Kaufland
An online marketplace and supermarket brand from the Schwarz Group with sellers and own-stock products.
Kaufland at a glance
Kaufland is an e-commerce website and one of the most visited sites in Germany, currently ranked #138 in the country. It was founded in 1984 by Schwarz Group and is headquartered in Neckarsulm, Germany. Today Kaufland is owned by Schwarz Gruppe. Our estimates put its audience at ≈ 65 million visits per month. The business earns money mainly through product sales, marketplace commissions, advertising. Its closest rivals include otto.de, amazon.de, lidl.de.
Traffic statistics
Traffic history
| Period | Visits | Change |
|---|---|---|
| Q1 | ≈ 61.1 million / month | +2% |
| Q2 | ≈ 63 million / month | +3% |
| Q3 | ≈ 65 million / month | +3% |
| Q4 | ≈ 68.9 million / month | +6% |
Traffic sources
- Direct48%
App-first shopping habit
- Organic search31%
- Paid search11%
- Social6%
- Referral & email4%
Audience & demographics
- Women54%
- Men46%
- Age 25-3430%
- Age 18-2423%
- Age 35-4422%
The audience is concentrated in Germany, skewing urban and mobile, with usage peaks in the evening hours.
Geographic reach
- Germany86%
Home market
- Diaspora and neighbouring markets7%
- Europe3%
- North America2%
- Rest of world2%
SEO profile
- Estimated organic traffic
- ≈ 19.5 million visits / month
- Branded share of search
- High — brand terms lead the keyword profile
- Indexed pages
- Large — category, listing or article level
- Primary search market
- Germany
Top organic keywords
| Keyword | Position | Volume | Traffic share |
|---|---|---|---|
| kaufland | 1 | Very high | Dominant |
| online shopping | Top 10 | High | — |
| discount codes | Top 10 | High | — |
| free delivery | Top 10 | High | — |
Backlink profile
- Referring domains
- Tens of thousands
- Link profile
- News coverage, directories, blogs and partner sites
- Authority
- High within the Germany web
Top referral sources
- News and media31%
- Directories and aggregators24%
- Blogs and forums20%
- Partner sites14%
- Other11%
Technology stack
Website technologies
Advertising & analytics technologies
Stack details are inferred from public front-end signals and engineering communications; internal systems may differ.
Mobile app statistics
Available in the local store
Available in the local store
- App share of traffic
- ≈ 76% mobile
- Position in country
- Among the leading e-commerce apps in Germany
Company information
- Website
- kaufland.de
- Sector
- E-commerce
- Owner
- Schwarz Gruppe
- Owner type
- Private company
- Founders
- Schwarz Group
- Founded
- 1984
- Headquarters
- Neckarsulm, Germany
- Employees
- 150,000+
- Ownership
- Schwarz Gruppe controls the platform. Ownership details are based on public filings and press reporting.
- Revenue
- ≈ $35 billion annual revenue (est.)
- Languages
- German
- Top traffic sources
- direct, organic search, paid search
Financials
- Revenue
- ≈ $35 billion annual revenue (est.)
- Ownership
- Private company
- Reporting
- Figures based on public filings, press reports and market estimates
Business model & revenue
Kaufland operates an online retail and marketplace platform focused on Germany. An online marketplace and supermarket brand from the Schwarz Group with sellers and own-stock products. Revenue comes mainly from product sales, supported by the other lines listed below.
- Product sales
- Marketplace commissions
- Advertising
Products & services
Related deals on Amazon
As an Amazon Associate, Global Site Index earns from qualifying purchases.
International presence
- Primary market
- Germany
- Expansion
- Regional and diaspora audiences beyond the home market
Employee statistics
Customer statistics
Website rankings
- Country rank (Germany)
- #138 in this index
- Sector rank
- Leading e-commerce site in Germany
- Global rank
- 1800
Main competitors
Website comparisons
| Website | Monthly visits | Rank | Notes |
|---|---|---|---|
| otto.de | ≈ 39 million / month | #139 class competitor | — |
| amazon.de | ≈ 29.2 million / month | #140 class competitor | — |
| lidl.de | ≈ 19.5 million / month | #141 class competitor | — |
What is Kaufland?
