A success story with Kaufland Global Marketplace
Founded in the Czech Republic in 1991, EMOS started as a small family-run electronics business. While it initially specialised in B2B business, over the last decades EMOS has grown into major international supplier of electronic goods. Over the last decade, the company has entered the B2C segment and in 2023, they tapped into a completely new target group in Germany – with Kaufland Global Marketplace.
“We’ve been selling our products directly to end consumers via the Kaufland marketplaces since summer 2023. This marked the beginning of a completely new chapter in our company’s history”, explains Martin Budek, e-commerce Manager at EMOS. “The decision to work together with Kaufland Global Marketplace was the next logical step forward with our business strategy. Selling on the Kaufland marketplaces opens up outstanding opportunities for us to bring our brand directly to customers.”
Source: EMOS
Kaufland.de: New country, new target group, new business model
“The German Kaufland marketplace in particular promised us optimal conditions for entering the German B2C business due to the large target group that shops here every month and Kaufland’s high brand awareness in the country”, says Budek. “Kaufland.de lets us reach new customer groups who we wouldn’t have got to with other methods, helping us further extend our brand recognition in Germany as well.”
Entry into the German e-commerce market, one of the largest in Europe, came with its own share of challenges. “In particular, we had to adapt to the German legal requirements and standards for electronic products”, Budek adds. “They’re different from the ones in the Czech Republic.”
Personal support: Special services a factor for success
However, with the help of Kaufland Global Marketplace’s services, EMOS was able to quickly overcome these challenges: “In particular, the personal Seller Support was always effective and solution-orientated, which made it much easier for us to directly enter the German market. We really value the great communication, and the team is there to support us whenever we need assistance. We weren’t used to this level of intensive and individual support. We appreciate it a lot now!” In addition, Budek identifies other free services offered by Kaufland Global Marketplace as crucial to success at Kaufland.de: “The 1st level support in the local language and payment processing in the local currency.”
With other bookable services such as Sponsored Brand Ads, sellers on Kaufland.de have the chance to present their brand even more prominently to the large target group.
International growth: additional marketplaces open up access to further potential customers
“The fact that we were able to get off to a quick start and achieve success with the new business model, despite the challenging local conditions and language barrier, convinced us to expand into additional Kaufland country marketplaces”, explains Budek. “We were therefore delighted to open two more Kaufland marketplaces in France and Italy in 2025! These new countries hold great potential, and we want to draw on it with Kaufland.”
Martin Budek
Source: EMOS
Kaufland.fr and Kaufland.it were launched in late summer 2025. With over 37 million online shoppers and a market volume of €60 billion, France is Europe’s third-largest e-commerce market. Italy is next in the ranks, with more than 22 million online shoppers and a market volume of €58 billion.
Sellers have since been able to reach a potential 139 million online customers on the seven Kaufland marketplaces with just one registration.
Budek already knows how easy it is to expand your reach. Soon after launching on Kaufland.de, EMOS added the Kaufland marketplaces in the Czech Republic and Slovakia. It was made possible with the flexible connecting power of multi-marketplace technology, which lets sellers seamlessly integrate their systems and manage everything centrally. “Adding the new marketplaces was as smooth as could be. Thanks to the convenient control via the API, our workload has only increased slightly, while our reach has increased significantly!”
EMOS uses several marketing strategies in order to make the most of the increased reach and to bring customers’ attention to its offers on the Kaufland marketplaces. The “Vouchers” function on the marketplace lets the electronics seller offer attractive discounts. In addition, Sponsored Product Ads help to generate maximum visibility for its offers.
When selling on three Kaufland marketplaces, Budek observes differences in customer needs: “We’ve found that simplicity is often the key to success at Kaufland.de. Our less complex products have found a wider audience there. This is quite different to buying behaviour from customers in the Czech Republic and Slovakia. Products without extra bells and whistles perform well in Germany due to the lower competition, while customers on Kaufland.cz and Kaufland.sk are more often in search of premium products.”
These insights allowed EMOS to tailor its product strategy and maximise success in the various markets.
Source: Kaufland
Unified results: Seamless melding of brick-and-mortar and online
In addition to the supporting services, individual assistance and the easy option of connecting additional countries, the Kaufland marketplaces are distinguished by another feature that Budek greatly appreciates: “Kaufland connects brick-and-mortar and digital retail in some marketplace countries, thereby enhancing our visibility.”
With 1,600 stores in eight countries, brand recognition in some of the marketplace countries reaches up to 99%, attracting millions of visitors to the marketplaces every month. Customer loyalty programmes such as the Kaufland app or the Kaufland Card, which is available in Germany, the Czech Republic, Slovakia and Poland, connect the online and offline worlds, giving customers a seamless shopping experience.
Source: Kaufland
Shared vision of the future: A strong partnership for continuous growth
The collaboration with Kaufland Global Marketplace has not only helped EMOS with direct sales to end customers, but also significantly increased brand awareness.
“With Kaufland Global Marketplace as an equal partner at our side, we feel well equipped to achieve our ambitious growth targets”, concludes Budek. “The partnership is continuously offering new opportunities for brand development and customer loyalty. Meanwhile, the ever-growing number of tools and services being introduced reassures us that we’re on the right track. We really appreciate the personal, flexible support that we receive here and see great potential to continue growing together into the future.”