The world of German ecommerce presents an exhilarating opportunity for sellers aiming to broaden their international horizons — and tap into one of Europe’s most lucrative markets. 

With a robust infrastructure, a tech-savvy consumer base and a penchant for online shopping that’s only growing, Germany stands as a beacon for ecommerce success in 2024. But with opportunity comes the question: Where should you plant your digital storefront to maximize visibility, engagement, and sales? As the landscape evolves, so do the platforms leading the charge in connecting sellers with eager consumers. 

In this article, we unravel the top German ecommerce marketplaces that are shaping the future of online retail in 2024, to give you a roadmap to where you should be focusing your efforts as you expand into Germany — and beyond.

Why sell in Germany

Germany is one of the leading European markets for cross-border trade, and their already established delivery infrastructure is another huge benefit to retailers looking to reach the country’s 58 million online shoppers.

The fact that over 50% of these shoppers are already purchasing from international sites, again reiterates the opportunity Germany marketplaces provides for ecommerce retailers. 

4 tips for selling into the German ecommerce market

As with any international market, there are certain considerations that need to be made before selling into Germany.

Below, we have outlined some of these considerations, providing best practices to help you maximize your success in German marketplaces. 

1. Translate and localize your content

When selling into Germany, it’s expected that listings will be provided in the German language.

As a result, you’ll need to find a good translation provider who can ensure your listings are not only translated, but are also localized. Some marketplaces will offer their translation services, so this is something worth checking while researching. 

You should also ideally be providing customer service in German, too. German customers, like all other online buyers, aren’t afraid to pick up the phone or send an email and speak with the company in which they are purchasing from, and as such, you should be able to provide German speaking support.

2. Expect high return rates

You should be aware that Germany has one of the highest return rates on the continent — as high as 70% for fashion retail and around 5-10% for electronics goods.

In fact, a recent survey has found that every eighth online purchase (12%) in Germany is returned. Most returns in Germany are from consumers aged 14-29 – 18% of all German online orders end up back with the retailer.

German women are also known for returning items at an above average rate of 15%. In comparison, men do not even return every tenth purchase (9%).

Don’t let this put you off selling into Germany though, as we would argue that the benefits often outweigh this negative. There is, however, lots you can do to try and relax your return rates in German marketplaces.

For instance, detailed product information and multiple customer service options (e.g. live chat) can really help. The more information there is, the better a customer can assess whether or not the product fits their needs.

3. Choose a marketplace with secure payment options

Germans tend to avoid credit cards and many favor the option to pay through invoice, as well as debit cards, bank transfers, Giropay and PayPal.

When looking for a marketplace, it’s recommended that you look at the payment methods they accept and how secure they are as a site, as this will largely influence consumer purchase decisions in Germany — and therefore your success when selling into this market.

4. Delivery speed

There is no denying that German customers expect their goods to be delivered in a timely manner, and it is for this reason that quick, reliable delivery services are imperative.

This is often easier said than done when selling internationally though, with the small matter of logistics needing to be considered. While there are plenty of fulfillment services that you can outsource international fulfillment too, it’s also worth considering the use of a shipping aggregator, as they will be able to access the cheapest rates for international delivery. 

In addition, you may want to seek out ways to bring more efficiency into your order fulfillment process, such as through an automated inventory and order management system, so that you can decrease your time to dispatch and increase customer satisfaction.

What are the best German ecommerce marketplaces?

1. Amazon.de

Overview and market position

Amazon.de stands as a colossal force in German marketplaces. From electronics to fashion, and from books to household goods, Amazon.de serves as a one-stop-shop for German consumers. 

Its robust platform not only captures a significant share of Germany’s online retail market but also sets the benchmark for ecommerce excellence, making it an attractive platform for sellers aiming to tap into the German market.

What are the benefits of Amazon.de for ecommerce sellers?

For ecommerce sellers, Amazon.de presents a trove of opportunities. It’s underscored by its comprehensive logistics solutions, expansive customer base, and cutting-edge marketing tools. Sellers can leverage Amazon’s Fulfillment by Amazon (FBA) service, which takes care of storage, picking, packing, and shipping, as well as customer service and returns. 

Access to Amazon.de’s vast customer base also opens doors to unprecedented sales potential, allowing sellers to reach millions of customers. The platform’s powerful marketing tools also enable sellers to enhance product visibility, drive traffic, and boost sales.

