Jobaaj Stories
Inside Kaufland: A German Giant Expands its E-commerce Empire
Kaufland, the German hypermarket chain and a subsidiary of the Schwarz Gruppe (also the parent company of Lidl), is making significant moves in the e-commerce world. This isn't just about adding a few online products; it's a strategic expansion fueled by a €200 million investment into Lidl's digital arm and ambitious international growth for Kaufland's own marketplace.
A Marketplace on the Rise
Launched three years ago following the Schwarz Gruppe's acquisition of Real.de, Kaufland's marketplace has quickly become a major player in Germany, attracting tens of millions of monthly visitors and boasting an impressive assortment of over 45 million products across 6,400 categories. This success is now driving its international expansion.
Cross-Border Ambitions
Already established in Slovakia and the Czech Republic, Kaufland is setting its sights on Poland and Austria. In Poland, where Kaufland already operates 245 physical stores, this expansion builds on existing brand recognition. Austria, however, marks a bold step: Kaufland will be a purely online player there, leveraging its surprisingly high 40%+ brand awareness despite lacking physical presence.
Innovation and Fulfillment
Kaufland's 'all-in-one solution,' Kaufland Global Marketplace, is key to this internationalization. It simplifies the process for sellers, allowing them to easily list products across various Kaufland domains. Furthermore, the introduction of international Fulfillment by Kaufland this year promises faster delivery times, enhancing the customer experience.
Lidl's Digital Push and Kaufland's Eco-Friendly Initiatives
The Schwarz Gruppe's commitment to online growth extends beyond Kaufland. A substantial €200 million investment in Lidl Digital aims to boost profitability, despite Lidl's current e-commerce losses. Meanwhile, Kaufland Bulgaria showcases its commitment to sustainability with a new eco-friendly store in Sofia, highlighting its dedication to environmental responsibility.
The Future of Kaufland
Kaufland's expansion into new markets, combined with its investment in technology and sustainability, positions it for continued growth. The company's innovative approach, coupled with its robust marketplace infrastructure, suggests a bright future for this German retail giant in the ever-evolving world of e-commerce.
