When non-European brands think about entering Germany, Amazon.de is almost always the first platform that comes to mind. Understandably — it is the largest. But there is a fast-growing competitor that is less saturated, charges lower commissions, and gives you direct access to seven European markets with a single seller account: Kaufland Marketplace.
Kaufland is part of the Schwarz Group — the same company that owns Lidl. With more than 31 million monthly visitors in Germany alone, the platform has become one of the five largest e-commerce platforms in the DACH region. Yet most non-EU brands have never heard of it.
This article explains how Kaufland works, what non-European sellers are required to have in place, and why the platform makes a smart addition to any European marketplace strategy.
What is Kaufland Marketplace?
Kaufland started as a hypermarket chain operating across Germany and Central Europe. In 2020, the company launched its online marketplace — an open platform that allows third-party sellers to list their products alongside Kaufland's own range.
The platform is currently active in seven countries:
- Germany — the core market, with more than 31 million monthly visitors
- Austria
- Czech Republic
- Slovakia
- Poland
- Romania
- Bulgaria
With a single account, you can reach a combined market of more than 80 million consumers across Central and Western Europe.
📦 Kaufland.de is the third-largest marketplace in Germany, behind Amazon.de and bol.com. In the Czech Republic and Slovakia, it ranks among the top-three platforms.
Why Kaufland is worth considering for non-EU brands
Kaufland offers several structural advantages over Amazon for non-EU sellers entering the DACH market:
Lower seller fees
Kaufland charges sales commissions of typically 6% to 12%, depending on category. Amazon.de charges 8% to 15% for comparable categories, on top of FBA fees. For products with tighter margins, that difference compounds quickly.
Less seller competition
Amazon.de has hundreds of thousands of active sellers. Kaufland has a much smaller seller base, which means less competition per product category and faster organic visibility for new listings.
Stronger foothold in Central Europe
In the Czech Republic, Slovakia, and Romania, Kaufland is already well-known as a trusted supermarket brand. That trust transfers to the online marketplace. In these markets, Kaufland outperforms Amazon, which has a limited presence.
Native ChannelEngine integration
Kaufland works closely with ChannelEngine for API connectivity. Brands already selling via ChannelEngine on Amazon or bol.com can add Kaufland to their existing integration setup without building a new connection from scratch.
What Kaufland requires from non-EU sellers
Like other major European platforms, Kaufland has specific requirements that non-EU sellers must satisfy before going live.
EU VAT registration
You need a valid German VAT number (Umsatzsteuer-Identifikationsnummer) to sell on Kaufland.de. Deliveries to Austrian or Polish customers trigger additional registration obligations unless you use the OSS scheme.
GPSR-compliant product labelling
All products sold through Kaufland must comply with the EU General Product Safety Regulation. This requires a designated Responsible Person within the EU — a legal contact listed on the product packaging and in the listing itself — who can be held accountable by European market surveillance authorities.
Local-language product content
Kaufland requires product titles and descriptions in the language of the relevant national market. For Germany, that means quality German copy. Machine-translated content that has not been reviewed by a native speaker results in reduced visibility and a higher chance of listing rejection.
EAN barcodes
Every product requires a valid EAN (GTIN). Products without a registered barcode are not accepted.
European returns address
Kaufland requires that returns be processed through an address within the EU. Customers cannot be asked to return items to an address outside Europe.
⚠️ Kaufland actively monitors product content and compliance. Listings that do not meet requirements are removed without prior warning — this applies particularly to GPSR documentation and EAN requirements.
Which product categories perform best on Kaufland?
Kaufland has a broad category strategy, but performs particularly strongly in:
- Consumer electronics and home appliances
- Garden, tools, and DIY
- Sports and outdoor
- Toys and baby products
- Home and interior
- Health and personal care
Fashion is a weaker category compared to Zalando. Premium and luxury products are not a natural fit — Kaufland positions itself as value-for-money rather than premium retail.
Kaufland vs. Amazon.de: which to choose?
| Kaufland | Amazon.de | |
|---|---|---|
| Monthly visitors (DE) | ~31 million | ~350 million |
| Commission | 6–12% | 8–15% + FBA |
| Seller competition | Lower | Very high |
| FBA equivalent | Kaufland Fulfilment (KFN) | FBA |
| International expansion | 7 EU countries via 1 account | Separate accounts per country |
| Best suited for | DACH + Central Europe | Pan-European scale |
The strategy we recommend is to run both simultaneously. Use Kaufland for the DACH market and Central Europe while using Amazon for broader European reach. The two platforms have minimal seller overlap, so managing both is operationally straightforward.
The practical barrier: VAT and legal structure
For most non-EU brands, obtaining a German VAT number is the first hurdle. This normally requires appointing a German fiscal representative — an additional cost and administrative layer.
A Merchant of Record structure removes this barrier entirely. The MoR already has a European legal entity and VAT registrations across multiple EU countries. You can launch on Kaufland through the MoR without arranging your own fiscal representative, without registering a GmbH, and without a European bank account.
How Crossello helps
Crossello acts as Merchant of Record for non-EU brands selling on European marketplaces. For Kaufland, that means:
- Providing the European legal entity and VAT registration that Kaufland requires
- Handling GPSR-compliant product labelling and Responsible Person documentation
- Creating and optimising Kaufland listings in native-quality German (and other local languages)
- Setting up European returns handling
- Integrating via ChannelEngine for scalable order processing
- Expanding to Kaufland.cz, .sk, .pl, .ro, and .bg from the same structure
💡 Non-EU brands working through Crossello can launch on Kaufland without their own GmbH or German VAT number. Crossello handles all legal and tax requirements — you stay focused on your product and brand.
Kaufland is not the loudest platform in Europe — but it is one of the smartest entry points for brands that are serious about the DACH market. The combination of lower competition, healthy margins, and direct access to Central Europe makes it a platform every non-EU seller should include in their European strategy.
Want to know whether your product category is a good fit for Kaufland? Get in touch at info@crossello.com.