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Kaufland’s marketplace goes live in the Netherlands: here’s what you need to know
Written by Eva Hento
Corporate Marketing Lead
There’s a new player on the Dutch marketplace scene: Kaufland. The German giant is launching its online platform, which is good news for online shops looking to grow. A new channel, significant reach and immediate opportunities to advertise. Wondering if it’s right for you? Read on to find out exactly what to expect.
What is Kaufland as a marketplace?
You may know Kaufland as a German supermarket chain, but online it is much more than that. With Kaufland Global Marketplace, they run a robust online marketplace, which is now live in the Netherlands too. According to initial reports, Kaufland.nl already features over 9 million items, spread across more than 6,000 categories. From garden chairs to headphones, it’s all there. For shoppers, it’s a new place to browse. For you as a seller, it’s a platform with visitors who might never find your own online shop.
This is how sales work at Kaufland
Good news: if you’re already selling on a marketplace, Kaufland will feel instantly familiar. You open a seller account, link your product range via a product feed and manage your listings, stock and orders from a single dashboard. Kaufland is said to have attracted around 3,000 sellers right from the start, some of whom were already selling internationally via the network. So you’re joining a platform that’s already up and running. Please note: pricing, customer contact and dispatch remain your responsibility, unless you use a fulfilment solution that takes care of some of these tasks.
One account, nine countries
Now it gets interesting. With a single registration, you can list your products not only on Kaufland.nl, but immediately across all Kaufland marketplaces. There are now nine of these, spread across Europe, together accounting for around 220 million online customers. Do you want to expand across borders but are put off by the hassle of dealing with each country individually? This is an easy way to test new markets. Everything is managed centrally; no separate processes in every country. You simply test where the demand lies.
Kaufland alongside bol and Amazon
Are you already on bol or Amazon? Great, because Kaufland isn’t replacing them – it’s joining them. The big difference is the timing. bol and Amazon are well-established here, whilst Kaufland is still in the starting blocks. And that’s precisely what makes it exciting. Getting in early often means less competition for your products and more scope to stand out. However, visitor numbers still need to grow. So don’t expect the same turnover straight away as you get on your established channels. For now, view Kaufland as a smart addition, not as your new main source of income.
Checklist for selling on Kaufland in the Netherlands
Before you eagerly click ‘sign up’, please go through this checklist:
• Costs: check the commissions and subscription fees and see if your margin can cope.
• Product range: choose products that suit your audience and help you stand out.
• Product data: catchy titles, good photos and the correct category, as these determine whether you’ll be found.
• Logistics: do you handle dispatch yourself or do you outsource it to a fulfilment provider?
Start small, measure the results, and scale up what works. That way, you can quickly find out whether Kaufland is the right fit for you without it causing you any headaches.
Gaining visibility with ads
It’s a new platform, so you’ll want to stand out. Kaufland offers Sponsored Product Ads for this purpose. These allow you to push your products higher up in the search results – which is handy now that it’s still quiet and the top spots are up for grabs. You can set up campaigns manually or opt for a ready-made option – which is also ideal if you’re not yet very familiar with advertising. Retail media is growing rapidly, so those who learn now will have a head start later on. Keep an eye on your figures and allocate your budget to the products that are really performing well.
Ready to get on board?
Kaufland Netherlands offers an opportunity to expand your reach and test the international market at your own pace, provided you have your costs, product data and logistics in order. Are you unsure whether it’s right for your online shop, or do you want to integrate Kaufland seamlessly with your other marketplaces? Feel free to get in touch with us, and we’ll discuss an approach that suits your goals.
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