Marketplaces are a popular choice for many retailers and brands looking to expand into international markets. Wiltec, a specialist retailer in DIY, garden, and pet supplies, leverages several platforms for its cross-border commerce strategy – including Kaufland Global Marketplace. This best practice showcases how Wiltec scales internationally with Kaufland.
Launch on Kaufland in 2019
Wiltec has been present on the platform for over five years. The company launched on the German marketplace in October 2019 – back then still operating under real.de. Kaufland acquired real.de in 2020 and rebranded it as kaufland.de in April 2021. Since then, Kaufland has added four more countries to its marketplace portfolio. Wiltec has followed every launch: in spring 2023, the company expanded to the Czech Republic and Slovakia, and in late summer 2024 to Austria and Poland. Italy and France are planned for Q3 2025.
Wiltec lists its entire product portfolio – approximately 8,000 items – across all Kaufland marketplaces. The assortment spans DIY, garden products, pond and water technology, outdoor equipment, pet supplies, and photography accessories. Wiltec’s motto: “If it fits in a box, we can sell it.” The wide range appeals to a broad audience, though the core target group consists of male shoppers aged 35 to 65.
Active on Many Marketplaces
Wiltec has been operating its own online shop for over 20 years – now available in eight languages. The goal is to serve customers across Europe. Beyond Kaufland, Wiltec is also active on marketplaces such as Amazon, eBay, Hood, ManoMano, Leroy Merlin, CDiscount, Galaxus, Carrefour, OnBuy, and Zooplus in France.
Wiltec chose Kaufland because it is a key player in several important European markets – and because it’s easy to use. Seamless data synchronization – including product, offer, and order data – was crucial for the initial integration. Thanks to Kaufland’s interface, this was relatively simple to implement, with only minor support needed in terms of data structure and formatting.
Straightforward International Expansion with Kaufland
Expanding to new Kaufland marketplaces proved to be straightforward: Kaufland automatically transferred Wiltec’s product data and provided automated translations. Wiltec only needed to adapt legal texts, define shipping groups, and set up returns processes. Merchants can connect to Kaufland using three options: CSV files, the Kaufland API, or through an integrator. Wiltec currently uses CSV files, which can be submitted regularly and imported by Kaufland automatically. However, the company is also considering building a direct interface between Kaufland and its proprietary ERP system to enable more flexible and faster inventory updates.
Language barriers are one of the main challenges in internationalization. Wiltec initially uses Kaufland’s automated translations and later replaces them with versions provided by its own translation team. The 30-person customer service team is multilingual, which greatly facilitates international operations. For phone support, English usually works well, and written inquiries are handled using tools like DeepL.
Over 4 Million euros in GMV
Wiltec has seen strong performance on the Kaufland marketplaces. “It’s been a fun journey, and we’re happy with the results – we’re excited about the new markets to come,” says Platform Manager Patryk Heppding-Gonsior. In 2024, Wiltec generated over 4 million euros in GMV across all Kaufland marketplaces. Germany is the top-performing country, followed by the Czech Republic and Poland, then Austria and Slovakia. The average shopping cart value is 70 euros.
Wiltec takes advantage of all available advertising options on Kaufland, including vouchers, Sponsored Product Ads, Sponsored Brands Ads, and sales promotions. The advertising budget mirrors that on other marketplaces, amounting to approximately 8% of marketplace revenue.
“Just give it a try – it really is that easy”
Patryk’s advice to merchants considering international expansion with Kaufland: “Just give it a try – it really is that easy.” AI tools and translation services like DeepL are now highly reliable and help overcome language barriers. For him, the most critical success factor is aligning international shipping processes with logistics partners, including the correct display or inclusion of freight rates. Additionally, merchants must ensure their ERP systems can handle foreign currency invoicing, especially for markets like Poland or the Czech Republic. He also notes that fees may apply when payouts in foreign currencies are booked into a German bank account.
His conclusion: “The automated transfer of our products and automatic translation have been the most helpful aspects. This allows us to expand to new Kaufland marketplaces much faster than on other platforms,” says Patryk. He also appreciates the close cooperation with Kaufland’s Key Account Management, which provides direct access to contacts via email or phone.
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