CASE STUDY 7 JD.com, SCEMP-AI: linking merchants and customers in a low-carbon ecosystem Positioned as a technology- and service-driven enterprise centered around supply chain capabilities, JD.com launched the SCEMP-AI Carbon Footprint Management Platform (SCEMP-AI). This platform integrates green supply chain transformation, merchant carbon reduction certification, and consumer carbon account incentives into a cohesive digital ecosystem. By linking green production with sustainable consumption and carbon trading mechanisms, SCEMP provides a full life cycle decarbonization framework for both business-to-business (B2B) and business-to-consumer (B2C) participants. The system supports end-to-end monitoring, reporting, verification, tracking (MRV-T) and performance management of Scope 3 emissions across JD’s extensive supply network. With close to 700 million annual users and a carbon footprint dominated by Scope 3 sources, JD Logistics has positioned supply chain decarbonization at the heart of its sustainability strategy. Core initiative –The platform integrates AI, blockchain and big data to transform carbon management. Its AI algorithms automatically identify over 1,000 emission sources, improving modelling efficiency by 85%. Through real- time GPS (global positioning system) and an innovative “spatiotemporal dual-factor” model, it boosts calculation accuracy from 60% to 99.5%. This end-to-end technical solution establishes a verifiable digital foundation for global Scope 3 carbon accounting. –Through the JD.com Retail Green Initiative, the platform turns green consumer behaviour into a key force that accelerates supply chain decarbonization. It converts eco-friendly choices – such as selecting green logistics – into personal carbon coupons, linked to a carbon trading mechanism that turns dispersed consumption-side reductions into tradable assets and generates direct cash rewards. This approach overcomes the traditional “appeal without return” barrier, creating a self-reinforcing cycle where consumer incentives motivate brands to expand green offerings and seamlessly connect green behaviour with financial benefits. –Built on international standards, including ISO 14064/14083 and the GHG Protocol, the MRV-T system slashes compliance costs for multinational corporations. The platform has automated carbon footprint reporting for over 1,000 brands, seamlessly connecting their value chains with global carbon border mechanisms. Impact The project is driving three major paradigm shifts: from reliance on industry average estimates to real-time precise measurement; from passive compliance to proactive carbon asset management; and from single-enterprise emission reduction to full supply chain collaboration – engaging hundreds of millions of consumers in decarbonization efforts. This innovative model has been recognized as an exemplary case for the World Summit on the Information Society (WSIS) by the United Nations, providing a scalable blueprint for digital climate action globally. Additionally, the trusted carbon ecosystem connects suppliers, certifiers and non-governmental organizations (NGOs) through blockchain-verified data, having processed over 120 million orders. This “JD.com solution” for Scope 3 management has already achieved over 700 tons of carbon reduction during its pilot phase, demonstrating significant potential for scalability. Accelerating Value Chain Decarbonization for Corporate Growth: Perspectives from Asia 23

Accelerating Value Chain Decarbonization for Corporate Growth Perspectives from Asia 2025