Marketing & Sales at Kaufland

As part of the Schwarz Group, the Kaufland online marketplace thrives on a loyal customer base that they have achieved through brick-and-mortar retail in recent years. If you want to become a Kaufland retailer and offer your products, you will benefit from a high reach and strong customer trust. But what other points speak for the online marketplace?

  • Large number of visitors: With more than 32 million visitors per month to alone, the marketplace offers immense reach. The online shop is one of the fastest growing marketplaces in Germany!
  • Diverse product categories: Traders have access to over 5,000 different product categories to offer their products. Over 25 million items are offered in the online shop on the marketplace.
  • Single sign-up for multiple markets: By signing up once, traders can place their offers on up to three different markets at the same time, including, and
  • Attractive conditions: Kaufland Global Marketplace offers transparent prices with no monthly fee, low commissions and even Early Bird offers for new markets such as and

These advantages make the Kaufland marketplace an attractive platform for retailers to present their products and reach millions of customers.

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Step 1

Strategy on Kaufland

On Kaufland’s online marketplace, there are various strategies and sales models that traders can pursue. Here are some important strategies and options:

  1. Direct sale of products: This is the basic strategy whereby retailers offer their own products via the Kaufland marketplace. In doing so, they can manage their prices, stock levels and product information themselves. This model allows retailers to market their brand and products directly to Kaufland customers.
  2. Fulfillment by Kaufland (FBK): This model is similar to Amazon’s Fulfillment by Amazon (FBA). Merchants store their products in Kaufland warehouses and Kaufland takes care of storage, shipping and customer service. This can simplify logistics and shorten delivery times, which can have a positive impact on customer ratings.
  3. Multichannel sales: Retailers can pursue a multichannel strategy by offering their products both on the Kaufland marketplace and on other online marketplaces or their own websites. This expands the reach and opportunities to increase sales.
  4. Exclusive offers and promotions: Merchants can offer special offers and promotions on the Kaufland Marketplace to attract the attention of customers. This can include discounts, bundle offers or seasonal promotions.
  5. Optimising product listings: Careful optimisation of product listings, including high-quality images, meaningful product descriptions and competitive pricing, is crucial to increase product visibility and improve conversion rates.
  6. Customer service and return policy: Excellent customer service and a customer-friendly return policy are important to gain the trust of customers and receive positive reviews.
  7. Account types: There are different account types on the Kaufland Marketplace, including individual and professional accounts. Fee structures and requirements may vary depending on the account type chosen. Traders should carefully familiarise themselves with the terms and fees before choosing an account type.

Insgesamt können Händler auf dem Kaufland Marktplatz erfolgreich sein, indem sie eine klare Verkaufsstrategie entwickeln, ihre Produkte sorgfältig verwalten und auf die Bedürfnisse der Kunden eingehen.


Step 2

Setup & Integration at Kaufland

The setup and integration on the Kaufland Marketplace for a merchant may require some steps to ensure that the products can be successfully offered on the platform.

Retailers need to ensure that they are able to efficiently synchronise product information, orders and stock levels with the Kaufland Marketplace. Retailers can use the Kaufland API (Application Programming Interface) to exchange data in real time between their system and the Kaufland marketplace. This requires a development effort to make the integration smooth.

Nakoa is happy to support you with the setup and integration of your shop system into the Kaufland Online Marketplace!


Step 3

Logistics & Operations at Kaufland Marketplace

Logistics and operations play a crucial role in successful sales on Kaufland. Here are some operational points that need to be considered:

  • Inventory management: Effective inventory management is essential to ensure that products are available on time. Retailers need to continuously monitor their inventory and replenish stocks to avoid supply shortages and ensure customer satisfaction.
  • Fast shipping: Kaufland and its customers expect speedy deliveries. Setting up efficient shipping processes and choosing reliable shipping partners are crucial to ensuring on-time deliveries.
  • Customer service:Excellent customer service that answers questions, solves problems and maintains clear communication with customers is of great importance. Customer satisfaction contributes to the long-term success at Kaufland.
  • Return policy: A clear and customer-friendly return policy is important to gain the trust of customers. Retailers must be able to process returns efficiently and offer refunds when necessary.
  • Compliance: Adherence to Kaufland’s guidelines regarding products, prices, data protection and other aspects is essential. Retailers must ensure that they comply with all regulations in order to avoid problems or sanctions.
  • Data security: The security of customer data and transactions is of paramount importance. Traders should implement appropriate measures to protect data and ensure that they comply with data protection regulations.

