What is Kaufland Marketplace?

Kaufland Marketplace is a marketplace platform created by the Kaufland retail chain, part of the German Schwarz Group, one of the largest retailers in Europe. Although Kaufland is a well-known brand primarily in the traditional retail sector, in recent years it has undertaken intensive efforts to develop online sales channels, responding to the growing needs of consumers and sellers operating in the e-commerce ecosystem.

Origin and development of the platform

The Kaufland Marketplace project was initiated in response to the dynamic changes in retail and the rapid growth in online sales. The platform initially operated in the German market under the name Real.de, but after its acquisition by the Schwarz Group, it underwent a rebranding process and integration with the Kaufland brand. The official launch of Kaufland Marketplace in Poland took place in 2023, with 2024 being the platform's first full year of operation in Poland. The aim of the project was to create a modern online sales platform that would enable businesses to reach a wide range of customers while leveraging the strength of the Kaufland brand and its logistics capabilities.

In 2024, the platform consistently expanded its operations, both in terms of the number of offers and product categories. Technological integrations were also developed and new functionalities were introduced, aimed at making it easier for sellers to conduct business and for customers to shop conveniently and securely.

Business model and offer for sellers

Kaufland Marketplace operates as an open marketplace, meaning any authorized business—from small retailers to large distributors—can list their products on the platform. Kaufland doesn't directly sell its own products on the marketplace, but rather provides technical, marketing, and logistical infrastructure to business partners. Sellers who choose to partner with the platform gain access to one of the fastest-growing e-commerce platforms in the region and to Kaufland's customer service.

The offer for sellers includes the ability to list products in various categories, from electronics and household goods to clothing, toys, and everyday products. Kaufland Marketplace also offers integration with popular ERP systems, sales management tools, and logistics platforms, facilitating business scalability. In 2024, special emphasis was placed on the development of seller support programs, including access to training, webinars with e-commerce experts, and an extensive seller dashboard with analytical tools.

The platform collects a commission on sales, the amount of which depends on the product category. Additionally, sellers can invest in promotional activities, such as offer highlights and banner campaigns, which increase product visibility and accelerate sales.

Comparison with other marketplaces

Kaufland Marketplace stands out from the competition by combining the strength of a brand known for traditional brick-and-mortar retail with the ambition to build a strong presence in e-commerce. Compared to market leaders such as Allegro and Amazon, the platform is still in the process of intensively building its seller and customer base, and its market share is relatively small. However, thanks to dynamic growth, investments in marketing and infrastructure, and an attractive offering for sellers, Kaufland Marketplace is consistently expanding its reach.

Unlike Allegro, which is deeply rooted in the local market and boasts a long-standing technological advantage, Kaufland Marketplace draws on experience from German-speaking markets and strives to adapt proven solutions from those markets to the realities of the Polish market. Compared to Amazon, Kaufland offers more favorable entry conditions for medium-sized and small sellers and less internal competition in the initial years of operation.

Market situation and environment in 2024

The year 2024 brought significant changes to the market environment, which had a direct impact on the development of marketplace platforms, including Kaufland Marketplace. These changes resulted from evolving consumer behavior as well as macroeconomic, technological, and regulatory factors. To properly understand the dynamics of Kaufland Marketplace's development in 2024, it is necessary to examine the broader context in which the platform operated.

E-commerce trends in Poland and Europe

In 2024, e-commerce in Poland continued its dynamic growth, although its pace slowed somewhat compared to the COVID-19 pandemic. Consumers, accustomed to the convenience of online shopping, continued to eagerly use digital channels, but their expectations regarding service quality, delivery speed, and flexible returns significantly increased. Omnichannel—the integration of online and offline shopping experiences—increased in importance, particularly for brands like Kaufland, which had brick-and-mortar stores.

Two major trends were noticeable in Europe: further market consolidation (with larger entities taking over smaller platforms) and the development of cross-border marketplaces, which enable sales in multiple markets simultaneously. Kaufland Marketplace aligned with this trend, expanding its sales capabilities across several European markets through a unified platform.

