Selling on Kaufland.fr: everything you need to know to succeed on the marketplace!

For our latest Marketplace Stories , we had the privilege of speaking with the Kaufland team. This article is the result of that conversation. Enjoy reading, and don't forget to subscribe to our LinkedIn page so you don't miss the next ones!

In summary

• Kaufland is a major German retailer (part of the Schwarz Group, owner of Lidl) with over 1,600 stores .
  
  
• Its pan-European marketplace is already active in 7 countries: Germany, Austria, Czech Republic, Slovakia, Poland, Italy and France.
  
  
• Key figures : 32 million monthly visitors in Germany, 45 million products, 13,000 sellers.
  
  
• Key categories : high-tech, household appliances, home and garden.
  
  
• Simplified registration : API, CSV/XML, feed integrators (Lengow, ChannelEngine, etc.), with integrated automatic translation.
  
  
• Flexible logistics : no local warehouse required, shipping possible from France, returns managed according to product value.
  
  
• Retail Media : sponsored products, brand campaigns, seasonal banners, with a recommendation to invest 10 to 20% of turnover.
  
  
• Differentiating factor : unique ability to redirect traffic to your own e-commerce site.
  
  

Kaufland Marketplace: from physical retail to pan-European e-commerce

Kaufland is a long-established German retailer. It belongs to the Schwarz Group , one of the world's largest retail groups, which also owns Lidl. With over 1,600 stores in Germany , Kaufland has considerable offline clout, which serves as a springboard for its digital ambitions.

Kaufland Global Marketplace was created , a platform that now unites 7 European countries. The objective: to allow merchants to easily sell in multiple marketplaces from a single interface, with a single subscription.

Some key figures

• 32 million unique visitors per month in Germany.
  
  
• 45 million products listed.
  
  
• 6,400 active categories.
  
  
• 13,000 active sellers.
  
  
• Growth of +7.85% in 2024 (compared to only +1.1% for the overall German e-commerce market).
  
  

👉 Kaufland Marketplace is therefore not a hesitant new entrant: it is already a major player, with solid infrastructure and growth above the market.

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Why sell on the Kaufland.fr marketplace?

A pan-European model designed for expansion

For a French retailer, Kaufland offers a dual opportunity:

• Germany , the historical and most mature market, with massive traffic.
  
  
• France , opening in the summer of 2025, represents a rare opportunity to take a position from the outset, with competition still limited.
  
  

In addition to this, there is Italy, another key market identified in the Kaufland strategy, as well as Poland and Slovakia, less mature but rapidly growing markets.

A generalist playing field but with strong potential

Kaufland.fr covers all verticals, but some categories stand out clearly:

• High-tech and electronics.
  
  
• Household appliances.
  
  
• House, furniture and garden.
  
  

All price ranges are available (entry-level, mid-range, and premium). The main selection criterion remains the seller's ability to offer solid customer service and logistics.

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Registration process and technical integration

Registration is done online and is facilitated by a promotional offer: 3 months of subscription offered for any new registration with the code ETAIL25 (valid until November 11, 2025).

Four possible integration methods

1. Kaufland API : the recommended method, which allows for the automation of the management of flows, prices, stocks and orders.
   
   
2. CSV or XML : manual or semi-automated import, with automatic updates.
   
   
3. Feed integrators : Kaufland is connected to solutions like Lengow, ChannelEngine, Channable or BeezUP, which allows for the pooling of multi-marketplace management.
   
   
4. Manual addition : suitable only for very small catalogues.
   
   

A differentiating advantage: machine translation

Kaufland integrates a native translation tool . Specifically, a seller can import their product feed in French and have it automatically translated into German, Polish, or Slovak. This greatly simplifies cross-border deployment, eliminating the need for complex language management.

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Logistics and customer service: flexibility and control

No local warehouse requirement

Kaufland does not require a warehouse in Germany. Shipping from France is perfectly acceptable, provided that the billing and return address is based in the European Union.

Delivery times

Sellers set their own delivery times, but these are monitored. If a seller advertises a delivery time of 2 to 4 days and fails to meet this deadline, Kaufland can intervene.

Customer service management

The platform integrates a ticketing system with automatic translation . Sellers can therefore manage multilingual customer service without having to build a dedicated in-house team.

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Retail Media and Promotion 

Kaufland Ads offers a range of advertising solutions:

• Sponsored products (Sponsored Ads) : increased visibility in search results.
  
  
• Brand campaigns (Sponsored Brands) : to showcase a complete catalogue.
  
  
• Seasonal banners : integrated during key periods (back to school, Black Friday, Christmas).
  
  

The teams recommend dedicating approximately 10 to 20% of generated revenue to retail media, in order to maximize visibility and quickly win the Buy Box.

A unique feature: redirection to the e-shop

Unlike most marketplaces, Kaufland allows sellers to redirect traffic to their own e-commerce site .
This is a rare opportunity in the ecosystem: the marketplace becomes not only a direct sales channel, but also a customer acquisition lever .

For French retailers, this is a differentiating advantage to test new markets while building their own customer base.

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Business model and returns policy

Subscription and commissions

• Two subscription options: €39 or €59/month.
  
  
• Commissions vary depending on the category.
  
  
• Special offer: 3 months free with code ETAIL25 .
  
  

Returns Policy

• Average return rate: approximately 5%, which is lower than most fashion marketplaces.
  
  
• Products < €40: return shipping costs are the responsibility of the buyer.
  
  
• Products > €40: the fees are borne by the seller.
  
  

The competitive advantages of Kaufland.fr for French sellers

1. A robust pan-European network , backed by the Schwarz Group.
   
   
2. A recent opening in France , with little competition at launch.
   
   
3. An integrated translation tool , facilitating cross-border expansion.
   
   
4. A flexible logistics model , without mandatory local warehouse.
   
   
5. A balanced returns policy , favorable to sellers.
   
   
6. Redirecting to the e-shop , a rare advantage in the marketplace world.
   
   

Conclusion: Kaufland, a serious opportunity in 2025

Kaufland Marketplace is already a major player in Central Europe and is now positioning itself in France and Italy as a credible alternative to established giants. For French sellers, 2025 is the right time to join the platform

• Competition is still limited
  
  
• solid technical tools,
  
  
• growth exceeding that of the overall market.
  
  

About eTAIL Agency

eTAIL Agency is an expert agency in supporting brands on marketplaces, both in France and internationally.

Our services:

• Market potential study and selection of relevant marketplaces
  
  
• Technical integration and product flow management
  
  
• SEO/SEM optimization of product pages
  
  
• Retail media management (Amazon Ads, Kaufland Ads, etc.)
  
  
• Operational support and team training
  
  

Our mission: to help brands build a profitable and sustainable multi-channel and pan-European

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Contact us to discuss it.

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