In a Nutshell: Kaufland Global Marketplace announced the launch of two new country storefronts — Spain and the Netherlands — at the ecd by Kaufland conference in June 2026. B2B onboarding opened on 11 June 2026, with B2C launch scheduled for late summer. The two new markets give sellers access to 50.7 million additional online shoppers and bring the network to nine European countries. For sellers already active on existing Kaufland storefronts, onboarding takes roughly 30 minutes per new market.
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Kaufland Global Marketplace Launches in Spain and the Netherlands — What Sellers Need to Know
At the ecd by Kaufland conference in June 2026, Kaufland Global Marketplace CEO Gerald Schönbucher announced the platform’s next two country launches live on stage. Spain and the Netherlands are joining the Kaufland network, bringing the total to nine markets. B2B onboarding for both storefronts opened on 11 June 2026; B2C launch is planned for late summer 2026.
“When we launched Kaufland Global Marketplace, we had a clear vision — to build a true, powerful European alternative to the global e-commerce giants. A marketplace network from Europe – for Europe.”
Gerald Schönbucher, CEO, Kaufland Global Marketplace
With nine markets and 220 million potential customers accessible through a single registration, the network has reached a scale that warrants a closer look — both at what the new markets offer and at what the 2025 data from earlier launches actually shows. We covered the platform’s 7-step internationalisation model in depth last year. Now, a year later, the outlook on Kaufland’s internationalisation strategy is clearer – and backed up with more data.
Two Markets, Two Different Profiles
Spain and the Netherlands are not interchangeable additions. The market data reflects meaningfully different profiles in terms of size, maturity, and growth trajectory.
Spain 🇪🇸
- Population: 49.5 million
- E-commerce market volume: €38 billion
- Online shoppers: 35.2 million
- Projected growth: +25.4% (Source: Statista, June 2026)
Netherlands 🇳🇱
- Population: 18.4 million
- E-commerce market volume: €35 billion
- Online shoppers: 15.5 million
- Projected growth: +18.2% (Source: Statista, June 2026)
Spain is the larger market in raw shopper numbers, with projected growth that still has significant headroom. The Netherlands is smaller in population but is one of Europe’s most e-commerce-mature markets — with a market volume nearly as large as Spain’s despite having a third of the population. The spending-per-shopper dynamic is meaningfully different, which sellers will want to factor into their pricing and product mix decisions.
Kaufland does not operate physical retail stores in either country. Austria, France, and Italy demonstrate that offline presence is not a prerequisite — each of those markets is performing well on the basis of the online marketplace alone.
Onboarding in 5 Steps — What Has and Has Not Changed
The core onboarding process is unchanged from 2025. Sellers already active on any Kaufland storefront can activate a new market in five steps and approximately 30 minutes, using the same multi-marketplace portal they already work in:
- Enter tax information
- Automatically translate and transfer legal texts
- Mirror shipping settings to the new channel automatically
- Select a returns address
- Automatically translate and list product data
The complete step-by-step guide with dashboard screenshots is available on the Kaufland Seller University.
Two services have been added in 2026 that are particularly relevant for sellers entering markets with unfamiliar regulatory environments:
- Ailora: an AI assistant integrated directly into the Seller Portal, for real-time support alongside the existing human seller support team.
- EPR Management by Kaufland: a managed service that handles Extended Producer Responsibility registration on behalf of sellers. Given the country-specific requirements in Spain and the Netherlands (see below), this is worth looking at before going live.
“Activating additional storefronts is straightforward and doesn’t take long. From onboarding to the first sale usually took only about two days. The automated ticket translation tool and the price adjustment tool for different currencies have been particularly useful for us.”
Thomas Hock, Head of E-Commerce, Nesatec
Country-Specific Requirements: EPR at a Glance
Both new markets carry specific EPR (Extended Producer Responsibility) obligations. These are not unique to Kaufland — they apply to all sellers in these markets — but the registration routes differ by country and need to be sorted before going live.
Netherlands
- Registration for the relevant EPR category with the applicable PRO (Producer Responsibility Organisation) for each product type.
Spain
- Packaging: registration with the Packaging Register RPP at MITECO
- WEEE (electrical and electronic equipment): category-specific registration with RII-AEE
- Batteries: registration with RII-PYA
- Non-Spanish sellers: registration must be completed through an authorised representative
Full requirements per country are documented on the Kaufland Seller University. Sellers who want to delegate the registration process can use the EPR Management by Kaufland service.
Performance Signals from the 2025 Launches
Spain and the Netherlands are not the first markets Kaufland Global Marketplace has entered without a physical retail footprint. France, Italy, Poland, and Austria all went live in 2025. The data from that cohort is now available — and it gives a more grounded picture of what expansion on this platform actually looks like in practice.
