This leaves room in the market for a platform positioned between discount marketplaces and established players. The next challenge, analysts noted, will be building a local ecosystem and convincing UK and European brands to sell there.

"Many European brands are already deeply entrenched with platforms like Amazon or investing heavily in their own direct-to-consumer channels," Pearce said. "Joybuy still needs to continue building its reputation and positioning in the market to bring more brands on board."

Despite their relatively recent entry into Europe, Chinese e-commerce platforms have already begun raising expectations for more convenient online shopping.

Chen Ying, a Chinese postgraduate in London who has placed multiple orders for such things as snacks, tissues, and gadgets on Joybuy since its soft launch, said that for people like her living without easy access to a car, convenience matters as much as price.

"You don't have to carry heavy bags across the city anymore — everything just arrives at your doorstep," she said. "I hope in the future more local people here can enjoy services similar to what we have in China."

Contact the writers at chenyuehua@chinadaily.com.cn