Kaufland - Internationalization with the Kaufland Marketplaces: Five Countries - One Registration

Transcript

1. Internationalization with the Kaufland Marketplaces: Five Countries - One Registration
2. Welcome! 2 Tenesha Hutchinson International Sales Manager Tenesha.Hutchinson@kaufland-ecommerce.com Eleni Dingiludis International Sales Manager Eleni.Dingiludis@kaufland-ecommerce.com
3. 3 Agenda Marketplaces and cross-border E-commerce Kaufland Global Marketplace How it works Tips & Tricks 1 2 3 4 Our offer for you Q & A 5 6
4. 4 Agenda Marketplaces and cross-border E-commerce Kaufland Global Marketplace How it works Tips & Tricks 1 2 3 4 Our offer for you Q & A 5 6
5. 5 Marketplaces and cross-border E-commerce Customers use established marketplaces more naturally than ever before – sellers also benefit from diversification via marketplaces https://www.trendingtopics.eu/ey-parthenon-nachhaltigkeit-und-digitalisierung-im-handel-kaufentscheidend/ https://www.e-commerce-magazin.de/weihnachtsgeschaeft-2022-das-comeback-der-preissucher/ https://www.bevh.org/presse/pressemitteilungen/details/umsaetze-im-e-commerce-weiter-ruecklaeufig.html  Easier access to e-commerce  Reach new target groups  Significant increase in sales  Various marketing opportunities  No large upfront investment  Easy access and brand awareness  Product information at a glance  Time saving  Availability  Affordability Online Marketplace
6. 6 Marketplaces and cross-border E-commerce Cross-border e-commerce is becoming increasingly relevant for online retailers Source: Cross-border e-commerce / Statista 2024 Cross-Border E-Commerce Market / Astute Analytica 2024 The state of global cross-border e-commerce report 2023-24 / Alvara 2024 Higher revenues 10 - 15% increase in turnover through international sales Breaking down barriers between countries through trade agreements and digital progress Diversification Spreading of business risks and equalisation of seasonal fluctuations possible Strong growth potential B2C cross-border e-commerce forecast to grow to 5.08 billion US dollars by 2030 Global relevance 20% of global e-commerce is attributable to cross-border trade Growing demand Growing willingness of consumers to shop with international retailers Cross-border e-commerce market Cross-border e-commerce advantages
7. Marketplaces and cross-border E-commerce Marketplaces simplify international expansion 7 Customers & target group Service infrastructure Multi-channel marketing via country-specific, relevant channels Established payment processes, cooperation with payment providers Customer service in local language + support with translations Legal and accounting Fulfilment of all legal requirements during registration as a seller Additional services regarding tax obligations and other legal topics Wide reach, pre-existing customer base Data on country-specific customer behaviour and demand Market & competitors Established market share and position of the marketplace Data on product ranges and logistics
8. 8 Agenda Marketplaces and cross-border E-commerce Kaufland Global Marketplace How it works Tips & Tricks 1 2 3 4 Our offer for you Q & A 5 6
9. 9 As part of the Schwarz Group, we benefit from a wide reach and high brand awareness Kaufland (stationary) represented in 8 European countries 770 shops in Germany 245 shops in Poland 140 shops in the Czech Republic 80 shops in Slovakia Schwarz Group (2023) Largest trading company in Europe Fourth largest retail company worldwide ~ 167.2 billion euros turnover ~ 1.7 billion euros in online sales ~ 13,900 shops in 32 countries ~ 575,000 employees worldwide Source: Kaufland 2023 Kaufland Global Marketplace 9
10. 10 Kaufland Global Marketplace Our marketplace Kaufland.de is growing faster than the market E-Commerce Market in Germany 2018 2019 2020 2021 2022 2023 H1 24 CAGR +4% vs. H1 23 - 11,8 % + 15 % + 19 % + 12 % - 8,8 % - 1,2 % 2018 2019 2020 2021 2022 2023 H1 24 CAGR +38% + 56 % + 133 % + 27 % + 4 % + 3 % vs. H1 23 + 4 % Figures refer to the calendar year | * BEVH figures | ** based on Marketplace Germany
11. 11 Easy access to international markets with Kaufland Global Marketplace Sources: 1 Kaufland 2020 2 Statista 2022 3 Kaufland 2024 Kaufland Global Marketplace Further key insights  Established brand in countries with stationary stores, including Germany, Poland, the Czech Republic and Slovakia  Good brand awareness in Austria  Growing potential in the e-commerce markets in these countries 85 million Inhabitants 6 million Inhabitants 11 million Inhabitants 41 million Inhabitants 9 million Inhabitants 83 billion € E-Com turnover '23 1.7 billion € E-Com turnover '23 6 billion € E-Com turnover '23 27 billion € E-Com turnover '23 10 billion € E-Com turnover '23 63 % Online penetration '24 40 % Online penetration '24 63 % Online penetration '24 46,5 % Online penetration '24 59,9 % Online penetration '24 8,5 % annualised sales growth (CAGR '24-'29) 9,0 % annualised sales growth (CAGR '24-'29) 8,0 % annualised sales growth (CAGR '24-'29) 10,0 % annualised sales growth (CAGR '24-'29) 10,5 % annualised sales growth (CAGR '24-'29) 137 bn. € Market volume forecast '29 3 bn. € Market volume forecast '29 10 bn. € Market volume forecast '29 34 bn. € Market volume forecast '29 16 bn. € Market volume forecast '29
