Kaufland Marketplace Agency
The Schwarz Group’s own marketplace: one registration covers nine European markets, from Germany to Spain. We get you live on Kaufland.de and on the markets that fit your range.
Author: Iwona Lewanczyk Rompca · co-founder of Commercraft, e-commerce and marketplace expert · updated: June 2026
Let's talk about Kaufland
Tell us what you sell and which markets matter most. We will come back with a view on which of the nine Kaufland markets fit your catalogue, and what the first quarter would look like.
Kaufland Global Marketplace is the Schwarz Group’s own marketplace platform (Kaufland e-commerce, formerly real.digital). A single registration gives you access to nine markets: Germany, Austria, Czechia, Slovakia, Poland, France, Italy, the Netherlands (since September 2026) and Spain (since October 2026). You get a scalable route into western markets from one account. Listing is free. You pay a monthly subscription (Basic at 39.95 € or Plus at 59.95 € net, both including a 30 € monthly credit for Sponsored Product Ads) plus a commission that depends on category and country: 7-16% on most markets, 4-12% on Kaufland.pl, with an extra 0.70 € per item in media categories. Around 15,000 sellers are on the platform and Kaufland cites a reach of 220 million potential customers across its markets. We help with registration, the product feed, translations and integration.
Sources: kauflandglobalmarketplace.com/en/conditions/, read 17 September 2026, seller registration pages, read 10 October 2026, Kaufland announcement of the Dutch launch, September 2026, Spanish launch (Alimarket, 6 October 2026).
- VAT19%
- e-commerce share of retail~27% (2021)
- shopping online83%
- logisticsDHL, DPD, Hermes
- VAT21%
- e-commerce share of retail~17% (2021)
- shopping onlinehigh
- logisticsPacketa, Česká pošta, PPL
- VAT23%
- e-commerce share of retail10.2% (2024)
- shopping onlineabove the EU average
- logisticsPacketa, Slov. pošta, GLS
- VAT20%
- e-commerce share of retail~15% (2024)
- shopping onlinehigh
- logisticsÖsterr. Post, DHL, DPD
- VAT23%
- e-commerce share of retail8.9% (2024)
- shopping online~78%
- logisticsInPost, DPD, DHL
Sources: VAT rates - Tax Foundation 2026; share of online shoppers - Eurostat; e-commerce share of retail - national and industry data (year in brackets). Return rates aren't measured officially in the EU and methodologies differ; on average around 20% of orders, higher in fashion. Indicative data as of June 2026.
How we can support you on Kaufland
Registration and setup
We set up and configure your account in the Kaufland Seller Portal: company data, IDnow video identification, ownership structure (Kaufland checks beneficial owners above 25%), VAT or OSS number, return address in the EU. One registration opens all nine markets and the subscription runs month to month. Packaging registrations (EPR) are compulsory only where the market requires them, today Germany (LUCID), Poland and France, and Kaufland offers a paid EPR service at 1.90 € per product category a month. We tell you which registrations apply and run the process with you.
Product feed
We build the feed to Kaufland's requirements: attributes, variants, EAN codes and categorisation. We organise your product data so offers are complete and ready to publish across many markets at once. Where the data is in good shape, we publish tens and sometimes hundreds of offers a day, and we can tell you how fast your catalogue will move before the engagement starts.
The default offer on the listing (Buy Box)
We optimise your offer to win the default position on the product page (the Buy Box), where price and seller metrics decide. We manage competitiveness and service quality, the two drivers of visibility.
Translations into German
We localise descriptions and content into German and the languages of the other markets. We take care of correct terminology and brand consistency, which translates into trust and conversion across DACH. We are an international team with fluent German speakers, so machine translation goes through a second, human pass before it reaches your product pages.
Base.com / ChannelEngine integration
We connect offers, stock and orders to your system through integrators (including Base.com and ChannelEngine). We automate the data flow so serving many markets stays repeatable and less error-prone.
Compliance and requirements
We keep your offers and products compliant with the platform and your target markets, including tax and environmental matters (such as EPR). We help you set up processes that avoid blocks and downtime.
How we run your Kaufland account
- Market fit. We map your catalogue against Kaufland’s categories and commission bands, market by market. Not all nine countries make sense for the same range.
