To decide what to sell on Kaufland, you need three things: Kaufland’s own demand data, the Buy Box price as the price you will realistically sell at, and your own sums after VAT, commission and shipping. A product is worth listing when that data shows demand, you are allowed to sell it and enough is left after every cost. Keep one point in mind throughout: a sales rank is not a sales figure.
This guide shows where to find that data, how to read it and how to work out a product before you buy stock. Without an account, the free opportunity check shows the ten products with the best sales rank in each category on Kaufland.de. Everything about Kaufland comes from Kaufland’s own pages, mainly the Seller University and the Seller API documentation; the sources are listed at the end.
Where Kaufland shows demand
Kaufland gives sellers pointers on demand and price in several places.
- Assortment Insight in the Seller API. The source for products you do not offer yet. For each EAN, Kaufland returns the current Buy Box price and its average over 30, 60 and 90 days, the sales rank on Kaufland, a rank outside Kaufland, a demand level from very low to very high, a range of benchmark prices from outside Kaufland and three flags: Kaufland bestseller, bestseller elsewhere that is missing on Kaufland, and popular product that is not competitively priced. You can call it with your own API keys or through software you connect to your account.
- Price competitiveness report in the Seller Portal. For products you already offer: per EAN your sales price and the market price from price comparison sites, both including shipping, plus the Buy Box price and a priority score for relevance in customer searches. The Competitor Comparison report sets your offer price against possible competitors.
- Global Dashboard. The home page of the Seller Portal. In the Executive Summary, Ailora, the AI assistant in the Seller Portal, points out sales opportunities every week, such as offers close to winning the Buy Box.
- Own brands. For your own products without a shared EAN, Kaufland groups similar offers. Under Analytics & Insights, Own-Brand Products shows your price rank in the group, the group’s demand and a recommendation. “Focus” means high demand that mostly goes to competitors.
The signals to check for each product
Note the same six points for every candidate. Kaufland supplies the first five; the last one you work out yourself.
| Signal | What it shows | What to watch |
|---|---|---|
| Demand | Kaufland’s level of demand outside Kaufland, from very low to very high | High demand elsewhere does not mean buyers look for the product on Kaufland. |
| Sales rank | Kaufland’s rank within the sub-category, where 1 sells most | A rank is not a sales figure. Compare only products in the same sub-category. |
| Flag | Kaufland bestseller, bestseller elsewhere that is missing on Kaufland, popular but not competitively priced | The flag is Kaufland’s own judgement. If a bestseller is missing on Kaufland, you may be early. |
| Buy Box price | The current price and the average over 30, 60 and 90 days | If the price is falling, work with the lower figure, not the average. |
| Price elsewhere | Kaufland’s range of benchmark prices outside Kaufland; in the price competitiveness report, the market price from price comparison sites | If it sits below your break-even, you have little room on price. |
| What is left | The selling price less VAT and commission | Purchase price, shipping, returns and your share of the base fee still come off. |
Check the catalogue: existing product or new
On Kaufland, product data and offer data are two different things. Many products are already in the catalogue, identified by their EAN. In the Seller Portal, go to “Offer management”, select “Offers” and click “+Create offer”. Then search by EAN, manufacturer or item description.
- Product found: you create your offer straight away. Kaufland asks you to check the existing product data for accuracy first.
- No product found: you create a new product under “+Create new product” with every mandatory attribute. Without them, the product data is invalid and is not shown on the marketplaces.
All sellers of the same EAN share one product page, and only one offer sits in the Buy Box. For a new product, count the time for title, images and attributes. The free EAN checker tells you whether an EAN on your purchase list is valid.
Do the sums before you buy
A product in demand can still lose you money. Kaufland calculates commission on the gross selling price including shipping. On every Kaufland marketplace except Kaufland.pl it is between 7% and 16% depending on the category, for example 7% for computers and consumer electronics, 10% for tools and garden tools, 14% for kitchen and household and 16% for jewellery; on Kaufland.pl it is between 4% and 12%. Every rate is listed under Kaufland commission by category, the other costs in our guide to Kaufland seller fees.
- Returns: if the purchase price is above €40 (CZK 990 on Kaufland.cz, PLN 175 on Kaufland.pl), you pay for the return. The return cost calculator shows what a single return costs you. According to Kaufland, commission is only charged on actual sales, not on returns or cancellations.
- Shipping: what the parcel really costs you, packaging included.
- Base fee: from €39.95 a month plus VAT, spread over all your sales.
An example with amounts we chose to explain it: a kitchen item on Kaufland.de at €29.95 including shipping. Take off 19% VAT (€4.78), 14% commission on €29.95 (€4.19), a €10.00 purchase price and €5.00 shipping, and €5.98 is left. If the Buy Box is at €27.99, it is €4.60, before returns and the base fee. Your own figures go into the profit calculator.
Judge the Buy Box and the competition
Expect to sell at about the Buy Box price. Compare the current price with the 30-day and 90-day averages. If it is well below them, the price is falling, often because sellers are undercutting each other. Then work with the lower figure. Also count the sellers on the product page and look at the delivery times they promise.
Your price floor for a single product comes out of the Buy Box price calculator. Whether winning the Buy Box is worth it at all is the subject of our guide Is every Buy Box worth winning?
Test small
- Start with a handful of products, not a whole category.
- Only list what you can deliver. Kaufland counts “Goods not in stock” as a seller-related cancellation, and it expects a seller-related cancellation rate below 1% a month.
- After 30 days, check per product the sales, returns, Buy Box and what was left after every cost. Only then buy larger quantities.
How to do it with Opportunities in Sellgrip
Opportunities in Sellgrip puts Kaufland’s assortment data next to your own range. Kaufland’s flag decides what counts as an opportunity; your catalogue only shows whether you already sell it. Under “In demand, not listed” you see items with category, demand, sales rank, Buy Box price, price elsewhere and “Left per sale”: what is left after VAT and commission. The list opens on the categories you already sell in.
“Check margin” opens the Margin finder. There you set your purchase price against Kaufland’s figures, for a whole supplier list if you like, line by line. The Country check shows in which Kaufland country your products pay off after commission, VAT and shipping. With “List now” you put a matching item straight onto Kaufland.
Sellgrip does not project units: every number comes from Kaufland or from your own offer. On Free and Pro you see how many opportunities there are and the top three in full. The whole list with filters, the Margin finder and the Country check are part of Business; the details are on the pricing page. Module 6 of the Sellgrip Academy, “Choosing what to sell”, goes deeper, with a scoring sheet and three worked examples.
