Kaufland has announced that it is to integrate the online marketplace of the former Metro-owned Real hypermarket business into its website, kaufland.de.
The move will allow customers to choose from over 25 million items across 5,000 product categories, including 300,000 items sold directly by Kaufland.
It will offer, among others, furniture, sports equipment, bicycles, car accessories, electronics, household goods and toys.
The integration, expected to complete by mid-April, also marks Kaufland's entry into online retail.
Dealers will benefit from the greater reach of Kaufland's website, which will help develop new customer groups, the retailer added.
Rolf Schumann, the chief digital officer of the Schwarz Group, said, "The integration on kaufland.de is the starting signal for us to inspire our brick-and-mortar retail customers for the offers of our marketplace and the other way around.
"Both worlds will complement each other and thus create real added value for all customers."
Last year, Kaufland parent Schwarz Group acquired the online marketplace real.de from the SCP Group.
With more than 5,000 retailers, real.de is one of the largest online marketplaces in Germany.
© 2021 European Supermarket Magazine – your source for the latest retail news. Article by Dayeeta Das. Click subscribe to sign up to ESM: European Supermarket Magazine.