Key strategies and challenges. Recognition is not enough
Despite the high recognition of the Kaufland brand, branding alone is not enough to achieve success in Polish e-commerce. Compared to its competitors, the German chain records a lower number of monthly visits to its website (1.2 million), compared to 10.5 million for Lidl and 7 million for Biedronka.
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A large chain also wants to have its own e-platform. Starting soon
– This shows that Kaufland is facing a key challenge in terms of acquiring online traffic, the acquisition of which will be of fundamental importance for the potential success of the company's marketplace. Kaufland seems to understand these challenges and adapt its platform implementation strategy accordingly. Investments in Polish customer service and advanced logistics options such as Fulfillment by Kaufland are steps in the right direction. These activities can significantly improve the experience of users and sellers, which is necessary in the context of strong competition on the market – emphasizes Emil Waszkowski, Head of Strategy at Future Mind.
The brand's strategy also includes activities to encourage potential sellers to cooperate. Currently, Kaufland offers them free activity in the marketplace for the first 3 months, as well as a budget for advertising, which is an attractive offer for starting. The key question remains whether in the long term the platform will be able to maintain the interest of business partners in terms of sales volume and commission levels.
Mobile marketplace and the future of the market
Integration of the marketplace with the Polish version of the Kaufland mobile application is another necessary, strategic move that will undoubtedly contribute to increasing user engagement.
– First of all, it will provide the brand with a channel for direct communication of the new offer with the customer base using the company's application. In turn, from the point of view of consumers who prefer shopping via mobile devices, access to the assortment via smartphone may effectively attract them to the Kaufland.pl platform. The ultimate success of the Kaufland marketplace will depend primarily on the ability to acquire users and provide them with a high-quality shopping experience. Competition on the Polish e-commerce market is huge, and standing out with a unique offer will be extremely difficult. Kaufland must therefore focus on innovative logistics solutions, attractive conditions for sellers and an effective marketing strategy – says the Future Mind expert.
It will be extremely interesting to observe the further development of Kaufland.pl, especially in the context of the reaction of market leaders such as Allegro. Competition may contribute to the further development and dynamism of the Polish e-commerce market.
