How Kaufland is challenging Bol and Amazon with a new Dutch marketplace

The Dutch online marketplace of Lidl’s sister chain, Kaufland, is now live. Kaufland.nl launches with 9 million items across more than 6,400 categories and some 3,000 affiliated sellers. It’s a bold move, as the Dutch e-commerce market is already highly developed (thanks to Bol), as Amazon has previously noted.

Purely as a platform

A major new foreign player is entering the Dutch market: Kaufland’s marketplace is already active in Germany, France, Italy, Poland, Austria, the Czech Republic, and Slovakia. Spain will follow shortly, allowing Kaufland—according to its own statements—to expand its network of marketplaces to nine European countries. Behind the platform is the Schwarz Group, the conglomerate that also controls Lidl.