GPSR on Kaufland and eMAG: The Differences

A seller who has successfully handled GPSR on Allegro and Amazon decides to expand into the Kaufland Global Marketplace and the Romanian-Hungarian eMAG. They assume that since the GPSR (EU) 2023/988 regulation is common across the whole Union, it's enough to copy the same data over. They're partly right, because the underlying documentation is identical. In practice, though, each platform collects compliance data differently, validates it differently, and serves different language markets. This article shows the differences between Kaufland and eMAG, and what they have in common.

The common foundation: the GPSR regulation

Regardless of the platform, GPSR requires the same set of obligations: designating a Responsible Person (RP) established in the EU, technical documentation, a risk assessment, manufacturer details, and warnings in the languages of the countries of sale. This means that substantive documentation prepared once works everywhere. The differences begin at the level of how each marketplace collects and presents this information.

Kaufland Global Marketplace

Kaufland is a German platform with a strong presence in Germany, the Czech Republic, Slovakia, Austria and Poland. Its characteristics with regard to GPSR:

• compliance data is completed at the level of the listing and the seller's details,
• the platform places emphasis on RP and manufacturer details being visible to the consumer,
• the German market is very sensitive to the completeness of warnings, so gaps quickly result in a block,
• translations into the languages of the markets you list in are required (including German, Czech, Polish).

eMAG

eMAG is the leading e-commerce platform in Romania, also present in Bulgaria and Hungary. Its specifics:

• compliance data is entered in the seller panel on the product card,
• translations into local languages are required (Romanian, Bulgarian, Hungarian),
• the platform strongly verifies documents in regulated categories (electronics, toys),
• eMAG runs its own product safety programme and can request additional evidence.

Comparison: Kaufland vs eMAG

Criterion	Kaufland	eMAG
Main markets	DE, CZ, SK, AT, PL	RO, BG, HU
Warning languages	German, Czech, Polish, Slovak	Romanian, Bulgarian, Hungarian
EU RP requirement	yes	yes
Verification of regulated categories	rigorous (DE market)	rigorous (own programme)
Where data is entered	listing + seller details	product card in panel

What genuinely differs between the platforms

The practical differences sellers most often trip over:

• Languages — Kaufland mainly requires German and Central European languages, eMAG the languages of the Balkan-Hungarian market,
• RP data format — each platform has different fields and a different way of validating them,
• Label photos — requirements for compliance images can vary,
• Speed of enforcement — Kaufland, due to the German market, reacts very quickly to gaps.

The German market and its specifics on Kaufland

Selling on Kaufland in practice means dealing with the expectations of the German market, one of the most demanding in Europe when it comes to product compliance. German consumers and surveillance authorities attach great importance to the completeness of warnings, linguistic accuracy, and the visibility of manufacturer details. Gaps that might go unnoticed on a less demanding market quickly result in a hidden listing or a request for documentation on Kaufland. That's why, when entering this platform, it's worth ensuring a German version of the warnings prepared by someone who knows the terminology, rather than an automatic translation.

eMAG and its product safety programme

eMAG, in turn, runs an extensive in-house product verification programme, particularly in the electronics and toys categories. The platform may ask for a declaration of conformity, technical documentation, or confirmation of RP details before even approving the listing. For the seller, this means the documentation must be not only formally complete but also ready to be provided quickly on request. The Romanian, Bulgarian and Hungarian markets require local-language versions of the warnings, which, with a broad product range, tends to be the most labour-intensive part of entering the market.

How to prepare for both marketplaces

The most effective strategy is a single documentation base with local language layers:

• prepare the technical documentation and risk assessment once for each product,
• establish an EU RP handling the whole catalogue,
• translate warnings and instructions into all the languages of the target markets,
• adapt the data format to the fields of each platform separately,
• prepare a complete set of label photos meeting the requirements.

We develop the approach of one set of documentation for multiple channels in the article Multichannel selling and GPSR — one set of documentation, and we describe Amazon's requirements in GPSR on Amazon — requirements and how to meet them. Sellers from outside the EU should start with RP for a non-EU seller — responsibilities.

Frequently asked questions

Do I need a separate RP for Kaufland and eMAG?

No. One RP established in the EU can handle sales on all platforms. Only the way their details are entered in each panel differs.

Do I have to translate warnings into all the languages of the markets?

Yes. Warnings and safety instructions must be in the official languages of the countries where you sell to consumers.

Which platform blocks listings without GPSR faster?

Kaufland, due to the sensitivity of the German market, usually responds quickly to gaps. eMAG also rigorously verifies regulated categories.

Is documentation from Amazon enough for Kaufland and eMAG?

Substantively, yes, because GPSR is common. However, you need to adapt the data format, languages and label photos to the requirements of each platform.