12. Kaufland Global Marketplace 12 Easy access to international markets with Kaufland Global Marketplace - now also in Poland and Austria Sources: 1 Kaufland 2020 2 Statista 2022 3 Kaufland 2024 > € 1 billion trading volume1 Kaufland Global Marketplace COMING SOON COMING SOON ~32 million Monthly visitors 84.4 million inhabitants in Germany2 ~2.2 million Monthly visitors 5.6 million inhabitants in Slovakia2 ~5.5 million Monthly visitors 10.5 million inhabitants in Czech Republic2 <3 million Monthly visitors 39,9 million inhabitants in Polen2 <1 million Monthly visitors 8,9 million inhabitants in Österreich2 +45 million Products +6.5 million Products +5.9 million Products 2,5 million Products 3,2 million Products +6.400 Categories +6.400 Categories +6.400 Categories +6.400 Categories +6.400 Categories +11.000 Sellers +4.200 Sellers +4.700 Sellers 3.000 Sellers already on board 3.000 Sellers already on board 96.9% Brand awareness3 99.6% Brand awareness3 99.6% Brand awareness3 99% Brand awareness3 40 % Brand awareness3
13. 13 Agenda Marketplaces and cross-border E-commerce Kaufland Global Marketplace How it works Tips & Tricks 1 2 3 4 Our offer for you Q & A 5 6
14. How it works That's how easy international selling is at KGM: 50% of our sellers don't just start on one marketplace, but on several 14 Account- Activation Creation of product data Successful dispatch to customers Payment of sales proceeds Automated marketing Listing of the offers One registration for all sales channels Setting up the distribution channels Payment processing Shipping information Seller Kaufland Global Marketplace Automatic, free product data translation Inventory in a few clicks to multiple sales channels Multilingual ticket system All-in-one solution with one registration for all channels Shipping groups, legal texts, company details, returns address, tax information
15. 15 How it works Offers and items can be created via interface, API, CSV file or manually via the Seller Portal Software interface or middleware solutions Kaufland.de API documentation for in-house developments CSV and XML files for product and offer data Manual listing via Seller Portal & MANY MORE!
16. 16 Agenda Marketplaces and cross-border E-commerce Kaufland Global Marketplace How it works Tips & Tricks 1 2 3 4 Our offer for you Q & A 5 6
17. 17 Tips and tricks With competitive prices and short delivery times, you achieve maximum reach Delivery time The best combination of these factors is essential for BuyBox placement: Shipping costs Price of the article Smart Pricing ▪ Automatically adjusts your prices until it reaches the lowest price entered by you ▪ Your offer will always cost one cent less than the BuyBox competition’s Smart Pricing Plus ▪ Works like Smart Pricing and also contains the market price (based on data from idealo)
18. 18 Tips and tricks Targeted measures lead to an optimised shop presence Service performance Compliance with the delivery time 48h response time (working days) Low trader-related ticket rate Retailer-related cancellation rate Product data Complete attributes and meaningful content Cut-out images (white, no logo or similar) Check category Keywords in short description and title Offer data Lists of the full product range Competitive delivery times and prices Securing the inventory Lowest price automatic Advertising opportunities Automated marketing Sponsored Product & Brand Ads Inclusion in Sparfuchs-woche mailing list Participation in seasonal campaigns
19. ▪ Listing on price comparison websites such as Idealo, Ceneo, Heureka.sk/.cz, Geizhals ▪ Google Shopping ▪ SEA ▪ SEO ▪ Banner ▪ E-Mail-Marketing ▪ Deals like the smart spending week „Sparfuchswoche“ Included in the monthly subscription Optional paid advertising options 19 Tips and tricks Increase visibility and sales through a variety of advertising opportunities ON-SITE ▪ Sponsored Product & Brand Ads ▪ Brand Shops ▪ Vouchers ▪ Campaign pages OFF-SITE ▪ Social Media ▪ Platform advertising space ▪ Newsletter ad spaces ▪ External channels: Ads with specific (re-)targeting options
20. 20 Agenda Marketplaces and cross-border E-commerce Kaufland Global Marketplace How it works Tips & Tricks 1 2 3 4 Our offer for you Q & A 5 6
21. 21 Our offer for you Your advantages with Kaufland Global Marketplace at a glance Multi-marketplace technology to manage multiple Kaufland marketplaces Automatic translations for product data & customer communication as well as other services Personal, multilingual seller support and 1st level customer service in local language All relevant payment methods for our customers included Multi-channel marketing across all relevant channels High brand awareness with 1,550 Kaufland stores in 8 countries Multiple connection options and easy listing via GTIN (EAN) Transparent & fair conditions and no contract periods Only one registration for all channels Simplified international sales
