JD.com adopts the B2C (Business to Consumer) model. JD.com sells goods directly to consumers by building its own e-commerce platform, and also provides pre-sales and after-sales services.

JD.com also adopts the self-operated model, and through its own supply chain management system and logistics distribution system, it has built a closed loop of the entire process from production to the hands of consumers, improving product quality and reducing costs.

In addition to the self-operated model, JD.com also provides a C2C (Consumer to Consumer) model, which allows third-party sellers to sell goods on the platform, providing consumers with more choices. This comprehensive model has made JD.com one of China's retail giants and has also helped its global expansion.