Consumers' changing preferences in online commerce

In 2024, consumers demonstrated greater awareness and demand for brands and retail platforms. Aspects such as price transparency, access to eco-friendly products, the ability to choose low-carbon delivery options, and transparent returns and complaints policies played an increasingly important role. Loyalty programs and personalized offers were becoming increasingly important, posing a challenge for new market players like Kaufland Marketplace, who had to catch up with more experienced competitors.

Customers expected not only a wide range of products but, above all, efficient logistics. 24-hour delivery, flexible pickup points, and hassle-free returns became standard, the absence of which could have resulted in an outflow of users to more developed marketplaces.

Competitive and regulatory environment

The year 2024 also saw a strengthening of regulations related to e-commerce. At the European Union level, regulations stemming from the Digital Services Act (DSA) and the Digital Markets Act (DMA) implemented, requiring e-commerce platforms to increase operational transparency, more effectively eliminate illegal content and goods, and better secure user data. Kaufland Marketplace, as an entity operating in several EU countries, had to adapt its procedures and technologies to the new legal requirements.

Competition in the market was fierce. Allegro continued to dominate Poland, strengthening its position thanks to its advanced logistics services (Allegro One) and the Allegro Pay system. Amazon Polska systematically increased its market share by investing in expanding its warehouse network and improving customer service. Kaufland Marketplace sought to distinguish itself from these giants with favorable terms of cooperation for sellers and the ability to easily scale its business to international markets.

Challenges related to operating costs also played a significant role. Rising prices for logistics services, inflationary pressures affecting product prices, and the need to invest in technology and marketing meant that selling on marketplace platforms required increasingly larger financial outlays from entrepreneurs.

Logistics and infrastructure

In 2024, logistics was a key competitive area. Consumers expected short delivery times and flexible pickup options, which required marketplaces to invest in advanced warehouse systems, process automation, and collaboration with collection point networks and parcel machines. Kaufland Marketplace, leveraging the experience of the Schwarz Group, developed partnerships with logistics operators and built integrations enabling retailers to use fulfillment services.

In summary, the market environment in which Kaufland Marketplace operated in 2024 was demanding and competitive. On the one hand, numerous development opportunities emerged due to the growing importance of online channels, while on the other, the platform had to meet high customer demands, intense competition, and tightening legal regulations. All of this shaped the strategic direction of Kaufland Marketplace's actions over the past year.

Kaufland Marketplace results and key indicators in 2024

For Kaufland Marketplace, 2024 was a year of intensive development and building a strong position in the Polish e-commerce market. Although the platform remains a young player compared to giants such as Allegro and Amazon, its dynamic growth and implemented strategies have allowed it to significantly expand its operations. This chapter presents the most important figures and indicators characterizing the platform's operations in 2024, allowing us to assess its current position and potential for the coming years.

Number of sellers and growth dynamics

At the end of 2024, over 12,000 active sellers , representing an increase of approximately 80% compared to the end of 2023. The dynamic growth in business partners was the result of intensive marketing activities, information campaigns, and simplified registration and technical implementation procedures. The number of small and medium-sized enterprises (SMEs) saw a particularly rapid growth, recognizing the platform as an opportunity to reach new customer groups with relatively low entry costs. Polish entities dominated the seller structure, although companies from Germany, the Czech Republic, and other European countries also had a growing share, taking advantage of cross-border sales opportunities.

Product offer

In 2024, Kaufland Marketplace significantly expanded its product offering. The total number of available items exceeded 30 million , doubling the catalog compared to the previous year. The largest growth was recorded in categories such as consumer electronics, home and garden products, fashion, and toys. The platform aimed to expand its product range in high-growth segments and niche categories, which helped attract customers seeking specialized products unavailable on more popular platforms.

