Selling into Germany

The market's character

German buyers are detail-oriented: complete product information, proper invoices and clear returns. Price comparison is common, but once quality and trust land, brand loyalty runs higher than in the US. That makes German-language listings one of the first investments.

Channels

• Amazon.de: the market's biggest player; the PAN-EU network extends you into other EU countries.
• OTTO: Germany's strong domestic marketplace; sellers are admitted by application — check OTTO Market's current seller requirements (entity, country of establishment) on its own site.
• Etsy: German-language listings reach German buyers directly for handmade and personalized goods.
• Own store: works with German content plus local payment habits (PayPal-heavy).

Tax and compliance: VAT, OSS, LUCID

For EU consignments up to €150, VAT can be collected at the point of sale via IOSS (non-EU sellers must appoint an EU intermediary); from July 1, 2026 to July 1, 2028 the EU also applies a temporary €3 customs duty per item (by tariff classification) on parcels up to €150, with conditional exemptions — confirm your case with your carrier. As EU stock/sales grow, OSS and local VAT registrations enter. The Germany-specific detail: the LUCID packaging registry (Verpackungsgesetz) — sellers placing packaged goods on the German market must register in LUCID and join a recycling (system participation) scheme; since July 1, 2022 marketplaces and fulfilment providers may not serve sellers who don't. Set both up from day one; fixing later halts sales.

Logistics

Express shipping for small parcels; Amazon's EU warehouses or an EU 3PL at volume. In-EU stock speeds up delivery but requires VAT registration where the stock sits — plan logistics and tax together.

Making Germany your first market takes more preparation than the US due to its rules — and pays back with less niche competition. On a consulting call we build your EU entry plan together.