Key figures from fiscal year 2025 (source: Kaufland Global Marketplace):
Overall GMV growth across all Kaufland marketplace countries: +11.9% year-on-year
- International business GMV growth: +124% year-on-year
- Kaufland.de: GMV +4% year-on-year
- Kaufland.pl: GMV +322% year-on-year
- Kaufland.at: GMV +439% year-on-year; brand awareness in Austria up 16 percentage points — one in two Austrians now recognises the marketplace
- Kaufland.cz: GMV +21% year-on-year
- Kaufland.sk: GMV +10% year-on-year
- Kaufland.fr and Kaufland.it: seller base grew by 25% within two months of launch; each surpassed 5,000 active sellers
The Poland and Austria percentages are eye-catching, and they reflect in part the mathematics of a newer market growing off a smaller base. The more structurally significant signal is the seller adoption pace in France and Italy: 5,000 active sellers per market within two months indicates that sellers already in the Kaufland ecosystem are choosing to activate new storefronts at scale — and the friction is low enough for them to do so.
“The international storefronts are already generating 160% of the GMV I achieve on Kaufland.de.”
Patryk Heppding-Gonsior, Head of Marketplace Management, wiltec
Top Categories by Revenue
Gardening & DIY and Homeware & Furniture appear in the top three across every Kaufland international storefront — without exception. Electronics & Computers leads in Germany and Poland. Kitchen & Household rounds out the top three in Italy, Czech Republic, Slovakia, and Austria. For sellers in these categories, demonstrated cross-market demand already exists across the network.
Category breakdown by storefront (source: Kaufland Global Marketplace):
- Kaufland.at: 1. Gardening & DIY 2. Homeware & Furniture 3. Electronics & Computers
- Kaufland.de: 1. Electronics & Computers 2. Gardening & DIY 3. Homeware & Furniture
- Kaufland.fr: 1. Gardening & DIY 2. Homeware & Furniture 3. Electronics & Computers
- Kaufland.it: 1. Gardening & DIY 2. Homeware & Furniture 3. Kitchen & Household
- Kaufland.pl: 1. Electronics & Computers 2. Gardening & DIY 3. Homeware & Furniture
- Kaufland.cz: 1. Gardening & DIY 2. Homeware & Furniture 3. Kitchen & Household
- Kaufland.sk: 1. Gardening & DIY 2. Homeware & Furniture 3. Kitchen & Household
Nine Markets, One Portal
The network that started with Kaufland.de now spans nine European countries. The single-portal, single-registration model that we described in detail last year [LINK: marketplace-universe.com/how-to-sell-international-on-kaufland-global-marketplace/] has not changed — but the scale it gives sellers access to has. Across all storefronts combined, the network currently lists 45 million products from more than 15,000 sellers.
“This step makes Kaufland Global Marketplace the biggest marketplace network from Europe. For our sellers, this means easy access to nine marketplaces with one registration, 220 million potential customers, and over 6,400 product categories — all managed via one single portal.”
Gerald Schönbucher, CEO, Kaufland Global Marketplace
For sellers weighing whether to activate Spain and the Netherlands: the decision is operationally lighter than it might appear. Onboarding runs through the same portal and the same five-step process used for every other Kaufland storefront. The incremental cost is the 30 minutes per market and the EPR registration steps specific to each country. The incremental reach is 50.7 million additional online shoppers.
Key Learnings
- Spain and the Netherlands are open for B2B onboarding from 11 June 2026. B2C launch follows in late summer 2026.
- Spain: 35.2 million online shoppers, €38 billion market volume, +25.4% projected growth. Netherlands: 15.5 million online shoppers, €35 billion market volume, +18.2% projected growth (Statista, June 2026).
- Sellers already active on any Kaufland storefront can onboard either new market in 5 steps and approximately 30 minutes.
- EPR registration is required in both new markets before going live. Country-specific routes differ — Spain has three separate registries; non-Spanish sellers need an authorised representative. Kaufland’s EPR Management service can handle this.
- 2025 performance data: overall network GMV +11.9%; international business GMV +124%; Kaufland.de GMV +4%; France and Italy each reached 5,000+ active sellers within two months of launch.
- Gardening & DIY and Homeware & Furniture are top-revenue categories across all Kaufland international storefronts. Electronics & Computers leads in Germany and Poland.
- The network currently lists 45 million products from more than 15,000 sellers across all storefronts.
Kaufland Global Marketplace is the international arm of the Kaufland marketplace network, enabling sellers to reach shoppers across nine European countries through a single seller portal. Seller registration and further information: kauflandglobalmarketplace.com