Kaufland Marketplace has been actively developing partnerships with major distributors and manufacturers, which has allowed it to expand its offerings with branded, high-quality products. At the same time, the platform has focused on increasing the share of organic and locally sourced goods, responding to growing consumer expectations for sustainability.

Platform traffic and sales

In terms of traffic, Kaufland Marketplace has seen significant growth. The number of unique users visiting the platform each month has exceeded 10 million , with mobile traffic accounting for over 60% of all visits . The average number of monthly transactions has increased by approximately 70% compared to 2023, and the full-year gross merchandise value (GMV) has exceeded PLN 2 billion .

The average shopping cart value was approximately PLN 190 , comparable to the market average in Poland. The platform saw peak sales during promotional periods such as Black Week, Christmas, and seasonal campaigns (e.g., summer sales or back-to-school promotions).

Users and market share

In terms of e-commerce market share in Poland, Kaufland Marketplace remained a growing player, achieving an estimated 2–3% share of the marketplace market . Despite its relatively small share compared to the leaders, its growth dynamics were among the highest in the industry, demonstrating the effectiveness of its development strategy.

The user structure indicated growing interest in the platform among younger customers (ages 25–40), accustomed to online shopping and open to new sales platforms. Another significant advantage of Kaufland Marketplace was its ability to reach customers in smaller towns, where the Kaufland brand is well-recognized thanks to its network of brick-and-mortar stores.

Sales channels – desktop vs. mobile

The year 2024 confirmed the continued growth of mobile channels in online sales. The Kaufland Marketplace mobile app and mobile-optimized website already generated the majority of traffic and transactions on the platform. In response to this trend, Kaufland invested in the development of mobile features, such as push notifications for promotions, personalized offers, as well as simplified shopping processes and mobile payments.

Initiatives, promotions and strategies in 2024

For Kaufland Marketplace, 2024 was a year of intense activity focused on building brand recognition, acquiring sellers and customers, and strengthening the platform's position in the e-commerce market. The development strategy encompassed investments in marketing, technology development, and the implementation of programs supporting business partners. Below are the most important initiatives the platform implemented in the past year.

Marketing campaigns and building brand awareness

One of the main goals of Kaufland Marketplace in 2024 was to increase brand awareness among consumers and convince retailers to start selling on the platform. To this end, integrated marketing campaigns were conducted, encompassing traditional media (television, radio), digital channels (Google Ads, social media), as well as advertising in public spaces and at Kaufland brick-and-mortar stores.

Particular emphasis was placed on communicating the platform's distinguishing features, such as convenient shopping from trusted sellers, a wide product range, attractive prices, and secure payment methods. A significant marketing budget was allocated to online advertising targeted at Allegro and Amazon users who might be potentially interested in an alternative shopping platform.

Seller support programs

In 2024, Kaufland Marketplace introduced a series of measures designed to make it easier for sellers to launch and expand their sales on the platform. One key element was the offer of free or reduced commissions in the first few months of operation, which allowed new partners to minimize entry costs.

The platform hosted regular webinars, online training sessions, and individual consultations, during which Kaufland experts presented best sales practices, technological integration options, and ways to optimize offers. An extensive seller dashboard was also available, with tools for analyzing sales results, monitoring competitors, and managing customer feedback.

One of the distinguishing features of Kaufland Marketplace was the ability to easily integrate with ERP systems, popular e-commerce platforms (e.g. Shopify, WooCommerce) and fulfillment tools, which significantly accelerated the process of scaling the business.

New technical features and improvements

To meet the growing expectations of customers and sellers, Kaufland Marketplace continued to develop its technological infrastructure in 2024. A number of new features were introduced, including:
– an improved API , which enabled more flexible integration of offers with external systems;
– mass offer management tools , which significantly simplified the lives of sellers with large product ranges;
– a dynamic promotions module , allowing sellers to automatically adjust prices to market conditions;
– UX/UI improvements in the mobile app and website, including faster loading, better offer filtering, and a more intuitive shopping process.