How to get started selling on Amazon.de

Here’s a brief guide to get you started selling on Amazon.de:

1. Create your seller account: Visit Amazon’s Services website and choose the type of account that best suits your business needs—whether it’s an Individual or a Professional account. Be prepared to provide your business information, including tax details and a bank account located within the SEPA (Single Euro Payments Area) for receiving payments.
2. List your products: Once your account is set up, you can start listing your products on Amazon.de. If your products already exist on Amazon, you can add your offer to the existing listings. For new products, you’ll need to create new product pages with detailed descriptions, high-quality images, and other relevant information.
3. Understand and comply with local regulations: Navigating Amazon‘s seller policies and Germany’s regulatory requirements is crucial for a smooth selling experience. Make sure to familiarize yourself with local laws regarding online sales, consumer rights, and product compliance to ensure your business operates within legal boundaries.
4. Optimize your listings: To maximize your success on Amazon.de, optimize your product listings. Use SEO-friendly titles, detailed descriptions, and keywords that German customers are likely to use. Additionally, consider using Amazon’s A+ Content feature to enhance your product pages with rich content and images.

2. eBay.de

Overview and market position

eBay.de carves its unique niche in the German online retail space with a dual focus on Business-to-Consumer (B2C) and Consumer-to-Consumer (C2C) sales. This platform stands as a testament to the diversity of ecommerce, offering everything from vintage collectibles to the latest in technology and fashion. 

What are the benefits of eBay.de for ecommerce sellers? 

For ecommerce sellers, eBay.de opens up a realm of possibilities thanks to its vast reach, extensive variety of product categories, and the adaptability of its selling options. Sellers can tap into eBay.de’s significant user base, gaining exposure to millions of potential customers actively searching for products across the spectrum. 

The platform accommodates a diverse range of selling strategies with options for auctions and fixed-price listings. It allows sellers to tailor their sales approach based on product type, market demand, and personal preference.

How to get started selling on eBay.de

Here are the essential steps to begin selling eBay.de:

1. Create a seller account: Navigate to eBay.de and sign up for an account if you haven’t already. Convert your account to a seller account by providing the necessary business information. You will need details about payment methods for accepting buyer payments and covering selling fees.
2. List your products: With your seller account ready, you can start listing your products. eBay.de offers tools and templates to streamline the listing process, allowing you to describe your items accurately, upload photos, and set your prices, whether for auction or fixed-price sales.
3. Optimize your listings: To stand out among the vast array of sellers on eBay.de, ensure your listings are optimized. Use clear, descriptive titles, high-quality images, and detailed item descriptions. Consider leveraging eBay‘s promotional tools to increase visibility and attract more buyers.
4. Familiarize yourself with eBay policies: Successful selling on eBay.de requires adherence to the platform’s policies and regulations. Make sure to familiarize yourself with eBay’s rules regarding listings, sales practices, and prohibited items to maintain a positive selling experience.
5. Provide excellent customer service: Establishing a strong seller reputation on eBay.de is crucial. Promptly address buyer inquiries, ensure timely shipping, and handle any issues professionally to build trust and encourage repeat business.

3. Zalando

Overview and market position

Zalando is a towering figure in the online fashion and lifestyle space in Europe. Its inception marked a significant shift in how consumers shop for fashion, offering an extensive range of products from hundreds of brands — all under one virtual roof. 

Today, Zalando is recognized as the go-to destination for fashion-forward individuals across the continent, including a strong presence as a German marketplace. 

What are the benefits of Zalando for ecommerce sellers?

The benefits of partnering with Zalando include:

• Targeted customer base: Zalando caters to a discerning audience with a keen interest in fashion, lifestyle, and quality. By listing on Zalando, sellers gain direct access to consumers actively seeking the best in apparel, accessories, and lifestyle products.
• Fashion-centric marketing: Zalando’s marketing and promotional activities are tailored to the fashion industry, ensuring that products receive the right kind of exposure to entice and engage potential buyers.
• Partnership opportunities: Becoming a part of Zalando’s brand ecosystem opens doors to various partnership opportunities. Collaborations on exclusive collections, participation in sales events, and access to Zalando’s marketing channels can significantly boost a brand’s profile and sales figures.

How to get started selling on Zalando

Embarking on your Zalando selling journey involves several key steps:

1. Meet Zalando’s criteria: Zalando maintains high standards for its sellers and products to ensure a premium shopping experience for its customers. Potential sellers must meet specific criteria related to product quality, brand alignment, and ethical standards.
2. Apply to become a Zalando Partner: Interested sellers must apply through Zalando’s Partner Program. This process includes submitting details about your brand, products, and business operations.
3. Optimize your product listings: Once approved, focus on creating compelling product listings. High-quality images, detailed product descriptions, and accurate sizing information are crucial. Zalando also encourages sellers to adopt sustainable practices, such as eco-friendly packaging.
4. Leverage Zalando’s seller support: Zalando provides extensive support and resources to its sellers. Take advantage of their insights on market trends, listing optimization tips, and marketing tools to maximize your success on the platform.

4. Otto.de

Overview and market position

Otto.de has emerged as a cornerstone in the German online retail landscape. From the latest in electronics and technology to essential home goods and furniture, Otto.de provides a comprehensive shopping experience that addresses the varied needs and preferences of the German consumer. 

