How to start selling on Kaufland Global Marketplace from Shopify

If you run a Shopify store and want reach into the German-speaking and Central European markets without setting up a new shop in each country, Kaufland Global Marketplace is one of the shortest paths there. A single seller registration puts your products in front of buyers across nine countries. The catch most merchants hit early: there is no native Shopify sales channel for Kaufland, so you need a way to push your catalogue and keep prices and stock in sync. This guide walks through eligibility, how listings actually work, the fees, fulfilment options, and how to connect Shopify with Feedyio.

What Kaufland Global Marketplace is

Kaufland Global Marketplace is the online arm of the Kaufland retail group. One account lets you list on nine national marketplaces: Germany, Austria, Czechia, Slovakia, Poland, France, Italy, Spain and the Netherlands. According to Kaufland, the platform reaches roughly 220 million potential customers, hosts around 15,000 active sellers across 6,400+ categories, and is backed by about 1,600 physical stores. Germany is the anchor market, but the cross-border setup means a single catalogue can appear in all nine storefronts.

Who can sell and what you need to register

Kaufland is a B2B marketplace: you must register as a business, not as a private individual. Both EU and non-EU companies are eligible, but the tax requirements differ:

• EU sellers typically provide the VAT ID of their headquarters and use the One-Stop-Shop (OSS) scheme for cross-border VAT.
• Non-EU sellers generally need country-specific tax registration in the markets they sell into.

Identity and company verification runs through IDnow. Be ready to submit documents such as an ID, your trade licence, a commercial register extract, and details of beneficial owners holding 25% or more. Non-EU sellers placing CE-marked goods on the EU market also need an EU representative. Plan a few business days for verification before you can go live.

How listings work - EAN matching vs. creating new products

Kaufland's catalogue is built around the EAN/GTIN. Listing happens in two layers, and understanding the split saves a lot of confusion:

• Shared product data - the title, description, images and attributes tied to an EAN. This is shared across every seller who offers that exact product.
• Seller offer data - your price, stock, condition and shipping. This is yours alone.

If a product's EAN already exists in Kaufland's catalogue, you can attach an offer to it immediately - you only supply the offer data. If the EAN is new, you create the product data first, including the mandatory attributes for the chosen category, before your offer can go live. You can upload product and offer data via CSV, a URL-hosted CSV, or the REST API. This matters for Shopify sellers: your product titles, EANs, categories and stock need to be mapped to Kaufland's structure, and that mapping is exactly what a feed tool handles for you.

Fees: the monthly plan plus category commission

Kaufland charges on two levels, and one subscription covers all nine marketplaces:

• Monthly subscription - Basic at €39.95 or Plus at €59.95 (the Plus plan includes €30 of advertising credit). One fee, all marketplaces.
• Sales commission - charged on the gross amount including shipping, and it varies by category. Rates run from around 7% for electronics up to about 16% for jewellery. Poland uses reduced rates (roughly 4–12%), and media items carry an additional fixed fee of about €0.70 per item.

Because commission lands on the gross including shipping, factor your delivery pricing into your margin maths before you list. Always confirm the current rate for your specific category on Kaufland's conditions page, as the bands can change.

Fulfilment options

By default you ship orders yourself (seller-fulfilled), and you must configure at least one shipping group before you can sell. From there you have a few choices:

• Seller-fulfilled - you handle storage and dispatch. You can offer pick-up via DHL in Germany and Packeta Z-BOX in Czechia and Slovakia. An EU returns address is required.
• Fulfilment by Kaufland (FBK) - Kaufland stores and ships your stock. FBK currently ships from Germany, Czechia and Slovakia.
• Kaufland Shipping Solutions (KSS) - discounted GLS shipping labels for sellers who fulfil themselves.

For most merchants starting out, seller-fulfilled with KSS labels is the lowest-commitment way in; FBK becomes attractive once volume justifies handing off logistics.

Connecting Shopify to Kaufland with Feedyio

This is where Shopify merchants get stuck. Kaufland has no official Shopify app, so you can't just install a channel and click "connect". You need to translate your Shopify catalogue into Kaufland's format - correct EANs, category-specific mandatory attributes, prices, and stock - and keep it current as inventory moves. Doing that by hand with CSV exports is slow and breaks the moment a price changes.

How Feedyio helps

Feedyio is a Shopify app that bridges your store to Kaufland and 130+ other channels. It generates a correctly structured Kaufland product feed from your Shopify catalogue - mapping your products to Kaufland categories, carrying the EANs Kaufland matches on, and syncing price and stock automatically so your offers stay accurate without manual exports. If you're also evaluating other regional marketplaces, the same approach covers your full product feeds setup, and our guides on selling on eMAG and selling on Allegro walk through the CEE alternatives.

Ready to list your Shopify catalogue on Kaufland's nine marketplaces? Try Feedyio free on the Shopify App Store.