The successful integration of logistics and operations at Kaufland requires careful planning, process optimisation and a willingness to adapt to changing requirements. Well-designed operational management can help increase efficiency and gain customer trust, which ultimately drives success in the marketplace.


Step 4

SEO & Content at Kaufland

When displaying your product listings on the Kaufland marketplace, you have various options to present your products in an appealing way and to successfully apply SEO (search engine optimisation) and content. Here are some tips:

  • High-quality product images: Use high-resolution images that show your product in different views. Clear, professional images attract your attention and increase the likelihood of a purchase.
  • Detailed product descriptions: Write informative and accurate product descriptions. Include all relevant information, including product features, sizes, materials and areas of application. Avoid excessive advertising and stick to the facts.
  • Keywords and SEO: Research relevant keywords and integrate them into your product descriptions and titles. This will help your products rank higher in search results and attract more customers.
  • Category selection: Place your products in the right categories and subcategories. This makes navigation easier and improves the visibility of your products.
  • Pricing: Set competitive prices and offer discounts or special offers where appropriate. Customers are often looking for the best value for money.
  • Ratings and customer reviews: Encourage customers to leave ratings and reviews. Positive feedback can boost your trust and increase conversion rates.
  • Product variations: If your product is available in different variations (e.g. colours, sizes), list them separately and use clear product variation names and images.
  • Updating stock levels: Make sure your stock levels are updated in real time to avoid disappointing customers with sold-out products.
  • Customer-oriented content: Create informative content that helps customers choose products. This can be instructions, tutorials, size tables or product comparisons.
  • Brand awareness: If you have your own brand, emphasise it in your listings to build customer trust in your products.
  • Take seasonality into account: Adapt your listings and offers to seasonal trends and holidays to take advantage of customers’ attention.

Example of a product detail page on the Kaufland marketplace:

Through the targeted application of SEO techniques, the provision of useful information and the appealing presentation of your products, you can increase the visibility and success of your listings on the Kaufland marketplace. It is important to regularly monitor the performance of your listings and make adjustments to optimise your sales strategy.

We support you in the creation of high-performance product texts and can even take over the complete product listing including content creation for you.


Step 5

Kaufland Marketing

Kaufland offers various digital ad formats that are suitable for different marketing objectives and campaigns.

Choosing the right ad format depends on your specific marketing goals. It is important to consider your target audience, budget and desired results to select the right format for your campaign. Kaufland can also provide advice and support on choosing and implementing the right ad formats.

We will be happy to advise you and give you an individual recommendation.



Kaufland is an established marketplace with a high reach and strong customer trust built through brick-and-mortar retail. More than 32 million people visit monthly, a marketplace that offers a wide range of product categories. Retailers can benefit from various sales strategies, including direct product sales, Fulfillment by Kaufland (FBK), multichannel sales and offering exclusive promotions. Optimising product listings, customer service and logistics are crucial to succeed on Kaufland. Nakoa supports retailers with setup, integration, SEO & content optimisation and Kaufland Advertisement to ensure a successful presence on the marketplace.

Whether you are already “retail ready” for Kaufland or need assistance with your sales in this marketplace, Nakoa is here to help you make sure you ride the wave of e-commerce on Kaufland successfully! 🏄‍♂️🌊

You want to get to know another marketplace to sell your products? Click here for our Retail Media Overview.


Patrick is our Head of Retail Media. With many years of experience in selling on marketplaces, he advises you on marketing and content. He also supports you with the right marketplace setup to accelerate the growth of your business. Contact him without obligation by mail or by phone at +49 89 215 276 60.