How to enter the German e-commerce market: A starter guide for international brands

Germany is one of the biggest e-commerce markets in Europe. It’s fast-paced, structured, and known for high customer expectations. If you’re planning to expand into Europe, this is a smart place to start.
However, it’s not that easy to enter the German e-commerce. You’ll need to adapt your shop to German standards because shoppers here expect clarity, reliability, and trust.

This guide breaks it all down. From business registration, legal basics, and logistics to language and payment preferences. All the basic things you need to know to start selling in Germany with confidence.

Why Germany? The market at a quick glance

Germany is Europe’s second-largest e-commerce market, right after the UK. It’s also one of the most mature. In 2024, about 62.16 million people shopped online in Germany. According to the European E-commerce Report 2024, it’s about 77% of the population.

The total e-commerce revenue in Germany reached $110,851 billion last year, and the market keeps growing steadily. The expected growth forecast is 5-10% between 2024 and 2025.

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Germany is also one of the most appealing countries for cross-border in Europe.

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But… Why? What makes it so interesting?

• Customers trust German e-shops. This means they look for professional design, clear pricing, and fast shipping. Trustmarks and transparency matter a lot.
• Most shoppers buy local, but not only. Cross-border sales are growing. Many Germans buy from foreign sellers, as long as the website feels reliable and tailored.
• Mobile shopping is catching up. Still, the desktop is strong. That’s unusual in Europe. So your site needs to work great on both.

And what do people buy there? As of July 2025, the top online categories filtered by the total e-commerce revenue are:

1. Electronics
2. Fashion
3. Food and groceries
4. Care products
5. Furniture & Homeware

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Amazon still dominates, but local marketplaces like Otto, Zalando, and eBay.de have a strong foothold. So if you’re entering via a marketplace first, those are worth exploring.

If you’re creating your own store, this guide to start selling in Germany will help you avoid the most common missteps. The German e-commerce market is full of opportunity—if you come prepared.

Want to enter German e-commerce? Do proper market research before you jump in

Before you start selling in Germany, take time to really understand the country, market, and customers. What works in your home country won’t always translate. Local trends, buyer behavior, pricing expectations, competition, and shipping preferences vary, and you’ll want to adapt before you launch, not after.

Start with these basic questions:

• Who is your target customer in Germany?
• What are they already buying—and from whom?
• How do they pay?
• What makes them abandon their cart?
• What are the top competitors in your preferred field?

You can dig into this manually, but there are also tools that automate market research for you. A few worth checking:

• Similarweb – shows local traffic and competitor analysis
• Glopal – offers country-specific insights and buyer behavior
• Google Market Finder – helps spot international demand
• Ecommerce Germany News – offers many data and insights about the German market and DACH region
• SEMrush or Ahrefs – if you’re already running ads or SEO campaigns, they will help you track what German users are searching for
• Anerkennung in Deutschland – to check if your qualifications are recognised in Germany

This step gives you the real picture. So you’re not guessing when it’s time to localize your product, pricing, and positioning.

Register your business in Germany

To enter the German e-commerce market, you need to register your business. This applies whether you’re setting up a German branch, are a freelancer (freiberuflich), are self-employed (gewerblich), or are operating from abroad.

If you’re based outside of Germany, you will need, among others:

1. Register for a German VAT number (Umsatzsteuer-Identifikationsnummer)
2. Appoint a fiscal representative if you’re from a non-EU country
3. Register with the German tax office (Finanzamt) that handles foreign businesses
4. Comply with OSS/IOSS (One-Stop Shop) if you’re selling to multiple EU countries (optional, but helpful for EU VAT filing)

If you plan to open a local office, warehouse, or subsidiary, you’ll need to:

1. Choose your business structure (GmbH, UG, sole proprietorship, etc.)
2. Register with the local trade office (Gewerbeamt)
3. Get listed in the commercial register (Handelsregister)
4. Open a German business bank account
5. Get a tax number (Steuernummer) from the Finanzamt
6. Apply for a German VAT ID (USt-IdNr)
7. Secure a German address for business operations (physical or virtual office)

Keep in mind: all official documents must be in German, and you’ll likely need a local accountant or legal partner to handle filings. 

Many platforms provide guides and help for foreign founders, for example:

• Startup Germany
• Make it in Germany
• Bundesministerium für Wirtschaft und Energie.

Yes, the registration process involves paperwork, but it’s manageable. Many international sellers go through it every year. You don’t have to figure it out alone, either. There are local consultants, chambers of commerce, and online platforms ready to walk you through each step. One document at a time, and you’ll be up and running.

