Germany is Europe's largest e-commerce market and the most logical first step for brands expanding into Europe. High purchasing power, strong logistics and the power of Amazon.de — but also strict tax/compliance rules.
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| Platform | Entry difficulty | Competition | Potential | Who is it for? |
|---|---|---|---|---|
| Amazon.de | ★★★☆☆ | ★★★★★ | ★★★★★ | First stop for most brands |
| Otto | ★★★★☆ | ★★★☆☆ | ★★★★☆ | Those seeking local volume |
| Kaufland | ★★★☆☆ | ★★☆☆☆ | ★★★☆☆ | Complementary channel |
Amazon.de leads the market by far; local marketplaces like Otto and Kaufland also carry serious volume. Most brands start with Amazon.de, then expand to local channels.
Selling in Germany requires DE VAT registration and an EORI number. The packaging law (Verpackungsgesetz) also mandates LUCID registration; without it, listings can be suspended. Setting up compliance early reduces risk.
German consumers expect fast delivery and smooth returns; return rates are high. 1–2 day delivery via FBA or local 3PL is a competitive edge. German-language customer service directly builds trust.
High purchasing power and broad category demand; strong margin room for quality, well-positioned products. Brands with localized listings and fast logistics stand out.
1–2 days ideal; 5+ days risky (high return culture).
| Item | Level |
|---|---|
| Amazon start | Medium |
| Ad budget | High |
| Logistics (FBA) | High |
| Tax & compliance | Medium |
Yes; DE VAT registration and EORI are required, and LUCID for packaging is mandatory.
Amazon.de is the fastest start for most brands; then expand to Otto/Kaufland.
It's the mandatory packaging registry under Germany's packaging law; missing it can halt sales.
Let's review your performance together in a free, no-obligation call with our expert team.