Implementations related to content personalization have also begun, including product recommendations based on purchase and offer browsing history.

Promotional campaigns and sales seasons

In 2024, Kaufland Marketplace actively organized its own promotional campaigns aimed at increasing traffic on the platform and improving sellers' sales results. Among the biggest events were:
– Black Week , which saw record-breaking orders and sales increases in many categories by several hundred percent compared to the monthly average;
– summer and winter seasonal sales ;
– themed weeks (e.g., Electronics Week, Home Products Week), supported by intensive marketing campaigns;
– special campaigns celebrating holidays and calendar events (e.g., Children's Day, Back to School, Christmas).

Sellers had the opportunity to purchase additional promotional services, such as offer highlights, banners or product ads on the platform's home page.

Trust-building strategy

Building trust in the platform was a key element of Kaufland Marketplace's strategy. Efforts were made to verify sellers, monitor the quality of offers, and ensure secure payment methods. In 2024, increased control over reviews and ratings was implemented, focusing on both product quality and customer service.

The platform also developed a buyer protection policy, guaranteeing refunds in case of problems with orders and supporting the process of resolving disputes between customers and sellers.

Opinions from sellers and customers

For Kaufland Marketplace, 2024 was not only a year of intense product and technology development, but also a period in which building and maintaining trust with both sellers and customers became particularly important. The opinions of these two groups were an invaluable source of knowledge about the platform's strengths and weaknesses, as well as areas requiring further improvement. Analyzing the experiences of Kaufland Marketplace users allows us to better understand the challenges the platform faced in 2024 and the directions in which it should develop.

Sellers' experiences and challenges

From the sellers' perspective, Kaufland Marketplace was seen as a promising alternative to the dominant platforms, especially for companies seeking to diversify their sales channels and become independent from Allegro or Amazon. Many sellers positively assessed:
– favorable start-up conditions , including reduced commissions for the first few months of operation;
– ease of integration with sales and warehouse systems (particularly via APIs and popular ERP and e-commerce platforms);
– technical and substantive support , which was available during the implementation phase and during daily collaboration.

Sellers also appreciated the relatively low level of internal competition on the platform, which in practice meant greater visibility for their offers compared to more saturated marketplaces. However, they pointed to several significant challenges they faced in 2024. The most frequently recurring concerns included:
– a still limited customer base – despite increased traffic on the platform, many sellers emphasized that sales volume remained lower than on more established marketplaces;
– problematic returns and complaints processes , which – especially in the first half of 2024 – were less automated and more time-consuming than on competing platforms;
– occasional technical difficulties , especially with mass offer editing or product data synchronization, which occurred mainly during periods of high system load (e.g., during Black Week).

Some sellers also reported the need for greater support in promotional activities – especially in terms of tools for optimizing advertising campaigns within the platform.

Customer opinions about the platform

From a customer perspective, Kaufland Marketplace stood out primarily for its wide product offering and competitive prices. Shoppers eagerly took advantage of the promotions that accompanied the platform's major marketing campaigns. In reviews and comments, consumers emphasized:
– good value for money , especially for everyday products and household items;
– a clear platform interface that allows for convenient product searching and filtering;
– transaction security , including the availability of popular online payment methods and the possibility of quick refunds in the event of order cancellation.

At the same time, customers pointed out several areas requiring improvement:
– delivery times , which were sometimes longer than declared on the offer page – especially in the case of foreign sellers or during periods of high order volume,
– insufficient number of reviews about products and sellers , which made it difficult to make purchasing decisions, especially in comparison to competing marketplaces, where the number of reviews is much higher,
– lack of standardization of customer service quality , because independent sellers with varying levels of experience are responsible for fulfilling orders.

Customers appreciated the growing number of pickup points and the ability to flexibly choose their delivery method, which was in line with expectations related to the convenience of online shopping.

