
“We are also seeing encouraging signs from new initiatives, and we believe these emerging opportunities will further position us for long-term, high-quality growth,” Sandy Xu, CEO of JD.com said.
“China is a huge market, but that doesn’t mean every customer is your customer,” Marcia Mao, JingDong Cross‑Border (JD.com’s cross-border import business) said.
JD.com’s brand proposition has historically been grounded in reducing uncertainty through genuine products, dependable delivery and after‑sales service, which has built functional trust among consumers in high‑consideration categories such as electronics and home appliances. This trust has translated into repeat purchases and a growing user base, setting the stage for the festival performance reported in late 2025.
What we know
JD surpassed 700 million annual active customers in October 2025, while CEO Sandy Xu has highlighted continued growth in both its user base and shopping frequency.
During the 2025 11.11 shopping festival, shoppers increased by 40 per cent, year on year, and orders by nearly 60 per cent, while JD also had strong activity across offline electronics stores, JD Mall, food delivery, travel, and home services.
They have also made JD No 2 in our inaugural Brand Conviction Index.
At the 2026 UK-China Brand Excellence Summit, Marcia Mao of JingDong Cross-Border – JD.com’s cross-border import business – observed that “China is a huge market, but that doesn’t mean every customer is your customer.”
Earlier in 2025, she described user growth as reflecting the “increasing trust and mindshare JD has earned from consumers”, a description that underscores the distinction between reach and loyalty – they are not interchangeable.