To sell on Kaufland, you register once with Kaufland Global Marketplace and can then list on up to nine storefronts: Germany, Austria, Czechia, Slovakia, Poland, France, Italy, Spain and the Netherlands. You need company documents, a suitable VAT ID, local-language customer service and a monthly subscription, and Kaufland says complete applications are activated within three working days. This guide covers eligibility, fees, language, logistics and advertising, with fees as published in November 2026.
At a glance
- Storefronts: kaufland.de, .at, .cz, .sk, .pl, .fr, .it, .es and .nl, all from one seller portal.
- Cost: Basic plan EUR 39.95 or Plus plan EUR 59.95 per month, plus 7% to 16% commission outside Poland and 4% to 12% in Poland (fees as published in November 2026).
- Approval: within three working days if your data is complete, according to Kaufland.
- Language: customer messages must be in each country’s national language.
- Non-EU brands: you need a VAT ID for the marketplace country or an OSS-registered VAT ID, and an EU authorised representative for CE-marked products made outside the EU.
What is Kaufland Global Marketplace?
Kaufland Global Marketplace is the seller side of Kaufland’s online marketplaces. One registration and one seller portal cover all nine storefronts, according to Kaufland’s official registration guide. You then choose which countries to activate.
Spain and the Netherlands are the newest additions. According to Expando and RetailDetail, sellers could register and list for those countries from 11 June 2026, with the stores opening to shoppers by the end of summer 2026. ChannelX reported that Kaufland claims potential reach of 220 million customers across its nine marketplaces and more than 6,400 categories.
Who can sell on Kaufland?
Kaufland’s official pages do not state an EU-only rule. Companies headquartered abroad need a VAT ID for the marketplace country or a VAT ID registered for OSS. To sell CE-marked products made outside the EU, you also need an authorised representative under the EU Market Surveillance Regulation.
In practice, agencies report that non-EU sellers need an EU footprint. FiveX, writing in September 2026, says that means an EU entity, distributor or enabler, plus an EU returns address. Kaufland does not publish a specific position on UK companies, so confirm current terms with the marketplace before you plan your structure.
If you sell from the UK, the same VAT and product-safety questions come up as on Amazon. Our guide to selling on Amazon Germany from the UK explains the basics, and our GPSR guide covers the EU responsible person rules.
Registration checklist
Kaufland’s registration guide and homepage list the following. Prepare everything before you start, because incomplete data is what slows activation.
- ID card for the person registering.
- Business registration document.
- Commercial register excerpt no older than four weeks, with each file no larger than 4 MB.
- Beneficial-owner details, representatives’ details and shareholding ratios.
- Company and tax data, including the VAT ID of your headquarters.
- Customer-service contact details.
- Details of your range.
- An EU authorised representative, if you sell CE-marked products made outside the EU.
Kaufland says the account is activated within three working days when all data is complete. Germany also requires packaging registration before you sell packaged goods there, which our LUCID registration guide explains.
Kaufland fees in 2026
Kaufland charges a monthly subscription plus commission on each sale. The figures below come from Kaufland’s official conditions page and are fees as published in November 2026.
Subscription plans
The Basic plan costs EUR 39.95 per month (175 zł or 990 Kč), and the Plus plan costs EUR 59.95 per month (260 zł or 1,500 Kč). Kaufland’s pages describe a EUR 30 monthly Sponsored Product Ads credit, but two official pages disagree on which plan includes it. Check with Kaufland before choosing a plan on that basis.
Commission by category
Commission is charged on the gross sales price, including shipping and VAT. Rates for Poland are lower than for the other eight storefronts.
| Category | DE, AT, CZ, SK, FR, IT, ES, NL | PL |
|---|---|---|
| Computers, consumer electronics, tyres | 7% | 4% |
| Large household appliances | 7% | 7% |
| Tools | 10% | 7% |
| Perfume | 10% | 8% |
| Small household appliances, electronics accessories | 13% | 7% |
| Furniture, sport, toys, baby, groceries, most others | 13% | 10% |
| Garden | 14% | 9% |
| Clothing, shoes, bags, kitchen, pet, mattresses | 14% | 10% |
| Jewellery | 16% | 12% |
| Media | 13% plus EUR 0.70 per item | 9% plus 3 zł per item |
Fees as published in November 2026. Check the conditions page for current rates.