Analysis of the main pain points and successes

Analyzing the opinions of sellers and customers from 2024, several key areas of Kaufland Marketplace's success can be distinguished:
– dynamic growth of the offer and seller database ,
– transparency and ease of use of the platform ,
– competitive prices and attractive promotional campaigns .

At the same time, challenges that should be addressed in the coming years are coming to the fore:
– the need to further develop logistics facilities to shorten delivery times and increase the punctuality of order fulfillment,
– increasing the number of reviews and ratings , which would positively impact the credibility of offers and sellers,
– further automation of returns and complaints handling processes to improve customer experience and relieve sellers.

Competitive comparison – benchmark 2024

To fully assess Kaufland Marketplace's position in 2024, it is necessary to compare the platform's results and activities with its key competitors in the Polish e-commerce market. This comparison allows us not only to identify Kaufland Marketplace's strengths and weaknesses but also to understand how the platform fits into the broader context of marketplace competition and what strategic advantages and development barriers were visible compared to the sector leaders.

Allegro and Amazon – key indicators and offers

Allegro has long been the undisputed leader in the Polish e-commerce market, boasting extensive infrastructure, a loyal customer base, and advanced seller tools. In 2024, Allegro served over 260,000 active sellers , and the number of monthly platform users exceeded 22 million , making it the first choice for most online shoppers in Poland. Allegro distinguished itself with a broad ecosystem of sales support services, such as Allegro Smart!, Allegro Pay, and its own logistics solutions (Allegro One).

Amazon Poland continued its dynamic expansion, increasing its market share through investments in fulfillment centers, expanding its product offerings, and offering attractive customer programs such as Amazon Prime. Amazon attracted sellers with its global reach and the ability to easily sell in other EU markets through a single ecosystem. In 2024, Amazon focused on speeding up deliveries (often offering same-day or next-day delivery) and automating purchasing processes.

Against these giants , Kaufland Marketplace remained a growing player, with a base of approximately 12,000 active sellers and a monthly reach exceeding 10 million users . While these numbers were significantly lower than those of its competitors, the platform's growth dynamics and marketing investments indicated its ambition to play an increasingly important role in e-commerce in Poland.

In terms of product offerings, Kaufland Marketplace sought to compete on a broad product range, offering over 30 million items , which allowed it to gradually approach market standards. However, it still faced pressure from more established platforms that boasted higher sales volumes, more product reviews, and more developed additional services.

Germanization of the market – Kaufland vs German marketplaces

In Poland, Kaufland Marketplace leveraged its experience gained in the German market, where the platform (following the acquisition of Real.de) became a significant player. In 2024, Kaufland Marketplace's development strategy in Poland was largely inspired by solutions proven in Germany, encompassing the development of a strong technological base, the development of cross-border sales, and integration with Schwarz's group logistics systems.

Compared to German marketplaces (such as Otto.de, Zalando, MediaMarkt Marketplace), Kaufland Marketplace stood out by attempting to combine e-commerce with a stationary sales network, which in the long term was supposed to allow it to build an advantage in the omnichannel model.

Advantages and weaknesses of Kaufland Marketplace

The advantages of Kaufland Marketplace in 2024 included:
– attractive conditions for sellers , especially in terms of commission and start-up support,
– a rapidly growing database of offers and sellers ,
– synergy with the Kaufland brand and infrastructure , which allowed building trust among customers familiar with the brand from stationary stores,
– potential for the development of international sales thanks to the structure of the Schwarz group.

At the same time, the main weaknesses of the platform are:
– lower level of brand recognition as a marketplace compared to Allegro or Amazon, which affected sales volume and customer trust,
– less developed own logistics , which resulted in longer delivery times compared to market leaders,
– fewer premium features for customers (e.g. no equivalent of Allegro Smart! or Amazon Prime in such a developed form),
– relatively low number of reviews about products and sellers , which limited the shopping experience for new customers.

