Kaufland Expands Marketplace Footprint Across Europe

Kaufland is set to launch its online marketplace in France and Italy by the end of this summer, continuing its mission to become a European-driven alternative to global e-commerce giants.

“Our ambition is to offer a European platform, built in Europe and for European consumers,” said Gerald Schönbucher, CEO of Kaufland e-commerce. “These upcoming launches are the next logical steps in that journey—and certainly not the last.”

With the addition of these two countries, Kaufland’s marketplace presence will span seven European markets. The company’s international growth strategy hinges on its integrated platform, the Kaufland Global Marketplace, which streamlines cross-border operations for sellers.

From National Retailer to European Marketplace

Initially launched as a hypermarket chain in Germany, Kaufland entered the online marketplace space four years ago following the Schwarz Group’s acquisition of Real.de. Since then, the platform has expanded steadily, reaching Slovakia and the Czech Republic in 2023, followed by Austria and Poland in 2024.

Now, France and Italy—Europe’s third- and fourth-largest e-commerce economies—are next on the list. “These markets offer substantial e-commerce revenue potential,” noted Schönbucher. “With their inclusion, we’re positioning ourselves to become the leading online platform in Europe.”

Competing with Global Heavyweights

Kaufland has been deliberate in framing itself as a distinctly European alternative to platforms like Amazon, Alibaba, and Temu. A core part of this identity is its commitment to adhering strictly to European legal standards, particularly around consumer protection and data privacy.

“Our sellers and shoppers alike benefit from a secure, regulated environment,” Schönbucher emphasized. “This builds trust and helps merchants succeed long-term.”

Shifting Gears in Logistics

Earlier in 2025, Kaufland phased out its proprietary Fulfillment by Kaufland (FBK) program. Instead, it now collaborates with an external multichannel logistics partner tailored for international e-commerce. The company believes this transition better aligns with merchant needs and supports scalable, sustainable growth across borders.

Although Kaufland is still in the process of catching up with more established global platforms, it reported a 7.85% increase in gross merchandise value across its marketplace operations in 2024—though specific figures were not disclosed.