Legal basics you need to cover + VAT

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If your first research is done and you have learned about how to register your business, now pay attention to the e-commerce laws. Before launching, your store must meet local legal standards. Here’s what you need to get right.

Impressum (Legal Notice)

Every website operating in Germany must display an Impressum. It’s a legally mandated subpage in Germany, Austria, and Switzerland. It identifies the service provider and is required on all commercial websites. It should include your full company name, business address, contact email and phone number, and your registration or tax number. You can’t skip this, it’s one of the most frequently checked legal requirements.

GDPR compliance

Germany enforces data protection strictly. Your site must clearly explain what data is collected, how it’s stored, and how users can opt out. Cookie banners and a plain-language privacy policy are a must. If you use analytics, retargeting, or email forms, cover those too.

Right of withdrawal

Customers in the EU, so including Germany, have a legal right to cancel online purchases within 14 days, without giving a reason. You must explain this clearly on your site and provide an easy cancellation process. Add a downloadable cancellation form just to be safe.

T&Cs in German (AGB)

Your Terms and Conditions should be available in German, even if your site is multilingual. Keep the language direct and easy to understand. Tools like Trusted Shops or Händlerbund can help you generate or audit legally correct versions.

VAT

You already know that if you want to enter the German e-commerce market properly, VAT isn’t optional. You’ll need to register for German VAT once your annual sales to Germany exceed €10,000 (if you’re EU-based) or immediately if you’re a non-EU seller.

That means:

• You’ll charge German VAT (usually 19%, sometimes 7%) on all sales to customers in Germany.
• You must include this in your product prices, not add it later at checkout.
• You’ll file VAT returns with German tax authorities—either monthly or quarterly.
• You’ll need a valid VAT ID number (USt-IdNr.) that appears on your invoices.

Use tools like hellotax, Taxdoo, or SimplyVAT to automate this process and stay compliant. They help you handle filings, reports, and invoicing, especially useful if you’re selling on multiple marketplaces like Amazon or Shopify.

Logistics: Shipping, returns, and local partners

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Fast, predictable delivery is a must if you want to start selling in Germany. Shoppers here expect their parcels to arrive quickly and without hassle.

That’s why most online stores work with major local couriers like:

• DHL
• Hermes
• and DPD

They cover the entire country and offer reliable tracking and delivery slots. DHL remains the market leader, with extensive parcel locker coverage and late-hour delivery.

Speaking of lockers: German consumers love them. Paketstationen (parcel lockers) are now available in many cities, often in high-traffic areas like train stations or supermarkets. If you offer evening delivery and self-pickup options, you’ll likely increase your checkout rate.

For many sellers, setting up a fulfillment center in Germany is a game-changer. Local warehousing speeds up delivery, cuts shipping costs, and adds trust. You don’t need your own warehouse either. Look into 3PL services like Sendcloud or Zalando Fulfillment Solutions to get started.

You can also ship from nearby countries. If you’re based in Poland, Czech Republic, or Austria, cross-border fulfilment works well – just be transparent about timelines and provide local returns.

Insight: Germans expect returns to be free and easy, so partner with logistics providers who can handle reverse shipping efficiently.

Localization of your e-commerce stack

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Let’s be clear: Your e-commerce site must speak German first, and then optionally Polish, Turkish, etc., depending on your audience. 

And sadly, auto-translations won’t cut it. Customers expect smooth, native copy. 

1. If you’re using Shopify, install Shopify Markets and Translation Lab for multi-language support. 
2. On WooCommerce, use the German Market or MarketPress plugins to adapt to local legal and UX requirements.

Your payment gateway needs to reflect local habits. Many German shoppers avoid credit cards. Some prefer Giropay, ApplePay, some Klarna, others SEPA direct debit, or SOFORT. Tools like Mollie or Payone integrate these options easily into your checkout.

Visibility and trust

If your product doesn’t show up in Google.de, most shoppers won’t see it. That’s why German SEO is one of the first things you should tackle. 

Use tools like Semrush, Sistrix, or Ubersuggest to find native keywords, not just translated ones. Optimizing for “beste Herrenschuhe” hits differently than “best men’s shoes”.

Work with local German copywriters, German agencies, or professional translators. They know how to adjust tone, structure, and formatting to fit German browsing habits.

Social proof is essential as well. Germans read reviews, so list your store or products on Trustpilot and Idealo. These platforms are household names and improve both SEO and conversions. If you’re selling on marketplaces, also collect and highlight reviews from Amazon.de or eBay Kleinanzeigen.