- Registration and formalities. Seller Portal account, company data, and the packaging and environmental registrations for the markets that require them (Germany, Poland, France). This is the longest stage and the usual reason launches slip.
- Product feed. Attributes, variants, EAN codes and categorisation, prepared to Kaufland’s requirements and validated before launch.
- Translation and localisation. Descriptions and parameters in the languages of the markets you open.
- Running the channel. Prices, offers, campaigns and account metrics, with a monthly report.
Kaufland advertising
Kaufland prices advertising per click in a second-price auction, from 0.01 € a click, and the rates sit below Amazon because the field is thinner. That window narrows as more sellers arrive on the platform. Both subscriptions include a 30 € monthly credit for Sponsored Product Ads, enough to test a category before you commit a budget.
We set budget per offer by unit margin and separately per market, because the same category faces a completely different level of competition in Germany and in Czechia.
Commission runs from 7% to 16% on most markets and 4% to 12% in Poland, depending on category. That is what decides which click price still works.
Who this is for
Kaufland works for brands that want western European markets without a local company or a local team.
The fit is usually good when:
- your catalogue exports cleanly and the margin absorbs 7% to 16% commission plus a subscription,
- Germany, Austria, Czechia or Slovakia matter to you, not only one of them,
- environmental and packaging registrations have stalled because nobody knows where to start,
- the account has existed for months but the offers never went live, because the feed failed validation.
For many brands Kaufland is a more sensible first step into western Europe than Amazon. The field is thinner and the entry bar is lower.
Results we deliver
- over 6,000 live offers on Kaufland; Amazon, opened alongside it, reached 30% of the distributor’s sales within two months (sports goods, distributor)
Kaufland or Amazon?
Choose Kaufland when...
You want simpler onboarding, less price competition and a second channel in DACH, especially if you have your own cross-border logistics or a warehouse in Germany.
Back Amazon too when...
You want maximum traffic and FBA logistics. Kaufland and Amazon complement each other well, and we often run both platforms side by side.
The Kaufland marketplace in numbers
- 9 live markets from one registration: Germany, Austria, Czechia, Slovakia, Poland, France, Italy, the Netherlands, Spain
- 39.95 € Basic or 59.95 € Plus subscription per month, net, with a 30 € monthly ad credit
- 7-16% commission on most markets, 4-12% on Kaufland.pl, plus 0.70 € per item in media
- 15,000 sellers and 220 million potential customers, by Kaufland’s count
- Free listing
Source: Kaufland Global Marketplace, conditions and seller pages, read 17 September and 10 October 2026.
Frequently asked questions
Nine today: Germany, Austria, Czechia, Slovakia, Poland, France, Italy, the Netherlands and Spain. You do not have to start in all of them.
No, you sell from your existing entity. What does come up are registration obligations in the countries where you hold stock, plus packaging and environmental registrations for each market.
Packaging and environmental registrations. Kaufland requires them where the market does: Germany (LUCID), Poland and France today. We map which ones apply, assemble the data and run the process with you.
The account opens quickly, the per-market formalities usually take several weeks. Delays come from EPR far more often than from the platform.
Basic at 39.95 € per month or Plus at 59.95 €, net, both with a 30 € monthly credit for Sponsored Product Ads, plus 7-16% commission on most markets and 4-12% in Poland, depending on category. Listing is free.
Yes, together with parameters and categorisation for each market. A translated title is not enough, because categories and attributes differ between countries.
We work with access rights inside your account, in a scope we agree at the start. The account stays yours.
In scale and competitive density. The comparison sits higher on this page, in the “Kaufland or Amazon?” section.
No. Instead of a yearly retainer independent of results, we agree a two-month notice period.
No, on neither. Listing, content and marketing are included in the cost of the engagement.
Other marketplaces we run
Kaufland is rarely the only channel. Alongside it we run Allegro, Amazon, Empik, eMAG, Erli, Zalando, Modivo, Media Expert, MediaMarkt, Super-Pharm, Douglas, Decathlon, Castorama, Leroy Merlin, OBI, XXXLutz, home24, Black Red White, bol.com, Temu and TikTok Shop, in Poland and across Europe.
About the author
Iwona Lewanczyk Rompca – co-founder of Commercraft. She works in e-commerce and marketplace sales every day, bridging the operational and business sides. · updated: June 2026
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