{"id":5110,"date":"2026-08-17T11:06:02","date_gmt":"2026-08-17T09:06:02","guid":{"rendered":"https:\/\/btop.pl\/?p=5110"},"modified":"2026-08-17T11:06:02","modified_gmt":"2026-08-17T09:06:02","slug":"how-to-sell-on-the-kaufland-marketplace-an-expert-from-btop-explains","status":"publish","type":"post","link":"https:\/\/btop.pl\/en\/how-to-sell-on-the-kaufland-marketplace-an-expert-from-btop-explains\/","title":{"rendered":"How do you sell on Kaufland Marketplace? A bTOP expert explains\u00a0"},"content":{"rendered":"

Sales on marketplaces are now a key driver of international growth in B2C and D2C models. According to market reports, including an analysis\u00a0<\/span>Cross-Border E-commerce in Europe<\/span><\/i>, cross-border sales on e-commerce platforms already account for over\u00a0<\/span>50% of total e-commerce in Western Europe<\/span><\/b>. One of the most important and accessible players in the region remains\u00a0<\/span>Kaufland Global Marketplace<\/span><\/b>, bringing together millions of active shoppers in Germany, the Czech Republic, Slovakia, Poland, Austria, France, Italy, Spain and the Netherlands.<\/span>\u00a0<\/span><\/p>\n

Although Kaufland is regarded as a marketplace that is easy to use, both from a technical perspective and in terms of day-to-day customer service, a safe and profitable entry onto this platform requires an appropriate strategy as well as an understanding of productisation principles and legal regulations.<\/span>\u00a0<\/span><\/p>\n

Our Marketplace Specialist at bTOP<\/span><\/b>, provides a practical guide to the platform, revealing a tried-and-tested implementation model, the fee structure and the most common operational pitfalls.<\/span>\u00a0<\/span><\/p>\n

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bTOP\u2019s strategy: Which market should we start our expansion in?\u00a0<\/strong><\/p>\n

Many retailers planning to sell cross-border try to launch straight away on the most challenging market of all: Kaufland.de in Germany. However, the bTOP agency\u2019s experience shows that there is a much safer and more effective route.<\/span>\u00a0<\/span><\/p>\n

Recommended implementation strategy:<\/span><\/b>\u00a0<\/span>\u201eWe always recommend that our clients begin their roll-out with the Polish market (Kaufland.pl). By launching offers in Polish, you can refine your product catalogue, test your logistics processes and verify attribute mapping without any language barriers. Once the product database is stable, it is much easier to 'transfer\u2019 the finished listings to other foreign markets (DE, CZ, SK and others), provided we wish to expand further.\u201d<\/span><\/i>\u00a0\u2013 advises\u00a0<\/span>Paulina Karda\u015b, Marketplace Specialist at bTOP<\/span><\/b>.<\/span>\u00a0<\/span><\/p>\n

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Registration, administrative procedures and changes to recycling regulations (August 2026)\u00a0<\/strong><\/p>\n

To register on Kaufland Marketplace, you must have business entity status (CEIDG \/ KRS), a valid EU VAT number and a bank account registered to the company. However, environmental and legal requirements are the key elements of the verification process.<\/span>\u00a0<\/span><\/p>\n

Important warning from a bTOP expert:<\/span><\/b>\u00a0<\/span>\u201eWhen setting up an account, the company must have a full set of the required documents and recycling numbers \u2013 including Polish ones\u201d\u00a0<\/span><\/i>BDO<\/span><\/i><\/b>\u00a0or German\u00a0<\/span><\/i>LUCID<\/span><\/i><\/b>\u00a0i\u00a0<\/span><\/i>WEEE<\/span><\/i><\/b>. This is particularly critical in the context of\u00a0<\/span><\/i>new, stricter recycling regulations, which came into force on 12 August 2026<\/span><\/i><\/b>.\u00a0<\/span><\/i>\u00a0<\/span><\/p>\n

\u201dThe absence of verified registration numbers in the dashboard prevents sales from being activated or results in the account being blocked.\"<\/span><\/i>\u00a0\u2013 he explains\u00a0<\/span>expert<\/span><\/b>.<\/span>\u00a0<\/span><\/p>\n

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Costs and fees on the Kaufland Global Marketplace\u00a0<\/strong><\/p>\n

Kaufland has opted for a transparent billing model based on a fixed subscription fee and a commission on sales.<\/span>\u00a0<\/span><\/p>\n

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  1. Monthly subscription (Basic from 175 PLN \/ 39.95 EUR net):<\/span><\/b>\u00a0This involves managing sales across all of Kaufland\u2019s domestic sales channels via a single account.<\/span>\u00a0<\/span><\/li>\n<\/ol>\n
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    1. Sales commission (success fee):<\/span><\/b>\u00a0The commission is calculated on the basis of\u00a0<\/span>total gross contract value<\/span><\/b>\u00a0(product price + delivery costs) and ranges on average from 4% (electronics) to 14\u201316% (accessories, clothing, home and garden).<\/span>\u00a0<\/span><\/li>\n<\/ol>\n

      Productisation and EAN codes \u2013 what should you watch out for?<\/span>\u00a0<\/span><\/p>\n

      Kaufland operates on the basis of\u00a0<\/span>product catalogue (productisation)<\/span><\/b>. This means that many companies can sell the same product under a single, shared product listing. These standards entail specific technical limitations, which our specialist highlights.<\/span>\u00a0<\/span><\/p>\n

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      Paulina Karda\u015b from bTOP explains the specifics of card editions and EAN codes:<\/span><\/b>\u00a0<\/span><\/p>\n

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      1. Lack of full control over the product page:<\/span><\/b>\u201eIf your product is linked to a card that already exists in the catalogue, it becomes very difficult to edit elements such as photos, descriptions or titles. The seller is not the sole owner of the listing. We can suggest changes to the details in the dashboard, but it is the system and Kaufland\u2019s consultants who decide whether the request will be accepted.\u201d<\/span><\/i>\u00a0<\/span><\/li>\n
      2. The risk of errors arising from incompatible EAN codes:<\/span><\/b>\u201eWhen putting a product on the shelf, we must be 100% certain that our EAN is correct and accurate. If goods with an incorrect code (e.g. assigned to a different model) appear in the warehouse, Kaufland will link them to the wrong product card. As a result, the customer will buy the item, seeing a completely different product on the screen from the one they actually receive from us.\u201d<\/span><\/i>\u00a0<\/span><\/li>\n
      3. 'Product bundles\u2019 error:<\/span><\/b>\u201eA common mistake is trying to list multipacks or sets (e.g. a pack of two items) under the EAN code for a single item. To the customer, such an offer will look like a single product, but at twice the price \u2013 the customer simply won\u2019t realise that the offer is for two items.<\/span><\/i>All product sets must, without exception, have their own new EAN codes<\/span><\/i><\/b>.\u201d<\/span><\/i>\u00a0<\/span><\/li>\n<\/ol>\n

        What does day-to-day operation involve, and where can I find more information?<\/span>\u00a0<\/span><\/p>\n

        Despite the rules on EANs and recycling issues,\u00a0<\/span>Kaufland is an extremely user-friendly platform that is easy to use on a day-to-day basis<\/span><\/b>. The intuitive seller dashboard and the straightforward module for communicating with buyers ensure that order and customer handling runs very smoothly.<\/span>\u00a0<\/span><\/p>\n

        For retailers wishing to explore the technical aspects of the platform, Kaufland provides an official learning centre:<\/span>\u00a0<\/span><\/p>\n