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:

1. Enter tax information
2. Automatically translate and transfer legal texts
3. Mirror shipping settings to the new channel automatically
4. Select a returns address
5. 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

Der Beitrag Internationalisation on Kaufland Global Marketplace erschien zuerst auf Marketplace Universe.

When we talk about international expansion, we often focus on market research, business models, channel strategies, and high-level decisions. So what does expansion really look like for brands and sellers in day-to-day practice? And how can going cross-border be made as simple and efficient as possible? Kaufland Global Marketplace is good example for a marketplace that really tries to help its sellers on their road to internationalization. Because this marketplace operator has achieved something that’s still rare in the European marketplace landscape: a unified, cross-country system. With just a few clicks, sellers can go live in up to seven European markets simultaneously – significantly reducing both technical and operational complexity. Here is their guide “How to sell international on Kaufland Global Marketplace”.

Seven Markets, One System: Why Kaufland is Worth Considering

Over the past few years, Kaufland Global Marketplace has focused on simplifying international expansion. Through a central platform, sellers can currently access marketplaces in seven countries: Germany, Czech Republic, Slovakia, Poland, Austria – and starting in late summer 2025, also France and Italy. In total, this means access to up to 139 million potential online shoppers.

The Seller Portal is the command center: it allows sellers to manage and translate everything from product data and legal texts to shipping rules – all tailored to the relevant country. Even after-sales service can be handled centrally across markets.

One Registration – Many Channels to sell international

Sellers only need to register once to access all Kaufland marketplaces. At onboarding, they can choose to launch in one or multiple countries – and additional markets can be added at any time without re-registration.

Requirements to get started:

• Valid business registration
• EAN (GTIN) for all products
• No products from  prohibited categories
• Compliance with country-specific rules, e.g., EPR regulations

The Pricing

Kaufland Global Marketplace treats its multi-market offering as a unified package – and this is reflected in the fee model. Sellers pay a flat monthly fee of €39.95 (Basic) or €59.95 (Plus), plus a category-based commission. The big advantage: adding additional countries incurs no extra cost. Listing products is also free and unlimited across all marketplaces.

How the Operational Rollout Works

Especially valuable for sellers with existing system landscapes: the rollout can be largely automated. Kaufland offers free tools for data transfer and translation, and over 130 integration partners ensure smooth connectivity with popular ERP and shop systems.

The Seven Steps to Internationalization

In its guide, Kaufland Global Marketplace clearly walks sellers through the onboarding steps with dashboard screenshots and explanations:

1. Activate sales channels:
   Add additional marketplaces directly from the Seller Portal.
2. Enter tax details:
   Submit your OSS number or country-specific VAT ID depending on your location.
3. Transfer legal texts:
   Create once, automatically translate and apply to all relevant markets.
4. Define shipping groups:
   Set up country-specific or unified shipping settings across multiple regions.
5. Adjust offer data:
   Integrate via API, CSV, manually or via software partners – don’t forget to set local currency.
6. Translate product data:
   Use the automated service for translating texts and images.
7. Go live:
   Publish with a single click – or wait for automatic activation within 24 hours.

Conclusion: Less Complexity, More Reach

For many brands and sellers, internationalization is no longer optional – it’s essential for growth. And while marketplaces promise fast access to new markets, the reality often involves complex tech setups, fragmented structures, and inconsistent policies. Kaufland Global Marketplace takes a different approach: one platform, one logic, one interface – across seven markets. This drastically lowers the barrier to entry and enables scalable growth from day one. A compelling model – and one that other marketplaces would do well to learn from.

The complete guide with all its practical tips that shows how to sell international on Kaufland Global Marketplace is available free of charge here:

Der Beitrag How to sell international on Kaufland Global Marketplace erschien zuerst auf Marketplace Universe.