Other charges
Kaufland lists no listing fees. Optional extras include voucher redemption at EUR 0.49 for orders under EUR 100 or EUR 0.99 for orders of EUR 100 and over, an EPR service for France, Italy and Spain at EUR 1.90 per month per category, and a Performance Coach at EUR 399 per month on a six-month term.
Language and customer service
Kaufland’s seller guidelines require customer correspondence to be exclusively in the national language of each storefront. Kaufland offers machine translation tools to help. German customers must be addressed formally, using “Sie”.
The same guidelines set service standards. You must make an initial response to tickets within 48 hours on weekdays, respond to returns and complaints within 48 hours, and keep your late-delivery rate at or below 4%.
Trade sources say listings should be in the local language of each storefront: German for .de and .at, and Polish, Czech, Slovak, Spanish or Dutch elsewhere. Kaufland does not publish this as a written rule, but local-language content is what shoppers search with, so plan for it.
Fulfilment and returns
Most sellers ship from their own or a 3PL warehouse. Kaufland’s fulfilment offer has changed in recent years, and sources disagree on what is currently available, so confirm current terms with the marketplace before planning around a Kaufland-run service.
Returns follow the statutory withdrawal rules in each country. Agencies report that an EU returns address is needed, which matters if your stock sits outside the EU.
Integration
Kaufland says it works with more than 130 software and middleware partners. It also offers an open API, CSV templates and manual listing, plus a Seller API playground for developers. Confirmed connectors include Base (Baselinker), ChannelEngine and plentymarkets.
If you list on several storefronts, use a connector that handles per-country content, prices and stock. It saves a lot of manual work once you pass a few hundred products.
Advertising on Kaufland
Kaufland’s Sponsored Product Ads run on a cost-per-click auction in which the winner pays the second-highest bid. You can bid automatically against a target ACoS between 5% and 50%, or manually by product or keyword, with a minimum bid of EUR 0.01. Ads appear on category, search and product pages and in the app.
Campaigns only run on storefronts where you have active offers. Kaufland also offers Sponsored Brand Ads for brand-level visibility.
To measure whether ads and listing changes are working, you need to see keyword rank over time. We built KauflandTracker.eu, a Kaufland rank tracker, for exactly that, and our PPC management service uses the data to set bids.
Where to start
Most brands start with Kaufland.de and add countries once listings, stock and customer service are working. Each new storefront means new language content and service in that language. Compare Kaufland with the alternatives in our guide to the best European marketplaces to sell on, or read how to sell on OTTO if Germany is your priority.
Our Kaufland marketplace management team handles registration, multi-country listings, customer service and advertising.
Frequently asked questions
Which countries can I sell in on Kaufland?
Kaufland Global Marketplace covers Germany, Austria, Czechia, Slovakia, Poland, France, Italy, Spain and the Netherlands. One registration and one seller portal cover all nine storefronts.
How much does it cost to sell on Kaufland?
You pay a subscription of EUR 39.95 (Basic) or EUR 59.95 (Plus) per month, plus commission of 7% to 16% outside Poland and 4% to 12% in Poland. These are fees as published in November 2026, and there are no listing fees.
Can a UK or non-EU company sell on Kaufland?
Kaufland’s official pages do not state an EU-only rule, but non-EU sellers need a suitable VAT ID and, for CE-marked products made outside the EU, an EU authorised representative. Kaufland publishes no specific position on UK companies, so confirm current terms with the marketplace.
How long does Kaufland seller registration take?
Kaufland says accounts are activated within three working days when all data is complete. Missing or outdated documents, such as a register excerpt older than four weeks, will slow this down.
Planning your European marketplace launch? Our team onboards, lists and runs accounts on OTTO, Kaufland, bol.com, Allegro and 30+ more marketplaces.
