How to showcase a brand on Kaufland international Marketplaces #LTM147

Kaufland is often seen as a price-driven marketplace - and that is exactly why many brands underestimate it. In this episode, Ingrid and Valerie talk to Jan Weiß from Sleeping and Markus Anstotz from Kaufland Global Marketplace about how brands actually succeed on Kaufland - beyond the usual assumptions.

At the core is the question of where brand building really happens on such a marketplace. Visibility is largely driven by price, title, and image - the real differentiation begins after the click. They explain why content is not just a conversion driver, but a central lever for brand control, especially for products that require explanation.

The conversation also dives into the operational reality of Retail Media on Kaufland: why a structured campaign setup is critical, what role top sellers play, and why not every product should be treated the same. Another focus is on how to measure success - and why classic KPIs like ACOS or ROAS often fall short. Instead, they discuss how brands should evaluate the share of marketing in total revenue, and why this is the key question for sustainable growth.

Note from the sponsor base:

Repricing is a persistent challenge on marketplaces: On the one hand, prices have to keep up with intense competitive pressure. On the other, they shouldn’t put your margins at risk. At the same time, effective repricing is almost impossible to manage manually when prices change multiple times a day - especially across hundreds of products. This is where repricing tools like the one from Base come in:

They use intelligent algorithms to adjust prices based on predefined rules. How this works in practice will be shown by Alexander Ioffe from Dimax International and Mateusz Wrobel from Base in podcast episode 148 next week. Don’t miss it!