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Seller Guidelines

  1. Shop name
  2. Communication
  3. Customer service
  4. Listings
  5. Provision of invoices
  6. Prohibited items
  7. Item availability
  8. Shipping
  9. Tracking
  10. Response to withdrawals from the purchase, complaints and inquiries from our Customer Service team
  11. Items not received
  12. Contractual penalty for cancellations
  13. Sanctions

For a high level of customer satisfaction

Our customers have high expectations of us as a marketplace operator and of you as our retailers.

You yourself are best-placed to know what your customers want: fast delivery, goods in proper condition and easy communication if there are questions about the order.

We want to work with you as a retailer to provide the best possible support for our and your customers, and therefore we have drawn up binding guidelines for all retailers on the marketplace. These guidelines are designed to ensure a uniformly excellent service in the interests of the marketplace operator and its retailers and customers. They apply in addition to the Retailer Terms and Conditions and the terms and conditions, guidelines and policies on the relevant pages (referred to as "help pages").

Marketplace management is of course available to speak to you personally if you have any further queries.

1. Shop name

You are generally free to choose your own retail shop name. However, you may not choose a pseudonym that could suggest an association with the operator of the website (e.g., "Kaufland Seller").

We would also like to point out that it is also important to be aware of any third party rights when choosing a pseudonym.

The best approach is to use your company name as your pseudonym; that way you ensure your name will be recognized.

2. Communication

The marketplace on kaufland.de is one of the largest online shopping platforms in Germany. The platform primarily caters for the German-speaking market. It is therefore essential for smooth communication that correspondence on our platform is in German. When registering your account please ensure that questions in relation to orders can be answered in German.

Moreover, both your and our success depends to a large extent on the satisfaction of our customers. It is therefore essential that communication between the retailer, us as the site operator and the customer is extremely polite and professional. In the interests of all parties, it is important for the tone of dealings on our platform to be friendly and polite. This means that for the sake of politeness, the customer should always be addressed formally (in German this means using the polite form of "you").

In order to ensure the perfect customer experience, we also ask you to keep communication expedient, transparent and solutions-oriented to the extent possible and to refrain from making random suggestions. In particular, you must not make repeated offers of alternative solutions to avoid a return if the customer has not expressed any identifiable interest in an alternative.

If you do not have sufficient information to settle a matter, please always provide a time frame within which the customer will receive a full response from you, and please use our ticket system to proactively contact the customer if a new option arises at your end for resolving the particular matter.

Please also note that the use of automatically generated replies to respond to incoming ticket notifications is not permitted.

In the event of any breach of this retailer obligation, the operator expressly reserves the right to initiate the sanctions described in greater detail in section 13.

3. Customer service

Contact

In addition to fast delivery and the delivery of goods in their proper condition, customer satisfaction is also particularly dependent on easy and fast communication in response to questions about orders.

To offer our shared customers the best possible service, it is therefore essential that you can be contacted.

You are therefore required to provide in your retailer account a telephone number for customer inquiries and a telephone number for Marketplace Support.

As already described in the Retailer Terms and Conditions, retailers must ensure that they can be contacted on these telephone numbers during regular business hours (usually 9:00 a.m. to 5:00 p.m. on weekdays from Monday to Friday, except public holidays). You must also ensure that you can be contacted by e-mail and by post.

If, for example, you do not have access to your e-mails or your retailer account for more than two working days due to vacation, you must suspend your listings. The same applies in the event of adverse circumstances that interrupt your business such that prompt and timely shipping cannot be guaranteed in every respect (e.g., building renovations or migration to a new IT system). The options described above for communicating about orders that have already been received must of course also be guaranteed during any such period or while such circumstances prevail.

In the event that you as the retailer enter into correspondence with our shared customers, communication must take place solely through the "Complaints" module provided by the operator for this purpose. External communication with customers (e.g., by e-mail) is only permitted in cases of extreme emergency, for example if the customer contacts you directly as the retailer.

