Today, one of the main challenges for online sellers is to identify the distribution channels best suited to their products. This decision depends on each person’s resources and the objective pursued. The two most common models are selling through a web store and listing on online marketplaces, such as the international Kaufland Global Marketplace.
How to establish yourself in a booming e-commerce market?
Online shopping has become an integral part of everyday life. According to forecasts, the total e-commerce turnover in Europe is expected to reach 654.46 billion euros in 2026.1
Due to growing competitive pressure and in order to increase their turnover, sellers are increasingly relying on multi-channel distribution. It is not uncommon for them to offer their products in parallel on their own web store and on online marketplaces, which have become a key part of the commercial strategy of many companies. Online marketplaces are enjoying growing popularity: requiring few resources, they provide quick and easy access to new customer groups and increase brand visibility. In 2025, more than 60% of European e-commerce turnover will be generated through online marketplaces.²
Whether sellers already have their own online store and want to expand their multi-channel strategy, whether they are just getting started in e-commerce or aspire to sell internationally, Kaufland.fr offers French companies of all sizes the opportunity to reach new target groups and boost their turnover. From its first nine months of activity, the French online market immediately experienced considerable growth: today, nearly 5,000 sellers offer some 10,000 items and traffic reaches up to one million visitors per month. The number of sellers increased by 25% in just two months, which aligns perfectly with the online marketplace’s ambitions for the future.
This is based on the all-in-one Kaufland Global Marketplace solution, which allows French sellers to register once and sell on seven (and soon nine) Kaufland online marketplaces, thus accessing a pool of 220 million potential customers. Kaufland.de was the first channel to be launched in 2021 and since then, the focus has been on growth: over the last few years, new Kaufland online marketplaces have gradually been added. Now Kaufland online marketplaces are present in Germany, France, Italy, Poland, Austria, Czech Republic and Slovakia. By the end of summer, Kaufland Global Marketplace will expand to Spain and the Netherlands, becoming the largest online marketplace network created in Europe. On the international Kaufland online marketplaces, more than 15,000 sellers offer around 45 million products in more than 6,400 categories. Every month, up to 46 million Internet users visit online markets.
Growth is in the DNA of this all-in-one solution and is reflected not only in the identity of the different online marketplaces, but also in the collaboration with sellers and partners.
Easy access to a large target group and international growth, however, are just two of the many advantages offered by online marketplaces. Simply look at the advantages and disadvantages of online marketplaces versus web stores to make a decision on the appropriate distribution channel.
Advantages and disadvantages of online marketplaces and online stores
Having your own online store offers great flexibility and total control. Sellers who choose this distribution channel are not required to comply with the rules inherent to online marketplaces, do not have to pay commissions on sales and do not have to deal with competing offers on the same site. However, considerable efforts are necessary to successfully obtain visibility and customers comparable to those offered by online markets with an online store.
Sellers who sell through online marketplaces avoid all these constraints. Since the online marketplace operator provides the technical infrastructure, sellers simply register and then adapt their sales parameters to offer their items online. This allows sellers to save resources and quickly and easily maximize their visibility, reach and customer base. There are of course some drawbacks, such as fixed structures, fees and limited access to customer data. However, those who opt for this solution benefit from numerous advantages, ranging from acquiring new customer groups to developing their online presence and using online marketplace services, to the technical know-how that the platforms offer.
Sell on Kaufland Global Marketplace’s international online marketplaces
Large platforms like Kaufland Global Marketplace are particularly attractive to international sellers, as they benefit from considerable brand awareness and therefore high visibility. Indeed, in the backdrop of the online markets are the German Kaufland supermarkets. With 1,600 stores across eight countries, the company is one of Europe’s leading retail chains and offers a wide range of everyday products. This complementarity between stores and the online offering is reinforced by customer loyalty programs such as the Kaufland Card XTRA and the Kaufland app, which increase customer trust in the brand. Trust that also benefits online markets. Kaufland is part of the Schwarz Group, which also includes other renowned companies, including Lidl, an international retailer.
Additionally, Kaufland’s online multi-marketplace technology not only allows sellers to access Kaufland’s nine online marketplaces with just one registration, but also easily expand their online business across national borders. This saves sellers time, money and personnel. In comparison, developing an online store is expensive and time-consuming. It requires constant efforts, whether marketing investments to generate enough traffic or updates due to changes in applicable law.
It often happens that sellers who offer their products on their own online store are forced to abandon their international growth ambitions due to language barriers or other difficulties. In contrast, those who sell on Kaufland online marketplaces can quickly increase their sales across borders. Indeed, Kaufland Global Marketplace offers numerous services to help its sellers operate in international online marketplaces, ensure their cross-border growth and develop their business. These include payment processing in the country’s currency, level 1 support in the language of the online market, the EPR Management by Kaufland service and the automated translation of product sheets, legal texts and customer tickets, which allow sellers to save resources. Additionally, sellers benefit from the various features of Ailora, the seller portal’s AI-based assistant. Ailora answers all questions about selling on Kaufland online markets and its functions make the work of sellers easier, who can therefore concentrate on what matters most: their turnover.
In order to continuously optimize the latter on Kaufland.frvarious on-site marketing features, such as discount coupons, seasonal campaigns or even sponsored ads, are made available to sellers. Currently, these options for promoting brands or products remain particularly lucrative, as competition in Kaufland online marketplaces (including Kaufland.fr) is still relatively limited compared to that which rages on other large-scale platforms.
Kaufland Global Marketplace is a partner of choice for sellers, regardless of their size and turnover. Its objective is to support them in setting up their online sales activity or their (international) expansion strategy, more quickly and economically than if they had embarked on this path alone. As part of this partnership, sellers can count on personalized support, for example through seller assistance.
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All these advantages make Kaufland.fr and other Kaufland online marketplaces the ideal distribution channels to boost national turnover or to exploit cross-border sales potential.
Sources:
Source 1: Market Insights: eCommerce – Europe, Statista.
https://www.statista.com/outlook/emo/ecommerce/europe?currency=EUR#revenue
Source 2: Onlinehändlernews, Händlerbund.
https://ohn.haendlerbund.de/themen/marktplaetze/marktplaetze-2025-83-prozent-e-commerce-umsatz
