Kaufland launches Spanish online marketplace to rival Amazon and other giants

Kaufland, the German hypermarket brand under the Schwarz Group (owner of Lidl), has launched an online marketplace in Spain, aiming to challenge Amazon, AliExpress and Temu. The service aggregates third-party sellers across more than 6,400 categories, from electronics to garden tools, with Kaufland managing the platform, payments and support. In Germany the marketplace hosts over 15,000 international sellers and 45 million products, attracting up to 32 million monthly visitors; Spain and the Netherlands join eight other European markets, giving sellers access to roughly 220 million online shoppers.

The rollout follows rapid growth in Austria and Poland, where marketplace revenue rose 439 % and 322 % respectively. No physical Kaufland stores are expected in Spain, but over 500 Spanish merchants already sell through the network elsewhere, potentially boosting cross-border trade. Success will depend on whether the platform can consistently offer competitive prices and delivery options to become a regular check for Spanish shoppers.