German retailer Kaufland has launched its marketplace platform in France.

Shoppers in France can now order from a selection of over three million products spanning more than 6,400 categories, including electronics, kitchenware, fashion and baby products.

Kaufland said its platform enables French retailers to sell their products domestically, as well as in six other European countries, including Poland, Austria and soon Italy, where the platform will be launching shortly.

Currently, around 13,000 retailers sell through the Kaufland marketplace across six European countries, and the company said that 2,800 online retailers have already signed up for the French platform.

Kaufland claims that retailers selling across all its marketplaces can potentially reach 81 million online customers in existing marketplace countries. By adding the 37 million in France and 22 million in Italy, the total number of online shoppers reachable via Kaufland will rise to almost 140 million.

Part of the Schwarz Group, which also owns Lidl, Kaufland operates over 1,600 stores in eight European countries.

The company has positioned the marketplace as a European alternative to global e-commerce giants, aiming to make international selling as straightforward as possible for retailers with free services such as product data translation and legal support.

The Kaufland marketplace complies with data security and European regulations. Kaufland added that the platform is designed to offer fair conditions and competitive prices.

Gerald Schönbucher, chief executive of Kaufland e-commerce, said the move will enable French customers to access millions of new offers and product ranges.

“Our goal is to eventually offer customers in France a product range similar in size to that in Germany, where 45 million items are already available,” he added. “Furthermore, we want to become the top European platform in the country for French retailers, enabling them to sell their products easily, conveniently, and successfully both nationally and internationally.”

---