Chinese online shopping website Joyo.com has launched a new mobile shopping service which enables mobile phone users in Beijing to send orders, buy books and audio/video products via SMS.

The new service is based on a mobile shopping platform jointly developed by Joyo.com and NEC China Research Institute.

Wang Hanhua, CEO of Joyo.com, says that the new service will bring a shopping experience of much more fun and excitement to the consumers and have them enjoy the true convenience, pleasure and value of e-commerce.

Joyo.com was started in 2000. At present, it sells more than 300,000 kinds of books, audio and video products plus 12 types of toys and home accessories. Joyo was acquired by Amazon.com in 2004.