Service level

We also measure the quality of your service based on the following metrics:

Ticket response time

The ticket response time refers to the percentage of customer inquiries to which an initial response is sent within the prescribed 48-hour period. Weekends and public holidays are excluded.

An initial response must be sent within 48 hours. In addition, this KPI is calculated from the time the ticket is assigned to your retailer account.

If this KPI is outside the prescribed range, we expect you to take action to enable the target to be achieved in future.

Please also note that in accordance with our Retailer Guidelines, we reserve the right to cancel orders in favor of the customer, entering "No response" as the reason for cancellation, if your ticket response time exceeds the prescribed target of 48 hours.

Late delivery rate

The late delivery rate is the percentage of all delivered items within a 31-day period that were not delivered on time.

The late delivery rate should not exceed 4 %. If your service reports a higher rate, you must initiate appropriate measures as quickly as possible to improve the rate.

Retailer ticket rate

The retailer ticket rate shows the percentage of all ordered items for which at least one ticket was opened within a period of 31 days for a reason relating to the retailer. Retailer-related reasons include:

  • Late delivery
  • Goods not received
  • Incomplete delivery
  • Incorrect goods delivered
  • Defect/damage
  • Invoice

To reliably guarantee customer satisfaction, we expect you to achieve a retailer ticket rate of less than one percent.

4. Listings

In addition to the obligations arising under the Retailer Terms and Conditions, the following principles also apply when listing products:

Compliance with the Product Data Guidelines is mandatory when listing products. By listing its products, the retailer declares that it has read and accepted these Guidelines and that its listings comply with the Product Data Guidelines.

The condition of the item must be truthfully described based on our definitions of condition. If the goods are not new, please use the comments field to provide detailed information about the item and its condition.

If you add a cover image or other pictures in the item description, they must not contain any markings or text that is not directly related to the product.

The item must be listed in the correct product category and must be subsequently monitored. The operator expressly reserves the right to make corrections in accordance with the Retailer Terms and Conditions.

Furthermore, under a given EAN, the retailer may only list items with a matching EAN. Different versions (for example rental releases or UK imports) of a product must always be listed under the correct EAN. In addition, the retailer must use separate EAN for each listing of the same product in different conditions.

Media products included in Part B of the List of Media Harmful to Young Persons and/or which contain content that would constitute a criminal offense must not be listed in the database.

As the retailer, you are responsible for listings and listing management, and we therefore trust you understand that the marketplace operator is not liable for these listings and is unable to assume any costs if any errors are made.

5. Provision of invoices

Our shared customers place great importance on receiving an invoice.

You must therefore attach an invoice to every order. You may choose whether to send the invoice in digital form or to send a paper invoice with shipment of the goods.

If our customers subsequently request an invoice, the request must be met within the aforementioned period of 48 hours.

6. Prohibited items

Certain items may not be offered on the marketplace. Further information is available here.

7. Item availability

The availability of the items listed on the marketplace must be continually updated. Items that cannot be delivered must not be entered into the database. In the exceptional case that an item can no longer be delivered following receipt of an order, the item must be canceled immediately. In such cases, the operator reserves the right to claim any applicable contractual penalty in accordance with the Retailer Terms and Conditions.

Moreover, in the exceptional case that delivery is delayed, the customer must be notified immediately of the delay.

8. Shipping

Items must be shipped within the specified shipping period. Only after items have been dispatched can they be marked as shipped on kaufland.de.

The marketplace operator reserves the right to rank listings that do not specify a delivery time lower on the platform than listings that provide this information, or to remove them completely.

Please only send sold items to the delivery address provided by the customer, which you will receive from the marketplace operator.

Items, particularly media products that must not be made available to children or young persons because they (a) are not classified by a self-regulatory body (e.g., FSK or USK) or are classified as "not suitable for persons under the age of 18"; (b) are included in the List of Media Harmful to Young Persons; or (c) are seriously harmful to young persons must be sent using a shipping method that precludes receipt by a minor. For products that are offered exclusively in the 18+ section, which end customers can only access after verifying their age, the "personal registered mail" shipping method is sufficient for this purpose.

