Selling to Germany from the UK: How to Sell Online in Germany [2026]
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The largest economy on the European continent and second in terms of population size, Germany promises significant growth opportunities to young e-commerce businesses.
However, if small businesses are looking to take advantage of expanding their e-commerce in Germany, there are a few factors to bear in mind first.
Key takeaway
To sell online in Germany from the UK, businesses need to choose a German marketplace (such as Amazon.de, Otto or Zalando), comply with German VAT and customs rules, localise product listings in German, and offer preferred payment methods such as PayPal. UK sellers must also follow post-Brexit import procedures, including EORI registration and customs documentation. Once compliant, UK businesses can sell in Germany just like local merchants.
E-commerce in Germany: what sellers should know
Germany offers a strong opportunity for UK sellers:
● According to the Office for National Statistics, over the 4 quarters to end Q1 2025, the UK exported £60.8 billion to Germany — Germany is the UK’s second-largest export market.
● Germany has about 82 million people (a large consumer base) and a well‑developed logistics infrastructure.
● A recent article shows that Germans are increasingly comfortable shopping online and using international marketplaces. Example from a UK‑Germany e‑commerce export guide: “One‑third of Germans shop online at least once a week; 44% prefer online shopping over local shopping.”
● From the same source: UK to Germany exports are now subject to customs regulation post‑Brexit, but they are still very feasible.
● Sellers do need to be careful, however, as some reports claim that 11% of e-commerce orders get returned by German customers, with each return costing online retailers €5 to €10. It’s important to ensure that you have a robust returns system in place.
So if you are willing to address the additional complexity (post‑Brexit) you can tap a large, affluent market.
Here’s how to start selling in Germany.
1. Choose the right e-commerce platform in Germany
Germany’s top e-commerce platforms include Amazon.de, Otto.de, Zalando, eBay.de and marketplaces like Kaufland and Real.de. Choose based on your product category:
● Amazon.de – best for broad consumer products
● Otto.de – strong for home, lifestyle and fashion
● Zalando – ideal for fashion and apparel
● eBay.de – new + second-hand items
Tip: Amazon’s Pan-EU FBA makes it easier for UK sellers to store goods in Europe and deliver to German customers quickly.
2. Register for German VAT (if required)
This is often where UK sellers struggle: you must understand how goods moving from the UK into Germany are treated from a tax and customs perspective.
UK side: exports out of the UK
When you dispatch goods from Great Britain to a destination outside the UK, you normally do not charge UK VAT (you “zero‑rate” the export) provided you meet the export evidence and conditions. Key points:
● You must have proof that the goods left the UK (e.g., customs/export documentation, airway bill, shipping manifest).
● The zero‑rating applies to goods exported from Great Britain to destinations outside the UK. If goods are collected by the customer, you must ensure you have evidence of removal.
● For services or other supplies the rules differ, but for goods, this export rule applies.
EU/Germany side: importing into Germany from the UK (third country)
Since the UK is no longer in the EU customs / VAT territory (except for Northern Ireland special rules) you must treat UK to Germany shipments as importsinto Germany/into the EU. For EU VAT rules on cross‑border supplies, make sure to check:
1. VAT
● If you are selling B2B (business in Germany with a valid German VAT number) then generally you might be able to charge the sale net of VAT if the German business accounts for German VAT (“reverse charge”). But because you are a non‑EU seller and Germany is an EU member, you need to check the localregistration requirements.
● If you are selling B2C (direct to German consumer) you’ll typically need to charge German VAT (German rate ~19% standard) and possibly register for German VAT, or use an EU scheme if eligible. For example, the UK business may need to register for import VAT in Germany, or use the EU’s Import One‑Stop‑Shop (IOSS) if selling low‑value goods into Germany.
● The EU’s IOSS scheme (for goods value ≤ €150) allows non‑EU sellers to collect VAT at point of sale, declare via one portal, and simplify import VAT collection for consumer shipments.
2. Customs duties and import formalities
● Because the UK is a “third country” to the EU, shipments are subject to customs declarations (import into Germany/EU) and potential customs duty if the goods originate outside the UK/EU rules. The UK‑Germany guide states: “Customs duties apply to all exported goods from the UK with a value above the 150 Euro mark. Exceptions apply to goods that are classified as originating in the EU.
● You’ll need to check: the commodity code (HS code) for your goods, whether there is duty, whether origin qualifies for preferential tariff (if any), and whether the German importer or you handle the import formalities, taxes, etc.
3. Packaging, labelling & standards
● Exports to Germany may also need to meet German/EU standards: labeling (German language), packaging and environmental requirements (for example, the German Packaging Act “VerpackG”) for consumer goods.
Importing from further afield, including Asia
Germany is also bound by Free Trade Agreements signed with other countries, including China, Singapore, Australia, and New Zealand. Importers should check the specific regulations that apply to them for each individual country and region.
3. Set up German-language listings
German customers expect high-quality listings, written in German, with detailed specifications. This step directly impacts conversion rates.
