By Operator One Editorial, 5 October 2026
To sell on Kaufland Austria, a seller activates Kaufland.at in its Kaufland Seller Portal account, lists in German, charges Austrian VAT at 20% through the One-Stop Shop or an Austrian VAT number, and, if it has no seat in Austria, appoints an Austrian authorised representative for packaging and electrical goods. Kaufland.at went live on 4 September 2024 as Kaufland's first marketplace in a country without Kaufland stores, and one year later Kaufland reported up to one million visitors a month and more than 5,000 merchants. Most sellers serve it from Germany, so the work is Austrian tax, EPR and legal texts, not language.
Key takeaways
- Kaufland.at launched on 4 September 2024; in September 2025 Kaufland reported up to 1 million monthly visitors, 40% brand awareness, 5,000+ merchants and 12 million+ products.
- Kaufland has no stores in Austria and aims to make Kaufland.at the country's largest online marketplace.
- Austria has no Amazon store of its own (amazon.at redirects to amazon.de), and in 2023, 69.2% of Austrian online shoppers bought from sellers in other EU countries, against 20.3% in Germany (Eurostat).
- Austrian VAT is 20% (10% and 13% reduced); Kaufland accepts an OSS number or an Austrian VAT ID.
- Kaufland's pages differ on whether Kaufland.at needs EPR numbers (none, or a battery number only), so confirm with Kaufland seller support; since 1 January 2023 foreign distance sellers must appoint an Austrian authorised representative for packaging.
- From 1 October 2026 Austria charges €2 per parcel above €100 million in Austrian mail-order sales; marketplace sales count towards the marketplace.
- Kaufland's GLS labels cover Germany to Austria up to 40 kg, and Kaufland lists 13 Austrian public holidays for 2026.
Kaufland Austria at a glance
| Item | Kaufland Austria |
|---|---|
| Domain | kaufland.at |
| Live since | 4 September 2024 |
| Size | Up to 1 million visitors a month, 5,000+ merchants, 12 million+ products (September 2025) |
| Currency | Euro |
| Language | German for product data and customer service; legal texts under Austrian law |
| Commission | 7% to 16% by category, same rates as Kaufland.de |
| Monthly fee | No extra fee: the €39.95 (Basic) or €59.95 (Plus) fee plus VAT covers all storefronts |
| Kaufland Shipment Solutions (KSS) | Yes: GLS from Germany to Austria; return labels only back to Germany |
| VAT | 20% standard, 10% and 13% reduced; OSS number or Austrian VAT ID |
| EPR schemes | Packaging, electrical equipment and batteries: EDM registration, a licensed collection system, an Austrian authorised representative for foreign sellers |
| EPR numbers Kaufland asks for | Kaufland's pages differ: none (registration page) or a battery registration number (battery page); confirm with seller support |
Sources: Kaufland press releases of 15 July 2024 and 16 September 2025, Kaufland conditions page (updated 2 September 2026), Kaufland Seller University and KSS documentation. As of October 2026.
Kaufland.at is a marketplace without Kaufland stores
Kaufland.at is the first Kaufland marketplace in a country where Kaufland has no physical stores. When it announced the launch in April 2024, Kaufland cited brand awareness above 40% in Austria and said there were hardly any local online marketplaces with a comparably broad range. Kaufland.at went live on 4 September 2024, four weeks after Kaufland.pl.
In its one-year review of 16 September 2025, Kaufland reported up to one million online visitors a month on Kaufland.at, brand awareness of 40%, more than 5,000 merchants after growth of over 50% in six months, and more than 12 million products. Kaufland's stated goal is for Kaufland.at to become Austria's largest online marketplace.
Austria has no Amazon store of its own
Austrian shoppers use Amazon.de: on 5 October 2026, amazon.at redirected there. Amazon says it has delivered to Austria for more than 25 years, from its own Austrian logistics sites since 2018, and opened its fifth Austrian site on 14 October 2024. It does not report Austrian sales separately. See our Amazon Germany guide.
Austrians are used to buying across the border. In Eurostat's 2023 survey, 69.2% of Austrians who had bought online in the previous three months had bought from a seller in another EU country, against 20.3% in Germany and 32.8% across the EU. In 2025, 72.7% of Austrians aged 16 to 74 had bought online in the previous 12 months (EU 73.6%, Germany 81.4%).
