This complete guide to selling on Kaufland.de was written by Nethansa, the largest marketplace service and solution provider in Central and Eastern Europe.

Kaufland is a well-renowned brand originating from Germany, and its brick-and-mortar supermarkets attract customers across eight European countries. Recently the brand owners decided to expand their activity and launched a marketplace called Kaufland.de.

It was an answer to dynamically changing shopping habits. Nowadays, more and more customers are enticed by the convenience associated with shopping on marketplaces. Kaufland.de decided to monetise that by offering an attractive and easily accessible sales platform where a variety of goods can be sold and purchased.

However, Kaufland is not the only beneficiary of that transformation. This marketplace is an inclusive place where any business entity can sell its products. umbrella of a well-known and trusted brand.

What is Kaufland.de?

As it has already been mentioned, Kaufland.de is a German marketplace. It belongs to the Schwarz Group which is one of the leading trading companies worldwide. In the past, the marketplace was known as Real.de and rebranded in the middle of April 2021.

Marketplace vs. brick & mortar stores

There are approximately 1350 Kaufland supermarkets selling around 30 000 products across eight European countries. On the other hand, according to Kaufland.de, the marketplace offers over 40 000 000 products within 5000 categories.

Kaufland’s supermarkets should not be confused with the marketplace. Although both are connected because of their functioning within the Schwarz Group, they operate separately.

Additionally, selling on the marketplace will not automatically qualify you for selling in traditional stores. To try doing that, a separate application should be submitted. Successful sales on Kaufland.de might have a positive impact on the final decision made by the Kaufland supermarket.

Growth potential

Kaufland.de is a fast-growing sales channel. Its GMV has been skyrocketing and has grown by +92% on average over the last five years. To picture the scale, imagine that within the same period German e-commerce had grown only by +13%. The difference is massive and means that Kaufland.de grows 7 times faster than the domestic industry as a whole.

Who can sell and where

Kaufland.de is not exclusive and everyone who wants to start selling there has to meet just a few requirements. However, you need to bear in mind that the marketplace operates so far only in Germany, but already confirmed further expansion to the Czech Republic and Slovakia for 2023. The shortlist of requirements for sellers is presented below:

• a registered business seller,
• ensuring customer service communication in German (at least in writing),
• providing product content in German,
• offering products that have an official EAN code (GTIN),
• being able to ship products to Germany and handle returns,
• being registered through VAT OSS or VAT in Germany.

Before you start selling

After considering the choice of Kaufland.de and ensuring you meet the requirements set on sellers, you can take steps to start selling on the platform. Learn more about the registration and payment processes

How to register on Kaufland.de

You can register as a seller any time by visiting www.kaufland.de/becomeaseller. During the registration process, you will be asked to provide certain documents, such as an ID card of a company representative, a business licence, a trade register extract or details and proof of beneficial owner(s).

Before becoming a seller, Kaufland.de has to verify your seller’s account. If you filled out the registration form correctly, the process would go smoothly and take from 1 up to 3 business days.

How much does selling on Kaufland.de cost?

The total cost of selling on Kaufland.de is calculated based on the monthly fees and commission from successful sales. At the time of writing, a monthly subscription fee is €39.95 and includes features such as setting unlimited product listings, diverse marketing or personal support. For an additional €10 per month, you could link your online store to the Kaufland.de seller account.

In addition, there is a commission-based cost. The value varies from 7% to 12.5% depending on the offered prod