Kaufland (kaufland.de) is an online retail and marketplace platform serving users in Germany. An online marketplace and supermarket brand from the Schwarz Group with sellers and own-stock products. It ranks #138 among the most visited websites in the country in this index, within the e-commerce category.
Who owns Kaufland?
The site is operated by Schwarz Gruppe, founded by Schwarz Group. The company was established in 1984 and is headquartered in Neckarsulm, Germany. It employs around 150,000+.
Traffic and audience
Traffic estimates place Kaufland at roughly 65 million visits per month, about 2.2 million per day. Around 76% mobile of sessions come from mobile devices, and visitors view about 7.4 pages per visit with an average session of 6 min.
How Kaufland makes money
Revenue comes primarily from product sales, alongside marketplace commissions, advertising.
Competitors in Germany
Its closest rivals include otto.de, amazon.de, lidl.de.
Data and accuracy
Company facts are drawn from public sources. Traffic, revenue and audience figures are third-party estimates or sector benchmarks, marked with ≈ where modelled, and are reviewed periodically.
Company history & milestones
- 1984
Kaufland is founded in Neckarsulm, Germany.
- Growth phase
Expands its e-commerce offering and moves to a mobile-first product.
- Today
Ranks #138 among the most visited websites in Germany.
User reviews & ratings
| Source | Score | Reviews | Notes |
|---|---|---|---|
| Google Play | ≈ 4.3 / 5 | — | Ratings from the local store listing |
| App Store | ≈ 4.5 / 5 | — | Ratings from the local store listing |
| Consumer review platforms | Mixed | — | Service and support are common themes |
App store ratings are solid, while consumer review platforms show the usual friction around support and service quality.
Pros & cons
Pros
- Wide product assortment with competitive local pricing
- Established delivery and returns network
- Local payment methods and installment options
- Mature seller tools and campaign calendar
Cons
- Product quality varies between third-party sellers
- Returns and disputes can take time on marketplace orders
- Commissions and ad costs pressure smaller sellers
- International shipping coverage is limited
Key statistics
Frequently asked questions
Who owns Kaufland?
Kaufland is operated by Schwarz Gruppe. Private company structure, based on public filings and press reporting.
Where is Kaufland headquartered?
Kaufland is headquartered in Neckarsulm, Germany.
When was Kaufland founded?
Kaufland was founded in 1984 by Schwarz Group.
How many employees does Kaufland have?
Kaufland employs approximately 150,000+ people.
What is Kaufland's revenue?
Kaufland's revenue: ≈ $35 billion annual revenue (est.).
Who are Kaufland's competitors?
Main competitors in Germany include otto.de, amazon.de, lidl.de.
How does Kaufland make money?
Mainly product sales, marketplace commissions, advertising.
Is Kaufland publicly traded?
No — Kaufland is not listed as an independent public company; it is operated by Schwarz Gruppe.
How many visitors does Kaufland get?
Third-party estimates place Kaufland at roughly 65 million visits per month, mostly from Germany, with 76% mobile traffic.
Is Kaufland safe?
Kaufland is an established e-commerce site founded in 1984 and ranked #138 in Germany; use the official domain kaufland.de and HTTPS.
Popular searches
Data sources & confidence
- Company website and public announcementskaufland.de
- Third-party traffic estimation providersSimilarweb-class estimates
Visit figures are modelled, not measured
- App store listingsApple App Store, Google Play
- Press and market coverageGermany and international business media
- Data confidence
- Medium for company facts, medium-low for traffic and financial estimates. All modelled figures are rounded and marked with ≈.
- Last updated
- September 2026
Traffic, revenue and audience figures are third-party estimates or derived from sector benchmarks, and are reviewed periodically.
Social media profiles & statistics
Official brand account
Announcements and support
Community and campaigns
Company and hiring updates
Brand and product videos