Germany is Europe's largest economy and one of the most attractive e-commerce markets for international sellers.
German online retail generates more than 90 billion euros annually and continues to grow. Millions of German consumers regularly shop on Amazon, eBay, Etsy and independent online stores.
However, many sellers focus exclusively on products, advertising and revenue potential. Legal requirements are often only addressed when Amazon suspends listings, authorities demand documentation or unexpected costs arise. In this guide, you will find out which legal requirements foreign sellers should know before selling in Germany.
Why Germany is Attractive for International Sellers
German E-Commerce Market
2024: approx. €88.8 billion
2025: approx. €92.4 billion
2026: approx. €96.3 billion (forecast)
The demand for international products continues to grow. At the same time, Germany has strict regulations for consumer, environmental and product protection. Those who ignore these requirements risk sales bans, fines and marketplace restrictions.
1. Packaging Act (VerpackG)
The Packaging Act is one of the most frequently overlooked obligations for foreign sellers. If you are the first company to deliver packaged goods to private end consumers in Germany, you are generally considered a manufacturer under the Packaging Act.
This applies to sellers on: Amazon, eBay, Etsy, Shopify and own online shops. Packaging subject to reporting includes: product packaging, shipping boxes, bubble wrap, air cushions, tape and filler materials.
What is normally required:
✓ Registration with LUCID — mandatory before selling (free of charge)
✓ Participation in a dual system — packaging quantities must be licensed
✓ Quantity reporting — used packaging quantities must be reported correctly
What happens if you do not comply?
Possible consequences: suspension of Amazon listings, marketplace restrictions, fines and legal cease-and-desist letters.
2. VAT and Tax Obligations
Many foreign sellers need a German VAT identification number. This may be required in particular if: goods are stored in Germany, Amazon FBA is used in Germany, the PAN-EU programme is used, or certain VAT thresholds are exceeded.
Important topics include: VAT registration, advance VAT returns, OSS procedure and import VAT. Since every situation is different, a tax advisor should be consulted for tax questions.
3. Extended Producer Responsibility (EPR)
Many sellers assume that environmental obligations relate exclusively to packaging. In reality, Germany has several EPR systems. Depending on the product category, additional obligations may arise.
Electrical and Electronic Equipment (WEEE)
Many electronic products are subject to the requirements of the Electrical Equipment Act (ElektroG).
Batteries
Those who sell products with batteries or rechargeable batteries may be subject to additional obligations.
Single-Use Plastics Fund (EWKFondsG)
For certain single-use plastic products, additional requirements apply under the Single-Use Plastics Fund Act.
Examples: wet wipes, balloons, tobacco filters, beverage cups, to-go food containers, flexible food packaging. Depending on the product type, registration in the DIVID system and an annual report may be required.
4. Product Safety Regulations
Germany has strict product safety requirements. Many products need: correct labelling, manufacturer information, safety information, CE marking (if required) and traceability information. This applies particularly to: electronics, toys, children's products, machinery, household products. Violations can lead to: removal of listings, customs delays, fines and product recalls.
5. Consumer Protection Law
Right of Withdrawal
Consumers have a statutory right of withdrawal of 14 days for most online purchases.
Returns
Sellers must provide clear return and refund processes.
Mandatory Information
Online shops must provide various legally required information.
6. Imprint Obligation (Impressumspflicht)
In Germany, most commercial websites need a legally compliant imprint. It typically contains: company details, contact information and details of the legal representative. Missing or incorrect information can create legal risks.
7. Data Protection and GDPR
Companies that process personal data must comply with the GDPR. This applies to: contact forms, newsletter registrations, customer accounts and analytics tools. Generally required: privacy policy, cookie notices and data protection-compliant processes.
8. Product-Specific Regulations
| Product Category | Possible Additional Requirements |
|---|---|
| Food | Food labelling requirements |
| Food supplements | Requirements for ingredients and health claims |
| Cosmetics | Cosmetics regulatory requirements |
| Electronics | ElektroG, WEEE, CE marking |
| Toys | Toy Safety Directive |
The Most Common Mistake Made by Foreign Sellers
Many sellers believe that Amazon automatically handles all compliance requirements.
In reality, Amazon does check certain regulations, but the legal responsibility remains fundamentally with the seller. Not infrequently, products are sold successfully for months before compliance issues are discovered and listings are suspended.
Conclusion
Germany offers international sellers enormous business opportunities. At the same time, companies should make sure they understand the most important legal requirements before they start selling.
✅ Packaging Act (VerpackG)
✅ LUCID registration
✅ Packaging licensing (dual system)
✅ VAT obligations
✅ EPR requirements (packaging, electronics, batteries, single-use plastics)
✅ Product safety regulations
✅ Consumer protection law
✅ Imprint obligation
✅ Data protection (GDPR) and product-specific regulations
Many sellers invest months in product selection and marketing strategies, but only deal with compliance topics when problems arise. Those who consider German regulations before entering the market can avoid costly mistakes, delays and marketplace suspensions.