Optimise by:
● Translating product titles, descriptions and FAQs
● Using German keywords (Helium10, Amazon DE suggestions)
● Updating packaging and labels in German
● Including metric measurements (cm, kg)
Note: Over 70% of German customers prefer buying products with native-language listings.
4. Choose a payment solution that supports EUR
German marketplaces pay out in euros, and UK sellers lose money on FX unless they use a multi-currency solution.
This is where WorldFirst adds strong value and makes for a good alternative to a traditional business bank account:
With a World Account, you can:
● Open a local EUR receiving account
● Get paid by Amazon.de, eBay.de, Otto and others without forced conversions
● Convert EUR to GBP when rates are favourable
● Pay EU-based suppliers and logistics partners like a local
● Reduce FX margins compared to high-street banks
This directly increases net profit for UK sellers selling into Germany
5. Arrange fulfilment (FBA, 3PL, or local warehouse)
Germany has one of the highest return rates in Europe (≈11%). To stay competitive:
● Offer clear return policies
● Use a German fulfilment service (or FBA in Germany)
● Provide fast delivery and tracked shipping
● Test offering free returns if your margins allow
Popular fulfilment options:
● Amazon FBA
● Hermes Germany
● DHL Paket
● BYRD
● Huboo Europe
6. Market your products for German customers
German customers rely heavily on trust, clarity and reputation. Here are the most common ways to grow visibility:
● Run Amazon Sponsored Ads (Amazon.de has high CPC efficiency)
● Build German-language TikTok or Instagram profiles
● Encourage reviews early (crucial for trust)
● Use influencer partnerships with German creators
● Optimise for German SEO (Google.de)
German SEO & Local Keyword Research
Use German keywords like:
● “versand aus Großbritannien”
● “britische Produkte kaufen”
Selling on German Marketplaces (Amazon DE, eBay DE)
These platforms offer:
● Fast visibility
● Built-in trust
● Familiar payment options
Building Trust with German Consumers
You can build credibility by:
● Providing transparent shipping and return policies
● Offering customer service in German
● Displaying certification badges
Making the most of e-commerce in Germany
Selling online in Germany is one of the most effective ways for UK e-commerce businesses to expand into Europe. With the right marketplace, local compliance, and German-language optimisation, UK sellers can quickly reach millions of new customers. However, successful sellers will need to keep in mind and prepare for the unique preferences of German customers.
If you do your research, and partner with businesses that enable easy e-commerce in Germany, there is no reason you can’t expand into a lucrative market. By serving customers in a booming sector, you can grow your small business across German platforms.
Simplify international transactions with WorldFirst
With more than two decades of experience in helping 1.5m+ customers make international business payments, WorldFirst is the clear choice for e-commerce businesses needing to pay suppliers or receive funds from customers. Find out more about WorldFirst products and services online or call 0207 801 1065 today.
FAQs
How do I sell to Germany from the UK?
You sell to Germany from the UK by listing your products on German marketplaces, handling VAT and customs, and using EU-compliant shipping. After Brexit, UK sellers ship as non-EU exporters, which means you must provide customs data, ensure products meet EU standards, and offer trusted German payment methods.
What is required to start an online business in Germany?
You need VAT compliance, customs documentation, localised listings, and preferred German payment options. Key requirements include:
● VAT registration or OSS depending on your setup
● Customs declarations for all UK-to-Germany shipments
● Localised product pages (German language)
● EU-compliant product standards (CE, packaging rules)
● German-preferred payments (PayPal, Klarna, SEPA)
What are the best sites to sell online in Germany?
The best marketplaces to sell online in Germany are Amazon.de, eBay.de, Otto, and Zalando. Amazon.de dominates most categories, while Otto and Zalando are especially strong for fashion and lifestyle brands.
Do I need a German VAT number to sell from the UK?
You can build credibility by:
● Providing transparent shipping and return policies
● Offering customer service in German
● Displaying certification badges
Building Trust with German Consumers
You only need a German VAT number if you store goods in Germany/EU or pass marketplace VAT thresholds. For cross-border shipping from the UK, many sellers use OSS to avoid multiple VAT registrations.
What products sell best online in Germany?
The best-selling online products in Germany include electronics, home goods, fashion, beauty, and eco-friendly products. German buyers also respond well to premium quality, sustainable materials, and detailed technical descriptions.
Are tariffs applied when shipping from the UK to Germany?
Most goods have zero tariffs if they meet the Rules of Origin requirements. If the product does not qualify under the Trade and Cooperation Agreement, tariffs may apply.
How long does shipping to Germany take?
Standard shipping from the UK to Germany typically takes 3–7 days. Express couriers can deliver in 1–3 days, depending on service level.
Can I sell on Amazon Germany from the UK?
Yes — UK sellers can list on Amazon.de, but VAT, customs, and product compliance rules apply. Many sellers use Pan-EU FBA or EFN, but storing goods in the EU triggers VAT obligations.
Are returns expensive?
Yes — returns to the UK can be expensive due to cross-border shipping. Using a German returns partner or local warehouse lowers return rates and costs.
Shawn Ma leads business development at WorldFirst UK, with a deep expertise in fintech, risk management and cross-border commerce.
Shawn Ma
Author
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