Social media also plays a role in building visibility. Use Instagram for curated product visuals, Pinterest for seasonal collections, and YouTube for honest demos. Make sure to tag products and use German hashtags.

Finally, don’t skip paid channels. Google Shopping Germany, Meta ads in German, and comparison platforms like billiger.de or Geizhals can bring in qualified traffic. Use geotargeting and copy A/B tests to see what resonates most.

But you know, one thing at a time. Perhaps it would be better to first register the business, build a website and start with small marketing activities to increase awareness in the market, and then develop larger marketing strategies.

What also take into account when starting selling in Germany?

Well, Germany is known for high standards. And that mindset applies to online shopping too. If you want to enter the German e-commerce market with confidence, go beyond just translating your site. Think like a German customer.

Quality and reliability matter. A lot. Shoppers expect clear specs, fair prices, and detailed product information. Fluff won’t fly here. They research before they buy, and they’ll check your return policy before checking out.

Local credibility helps. If you manufacture in Europe or have a fulfillment center nearby, say it clearly. If your product is made in Germany or you collaborate with German partners, highlight that.

Timing is key. Don’t miss major sales days like Black Friday or Singles’ Day, but also think local. The Christmas and Advent season drives huge revenue. Oktoberfest is a seasonal peak for lifestyle and fashion brands. German Unity Day (Oct 3rd) can also be a smart moment to launch something national or symbolic.

Regional differences exist. Big cities like Berlin and Hamburg may lean toward English-friendly, sustainable, or niche products. Western Germany has higher purchasing power, while the East is growing fast, but still reacts differently to pricing and branding. The South tends to favor premium goods and strong visual branding.

Long story short? Customers in Germany are loyal – but only after they trust you. Focus on consistency, smart timing, and local sensitivity, and your entry to the German e-commerce world will feel more natural.

Mistakes to avoid when entering the German e-commerce market

Yes, it’s easy to get excited and launch fast. But if you want to start selling in Germany with success, avoid these common pitfalls that trip up even seasoned brands.

You can probably already recognise some basic mistakes from this text:

• skipping proper translation
• forgetting local payments
• assuming .com is enough
• underestimating returns
• missing required legal info

But there’s more, namely:

1. Neglecting customer service expectations. Germans value precise, timely answers. A vague response or slow reply can easily cost you trust. Set up a reliable support system, ideally with German-speaking reps. If you use chat or email support, make sure someone checks it daily (not just weekly).
   Bonus if you list clear contact hours and a phone number.
2. Ignoring sustainability signals. Sustainability matters. From packaging to shipping, German customers look for signs that you care. If your product is eco-conscious, plastic-free, or CO₂-neutral – say so. And if not, avoid greenwashing. Be honest, but don’t ignore this trend. Partnering with local recycling or packaging programs can help.
3. Treating EU compliance as optional. To start selling in Germany means to play by all EU rules. This includes GDPR, CE marking for electronics or toys, and mandatory eco contributions (like LUCID registration for packaging). It’s easy to miss these steps if you’re used to selling in the U.S. or UK, but they’re essential for legal operation.
4. Overcomplicating the checkout. The fewer steps, the better. German buyers expect fast, no-surprise checkouts. That means showing shipping costs upfront, keeping forms short, and offering guest checkout. If your checkout flow feels clunky or translated halfway, you’ll lose the sale, no matter how great your product is.

Small missteps can cost you big in Germany—so take your time and enter the German e-commerce market with care.

Bonus: Helpful resources to plan your entry

From market data to legal advice, here are a few go-to sources that can guide you as you start selling in Germany.

• Top 100+ statistics about e-commerce in Germany
• Germany’s online shoppers in 2025: What they’re doing differently
• Top 15+ logistics companies in Germany
• Efficient strategies for shipping parcels in Germany
• GDPR & data privacy in Germany: All you should know
• Make it in Germany 
• DIHK – German Chambers of Commerce and Industry
• Lawyers Germany
• All About Berlin

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Ready to enter the German e-commerce market?

Selling in Germany means understanding the rules, the customer mindset, and the systems that keep everything running smoothly.

What you should do is: Learn → invest in the setup → earn trust → grow sales.

With the right prep – legal, logistical, and cultural – you’ll build trust faster, avoid setbacks, and start selling with confidence. So go ahead. Bookmark the resources, ask questions, and start building your presence. Germany is open for business, and your store could be next.

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