Kaufland Global Marketplace is setting its sights on becoming a dominant force in European e-commerce.
In a significant strategic move, Kaufland will extend its marketplace operations to France and Italy by the end of summer 2025. These expansions are part of the company’s ongoing mission to offer a true alternative to global marketplace giants.
A European Marketplace, Built for Europe
Kaufland’s CEO, Gerald Schönbucher, underscored the platform’s vision: “We are the alternative to global ecommerce giants, from Europe for Europe.” With France and Italy — Europe’s third and fourth-largest ecommerce markets — joining its network, Kaufland takes a major step toward becoming the continent’s most influential online marketplace.
Once launched in these new markets, Kaufland will be operational in seven European countries, continuing its steady growth since launching the marketplace four years ago. The journey started after its parent company, the Schwarz Group, acquired Real.de, and expanded to Slovakia, Czech Republic, Austria, and Poland over the past two years.
Focus on Compliance and Trust
Kaufland emphasizes its commitment to European regulations, prioritizing data security and product safety across its platforms. The company aims to build trust among consumers while providing retailers with a safe and compliant environment to scale their businesses across borders.
Schönbucher highlighted this approach, noting: “Our commitment to quality and integrity ensures that our customers can shop with peace of mind, and that our retailers can sell successfully.”
New Approach to Cross-Border Fulfillment
Earlier in 2025, Kaufland made the decision to discontinue its own logistics solution, Fulfillment by Kaufland (FBK). Instead, the marketplace is shifting towards an international multichannel fulfillment alternative. This move is designed to offer merchants greater flexibility and scalability, better aligned with the needs of modern international ecommerce.
A Growing Challenger in Europe
Although Kaufland still trails behind ecommerce powerhouses such as Amazon, Alibaba, and Temu, it remains optimistic. The platform reported a 7.85% gross merchandise value (GMV) growth in 2024 across all countries, though it did not disclose specific revenue figures.
Positioning itself as a European alternative, Kaufland aims to leverage its expanding footprint and strict compliance measures to appeal to brands and customers seeking localized, trustworthy marketplace experiences.
As Europe’s ecommerce landscape continues to evolve, Kaufland’s expansion into France and Italy marks another critical chapter in the race to dominate regional marketplaces.
