8 May, 2025, by Fabian Veerman / 10 Steps to sell on Kaufland
Step 1 of Selling on Kaufland.de — Orientation and Opportunity Analysis
Selling on Kaufland.de can open up a vast market for e-commerce sellers in Europe, especially those based in the EU. But before jumping in, it’s crucial to ask a fundamental question: Does this platform fit your business? This first step — Orientation and Opportunity Analysis — is not just a technical check; it’s a strategic decision-making moment. Taking the time to assess market fit, platform requirements, and strategic positioning will prevent wasted effort later in the process. In this guide, we’ll walk through every essential aspect of Step 1 in clear, accessible language.
Understanding Kaufland.de: A Fast-Growing Marketplace
Kaufland.de is one of Germany’s largest online marketplaces. With over 26 million monthly visits, 25 million listed products, and more than 7,000 sellers, it presents a serious opportunity — but also intense competition. Originally part of a German supermarket chain, Kaufland has expanded into the e-commerce space, and its hybrid retail presence boosts customer trust and conversion rates. The platform has grown its gross merchandise value (GMV) by over 90% annually — nearly seven times faster than the average German e-commerce market.
The sheer size is tempting. But numbers alone aren’t enough. Sellers must ask: Is this growth sustainable for my type of product? Not all categories perform equally well, and not every seller benefits equally from this growth. Electronics, garden tools, and home goods thrive here. Niche or luxury products? Not so much.
What Kind of Sellers Are Active on Kaufland?
Kaufland.de supports a wide array of seller types. This includes brands with registered trademarks, private label sellers, wholesalers, and even dropshippers. However, the platform sets high standards: you must comply with strict legal and customer service requirements, including German-language communication, VAT registration, and EPR (Extended Producer Responsibility) compliance. If you can’t handle fast shipping or local returns, your seller performance metrics will take a hit.
Private label sellers and resellers dominate much of the platform, especially in commoditized product categories. Dropshippers are allowed but often struggle with delivery times and return logistics — two areas where Kaufland does not forgive mistakes.
So before onboarding, be honest about your operational capabilities. Can you respond to customers in German within 48 hours? Can you dispatch within 48 hours, consistently? If not, a different sales channel might be a better match.
The German Shopper Profile: Who Are You Selling To?
The Kaufland customer base is distinctly German. Nearly 91% of traffic comes from within Germany, and product listings must be in fluent, compliant German. Demographically, most shoppers are male (62%) and aged 45–54 — a segment often associated with practical purchases rather than aspirational or luxury items. Their behavior is also telling: they visit multiple pages per session and spend close to three minutes browsing, suggesting an engaged but price-sensitive shopper.
What does this mean for you? It means pricing matters. These are not impulse buyers; they compare. They read product descriptions carefully, check shipping terms, and expect transparency. If you’re used to the more emotional buying behavior on platforms like Etsy or Instagram, adjust your tone and approach for Kaufland.
What Does Kaufland Expect from Sellers?
Selling on Kaufland isn’t as simple as uploading a product and waiting for sales. The platform has strict requirements that are non-negotiable:
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Listings must be in native-level German.
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A valid EAN/GTIN barcode is required for every product.
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EPR registration through LUCID is mandatory for packaging compliance.
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You must offer a return address in Germany (through a 3PL if needed).
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German-language customer service with a 48-hour SLA is required.
Failing to meet these expectations can lead to fines, listing takedowns, or suspension. For many new sellers, this step reveals whether the platform is realistically manageable.
Challenging the Assumption: “Kaufland Is Always a Good Idea”
Many sellers fall into the trap of thinking more platforms = more sales. But that’s not always the case. Kaufland charges a subscription fee and a commission on every sale. For low-margin products, the math may not work out. If your product category faces intense competition and you’re not offering a compelling price or fast shipping, you could struggle to generate ROI.
Also, consider the cost of compliance. If you need to hire translation help, register for VAT, and outsource returns — these costs add up. Sometimes, investing in SEO and traffic for your own web store may be more sustainable and profitable over the long term.
Alternative Perspective: Should You Go D2C Instead?
Direct-to-consumer (D2C) channels — like a branded Shopify store or WooCommerce site — offer control over pricing, brand messaging, and customer data. While you lose the traffic advantage of Kaufland, you gain independence and long-term brand value. D2C also allows for better storytelling, retargeting, and customer loyalty programs.
That said, D2C is not plug-and-play. You’ll need marketing skills, paid advertising budgets, and conversion optimization. If your strength lies in product sourcing and logistics, not in building traffic, marketplaces like Kaufland can serve as a better initial channel — provided you meet the criteria.
Alternative Perspective: Should You Go D2C Instead?
Direct-to-consumer (D2C) channels — like a branded Shopify store or WooCommerce site — offer control over pricing, brand messaging, and customer data. While you lose the traffic advantage of Kaufland, you gain independence and long-term brand value. D2C also allows for better storytelling, retargeting, and customer loyalty programs.
That said, D2C is not plug-and-play. You’ll need marketing skills, paid advertising budgets, and conversion optimization. If your strength lies in product sourcing and logistics, not in building traffic, marketplaces like Kaufland can serve as a better initial channel — provided you meet the criteria.
Is Your Business Ready for Kaufland.de?
This is the key question Step 1 aims to answer. Look at your current operations and evaluate these elements:
• Do you have the capacity to ship within two business days?
• Can you provide a German return address (via 3PL or KSS)?
• Are your listings in correct, legally compliant German?
• Do your margins support 6.5–12.5% commission fees?
• Can you handle customer service tickets in German?
If the answer is “yes” to most of these, Kaufland.de could be an excellent sales channel to scale into the German-speaking e-commerce space.
Conclusion
Step 1 isn’t about paperwork or listing tools. It’s about making a clear, strategic choice. Kaufland.de is a growing, promising marketplace — but not for everyone. If your business aligns with the platform’s logistical, legal, and customer service requirements, it can be a powerful engine for growth. If not, it’s better to find that out now, before investing time and money into setup.
This orientation step lays the foundation for everything that follows — from registration to marketing. Skip it, and you risk entering a market you’re not equipped to serve. Master it, and you’ll walk into Step 2 with clarity, confidence, and direction.
About Fabian Veerman
Fabian Veerman is driven by a passion for creating smart, well-designed services that offer simplicity and complete insights for better decision-making. With a background in programming, online marketing, and design, he built sellerrr.com to help Kaufland sellers not just compete but grow together.
About sellerrr.com
Sellerrr.com is built on the idea that growth comes from making great decisions based on data. With a product research tool sellerrr.com provides sellers with the data they need to make informed decisions, track trends, and identify winning products—all in one place. By understanding demand across Kaufland’s sites—whether in Germany, Poland, or beyond—sellers can increase sales, and help expand Kaufland’s overall success.