Amazon.de
Generalamazon.de
Largest general marketplace in Germany, and the FBA / Pan-EU hub.
Good fit if you want reach across categories and a shopper base that already trusts the platform.
🇩🇪 DACH · Last checked November 2026
Marketplaces in Germany: where to sell in 2026, and what it takes
The marketplaces that matter in Germany are Amazon.de, eBay.de and Otto Market. Selling there means a local-language listing, a VAT registration (or OSS), EPR registrations (LUCID packaging registration, WEEE and batteries) and customer service in German. SAWA is live in Germany. As Merchant of Record, we handle all of it in our name.
Germany at a glance
Germany: the short version
Germany is Amazon's biggest EU store and the home of the strictest packaging regime in Europe. Sell here and you meet LUCID before you meet your first customer.
SAWA is live in Germany. That is the proof: we are already the legal seller there, with accounts in good standing, so you do not start from zero.
| Language | German |
|---|---|
| Currency | Euro |
| Standard VAT rate | 19% |
| Lead marketplaces | Amazon.de |
| EPR | LUCID packaging registration, WEEE and batteries |
| SAWA | Live: we sell here today |
The marketplaces
The marketplaces that matter in Germany
A short, curated list. We left out the niche sites that pad other lists; the category table further down covers those.
eBay.de
Generalebay.de
General marketplace for new and used goods.
Good fit if you want reach across categories and a shopper base that already trusts the platform.
Otto Market
Generalotto.de
General, home and fashion; sellers need a German or EU entity.
Good fit if you want reach across categories and a shopper base that already trusts the platform.
Kaufland.de
Generalkaufland.de
General, home and DIY; one seller account covers 9 countries.
Good fit if you want reach across categories and a shopper base that already trusts the platform.
Zalando
Fashionzalando.de
Fashion and shoes, through the Partner Program or Connected Retail.
Good fit if you sell fashion, shoes or accessories and want a fashion-first audience.
MediaMarkt / Saturn
Electronicsmediamarkt.de
Electronics marketplace, built on Mirakl.
Good fit if your range is electronics, appliances or accessories.
By category
Niche and category marketplaces
| Marketplace | Category | What it is |
|---|---|---|
| Douglasdouglas.de | Beauty & health | Beauty marketplace |
| Conradconrad.de | Electronics | Electronics and technical goods, B2B and B2C |
| Decathlondecathlon.de | Sports | Sports marketplace |
| ManoManomanomano.de | Home & DIY | DIY and garden |
| Kleinanzeigenkleinanzeigen.de | Classifieds & auctions | Classifieds, formerly eBay Kleinanzeigen |
| Idealoidealo.de | Price comparison | Price comparison: not a marketplace, but it drives traffic |
Rules before revenue
VAT, EPR and compliance in Germany
Selling abroad is simple, until the rules start. This is what applies in Germany. Last checked November 2026: rules and rates change, so confirm with an adviser before you act on them.
VAT: 19% standard rate
Holding stock in Germany, for example through a marketplace fulfilment programme, requires a local VAT registration. Shipping from another EU country means reporting through the One-Stop Shop (OSS) once cross-border B2C sales pass €10,000 a year, and the Germany rate then applies. Sellers outside the EU usually need a VAT registration or fiscal representation as well.
EPR: producer responsibility
Germany has the strictest packaging regime in the EU. Anyone who first places packaged goods on the German market registers in the LUCID packaging register and licenses the packaging with a dual system. Marketplaces ask for your LUCID registration before they let you sell. Electrical equipment (WEEE) and batteries have separate registrations.
Language and labelling
Listings and packaging inserts in German. Product safety information and the GPSR responsible-person details must be available in German.
Returns and consumer law
EU consumer law gives shoppers 14 days to withdraw from a distance purchase, and marketplaces in Germany expect returns to be handled quickly and in the local language. Product liability and the GPSR responsible person stay with the legal seller.
Sources: European Commission VAT rates database; national producer responsibility registers. Marketplace lists are curated from our own market knowledge and checked November 2026.
Which first?
Which marketplace first in Germany?
By category
- General: Amazon.de, eBay.de, Otto Market and Kaufland.de
- Electronics: MediaMarkt / Saturn and Conrad
- Fashion: Zalando
- Home & DIY: ManoMano
- Beauty & health: Douglas
- Sports: Decathlon
By brand stage
A new brand in Germany starts with one anchor marketplace and learns what converts before it adds a second. A brand with a proven range adds the category leader and the local favourite. Whichever you pick, steer on profit, not on revenue: marketplace fees, advertising and VAT/EPR all come off the sale before it becomes your payout, and the SAWA Console shows every line.
With SAWA
Selling in Germany with SAWA
Want to sell in Germany without registering for VAT and EPR yourself? SAWA is the legal seller, and your brand and stock stay yours. We are live in Germany today.
- 01
Ship on consignment
You send stock. It stays yours until the moment of sale.
- 02
We list, advertise and sell
As Merchant of Record, we are on the invoice and carry VAT, EPR and product liability.
- 03
You get paid
A payout in euros on a fixed schedule, with every line visible in the live console.
FAQ
Selling in Germany: your questions
What is the biggest marketplace in Germany?
Amazon.de is the dominant marketplace in Germany. Rankings differ by category, so check the electronics, fashion and home lists on this page before you choose where to start. In Germany the language of the listing is German.
Can I sell on Amazon.de from outside Germany?
Usually yes, but every marketplace sets its own seller requirements and they change. Expect to need a company that can invoice in the EU, VAT and EPR registrations, and a listing in the local language. If SAWA sells for you as Merchant of Record, the registrations and the listing sit with us and your brand and stock stay yours.
Do I need a Germany VAT number to sell to consumers there?
If you hold stock in Germany, for example through a marketplace fulfilment programme, you need a local VAT registration. If you ship from another EU country, you report the sales through the One-Stop Shop (OSS) once your cross-border B2C sales pass €10,000 a year, and the Germany rate of 19% applies. SAWA registers and remits in its own name.
What is EPR in Germany?
EPR is extended producer responsibility: whoever first places packaging, electronics or batteries on a national market is responsible for collecting and recycling them, and pays for it. Germany has the strictest packaging regime in the EU. Anyone who first places packaged goods on the German market registers in the LUCID packaging register and licenses the packaging with a dual system. Marketplaces ask for your LUCID registration before they let you sell. Electrical equipment (WEEE) and batteries have separate registrations.
How does SAWA sell in Germany?
You ship your stock to SAWA on consignment. We list, advertise and sell as the legal seller, handle customer service and returns, and pay you out in euros. VAT, EPR and product liability are ours, and you follow every line in the SAWA Console.
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