Technologies and platform development

For Kaufland Marketplace, 2024 was a year of intensive technological investments aimed at improving the platform's competitiveness, streamlining seller workflows, and increasing customer satisfaction. Facing fierce competition from established marketplaces such as Allegro and Amazon, Kaufland Marketplace focused on developing modern tools, automating processes, and raising security standards. As a result, the platform gradually closed the gap with market leaders and built a solid foundation for further growth.

Integrations with ERP, payment and logistics systems

One of the key directions of technological development in 2024 was the expansion of the platform's integration with external systems used by sellers. Kaufland Marketplace launched an improved API , enabling more efficient connection of offers with popular ERP systems such as Comarch ERP, Subiekt GT, SAP, and Microsoft Dynamics. Sellers gained the ability to automatically synchronize inventory, prices, and product descriptions, significantly reducing the risk of errors and saving time on inventory management.

In the area of ​​payments, the platform has developed partnerships with operators offering modern payment methods, including deferred payments (buy now, pay later) and installment systems. This has provided customers with greater purchasing flexibility, positively impacting conversion rates.

In the logistics field, Kaufland Marketplace focused on building partnerships with fulfillment and courier operators such as DHL, DPD, InPost, and GLS. The platform also developed shipping management tools that allowed sellers to more easily select delivery options, generate shipping labels, and monitor shipment status in real time.

Description automation and optimization tools

In 2024, a significant investment focus was on automating processes related to creating and managing offers . The platform implemented AI-based mechanisms that assisted sellers in preparing product descriptions, generating sets of technical parameters, and optimizing titles and keywords for search engine visibility.

Kaufland Marketplace also developed analytical tools available in the seller panel. These tools allowed businesses to track sales results, analyze the effectiveness of promotional campaigns, monitor traffic to their offers, and compare them to competitors in a given product category. This facilitated pricing decisions and marketing planning.

Dynamic price management mechanisms were also introduced , which allowed sellers to automatically adjust prices to market conditions (e.g., responding to changes in competitor prices or inventory levels).

Development of personalization and UX

Kaufland Marketplace consistently invested in personalizing the shopping experience . Based on data on customer browsing history, purchases, and preferences, product recommendation modules were implemented, increasing the chances of cross-selling and increasing the value of the shopping cart.

Significant changes also affected the user interface (UX/UI) . The platform simplified the registration, purchase, and returns processes, which was crucial for increasing conversions. The mobile version and app were continuously optimized for speed, intuitive operation, and clear offer search. As a result, over 60% of traffic and transactions now originated from mobile devices.

Security, compliance and fraud protection

2024 also saw a strengthening of platform security and user data protection efforts. Kaufland Marketplace adapted its procedures and technological solutions to the requirements of the Digital Services Act and the Digital Markets Act , which required e-commerce platforms to ensure greater operational transparency, eliminate illegal offers, and more effectively protect personal data.

The platform developed internal systems for monitoring and reporting irregularities. Tools were implemented to automatically detect fraud attempts, fake reviews, and attempts to sell products that violate regulations or the law. Kaufland also strengthened seller verification processes , aiming to increase customer trust and improve the quality of its offerings.

Challenges and barriers to further development

Despite its dynamic growth in 2024, Kaufland Marketplace still faces numerous challenges that could slow its expansion and limit its competitiveness against the largest market players. These barriers concern both technological and operational issues, as well as areas related to building consumer trust, logistical efficiency, and retailer profitability. Below, we discuss the key areas that Kaufland Marketplace must address to maintain its high growth dynamics and compete effectively in an increasingly demanding market.

Low brand awareness among buyers

One of the key challenges remains the relatively low level of brand recognition for Kaufland Marketplace as an e-commerce platform. Although the Kaufland brand is well-known in Poland thanks to its network of brick-and-mortar stores, many consumers do not yet associate it with online shopping. The platform's lack of strong brand recognition as a destination for online shopping limits Kaufland Marketplace's ability to rapidly expand its customer base and build user loyalty.

