Service KPIs on Kaufland: response time, ticket rate, cancellation rate and warning levels

Which KPIs Kaufland measures

Kaufland names as the relevant figures: the late and early delivery rates (delivery performance), the adjusted seller-related ticket rate, the ticket reaction time and the number of overdue orders. Each order unit counts individually: an order with ten items enters the rates ten times. The values are updated in the Seller Portal at the start of the week; the reports are in the Reports area under "Customer satisfaction and shipping performance".

Ticket response time: 48 hours, target 100%

Customer enquiries on Kaufland run through tickets attached to the order. As a seller you are obliged to give a first response to all open tickets within 48 hours (working days); weekends and public holidays are taken into account. Kaufland expects 100% here. If the value drops below, Kaufland recommends immediate action – for example stand-in arrangements for illness and leave. You find tickets in the Seller Portal under Ticket management › Tickets, split into open, waiting and closed.

Seller-related ticket rate

This rate counts tickets with reasons the seller is responsible for: delivery delayed, not received, incomplete, incorrect, defect/damage, invoice. It is calculated as the ratio of seller-related tickets in the last calendar week to the average order volume of the last four weeks. The adjusted variant leaves certain tickets out and is the one that counts for the warning levels. According to Kaufland most of these tickets have an avoidable cause – realistic delivery times, careful packing and correct invoices lower the rate directly.

Cancellations and overdue orders

Seller-related cancellations – mostly because an item is no longer in stock – are among the figures Kaufland tracks. The only remedy is stock that is right: update stock levels regularly, more often in peak season (season checklist). Overdue orders are those whose delivery window has passed without a confirmed delivery – check the "To be processed" list in the performance dashboard daily.

The three warning levels

1. Level 1 – Information: a KPI is below the target value. You are not required to respond but should act.
2. Level 2 – Offers at risk: Kaufland has already informed you; the offers of the affected sales channel are at risk of being hidden. Kaufland expects immediate concrete steps and contact with support.
3. Level 3 – Offers hidden: the channel's offers are no longer displayed until the KPI is back in line.

The current warning level is shown in the Seller Portal above the "To be processed" list; if at least one KPI is below target, Kaufland additionally sends an e-mail in even calendar weeks with the overview per sales channel.

What this has to do with your ranking

A hidden offer has no position – however good the title and images are. And poor KPIs bite earlier: late deliveries cost the BuyBox (winning the BuyBox), complaints cost reviews (reviews). If your rank tracker shows several search terms turning "not visible" at the same time, check the warning level in the Seller Portal first before working on keywords.

Frequently asked questions