22. 22 Our conditions are fair and transparent - no hidden costs Monthly fees (from 01.01.2025) Variable fees Categories Commission for Kaufland.de / .sk / .cz / .at** Commission for Kaufland.pl** Computers, consumer electronics, robotic vacuum cleaners, tyres, rims, sets of wheels 7% 4% Household electronics (large appliances) 7% 7% Tools & garden tools 10% 7% Perfume 10% 8% Household electronics (small appliances) Computer and electronic accessories, Bicycles & e-bikes 13% 7% Body care & health, Cars and motorbikes (without tyres, rims, sets of wheels) 13% 8% Hardware 13% 9% Furniture & home, Lamps & lighting, Sports & outdoor, Baby products, Toys, Food, Sex toys 13% 10% Media 13.0% + 0.70 EUR (18 CZK /3 PLN) per item sold (only applies to media items) 9% + 3 PLN (0.70 EUR / 18 CZK) per item sold (only applies to media items) Garden 14% 9% Mattresses, Kitchen & household, Clothing, Bags & accessories, Shoes, Pet care, Camping items, Fitness products, Stand-up paddleboards 14% 14% 10% Jewellery 16% 12% All other categories 13% 10% Our offer for you Basic* 39,95 EUR 990 CZK / 175 PLN Per month, plus VAT Plus* + Linking to your online shop + DEAL: incl. €30 credit per month for Sponsored Product Ads (750Kč / 130 zł) 59,95 EUR 1500 CZK / 260 PLN Per month, plus VAT *Basic package: In addition to the services included in the package you have booked, you will receive a credit of €10 per month for placing Sponsored Product Ads (SPA) for the period from 1st January 2025 to 30th June 2025. The credit is granted on a pro- rated basis for calendar months that have already begun. To be able to use the credit, you must register for the SPA programme, which is subject to separate GTCs. The credit is a discount that is deducted from the net invoice amount for SPA services at the end of the month. Unused credit expires and cannot be carried over to the following month or paid out. Plus package: In addition to the services included in the package you have booked, you will receive a credit of €30 per month for placing Sponsored Product Ads (SPA). The credit is granted on a pro-rated basis for calendar months that have already begun. To be able to use the credit, you must register for the SPA programme, which is subject to separate GTCs. The credit is a discount that is deducted from the net invoice amount for SPA services at the end of the month. Unused credit expires and cannot be carried over to the following month or paid out. Kaufland is entitled to discontinue the discount at any time with six months’ notice to the end of the month. Further information can be found at:www.kauflandglobalmarketplace.com/en/home/subscription-new/ ** on your selling price and shipping costs, plus VAT.
23. 23 Our requirements to start selling with us 1 1st level customer support will be provided from our side as before. In future, there will be a multilingual ticket system to support you with customer communication in different languages. ² Kaufland Global Marketplace offers you a free product data translation service so that your product data can be translated into the languages of the other marketplaces. 3Our partners Händlerbund and IT-Rechtskanzlei will be happy to support you. 4Our partner take-e-way will be happy to support you. 4Further information for non-EU traders can be found at the following link: https://www.kaufland.de/i/haendler-infobereich/de/so-funktionierts/haendler-anmeldung/ Dispatch to end customers and processing of returns In Germany In Slovakia In the Czech Republic In Poland In Austria Customer support communication - at least in written form (in local language)1 Product data (in local language)2 Legal texts (in local language) 3 EPR Compliance4 Registration Packaging Register LUCID BDO number from BDO register, authorised representative GLN number from EDM portal, authorised representative EU sellers: VAT ID of your registered office and participation in the OSS procedure (or local VAT ID)4 You are a seller Easy to reach - by phone and e-mail You do not sell items from prohibited categories You have an official EAN (GTIN) for all products (the EAN must have been assigned by the manufacturer or by GS1) Our offer for you
24. 24 Agenda Marketplaces and cross-border E-commerce Kaufland Global Marketplace How it works Tips & Tricks 1 2 3 4 Our offer for you Q & A 5 6
25. Q & A Start onboarding on Kaufland Global Marketplace now with your direct contact person 3 months without monthly basic fee* Voucher-Code: KGMWWV25 *The voucher code must be entered during the registration process and is automatically credited to the seller for the first three months on Kaufland Global Marketplace. The code is valid until 30.06.2025. Tenesha Hutchinson International Sales Manager Tenesha.Hutchinson@kaufland-ecommerce.com Eleni Dingiludis International Sales Manager Eleni.Dingiludis@kaufland-ecommerce.com