Kaufland, a German food retail giant, is set to launch its online marketplace, Kaufland.it, in Italy by the end of summer 2025, marking a significant expansion into the European e-commerce market.
The platform will feature millions of products organized into over 6,400 categories, including home and furniture, electronics, gardening, kitchenware, baby items, sports, fashion, and accessories. This extensive array of offerings is sourced from thousands of international sellers, currently numbering over 11,000, who will sell their products under their own brand names on the platform.
Gerald Schönbucher, a member of Kaufland's e-commerce board, emphasized the importance of this expansion, stating, "The launch of our marketplace in Italy represents an important step in the expansion path we have undertaken and allows us to exploit the potential to become the largest online platform in Europe." He added that the marketplace is designed as an alternative to major e-commerce giants, aiming to provide Italian customers with an extraordinary shopping experience accompanied by a wide selection of international products at competitive prices.
Kaufland, which is part of the Schwarz Group—also known for its Lidl stores—currently operates in several European countries, including Germany, Slovakia, the Czech Republic, Poland, and Austria. The company has 1,550 branches across eight countries and has established itself as a leading retail chain in Europe.
The launch of Kaufland.it is part of a broader strategy that includes the upcoming introduction of a marketplace in France, which is expected to occur shortly after the Italian launch. France is recognized as the third-largest e-commerce market in Europe, further solidifying Kaufland's ambitions to expand its footprint across the continent.
With the Kaufland Global Marketplace, online retailers can manage offers, orders, and product data across all Kaufland marketplaces with a single registration, simplifying the process for sellers. This integrated solution allows them to reach an estimated 81 million potential online customers, a figure projected to rise to nearly 140 million by the end of summer 2025 with the addition of the French market.
The platform promises to support retailers with various services, including automatic translation of product data, management of payments in local currencies, and customer service assistance in the local language. This infrastructure is designed to facilitate rapid growth for sellers, who will have the flexibility to choose their logistics solutions, including options for shipping.
In Germany, Kaufland already boasts over 32 million monthly visitors and offers more than 45 million products across its marketplace. The company’s entry into the Italian market is seen as a strategic move to further establish its presence in the competitive e-commerce landscape, which is currently dominated by giants like Amazon.
As Kaufland prepares for its launch, it is clear that the company is positioning itself to challenge established players in the market. With a focus on providing a diverse range of products and a commitment to customer service, Kaufland aims to carve out a significant share of the Italian e-commerce sector.
In summary, Kaufland's upcoming marketplace in Italy represents not just a new shopping option for consumers but also a strategic expansion that could reshape the competitive dynamics of the European e-commerce market. As the company continues to grow, it remains to be seen how it will influence consumer behavior and market trends in the region.
