How to enter the German market: a checklist for foreign small businesses
Germany is the largest market in the EU, and German customers stay loyal once they trust a provider. That trust has conditions: correct legal information, German-language content, familiar payment methods and clear prices. This checklist helps foreign small businesses decide what they need before selling to German customers.
Decide whether you need a German company
Many businesses can start selling to Germany from their home country, especially online services and shops. A German entity, such as a GmbH or a UG, becomes relevant when you hire staff in Germany, need a local presence for customers or partners, or plan larger operations. Setting up a GmbH requires a notary and share capital of €25,000; a UG can start with much less.
Clarify VAT before the first invoice
VAT rules depend on what you sell and to whom. Cross-border sales of goods to consumers in other EU countries above €10,000 a year are usually taxed in the customer's country and can be reported through the One-Stop-Shop. Storing goods in Germany and other cases may require German VAT registration. Clarify your situation with a tax adviser before launch.
Website and legal texts in German
German customers expect a German-language website, not a raw machine translation. Commercial websites aimed at Germany need an Impressum with the provider's details and a privacy policy; online shops also need terms, withdrawal information and the correct order button. These rules apply wherever your company is based:
- German-language pages for the main offer, written for German customers.
- An Impressum and a privacy policy that meet German requirements.
- Prices for consumers shown as final prices including VAT.
- For shops: withdrawal information, the order button and delivery costs.
Payment methods and trust
Offer the payment methods German customers use: PayPal, cards, invoice or direct debit, depending on your business. Reviews on Google and trusted review platforms, a German contact option and clear delivery and response times reduce the risk customers feel when buying from abroad.
Be found in German search
Create a Google Business Profile if you have a physical location in Germany, publish German-language pages with their own URLs and hreflang, and research the words German customers actually use. They often differ from direct translations of your English keywords.
Example: a hospitality software provider entering Germany
A reservation software provider from another EU country starts with a German website, German support hours, references from German restaurants and integrations with POS systems common in Germany. Only after the first fifty customers does it consider a German entity and a local sales team.
Frequently asked questions
- Do I need a German address to sell in Germany?
- Not necessarily. The Impressum needs a valid postal address, which can be abroad. A local address helps with trust and with some partners.
- Is English enough for German B2B customers?
- In some industries, yes, but German-language pages usually convert better and are needed to rank for German search terms.
- Which rules apply to my website for Germany?
- German consumer protection and data protection rules apply when you target German customers, regardless of where your company is located. Have legal texts checked by a lawyer familiar with German law.
Sources
Planning to sell in Germany? Tell us about your offer and your current website. We will plan the German website, legal pages and search visibility with you.
Plan your German launch