Kaufland Global Marketplace added Spain and the Netherlands and is now at nine countries. Sellers can list from June, buyers arrive by the end of summer — so the first season on either market is this Christmas. We worked out what entry costs, how Kaufland compares with bol.com and whether you can make it to Black Friday.
Kaufland Global Marketplace has added two new markets — Spain and the Netherlands — taking it to nine countries. For sellers already on Kaufland it is an unusually cheap opportunity: the base fee covers all markets at once, so the expansion costs nothing in subscription. The rest of the costs do exist — and above all, a deadline exists. Buyers reach both markets by the end of summer, which means the first season you can catch there is this Christmas. In this article we work out what entry costs and whether you can make it.
Kaufland announced its entry into Spain and the Netherlands in June 2026. What matters is that it happens in two steps, and right now there is a gap between them.
That means right now is the window to prepare, list and fine-tune the catalogue without every day without an offer costing you revenue. Anyone who joins after the launch starts at a point where the categories are already taken.
The nine countries are now Germany, Austria, the Czech Republic, Slovakia, Poland, France, Italy, Spain and the Netherlands. By its own figures, Kaufland is expanding its reach from 139 million to 220 million online customers.
Why this deserves attention even though Kaufland is smaller than Amazon
Kaufland reports steep growth on its recently opened markets: revenue in Austria up 439 % against 2024, in Poland up 322 %. Those are figures from a low base, not proof the same awaits you — but they show Kaufland is pushing its new markets rather than leaving them idle.
End of summer as the start for buyers means one concrete thing: the first big season on kaufland.es and kaufland.nl will be this Christmas. Between the marketplaces opening and Black Friday (27 November 2026) there are roughly ten to twelve weeks.
10–12 weeks
That is the time left between the announced start for buyers and Black Friday. Into it has to fit EPR registration, catalogue translation, shipping setup and the build-up of reviews — things measured in weeks, not days.
In practice this reverses the order of the work. The longest item is not the listing but the paperwork — an EPR registration for a new country takes weeks and the marketplace will not let you through without it. Anyone starting in October has no chance of being visible in December.
The second reason is less obvious: on a new marketplace you have no reviews. Those are collected by selling, not by waiting. A seller who starts right after launch goes into the December traffic with some history; a seller who joins in November competes for the Buy Box with an empty profile in the most expensive period of the year.
The data Kaufland itself publishes for each market:
| Indicator | Spain | Netherlands |
|---|---|---|
| E-commerce market size | €35.2 bn | €34.1 bn |
| Average annual growth 2026–2030 | 5.9 % | 3.9 % |
| Internet users (2025) | 45.2 m | 17.6 m |
| Population | 47.4 m | 18.3 m |
| VAT (most categories) | 21 % | 21 % |
Two things in that table are worth emphasising. First: both markets are almost the same size but have completely different density. The Netherlands does nearly the same money as Spain with barely half the internet users — so a Dutch customer spends significantly more online. Second: Spain grows faster, but from a more dispersed and more price-sensitive base.
In practice that means the Netherlands suits more expensive and specialised assortment, while Spain suits volume goods where price and availability decide.
This is where Kaufland is most generous towards sellers and where it pays to be specific.
€0
That is what adding Spain and the Netherlands costs on the monthly subscription if you already sell on Kaufland. The base fee applies to all marketplaces together.
One base fee covers every Kaufland marketplace. For a seller running Kaufland.de and Kaufland.cz today, adding Spain and the Netherlands is free from a subscription point of view.
Commission runs between 4 and 16 % depending on category and market. Poland sits in a lower band of 4–12 %, the other markets in 7–16 %.
Watch what it is calculated from: the gross selling price including the delivery charge and including VAT. That is a different base from most of the competition, and with low prices and expensive shipping it means a noticeably higher real rate than the category table suggests.
VAT is not the obstacle it is taken for
The rate is 21 % in both Spain and the Netherlands, but that does not mean you have to register in either. As long as you ship from your home country, the OSS scheme handles it: one registration at home, one return, no local accounts. And as long as you are below the €10,000 a year threshold across all cross-border sales to end customers in the EU combined, you keep charging your domestic VAT and do not even need OSS.
Local registration only comes into play once you start storing goods in that country — that is no longer distance selling and OSS does not cover it. For most e-shops shipping from their own warehouse this is an afternoon of admin, not weeks.
In the Netherlands you are not entering an empty market — bol.com rules it. We compared the two commission structures at the same price points. The bol.com rates are verified as of 25 May 2026; the Kaufland band is the official 7–16 % range for markets outside Poland.
| Product price | bol.com commission | Kaufland commission (7–16 %) |
|---|---|---|
| €9.95 | €0.85 (8.5 %) | €0.70–1.59 |
| €19.95 | €1.70 (8.5 %) | €1.40–3.19 |
| €24.95 | €4.77 (19.1 %) | €1.75–3.99 |
| €49.95 | €8.52 (17.1 %) | €3.50–7.99 |
| €99.95 | €16.02 (16.0 %) | €7.00–15.99 |
That table has one break and it is a sharp one. bol.com has a commission cliff at €20: below twenty euros it charges 6.1 % plus a fixed fee, from twenty euros it jumps to 15 % plus €1.03. A product at €19.95 pays €1.70 there, a product at €24.95 already pays €4.77.
Kaufland has no such jump. The consequence is clear: below €20 bol.com is cheaper or comparable, but from €20 up the entire Kaufland band sits below bol.com — even in its most expensive category.
A fair note on that comparison
Kaufland calculates commission from the gross price including shipping and VAT, bol.com from the item price. The Kaufland column is therefore a lower bound, not a final figure — the real amount will be higher depending on the delivery charge. That does not change the break around €20, because the break is driven by the jump in the bol.com rate, not by the base.
Entering a new market is not free even when the subscription is. The decision should follow the assortment, not the enthusiasm from a press release.
The cheapest first step
Do not switch on both markets at once. Pick one — based on your average basket — and send it a narrow selection of 30 to 50 products that are profitable on Kaufland in Germany. In a month you will see the real conversion, delivery times and return rate, and only then expand the catalogue.
Kaufland Global Marketplace is one of the platforms we manage for clients long term. Connecting new markets, listing, price monitoring and day-to-day operations run through the EXPANDO App for Kaufland, and your account can be run by our account manager.
For Spain and the Netherlands specifically we can:
If you are not sure whether Kaufland is the right platform for your assortment, start with the overview of marketplaces. And if you are working through EPR across markets, we have a separate piece on when you need an authorised representative, plus the current state of PPWR enforcement on the marketplaces.
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