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Selling on Kaufland

Interested in selling via Kaufland? Then you’ve come to the right place. In the table of contents below you can see (and click on) what we will cover in this article.

Why sell on Kaufland?

Germany is an attractive market for Dutch companies, with 85 million inhabitants there is plenty to sell. Kaufland – part of the Schwarz Group – is the largest and fastest growing marketplace in Europe.

Founded in 1930, the company has 1,300 brick-and-mortar stores in Europe (12,500 worldwide) and an online marketplace with more than 32 million unique monthly visitors. The range is more than 30 million products in more than 5000 categories. The company has a worldwide turnover of more than 105 billion euros.

Advantages of selling on Kaufland via e-tailize

  • Large reach (32 million monthly visitors)
  • Selling via Kaufland is via open listing
  • Customer service in German is mandatory
  • Monthly selling fee and commission per product
  • Can be linked with software that makes scaling easy
  • Perfect to expand to Germany

Fully integrate Kaufland with your systems

Do you want to manage Kaufland and any future or current marketplaces in one place? At e-tailize you can accommodate the following functionalities:

  • Sell ​​on marketplaces across Europe (over 65 integrations)
  • Centralized order management (automatic & manual)
  • Centralized inventory management
  • Full PIM system specifically designed for marketplaces
  • Easily place products on marketplaces from one screen
  • Integration with all kinds of fulfillment software (e.g. MyParcel or Picqer)
  • Connection with the well-known CMS platforms (Shopify, WooCommerce and more)
How do you sell through Kaufland?
Step 1
Register Chamber of Commerce

Register with the Chamber of Commerce.

Step 2
Create & activate account

Create an account at Kaufland and go through the steps in the platform. Within 3 days you will receive confirmation of your account.

Step 3
Centralize with e-tailize

Connect e-tailize and upload your products to Kaufland. After uploading, we immediately track your stock and send orders to your order system.

Step 4
Optimize your content

Use our data analysis tools to optimize your content and increase your sales.

Possible Problems and Challenges

Knowledge | Quite a bit of knowledge is needed to be able to compete well with current sellers on Kaufland. That’s where an analytical tool like e-tailize can help you. Our dashboard gives you the insights and pointers you need to take the fight.

Errors | It is important that you as a seller keep your performance score as high as possible. Stable stock synchronization and reliable order forwarding are therefore critical. In addition, you also want to be able to efficiently process a high number of returns. With a tool like e-tailize you can be sure that there are no (synchronization) errors between your marketplaces, webshop(s), fulfillment parties, and the PIM system.

Scaling | When you have Kaufland under control, you want to expand the number of channels – and thus your reach. If you import your products into a PIM system, you can also upload the products to other marketplaces in addition to Kaufland. In addition, you have immediately arranged your order management and stock synchronization.

The main categories in which you can sell via Kaufland:

The main categories in which you can sell via Kaufland:

  • Electronics
  • Garden & DIY store
  • Kitchen & Household
  • Baby & Child
  • Living
  • Fashion accessories
  • Cosmetics & Health
  • Sports & Outdoor
  • Cars & Vehicles
  • Foods
The Buy Box
The Buy Box
When several partners offer the same product, one of the partners is featured in the buying block. That's because this partner has the best offer in terms of price, delivery time and service. Most sales are made through the Buy Box. So it is essential to win this. A common tactic to always win the Buy Box is to set up your own brand with unique EANs. If you are the only provider of a product, you will always win the Buy Box.

Seller Rating
Seller Rating
Your ability to get a high score on the 'service' aspect (named in the Buy Box section) depends entirely on your Seller Rating. Your Seller Rating is determined based on how well you meet Kauflands' terms of service. Below this block you can find some of the conditions Kaufland will measure.

The costs & conditions

Kaufland charges a monthly fee + commission per product sold. Kaufland has two different types of accounts that you can choose from as a seller: the ‘basic plan’ for €39.95 per month and the ‘basic plan + linking’ for €49.90 per month. The exact commissions and the functionalities you get with each type of account can be found here.

In addition, you can find all conditions and rules regarding selling on Kaufland here. They steer on the following metrics:

  • Ticket response time – within 48 hours
  • Late delivery – no more than 4%
  • Retailer ticket rate – less than 1%
    This entails:
    – Goods not received
    – Incomplete delivery
    – Wrong goods delivered
    – Defect/damage
    – Invoice

How to learn to sell on Kaufland

There are a number of ways to learn how to sell through Kaufland. For example, Kaufland has its own blog. In addition, there are blogs with useful tips about marketplaces such as Kaufland. At e-tailize we also offer the tools such as our ‘Analyze’ module, which generates insights for you and gives you an overview of the data via marketplaces. This allows you to manage quickly and efficiently on ‘Actionable Metrics‘.


The threshold is low to start on Kaufland. The costs are relatively manageable and creating an account is done in no time. Almost everything you can sell on, for example,, you can also sell on Kaufland. However, the range is much wider. The platform is user-friendly for both buyer and seller. All this makes the marketplace to increase your reach in Germany.

Need more information?

Contact me!

Ricardo Rubino
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