This also results in fewer reviews of products and sellers, which reduces consumer confidence in the platform's offerings. Customers often choose marketplaces that offer greater transparency, a larger number of reviews, and social proof in the form of high ratings and recommendations.

Logistics infrastructure and delivery efficiency

Compared to market leaders like Allegro with its Allegro One service or Amazon with its own network of logistics centers, Kaufland Marketplace still lacks its own, integrated logistics support . In 2024, the platform relied primarily on collaboration with external courier and fulfillment operators, which limited its ability to control the entire delivery process.

Longer order fulfillment times than competitors, especially for foreign sellers, were a frequent source of negative customer reviews. The lack of standardization in service quality regarding delivery and returns increased the risk of losing customers to platforms offering faster and more predictable deliveries.

To compete effectively, Kaufland Marketplace will have to consider building or integrating its own fulfillment solutions in Poland and developing "next day delivery" services, which have already become a standard for demanding consumers.

Seller costs and margins

Another challenge for Kaufland Marketplace's development is the pressure on seller margins resulting from intense price competition in the e-commerce market. Sellers must often lower prices to attract customers, which, combined with the costs of commissions, logistics, and marketing activities within the platform, significantly reduces their profitability.

While Kaufland Marketplace offered attractive entry-level terms in 2024, including lower commissions for new partners, the long-term profitability of sales on the platform will depend on the ability to offer sellers additional optimization tools and support in increasing operational efficiency. It will also be crucial to adapt the commission policy to market realities to encourage sellers to build high-quality offerings and invest in promotion.

User trust – opinions, complaints and quality of service

One of the key pillars of a marketplace's success is a high level of buyer trust. In 2024, Kaufland Marketplace faced challenges in ensuring a consistent standard of customer service because, as an open platform, it collaborated with thousands of independent sellers with varying experience and operational capabilities.

Customers reported issues with complaint response times, inconsistent returns information, and differences in service quality between individual sellers. The lack of established mechanisms for quickly resolving disputes and less transparent returns procedures compared to major platforms lowered customer satisfaction and discouraged some users from returning to the platform.

Increasing trust will require Kaufland Marketplace to further invest in seller verification processes, expand rating and review systems, and automate procedures for handling complaints and returns.

Prospects and recommendations – what to pay attention to in the coming years?

Following its dynamic growth in 2024, Kaufland Marketplace has the opportunity to solidify its position in the e-commerce market in Poland and Europe. The platform has gained a significant foothold in the minds of sellers and customers, but continued success will depend on the ability to adapt to market trends, eliminate current barriers, and implement strategic initiatives that will build lasting competitive advantages. Below are key development prospects and recommendations for action in the coming years.

Increasing market share – strategic recommendations

To increase its share of the e-commerce market, Kaufland Marketplace should continue intensive marketing efforts aimed not only at building brand recognition but also educating customers about the benefits of shopping on the platform. It will be essential to:
– conduct long-term image campaigns that highlight Kaufland Marketplace's unique strengths (e.g., synergy with the brick-and-mortar chain, availability of a wide range of products, transaction security),
– develop loyalty programs that encourage customers to return and shop regularly (e.g., its own "Smart!" program with free delivery after exceeding a certain order value threshold),
– more aggressively acquire sellers from premium and niche segments to distinguish the platform's offerings from the competition.

Strategically important will also be strengthening cooperation with large brands and manufacturers that can attract customers looking for well-known and proven products.

Development of product categories and offers

In the coming years, Kaufland Marketplace should focus on developing product categories with high growth potential and high margins. Prospective areas include:
– organic and local products , which are gaining popularity among conscious consumers;
– electronics and new technologies , which generate high basket values ​​and enable cross-selling;
– children's products and home and garden products , which were already in high demand in 2024.

Expanding the offer should go hand in hand with better matching of product recommendations and personalization of the shopping experience, which will increase conversion and average order value.

