– How Nesatec reaches millions of online customers across borders with Kaufland Global Marketplace
Nesatec relies on a comprehensive multi-channel strategy to sell a broad portfolio of electronic products. Since 2020, Kaufland Global Marketplace’s international marketplaces have played a special role for the company by offering products such as tablets, smartwatches and smartphones. “Kaufland Global Marketplace offers us the ideal sales environment for reaching a large international target group with minimal effort”, explains Thomas Hock, Head of e-commerce at Nesatec. The medium-sized company from Pockau-Lengefeld has an annual turnover of €30 million and is a prime example of the potential that can be tapped into with a strong cross-border strategy.
Source: Nesatec
Expanding efficiently: Growing internationally with minimal effort
Thomas Hock sees the key to international success in the all-in-one solution, which makes selling across borders quick and easy for online sellers:
“All the Kaufland marketplaces are networked in such a way that we as sellers can manage all product, offer and order data from a single portal. The fixed costs remain virtually the same, but we reach a much larger target group, because we’re offering the products not only on one Kaufland marketplace, but on five at the same time. This is a huge advantage that we leverage not only for our own marketplace business, but also for the success of other brand owners.” Nesatec is not only active as a seller itself, but also has extensive expertise in managing and scaling marketplace business for brand owners and manufacturers.
Thomas Hock, Head of e-commerce at Nesatec
Source: Nesatec
In order to grow internationally in both business areas and tap into new markets and target groups, Nesatec utilises additional marketplace services from Kaufland. Kaufland Global Marketplace offers support in areas such as marketing, payment processing, translations, compliance and logistics. For Nesatec, the automated product data translation proved particularly helpful. “Onboarding for the additional Kaufland marketplaces was very straightforward. Thanks to automatic product data translation, we were able to quickly and efficiently translate our German product data from the Kaufland system into other languages”, Thomas Hock adds.
With minimal effort, Nesatec currently sells on Kaufland marketplaces in Germany, the Czech Republic, Poland, Slovakia and Austria, reaching a potential of 81 million online customers. The newer marketplaces in Italy and France offer Nesatec further growth opportunities in the future: They increase the number of potentially reachable online customers to 139 million.
Source: Nesatec
Up to 99% brand awareness: High reach for a wide range of products
The large number of potential customers can choose from around 45 million products in more than 6,400 categories on the Kaufland marketplaces. Thomas Hock reveals a trick for exploiting this potential for your own items: “As it involves no additional costs nor significant extra effort, I can only recommend that every seller lists their entire product portfolio on as many Kaufland marketplaces as possible. This allows you to meet a variety of customer needs and offer the widest possible selection. A software partner can assist in listing extensive product portfolios. With JTL, we have found a reliable partner who supports us in our cross-border strategy.”
150 software, merchandise management and shop systems offer interface connections for the automated processing of all sales activities with Kaufland Global Marketplace. Sellers who wish to follow Thomas Hock’s strategy can leverage the strong partner network to make their day-to-day business on the Kaufland marketplaces even more successful and efficient.
Thomas Hock also identifies the Kaufland brand as a decisive factor in successful international sales: “With Kaufland Global Marketplace, we are tapping into new target groups much more efficiently than if we had to increase our brand visibility abroad on our own. Instead of investing a lot of money in marketing measures to increase our visibility, we leverage the appeal of the Kaufland brand.” This attracts up to 43 million visitors to the Kaufland marketplaces every month. Online sellers benefit from the unique combination of brick-and-mortar and online stores: with 1,600 branches in eight European countries, Kaufland enjoys a brand awareness of up to 99 per cent in the marketplace countries.
“It is particularly valuable for us that high-priced products are also in demand on Kaufland’s online marketplaces. While Kaufland is more commonly associated with offers for those on a tight budget in its brick-and-mortar stores, our online presence also attracts customers who are interested in high-priced products”, explains Thomas Hock. “At Kaufland.de, we achieve an average cart value of over €200.”
Refurbished products: Additional sales potential in the Re-Commerce programme
Nesatec not only achieves high sales of new goods on the Kaufland marketplaces, but also focuses on the sale of refurbished products. “As part of the Re-Commerce programme, we sell refurbished smartphones and tablets as well as robot vacuum cleaners and Bluetooth speakers. In addition, we can refurbish almost all product categories and also do this for our manufacturing and retail partners”, says Thomas Hock. Offers for these products are linked to clearly defined standards and transparent quality communication with customers. Prominent product placements set the refurbished products apart from conventional second-hand goods, B-grade products and new goods on the Kaufland marketplaces, and they are labelled accordingly.
“In this way, we meet all customer needs and supplement our offer in the high-price segment with a cost-effective alternative that is also more sustainable than buying new. Because we give products a second life. We turn five defective devices into one that is fully functional again. This not only protects the environment and your wallet, but also strikes a chord with the spirit of the times. We are seeing an increase in demand! A few years ago, refurbished goods were still a niche market, but now they have hit the mainstream!”
Source: Nesatec
Studies confirm Thomas Hock’s observation: Sales in European re-commerce are predicted to grow steadily in the coming years and are estimated to reach 63.4 billion US dollars by 2029.¹
Source: Nesatec
Long-term partnership on equal terms: Mutual growth as a shared goal
The Re-Commerce programme, which was launched at the beginning of 2025, additional marketplace services and further automation options are being developed in close alignment with the needs of sellers. Various feedback mechanisms give sellers the opportunity to actively shape the sales environment.
“We have a personal contact person at our disposal with whom we can discuss optimising our performance and receive personalised tips for campaign planning, for example, for Smart Saver Week or the use of vouchers. During the exchange, we also have the opportunity to provide feedback and express our needs. This makes us feel seen and valued – something we are not accustomed to from other marketplaces. At Kaufland Global Marketplace, the focus is on the seller – it’s all about working together to increase sales and grow together.”
Kaufland’s commission structure is also impressive: “Compared to other marketplaces, Kaufland Global Marketplace is very fair. This enables us to offer customers competitive prices while still remaining profitable.”
His advice to other sellers: “Take advantage of the opportunities offered by Kaufland Global Marketplace and offer your entire portfolio in as many countries as possible. Selling internationally on the Kaufland marketplaces is easy – and it’s worth it!”
Source 1) https://www.statista.com/statistics/1412517/europe-second-hand-e-commerce-revenue-category/