How to sell on Kaufland
Listing requirements, feed specifications, and optimization tips for Kaufland.
What is Kaufland?
Kaufland is one of the largest online marketplaces in Germany. Next to kaufland.de, sellers can reach buyers on kaufland.at, .cz, .sk, .pl, .fr, .it, .es and .nl from one seller account. The marketplace is run by Kaufland e-commerce, part of the Schwarz Group, which also owns the Kaufland and Lidl store chains.
Kaufland works with one product page per EAN. If a product already exists, you add your offer to it: price, stock, condition and delivery time. If it does not, you supply the product data yourself, and Kaufland asks for six attributes in every category: EAN, category, title, description, manufacturer and picture, plus category-specific attributes.
You list products through the Seller Portal, with Kaufland's own product data file, or through a connected system that uses the Kaufland Seller API. Every seller pays a monthly subscription and a commission per sale that depends on the category.
At a Glance
How to sell on Kaufland, step by step
Selling on Kaufland takes a verified seller account, a subscription and product data that meets Kaufland's guidelines. Here is what each step involves, what it costs and how to keep your listings in good shape across storefronts.
Register as a seller
You register at kaufland.com/join and pick a subscription package. Kaufland then asks for:
- Your company type (natural person, partnership or legal entity) and tax details
- A personal ID card
- Your business registration
- A commercial register excerpt no older than four weeks (each file up to 4 MB)
- Contacts for customer service and Seller Support
- An authorised representative if you sell CE-labelled products made outside the EU
Kaufland reviews your details and says it activates your seller account within three working days. You then choose your primary sales channel.
What selling on Kaufland costs
Kaufland charges a monthly subscription and a commission per sale:
| Basic | Plus | |
|---|---|---|
| Monthly fee (plus VAT) | EUR 39.95 | EUR 59.95 |
| Sponsored Product Ads credit | EUR 30 per month | EUR 30 per month |
The commission is 7% to 16% depending on the category on kaufland.de, .at, .cz, .sk, .fr, .it, .es and .nl, and most other categories are at 13%. On kaufland.pl it is 4% to 12%. Media items carry an extra EUR 0.70 per item. Kaufland calculates the commission on the gross sales price including delivery charges, plus VAT.
These are the figures on Kaufland's conditions page when we checked it. Check the current conditions before you set prices.
Nine storefronts, one account
One seller account covers kaufland.de, kaufland.at, kaufland.cz, kaufland.sk, kaufland.pl, kaufland.fr, kaufland.it, kaufland.es and kaufland.nl. Each storefront needs product text in its own language, and Kaufland does not permit automatically generated translations.
The product data Kaufland asks for
Every product needs six attributes: EAN, category, title, description, manufacturer and picture. Kaufland's product data guideline adds these rules:
- Title: 50 to 80 characters, without symbols, emojis, keyword strings or statements about price or condition.
- Description: 150 to 5,000 characters of continuous text plus bullet points, in flawless language, without links, prices or contact details.
- Pictures: at least 1024 px (2048 px for zoom), the first one showing the full product on a white background, 5 to 10 in total, without text, logos or frames.
- EAN: one EAN per product and one product page per EAN.
If the product page already exists, you only add your offer with the EAN, price and stock. Category-specific attributes come on top for categories such as food, lamps, toys or hazardous materials.
A plan for your first listings
- Register, upload your documents and wait for activation.
- Choose kaufland.de or another storefront as your primary channel.
- Pick a first batch of products and check which EANs already have a product page.
- Complete the six mandatory attributes and the category attributes for the new ones.
- Upload, fix rejections in the Seller Portal and spend the ad credit on your best sellers.
Kaufland and WISEPIM
WISEPIM connects to Kaufland with your Seller API key and secret. The connection works in both directions, as jobs you start yourself:
- Export sends title, description, brand, category name, images, EAN, meta title and meta description, on the storefronts de, cz, sk, pl, at, fr, it, es and nl.
- Price and stock sync is opt-in, because creating a Kaufland offer lists the product for sale. Each offer needs an EAN and a shipping group.
- Import brings back name, SKU, price, EAN, stock, brand and the main image. It does not bring in descriptions, categories, SEO fields, variants or extra images.
- The Kaufland Marketplace rule pack in Quality Guard checks your products against Kaufland's requirements before you export.
Syncs run when you start an export or import job, not in real time.
Kaufland Listing Requirements
Required and optional fields for product listings on this marketplace
Kaufland builds one product page per EAN. Use one EAN per product and never list the same product under several EANs. The only exception is shipping from several warehouses, where you create one offer per warehouse.
4006381333931The category decides which extra attributes Kaufland requires. Pick the most specific category that fits the product.
Haushalt > Küchengeräte > WasserkocherShort and unambiguous, with the most relevant product information. No symbols, emojis, keyword strings or statements about price or condition.
Bosch TWK3A011 Wasserkocher 1,7 l, 2400 W, EdelstahlFlawless language in the storefront's language; Kaufland does not permit automatically generated translations. No links, images, videos, prices, contact details or advertising text.
Informative text about use and materials, then bullet points with technical details.The manufacturer of the product. Required in every category.
