JD.com primarily utilizes a direct-sales and asset-heavy model where it owns its inventory and manages a vast proprietary logistics network featuring advanced automated fulfillment facilities, acting more like a traditional merchant intermediary. In contrast, Alibaba historically functioned predominantly as an asset-light information intermediary and marketplace connecting third-party buyers and sellers through platforms like Taobao and Tmall, relying on partnered affiliate networks like Cainiao rather than operating a unified in-house delivery fleet.