Kaufland.nl is live: should your beauty brand sell there?

Kaufland opened its Dutch marketplace, Kaufland.nl, in early September 2026 with around 9 million products in more than 6,400 categories and roughly 3,000 sellers. For Dutch shoppers it is one more place to buy. For beauty brands it raises two questions: should you list there, and who will sell your brand if you do not?

What Kaufland brings to the Netherlands

Kaufland Global Marketplace is the online marketplace of the Schwarz Group, the owner of Kaufland and Lidl. It already runs storefronts in Germany, Austria, Czechia, Slovakia, Poland, France and Italy, and with Spain and the Netherlands it grows to nine countries. Sellers manage those storefronts from one seller account, which makes the Netherlands a small step for any brand that already sells on Kaufland.de.

The Dutch market is worth the effort. According to Kaufland, 17.6 million people in the Netherlands use the internet and the Dutch e-commerce market is worth around €34 billion. The market leader, bol, remains by far the largest store, so Kaufland.nl starts as a challenger.

The opportunity for beauty brands

• Less competition per product. A new marketplace has fewer sellers per listing than Amazon or bol, so a complete, well-priced official offer stands out faster.
• One account, more countries. For brands that already sell in Germany or Austria, adding the Netherlands is mostly translation, logistics and pricing work.
• A familiar retail name. Kaufland and Lidl are known brands in the Benelux, which helps shoppers trust a new store.

The risk of waiting

Every new marketplace is a new place for unauthorised sellers to show up first. Resellers who buy stock from wholesalers or other channels can list your products on day one, with their own images, their own prices and their own interpretation of your claims. The first offer on a new listing often defines how the product looks for months.

That does not make every other seller illegal. Genuine products first sold in the European Economic Area with the brand’s consent can generally be resold. But if nobody representing the brand is present, the listing, the content and the customer experience are in someone else’s hands.

Four questions before you go live

1. Is your product data ready in Dutch? Titles, descriptions, ingredient lists and warnings, plus GPSR safety information and the details of the EU Responsible Person.
2. Can you deliver at Dutch speed? Shoppers in the Netherlands expect fast delivery. Stock inside the EU, ideally in the Netherlands or Germany, keeps delivery times competitive.
3. Does the price still work after fees and shipping? Compare your margin per product with bol and Amazon.nl before you decide which range to list.
4. Who is your official seller, and who watches everyone else? Decide who sells your brand on Kaufland.nl and how you will monitor other offers from the first day.

Our view

For most beauty brands, Kaufland.nl is not a replacement for bol or Amazon.nl, but it is an efficient extra channel, especially for brands already active on Kaufland in Germany or Austria. The brands that benefit most will be those that claim their listings early, with complete Dutch content and one consistent official offer.

Sources: RetailDetail, “How Kaufland is challenging bol with a new Dutch marketplace” (8 September 2026); Kaufland Global Marketplace, Sell on Kaufland.nl; ChannelX, Kaufland expands to nine European marketplaces (June 2026). This article is general information and not legal advice.