How to Market Your Business in Germany: A 10-Point Checklist

Updated: 20.12.2023
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Minute read: 3
Market in Germany


Expanding your business into the German market is an exciting venture. Germany, with its robust economy and diverse consumer base, offers ample opportunities for growth. However, successfully marketing in Germany requires understanding the unique aspects of the market. This blog post expands on a foundational 10-point checklist, to help you navigate these waters effectively.

Copy: Understanding Your German Customer

Crafting copy that resonates with German customers is crucial. Go beyond mere translation; understand the German customer persona and tailor your copy to meet their expectations and cultural nuances. Insightful and native copy is key to connecting with your audience.

Payment Options: Catering to German Preferences

Germans have distinct preferences when it comes to payment methods. Online, PayPal reigns, but don’t overlook other popular options like Klarna, Google Pay, Apple Pay, Sofort, and credit cards. Offline, cash is still king. Analyzing what your German competitors offer can provide valuable insights into the most preferred payment methods.

Legal Compliance: A Must in Germany

Legal compliance is non-negotiable in the German market. Ensure you have an ‘Impressum’ (business imprint), AGB (General Terms and Conditions), Datenschutzerklärung (privacy policy), and Widerrufsbelehrung (return policy). Additionally, having a dedicated contact page and information about your shipping processes can enhance transparency and trust.

Convenience: Meeting German Expectations

Free shipping and returns are often expected by German customers. Having a German-speaking contact person can significantly build trust and improve customer relations. Consider the level of convenience you offer and how it compares to major players like Amazon.

Competing with Amazon

Amazon’s dominance in providing customer convenience is well-known. If selling on Amazon is not viable for you, focus on developing a unique selling proposition to attract customers to your website. Competing with Amazon on convenience can be challenging, so differentiation is key.

10 Tips for Marketing in Germany

Pricing Strategies

When setting prices, consider the pricing strategies of competitors, including those on Amazon, and understand the psychology of your German customer persona. Germans are known for their willingness to pay for quality, but they require assurance of the product’s worth.

Targeting: Regional and Demographic Considerations

Germany’s diverse landscape means regional targeting is crucial. Understand the differences in consumer behavior and preferences across the North, South, East, and West, as well as between urban and rural areas. It’s often beneficial to start small and expand as you gain more insights.

Formality in Communication: ‘Du’ or ‘Sie’?

Choosing between the informal ‘du’ and formal ‘Sie’ in your communication can significantly impact your brand’s perception. This choice should align with your brand identity, customer type, and product. When in doubt, opt for the formal approach.

Local Presence: The Advantage of a German Address

Having a local German address and a .de domain can significantly enhance your credibility in the German market. It shows commitment and establishes a sense of trust and locality with potential customers.

Detailed Product Features

German customers appreciate thoroughness in product comparisons and presentations. Ensure your product features are clearly presented, mirroring the detail-oriented approach seen on platforms like Amazon. Encourage detailed customer reviews to bolster credibility.


Successfully marketing your business in Germany requires a tailored approach, understanding the unique cultural and consumer nuances. If your company is looking for expert guidance in navigating the German market and achieving growth, we’re here to help. Schedule a short introductory call with one of our experts to explore how we can assist you in this exciting journey.

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