How do I sell products to Germany via online store?
Sell your products to Germany – A guide for online stores
Expanding your online store to Germany can open the door to a huge market with many potential customers. Maybe it sounds complicated with new languages, laws, and currencies? But it doesn't have to be at all. With the right preparation and a user-friendly system, you can easily start selling your products south of the border.
Is your online store ready for Germany?
Before you press "Go", there are some basic things your online store needs to have in order to welcome German customers well.
Language – Speak German with your customers
It's crucial to speak German. You don't need to translate *everything* at once, but product descriptions, important information pages (like "About us" and "Contact us"), and especially your terms and conditions and privacy policy must be in German. Consider starting with a simple solution where you focus on the most important pages first.
Currency – From your currency to euro
German customers expect to see prices in euro (€). Your online store should be able to show prices in EUR. Most modern online store systems can handle multiple currencies automatically, or you can manually convert your prices and make it clear that you're selling in euro.
Payment – Preferred methods in Germany
Germans have different payment habits than many other countries. Credit cards are important, but not as dominant. Here are some popular payment methods in Germany:
- Credit cards (Visa/Mastercard): Still an important option.
- PayPal: Very popular and trust-building in Germany.
- Buy on invoice (Kauf auf Rechnung): A traditional and very preferred method where the customer pays after receiving the goods. Typically requires a credit check of the customer.
- GiroPay/Sofort Überweisung: Direct bank transfers, also popular.
With a user-friendly platform like GoShup.com, you can often get an integrated payment solution (like GoShupPay) that covers the most popular payment methods, including PayPal and card payment, without the hassle of setting up multiple separate agreements.
Shipping – Shipping to Germany
Research shipping prices and delivery times to Germany. Work with reliable shipping companies. Make your shipping costs clear to customers – German consumers are often very aware of this. Free shipping over a certain amount can be a good sales strategy.
Legal and practical considerations
When you sell to another country, there are some legal requirements you should be aware of.
Terms and conditions and privacy policy
Your terms and conditions and your privacy policy must be in German and adapted to German law. This is crucial for building trust and complying with important rules like GDPR.
Impressum – A German special requirement
Germany has a requirement for an "Impressum" on your online store. This is a page with specific contact information and legal information about your business (e.g., name, address, business number, email). It's an absolute must when you sell to Germany, and lack of Impressum can lead to fines.
VAT – When do you need to register for VAT in Germany?
As a general rule, you only need to register for VAT in Germany if your revenue to German private customers exceeds 10,000 EUR per year. Until then, you can settle your home country's VAT. When you pass the threshold, you must either register for VAT in Germany or use the One Stop Shop (OSS) scheme, which simplifies VAT reporting for sales to other EU countries. Always seek professional advice from an accountant who has experience with cross-border e-commerce.
Return rights – The German consumer is protected
The German return right is very consumer-friendly. Customers typically have 14 days' right of withdrawal. Be aware of the rules for return shipping – it can in some cases be your responsibility to cover it. Make your return process clear and easy to understand in German.
Marketing in Germany
When the basic things are in place, you can start thinking about how to reach German customers.
Understand the German customer
German consumers are often price-conscious, value high quality, and are loyal to brands they trust. Trust, security, and good customer service are keywords in German e-commerce.
Basic SEO in German
Consider using German keywords in your product descriptions and page titles. Even if you start small, it's a good idea to think about how German customers search for your products on Google.
Use of social media
Facebook and Instagram are popular in Germany, but other local platforms can also be relevant for your niche. Consider creating content in German that appeals to your target audience.
Get started selling to Germany!
Selling to Germany is a journey, but an extremely rewarding one. Start small, focus on the essential things, and gradually expand. With the right preparation and a system designed to make things easy, your online store can reach out to a large and exciting new market.