Kaufland

Kaufland is a large European hypermarket chain and, through Kaufland Global Marketplace, one of the fastest-growing online marketplaces in Europe. With one seller registration, brands can sell on Kaufland's online marketplaces in Germany, Austria, the Czech Republic, Slovakia, Poland, France, Italy and the Netherlands. For a brand that wants to reach shoppers in Germany and across Central and Western Europe beyond Amazon, Kaufland is one of the main marketplaces to consider.

Who is behind Kaufland

Kaufland belongs to the Schwarz Group, which also owns Lidl. It runs around 1,550 stores in eight countries, so shoppers know the brand from their weekly shopping. The online marketplace is run by Kaufland e-commerce. Its main site, kaufland.de, has up to 32 million visitors a month and more than 45 million products.

A marketplace that keeps expanding

Kaufland launched its marketplaces in the Czech Republic and Slovakia, opened Austria and Poland in 2024, France and Italy in 2025, and the Netherlands in 2026, with Spain planned. In the 2025 financial year, GMV grew 11.9% across all Kaufland marketplace countries and 124% in the international business. Kaufland.pl's GMV grew 322% year-on-year, and the new French and Italian sites reached up to one million visitors a month within months of launch. Selling on all of them, a seller can potentially reach 220 million online shoppers.

How selling on Kaufland works

• One account, many countries. A single registration and one portal manage offers, orders and product data for all Kaufland marketplaces.
• Commission per sale plus a monthly fee. Commission depends on the category, and the monthly basic fee is paid once, however many countries a seller activates.
• Local-language content. Each country site needs product content in its language.
• EAN-based catalogue. Products are matched by EAN, so clean product data is the starting point.
• Fulfilment options. Sellers ship themselves or use Fulfillment by Kaufland.
• Advertising. Sponsored Product Ads and Sponsored Brand Ads promote listings on Kaufland's sites.
• Integration. Sellers connect through the seller portal, the Kaufland Seller API or a multichannel tool.

Already selling elsewhere? How Kaufland fits in

For a brand on Amazon.de, Kaufland is the second-largest German marketplace to add, with fewer sellers competing for the same shoppers. Kaufland has said that sellers who add its international marketplaces after Kaufland.de grow their sales by 70% on average.

How eBrands looks at Kaufland

eBrands sells on Kaufland's marketplaces across several European countries and works with brands on marketplaces across Europe and North America. If you want to see how Kaufland could sit alongside the channels you already use, we are happy to talk it through.

Useful links

• Kaufland.de
• ESM: Kaufland marketplace expands into the Netherlands
• Onlinemarktplatz.de: Kaufland 2025 figures (in German)