Robert Bosch Hausgeräte GmbHAt least 1024 px in height or width, 2048 px for zoom. The first picture shows the full product as a clear silhouette on a white background. Kaufland recommends 5 to 10 pictures.
https://cdn.example.com/products/4006381333931-1.jpgYour offer is separate from the product data: price, stock, condition and handling time belong to you, the product page is shared with other sellers of the same EAN.
EUR 49.99, 25 units, new, 2 working daysExtra attributes apply to categories such as food, lamps, white and brown goods, media, toys, pet food, hazardous materials and car tires. Kaufland publishes an attribute file per category.
Fassungsvermögen: 1,7 l; Leistung: 2400 WFree tool
Draft a product description
Enter a product name, brand and key features. You get a first draft of the description, highlights and a meta description to edit.
Kaufland Product Feed
Feed Format
Kaufland product data file (CSV) or Seller API (JSON)
How to send your product data to this marketplace
You can create products one by one in the Seller Portal, upload Kaufland's product data file with the attribute columns for your categories, or connect a system that uses the Kaufland Seller API. Offers (price and stock) and product data are handled separately.
Accepted File Types
Kaufland Category System
Every product sits in a Kaufland category, and the category decides which attributes are required on top of the six that every product needs. Kaufland publishes the attributes per category in a downloadable file.
Mapping Tips
Product Data Specifications
Exact requirements for product titles, descriptions, images, and pricing
Titles and descriptions
Requirements
Best Practices
- Start the title with brand and product type, then the features buyers compare
- Write the description as a short text followed by bullet points with technical details
- Have every storefront language written or reviewed by someone fluent
Pictures
Requirements
Best Practices
- Add 5 to 10 pictures from different perspectives and with detail shots
- Use the same main picture style across your catalog so your offers look consistent
EAN and product pages
Requirements
Best Practices
- Check your EANs for a valid check digit before you upload
- Use GS1 codes registered to your brand for your own products
Common Listing Rejections on Kaufland
Avoid these common mistakes that get product listings rejected or hidden from shoppers
Missing mandatory attribute
Every product needs EAN, category, title, description, manufacturer and picture, plus the required attributes of its category. Check the attribute file for your category before you upload.
Same product under several EANs
Keep one EAN per product. Remove the duplicate offers and keep the one on the correct product page.
Pictures with text, logos or frames
Replace them with clean product pictures. The first picture should show the full product on a white background.
Machine-translated or promotional description
Rewrite the description in correct language without advertising text, prices, links or contact details.
Missing authorised representative for CE products made outside the EU
Name an authorised representative under the Market Surveillance Regulation in your seller account. Without one, you cannot offer those products.
Kaufland Listing Optimization Tips
Best practices to improve your product listing visibility and sales performance
Fill every category attribute
Attributes power the filters buyers use on Kaufland. A product with complete attributes shows up in more filtered results than one with only the six mandatory fields.
Write for each storefront
Kaufland does not permit automatically generated translations. If you sell on kaufland.cz or kaufland.fr, have the copy for those storefronts written or reviewed by a fluent speaker.
Use the ad credit
Both subscription plans include a monthly credit for Sponsored Product Ads. Use it on your best-selling products to learn which search terms convert.
Price with the commission in mind
Commission is calculated on the gross sales price including delivery charges. Include it, and the monthly subscription, in your price per product.
Selling on Kaufland: Pros and Cons
How to List Products on Kaufland
A step-by-step guide to getting your products live on this marketplace
01
Register as a seller
Go to kaufland.com/join, choose a subscription plan, enter your company and tax details and upload your ID, business registration and a commercial register excerpt no older than four weeks.
02
Choose your storefronts
After activation, pick your primary sales channel, usually kaufland.de, and decide which other storefronts you want to sell on.
03
Prepare your product data
Collect EAN, category, title, description, manufacturer and pictures for every product, plus the required attributes of each category. Check titles, descriptions and pictures against Kaufland's product data guideline.
04
Upload products and offers
Upload products through the Seller Portal, the product data file or a system connected to the Seller API. For products that already exist, add your offer with the EAN, price and stock.
05
Monitor and improve
Fix rejected products in the Seller Portal, fill missing attributes and use the ad credit on your best sellers.
Get your catalog ready for Kaufland
Check every product against Kaufland's mandatory attributes in WISEPIM, then export title, description, brand, images and EAN through the Kaufland connection.
- Kaufland Marketplace rule pack in Quality Guard
- Export to Kaufland with your API key
- Opt-in price and stock sync
- AI copy and translation for each storefront
Frequently Asked Questions
Common questions about listing products on Kaufland
Explore More Marketplace Guides
The Kaufland feed template
The exact fields Kaufland requires, in the right order, with examples for every field. Use it as your mapping blueprint instead of reinventing what's already documented.
- 8 fields with example values
- Format: Kaufland product data file (CSV) or Seller API (JSON)
- Required fields sorted first by priority
- Ready to map in Excel or Google Sheets
One email with the template attached. Unsubscribe anytime.
Keep exploring
Hand-picked next steps to go deeper.
Ready to List on Kaufland?
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