Technology and UX improvements

Kaufland Marketplace should continue investing in technologies that will increase the convenience and security of shopping and make it easier for sellers to run their businesses. In particular, the following are recommended:
– building its own or shared logistics infrastructure , which will shorten delivery times and integrate the order fulfillment process;
– developing modules for offer automation and dynamic price management, which will help sellers compete in real time;
– further simplifying the returns and complaints processes to distinguish the platform as user-friendly and hassle-free for shoppers;
– implementing advanced recommendation and promotion systems based on artificial intelligence , which will enable more effective offer targeting and increase sales.

The platform should also ensure continuous optimization of the mobile app, which already generates the majority of traffic, and develop features adapted to mobile devices, such as push notifications, instant payments, and geolocalized promotions.

Building customer and vendor loyalty

One of the key elements of a long-term strategy should be building loyalty among two key groups: customers and sellers. For customers, this means investing in:
loyalty programs with real benefits (free shipping, exclusive promotions, points for purchases),
and satisfaction guarantees that strengthen trust in the platform (e.g., quick refunds for complaints, buyer protection).

For sellers, the following will be crucial:
– transparent and predictable terms of cooperation ,
– access to tools supporting business development , such as training, consultations, dedicated account managers,
– incentive systems rewarding sellers for high quality of service and good sales results (e.g. lower commissions for top partners).

Summary and Key Findings

For Kaufland Marketplace, 2024 was a year of dynamic transformation, intensive investment, and building a strong position in the competitive e-commerce market in Poland. The platform, part of the Schwarz Group, demonstrated its ability to leverage the potential of a strong brick-and-mortar brand to develop its online presence. Although Kaufland Marketplace remains a player in the expansion phase, the results achieved in 2024 and the initiatives implemented laid a solid foundation for further growth.

Key Data and Trends 2024

Last year, Kaufland Marketplace recorded significant progress in key areas:
– the number of active sellers exceeded 12,000 , which means dynamic growth compared to the previous year,
– the product range expanded to over 30 million offers , including both everyday products and premium goods,
– gross sales value (GMV) exceeded PLN 2 billion , with a growing share of mobile traffic (over 60% of transactions came from mobile devices),
– the platform strengthened its technological activities , offering extensive APIs, offer automation, analytical tools and a better shopping experience,
– Kaufland Marketplace successfully developed promotional campaigns , such as Black Week, themed weeks and seasonal campaigns, which increased customer interest.

Strengths of the platform

Kaufland Marketplace has built several significant advantages over its competitors:
– attractive terms of cooperation for sellers , especially at the stage of entering the platform,
– a dynamically growing and diversified product offer , which allows the platform to gradually approach the market leaders in terms of product range,
– synergy with the Kaufland stationary chain , which allows for the use of the potential of the omnichannel model,
– intensive investments in technology development , increasing the comfort of shopping and facilitating the running of business for sellers.

Weaknesses and areas for improvement

Despite progress, Kaufland Marketplace must face several significant challenges:
– insufficient brand recognition as an e-commerce platform , which limits the rate of new customer growth;
– lack of its own logistics facilities , which affects delivery times and customer satisfaction;
– lower number of product reviews and opinions , which reduces the transparency of the offer in the eyes of customers;
– insufficiently developed loyalty programs and premium services , which are a key element in building long-term customer relationships for competitors.

Forecast for 2025+

years remain positive, provided the platform can effectively address these challenges. Key success factors include:
further increasing brand recognition and awareness of the benefits of shopping on the platform ; investing in logistics and developing fast delivery services , which will allow it to compete with market leaders in terms of service quality;
introducing loyalty programs and premium solutions that will increase customer retention;
and building unique added value through integration with the brick-and-mortar network and developing an omnichannel model.

If Kaufland Marketplace is able to leverage its strengths – a strong brick-and-mortar brand, the Schwarz Group's resources, and the potential for technological development – ​​it has a real chance to increase its market share and strengthen its position as a significant player in the Polish and European e-commerce market.