What changes when a seller adds Kaufland.at to Kaufland.de:
| Item | Kaufland.de | Kaufland.at |
|---|---|---|
| Live since | 14 April 2021 (real.de before) | 4 September 2024 |
| Kaufland stores in the country | Yes | None |
| Monthly visitors | Up to 32 million (June 2026) | Up to 1 million (September 2025) |
| Merchants | 15,000+ (June 2026) | 5,000+ (September 2025) |
| Standard VAT rate | 19% | 20% |
| EPR numbers Kaufland asks for | Packaging (LUCID), WEEE, batteries | None or batteries only (Kaufland's pages differ) |
| Packaging representative for foreign sellers | Required since 12 August 2026 | Required since 1 January 2023 |
| Public holidays Kaufland counts in 2026 | 9 nationwide | 13 |
| Legal texts | German law | Austrian law |
| KSS label route | Germany to Germany | Germany to Austria, returns to Germany |
Sources: Kaufland press releases (9 April 2021, 16 September 2025, 11 June 2026), Kaufland Seller University and KSS documentation, Austrian Packaging Ordinance, German packaging register (ZSVR). As of October 2026.
Fees on Kaufland.at
Kaufland.at charges the same commission as Kaufland.de: 7% to 16% of the gross sales price including delivery charges and VAT, by category, as of 2 September 2026. Because the base includes VAT, Austria's 20% rate gives a slightly larger commission base than Germany's 19% for the same net price. There is no second monthly fee: one €39.95 Basic or €59.95 Plus subscription covers every storefront. Offers are set per storefront, so Austrian prices can differ from German ones. The €30 monthly ad credit in the Plus plan can be used across storefronts, but the credit in Kaufland's Performance Coach programme currently works only on Kaufland.de.
Austrian VAT on Kaufland.at
Sales to customers on Kaufland.at carry Austrian VAT at 20%, with reduced rates of 10% and 13%, under section 10 of the Austrian VAT Act 1994. Kaufland asks EU sellers for an OSS number or an Austrian VAT ID for the Kaufland.at channel, and non-EU sellers always need an Austrian tax registration.
A seller established in another member state owes VAT in the customer's country once its EU-wide cross-border sales to consumers exceed €10,000 a year, and can declare Austrian VAT through the One-Stop Shop at home. Storing stock in Austria can require an Austrian VAT registration, because sales from Austrian stock to Austrian customers are domestic supplies outside the OSS. Foreign businesses without a seat or establishment in Austria register with the Finanzamt Graz-Stadt, using form Verf19.
Austria's parcel tax from 1 October 2026
Austria taxes B2C parcel deliveries from 1 October 2026: the tax is €2 per parcel delivered in Austria, or alternatively €2 per order, according to the Austrian Ministry of Finance. It applies only to mail-order sellers whose Austrian mail-order sales exceeded €100 million in the previous business year, including cross-border deliveries from sellers based abroad.
For marketplace sellers the deciding rule is the platform fiction: sales made through an online marketplace count towards the marketplace, which becomes the tax debtor if it crosses the threshold. A seller on Kaufland.at is therefore not the debtor for those sales. Kaufland does not publish its Austrian sales, and we found no Kaufland seller guidance on the parcel tax as of 5 October 2026, so check your seller terms for any change in charges.
Austrian EPR: authorised representative and EDM
Kaufland's own pages differ on what it checks on Kaufland.at. Its seller registration page says no EPR information is currently required to sell on Kaufland.at and that accepting its terms confirms EPR compliance, while its EU battery regulation page lists Austria among the countries needing a battery registration number from 18 August 2025. Confirm the current requirement with Kaufland seller support. Either way, Austrian law puts the marketplace on the hook: since 1 January 2023, section 12c of Austria's Waste Management Act has required marketplace operators to ensure by contract that sellers meet their packaging, electrical-equipment and battery obligations, and to exclude sellers who do not.
- Packaging: Sellers register in the EDM portal (edm.gv.at), receive a GLN and license their packaging with an approved collection system. Under section 16b of the Austrian Packaging Ordinance, distance sellers without an Austrian seat must appoint one Austrian authorised representative for packaging placed on the market from 1 January 2023, by a notarised power of attorney in German or English. Appointments and changes take effect only at the end of a calendar quarter, so a representative appointed in October 2026 is in place from 1 January 2027.
- Electrical equipment: Under the Austrian WEEE Ordinance (EAG-VO), Kaufland's guidelines say sellers register in EDM, join an approved collection system, appoint an Austrian representative if they have no Austrian seat, and offer free WEEE take-back via Kaufland.at.
- Batteries: Battery sellers register in EDM and join an approved battery collection system, and Kaufland's battery page asks for an Austrian battery registration number from 18 August 2025 (see above).
German registrations do not carry over: a seller shipping to Austrian consumers from German stock needs the Austrian registrations from its first parcel. Our Austria EPR guide covers fines, the flat-rate licensing option for small volumes and the battery rules.
Delivering to Austria from Germany
Kaufland's tools assume Kaufland.at orders ship from Germany. When Kaufland.at is activated, the Seller Portal creates a uniform shipping group called "Versand DE_AT" that covers delivery to Germany and Austria. Kaufland Shipment Solutions sells GLS labels from a German pick-up address or German GLS drop-off point to Austrian customers, up to 40 kg and a standard 120 x 80 x 60 cm, and its return labels only run back to Germany.
