Kaufland Debuts in France, Aiming to Become Europe’s Go-To Marketplace for Sellers and Shoppers Alike

Germany’s eCommerce heavyweight Kaufland officially launched its online marketplace in France, marking its sixth market presence. Local consumers can now explore over 3 million products across more than 6,400 categories.

Strategic Expansion: From Local Chain to Pan-European Player 

Kaufland, part of the Schwarz Group and sister company of Lidl, has steadily built its digital footprint. After entering Slovakia and the Czech Republic in 2023, followed by Austria and Poland, France is the latest—and most significant—expansion.

With the French launch, the platform now spans six countries, positioning itself as a European alternative to Amazon, Alibaba, and Temu. An Italian rollout is also on the horizon, slated for late summer 2025. 

Enabling Sellers, Expanding Reach 

1. French and Cross-Border Opportunities 

French sellers can now tap into both domestic and cross-border markets, connecting to 81 million online customers in Germany, the Czech Republic, Slovakia, Poland, and Austria. Kaufland supports merchants with translation services for product data and legal texts, as well as dedicated retailer support to streamline cross-border operations.

Already, 2,800 French retailers have signed up, with expectations to reach 37 million online shoppers in France and 22 million in Italy. Altogether, Kaufland anticipates access to roughly 140 million European online consumers. 

Momentum Across Europe 

Across the continent, Kaufland boasts approximately 13,000 active retailers.

CEO’s Vision: France as a Launchpad for European eCommerce Dominance

Gerald Schönbucher, CEO of Kaufland eCommerce weighed in “There is great interest among both French and international retailers in offering their products on our new Kaufland marketplace in France. French customers will gain access to millions of new offers and new product ranges. Our goal is to provide customers with a product range similar to that available in Germany, where 45 million items are already available. We also want to become the top European platform for French retailers in the country, allowing them to sell their products easily, conveniently, and successfully both nationally and internationally.” 

He underscores that Kaufland aims to mirror the depth of choice seen in Germany, where 45 million items are available, and eventually become France’s premium marketplace, enabling effortless, successful national and cross-border sales. 

Why It Matters: Broader Implications for eCommerce in Europe 

Kaufland’s market debut in France is more than an expansion—it’s a bold statement in its ambition to become Europe’s eCommerce hub. With robust seller support, extensive product variety, and a fast-growing network, Kaufland is reshaping the European online retail landscape.