🇩🇪Sell on Kaufland
Germany's fastest-growing online marketplace
Overview
Kaufland.de is the online marketplace operated by the Schwarz Group, which also owns Lidl. Launched as a marketplace in 2021 (formerly real.de), it has rapidly grown to become one of Germany's top e-commerce platforms with over 32 million monthly visitors.
The platform benefits from the enormous brand recognition of Kaufland's 1,500+ physical stores across Europe. This offline-to-online synergy drives high-quality traffic and consumer trust that few pure-play marketplaces can match.
For sellers, Kaufland offers a compelling alternative to Amazon.de with lower competition, transparent fees, and a growing customer base actively looking for diverse product selections.
Fee Breakdown
Monthly Fee: 39.95 €/month
| Category | Commission | Fixed Fee |
|---|---|---|
| Electronics | 7% | — |
| Fashion | 14% | — |
| Home & Garden | 14% | — |
| Beauty & Health | 13% | — |
| Sports & Outdoor | 13% | — |
| Automotive | 13% | — |
| Toys & Baby | 13% | — |
| Books & Media | 13% | 0.70 € |
| Jewelry & Accessories | 16% | — |
| Food & Grocery | 13% | — |
Quick Fee Calculator
Top Categories
Seller Requirements
- 1EU-based business registration
- 2Valid EU VAT number
- 3German LUCID packaging registration
- 4WEEE registration (for electronics sellers)
- 5German bank account recommended
- 6Product listings in German language
Pros & Cons
Pros
- Lower competition than Amazon.de
- Strong brand trust from Kaufland retail stores
- Transparent fee structure
- Growing rapidly — early-mover advantage
- Multi-country expansion (DE, CZ, SK, PL, AT)
- No minimum sales requirements
Cons
- €39.95 monthly subscription fee
- Smaller customer base than Amazon.de
- German language mandatory for listings
- LUCID & WEEE compliance required
- Less sophisticated advertising platform
Selling Tips
Register for LUCID packaging compliance before listing — it's mandatory and non-compliance leads to account suspension
Price competitively against Amazon — Kaufland shoppers are price-conscious
Leverage the lower competition to capture category positions quickly
Use EAN codes for all products — Kaufland requires GTINs
Offer fast German shipping (2–3 days) to compete with marketplace expectations
Quick Profit Estimator
Based on average commission across all categories. Shipping estimated from Germany.
Useful Tools
Frequently Asked Questions
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