- Austrian holidays count: Kaufland measures each storefront against that country's holidays and lists 13 Austrian ones for 2026, including 26 October and 8 December. German Unity Day (3 October) and Good Friday are not on the Austrian list, so a German warehouse closed on those days must build them into Kaufland.at delivery times.
- Parcel lockers: For pick-up station deliveries in Austria, Kaufland supports DHL, GLS and DPD.
- Returns: The returns address must be in the EU, so a German one can serve Austrian customers.
Our Kaufland fulfilment options guide gives the wider picture.
Austrian legal texts, not German ones
Kaufland.at shares the German language with Kaufland.de but not the law. Kaufland requires separate terms and conditions, cancellation policy, privacy policy and legal notice for each storefront, under that country's law, so texts written for Kaufland.de need an Austrian-law version. Austrian consumers have a 14-day right of withdrawal under section 11 of the Fern- und Auswärtsgeschäfte-Gesetz (FAGG), Austria's distance-selling act, rather than under the German Civil Code. Product data needs no translation, although Kaufland's own Austria page notes that Austrian German differs slightly from German German.
What is the same on every Kaufland storefront
One Seller Portal account covers all eight live Kaufland storefronts, with identical onboarding and shared service standards: tickets answered within 48 hours, at least 80% of shipments trackable, late or early deliveries each at no more than 10%. The Kaufland Global Marketplace guide covers onboarding and fees, our Kaufland advertising guide covers ads, and our Kaufland Germany guide covers the German storefront.
How to start selling on Kaufland Austria
- Appoint your Austrian authorised representative early. Without an Austrian seat, appoint one by notarised power of attorney in the quarter before you start, and license your packaging with an approved system.
- Choose your Austrian VAT route. Use your OSS number when you ship from another EU country, or register for an Austrian VAT ID with the Finanzamt Graz-Stadt if you will hold stock in Austria.
- Activate Kaufland.at in the Seller Portal. Add the channel and enter your OSS number or Austrian VAT ID and, for batteries, your Austrian battery number if Kaufland seller support confirms it is required.
- Add Austrian legal texts. Store Kaufland.at terms, a FAGG withdrawal policy, a privacy policy and a legal notice written for Austrian law.
- Check the Versand DE_AT shipping group. Set transport times to Austria in working days, allow for Austrian holidays and choose KSS or your own carrier.
- Price and publish your Kaufland.at offers. Create Austrian offers matched by EAN, price them with 20% Austrian VAT in mind and publish the Kaufland.at channel.
Frequently asked questions
Is there an Amazon.at for Austrian shoppers?
No. On 5 October 2026 amazon.at redirected to amazon.de, which Amazon uses to serve Austrian customers.
Do I need an Austrian authorised representative to sell on Kaufland.at?
If your company has no seat in Austria, yes: Austrian law has required one for packaging since 1 January 2023, and for electrical equipment too. Kaufland's registration page says it asks for no EPR numbers on Kaufland.at, while its battery page lists Austria for battery numbers, so confirm with Kaufland seller support; Austrian law obliges marketplaces to exclude non-compliant sellers.
Does Kaufland.at need its own listings and legal texts?
Listings can stay in German, the language of both Kaufland.de and Kaufland.at. Legal texts must be a separate Kaufland.at set written under Austrian law, including the 14-day withdrawal right under the FAGG.
Does Austria's parcel tax apply to Kaufland.at sellers?
Not directly. The €2 per parcel tax applies from 1 October 2026 only above €100 million in Austrian mail-order sales, and sales through a marketplace count towards the marketplace, which is then the tax debtor.
Can I ship Kaufland.at orders from Germany?
Yes. Kaufland Shipment Solutions covers GLS parcels from Germany to Austria up to 40 kg. Austrian VAT and Austrian EPR registrations still apply to those parcels.
How Operator One sells on Kaufland Austria for brands
Operator One acts as the legal seller, the Merchant of Record, on Kaufland.at: the brand supplies the products and receives the revenue, while Operator One runs the account, lists in German, invoices Austrian customers and answers tickets. Brands consign stock, and Operator One ships Kaufland.at orders from its own fulfilment centres in Germany and the Netherlands. Operator One carries the seller's obligations, including VAT: it files OSS plus local registrations where it holds stock. EPR registrations are per country and per stream and do not transfer between companies, and Operator One arranges a local authorised representative in markets that require one, as Austria does. CE marking and the Declaration of Conformity stay with the manufacturer. Kaufland Austria is one of 100+ marketplaces in 28 countries Operator One sells on (Kaufland Austria marketplace page).
To check whether Kaufland.at fits your range, talk to Operator One.