As the second-largest ecommerce entity in Germany, just trailing behind Amazon, Otto.de has established itself as a trusted retailer with a robust online presence across more than 20 other countries.

What are the benefits of Otto.de for ecommerce sellers? 

Otto.de’s benefits include:

• Strong brand reputation: Otto.de is synonymous with quality and reliability in the German ecommerce sector. Associating your brand with Otto.de can enhance your credibility and appeal to a discerning customer base.
• Dedicated customer base: Over the years, Otto.de has cultivated a loyal following of customers who prefer the platform for their diverse shopping needs. This dedicated customer base presents a ripe opportunity for new sellers to introduce their products to engaged shoppers.
• Supportive seller services: Otto.de is committed to fostering a positive and productive environment for its sellers. The platform offers an array of seller services designed to streamline operations, from marketing support to logistical assistance.

How to get started selling on Otto.de

Embarking on your selling journey on Otto.de involves a few critical steps to ensure a smooth integration and successful selling experience:

1. Application and approval: Interested sellers must apply to join the Otto.de marketplace. This process involves submitting detailed information about your brand and products. Otto.de assesses applications to ensure that potential sellers meet their criteria for product quality and brand alignment.
2. Listing your products: Once approved, sellers can proceed to list their products on Otto.de. It’s crucial to focus on creating detailed and appealing product listings. The usual rules apply here — high-quality images, comprehensive product descriptions and competitive pricing.
3. Leveraging Otto’s seller support: Otto.de offers robust support to its sellers, including insights on consumer trends, optimization tips for listings, and marketing strategies to increase product visibility.
4. Best practices for success: Success on Otto.de requires adherence to best practices that resonate with the platform’s audience. This includes maintaining a high standard of customer service, offering competitive shipping options, and regularly updating product listings to reflect inventory changes and consumer demand.

Real.de (part of Kaufland)

Overview and market position

Real.de, a familiar name in German ecommerce, has embarked on a transformative journey by becoming a part of Kaufland, one of Germany’s leading retail giants. The integration into Kaufland’s ecosystem heralds a new era for Real.de. They are now poised to offer an even broader spectrum of products and services, benefiting from Kaufland’s extensive retail expertise and robust infrastructure. 

What are the benefits of Real.de for ecommerce sellers?

The merger into Kaufland’s retail ecosystem brings forth a multitude of advantages for ecommerce sellers, setting a new benchmark for online retail in Germany:

• Expanded reach: Sellers on Real.de can now access a vast network of consumers, thanks to Kaufland’s widespread presence across Germany and beyond. This integration opens doors to a wider audience, increasing visibility and potential sales.
• Cross-promotional opportunities: The fusion with Kaufland allows sellers to leverage cross-promotional strategies, utilizing both online and offline channels to maximize product exposure.
• Diverse customer demographic: Kaufland’s broad customer base encompasses a wide range of demographics, offering sellers the opportunity to cater to varied consumer needs and preferences. 

How to get started selling on Real.de? 

Entering the Kaufland online marketplace as a seller involves a straightforward process, designed to integrate businesses seamlessly into the platform:

1. Registration and verification: Prospective sellers begin by registering their business on the Kaufland marketplace. This step involves providing essential business details and undergoing a verification process to ensure compliance with marketplace standards.
2. Product listing and optimization: Once approved, sellers can proceed to list their products on Real.de. Success in this arena demands attention to detail—high-quality images, accurate and engaging product descriptions, and competitive pricing are key. Sellers are encouraged to optimize their listings for search visibility and customer appeal.
3. Utilizing Kaufland’s seller services: Kaufland offers a suite of seller services designed to support businesses throughout their ecommerce journey. From logistical support to marketing and customer service, tapping into these resources can significantly enhance a seller’s operational efficiency and market presence.
4. Standing out among competitors: In a marketplace as dynamic as Real.de, differentiating your brand is crucial. Employing creative marketing strategies, offering exceptional customer service, and consistently delivering quality products are fundamental ways to distinguish your business and build a loyal customer base.

The top German ecommerce marketplaces: Lucrative — when done right 

As you can see, German ecommerce marketplaces offer huge opportunities for sellers in 2024. The German market, with its sophisticated infrastructure and eager online consumers, is ripe for those willing to navigate its unique landscape. 

From giants like Amazon.de and eBay.de to specialized platforms like Zalando and Otto.de, each marketplace offers a gateway to millions of potential customers. However, success in this vibrant ecommerce ecosystem is not granted merely by presence. It demands strategic adaptation and a deep understanding of local preferences, regulations, and trends. 

Whether you’re a seasoned international seller or looking to expand your horizons, Germany’s ecommerce market in 2024 presents a lucrative venture that, when approached with the right strategies and insights, can propel your business to new heights. 

If you’d like help managing your international expansion, book a demo with Linnworks today.