9. Tracking

Retailers have the option of allowing customers to track their parcel through logistics partners.

10. Response to withdrawals from the purchase, complaints and inquiries from our Customer Service team

Any complaints by us or directly from customers (complaints) must be responded to promptly within 48 hours (weekdays Monday to Friday, except public holidays). The same applies to communication with customers in connection with withdrawals from the purchase contract within the statutory cooling-off period (Widerruf) and returns. If you fail to respond, we reserve the right to decide the matter in favor of the customer or the marketplace operator.

With regard to withdrawals from the purchase contract within the statutory cooling-off period, you as the retailer must ensure that at least the minimum statutory requirements for this have been met. It is of course possible at any time to treat the customer more favorably.

The Retailer Terms and Conditions apply in relation to the cost of returning items: If the value of the returned product exceeds EUR 40 (EUR 40.01, excluding the original postage costs), you must assume the costs of return shipment. You are at liberty to grant additional benefits to customers going beyond these standard arrangements for returns, e.g., by extending the period for returns or offering free returns.

In all other cases involving returns, in particular in connection with a complaint, the retailer must accept the return. Once the retailer receives the item it must inspect it and, if the [customer's] account is in credit, refund the amount within three days, or repair or replace the item within three weeks depending on the individual case. In the event of doubt, the retailer must contact the operator.

As already stated in clause 12.3 of the Retailer Terms and Conditions, for processing reasons, retailers are not permitted to refuse to accept returns. However, such acceptance shall not constitute a legally binding acknowledgment of any claims.

In addition, in the event of:

  • irregularities with deliveries or returns, for example if the item is lost because it was delivered to an unauthorized third party, or if the item returned does not match the item that was delivered, or the return parcel is empty; and
  • any reduction in value or partial refund;

we would ask you to contact us without delay.

In the event of any reduction in value, the customer must be contacted and notified immediately by way of a ticket. This must occur within 48 hours of receipt of the returned item. The reason for the reduction in value must be described clearly and in detail. Please also provide a reasonable estimate of the reduction in value.

Conclusive photographs of the defect/use are essential to enable assessment of the matter. The matter will not be reviewed any further without conclusive images.

Where a review is not possible because requested information has not been provided, we reserve the right to make a decision in favor of the customer.

11. Items not received

If an end customer claims not to have received the item, we ask the retailer to provide standard proof that the item was shipped. This must show the delivery address and be able to be tracked. We reserve the right to claim damages for any loss we suffer if such proof of shipping cannot be produced.

12. Contractual penalty for cancellations

The target retailer cancellation rate (particularly including non-performance of purchase contracts because the item cannot be delivered) is less than one percent of all orders per month. If the retailer's cancellation rate is higher than one percent, the retailer must implement improvements so as to meet the target rate. If the retailer fails to meet the target rate on multiple occasions or fails to make any identifiable efforts to change the situation, this may result in termination of the agreement between the marketplace operator and the retailer – independently of the imposition of the following transaction fees.

The following charges apply in order to keep the monthly cancellation rate (calculated based on the number of transactions per month; only cancellations by the retailer are counted) within reasonable limits:

  • retailers whose monthly cancellation rate (cancellations by the retailer) is between 1 % and 2.99 % shall be charged 5 % of the total value of the canceled transactions.
  • retailers whose monthly cancellation rate (cancellations by the retailer) is 3 % or more shall be charged 10 % of the total value of the canceled transactions.

This provision does not apply to retailers who only cancel one order per month.

13. Sanctions

The operator has the right to verify compliance with these obligations at any time – specifically, but without limitation, in the event of complaints by third parties – by means of control measures as appropriate in the individual case and, if necessary, to take action under clause 14 of the Retailer Terms and Conditions ("Sanctions") or to terminate the agreement in accordance with clause 19 of such Terms and Conditions.