Which laws must foreign sellers know before selling in Germany?

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 in sales annually and continues to grow. Millions of German consumers regularly shop on Amazon, eBay, Etsy, and independent online stores.

For this reason, many international companies view Germany as an ideal market for their expansion.

However, many sellers focus exclusively on products, advertising, and sales potential. Legal requirements are often only taken into account when Amazon suspends offerings, authorities demand proof, or unexpected costs arise.

In this guide, you will learn which legal requirements foreign sellers should know before selling in Germany.

Why Germany is attractive for international sellers

The German e-commerce market is one of the largest in Europe.

German E-commerce Market

• 2024: approx. 88.8 billion euros

• 2025: approx. 92.4 billion euros

• 2026: approx. 96.3 billion euros (forecast)

The demand for international products is continuously rising. At the same time, however, strict regulations regarding consumer, environmental, and product protection apply in Germany.

Anyone who ignores these requirements risks sales bans, fines, and restrictions on marketplaces.

1. Packaging Act (VerpackG)

The Packaging Act is one of the most frequently overlooked obligations of foreign sellers.

If you are the first company to deliver packaged goods to private end consumers in Germany, you are generally considered a producer within the meaning of the Packaging Act.

This applies, among others, to sellers on:

• Amazon

• eBay

• Etsy

• Shopify

• their own online shops

Packaging subject to systematic participation includes, for example:

• Product packaging

• Shipping boxes

• Bubble wrap

• Air cushions

• Adhesive tape

• Filling materials

What is usually required?

Registration in LUCID

Before selling, affected companies must register in the LUCID packaging register.

The registration itself is free of charge.

Participation in a Dual System

In addition, packaging volumes must be licensed with a Dual System.

The costs depend on the type of material and the volume of packaging.

Volume Reporting

The volume of packaging used must be reported correctly.

What happens in case of non-compliance?

Possible consequences are:

• Suspension of Amazon offerings

• Restrictions on marketplaces

• Fines

• Legal warnings (Abmahnungen)

2. Value Added Tax (VAT) and tax obligations

Many foreign sellers require a German VAT identification number.

This may be necessary in particular if:

• Goods are stored in Germany

• Amazon FBA is used in Germany

• The PAN-EU program is used

• Certain VAT thresholds are exceeded

Important topics are:

• VAT registration

• Advance VAT returns

• OSS procedure (One-Stop-Shop)

• Import VAT

Since every situation is different, a tax advisor should be consulted on tax matters.

3. Extended Producer Responsibility (EPR)

Many sellers assume that environmental obligations are limited solely to packaging.

In fact, several EPR (Extended Producer Responsibility) systems exist in Germany.

Depending on the product category, additional obligations may arise.

Electrical and Electronic Equipment (WEEE)

Many electronic products are subject to the regulations of the German Electrical and Electronic Equipment Act (ElektroG).

Batteries

Anyone selling products with batteries or accumulators may be subject to additional obligations.

Single-Use Plastic Fund (EWKFondsG)

Certain single-use plastic products are subject to additional requirements under the Single-Use Plastics Fund Act (EWKFondsG).

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 as well as an annual report may be required.

Failure to comply with these regulations can also lead to marketplace restrictions.

4. Product Safety Regulations

Germany has strict product safety requirements.

Many products require:

• correct labeling

• manufacturer details

• safety information

• CE marking (if required)

• traceability information

This applies in particular to:

• Electronics

• Toys

• Children's products

• Machinery

• Household products

Violations can lead to the following consequences:

• Removal of listings

• Delays at customs

• Fines

• Product recalls

5. Consumer Protection Law

German consumers benefit from high legal protection.

Foreign sellers should pay special attention to the following requirements.

Right of Withdrawal

Consumers have a statutory 14-day right of withdrawal for most online purchases.

Returns

Sellers must provide clear return and refund processes.

Mandatory Information

Online shops must provide various legally required pieces of information.

6. Legal Notice Obligation (Impressumspflicht)

In Germany, most business websites require a legally compliant legal notice (Impressum).

Typically, this contains:

• Company details

• Contact information

• Information about the legal representative

Missing or incorrect information can lead to legal risks.

7. Data Protection and GDPR

Companies processing personal data must comply with the General Data Protection Regulation (GDPR).

This concerns, for example:

• Contact forms

• Newsletter subscriptions

• Customer accounts

• Analysis and tracking tools

The following are generally required:

• Privacy policy

• Cookie consent notices

• privacy-compliant processes

8. Product-Specific Regulations

Additional requirements apply to specific product groups.

The most common mistake of foreign sellers

Many sellers believe that Amazon automatically handles all compliance requirements.

In reality, while Amazon does monitor certain regulations, the legal responsibility fundamentally remains with the seller.

It is not uncommon for products to be sold successfully for months before compliance issues are discovered and listings are blocked.

Conclusion

Germany offers enormous business opportunities to international sellers.

At the same time, companies should ensure that they understand the key legal requirements before they start selling.

These include in particular:

✅ Packaging Act (VerpackG)

✅ LUCID registration

✅ Packaging licensing

✅ VAT obligations

✅ EPR requirements (packaging, electrical equipment, batteries, single-use plastic fund)

✅ Product safety regulations

✅ Consumer protection law

✅ Legal notice obligation (Impressum)

✅ Data protection (GDPR)

✅ Product-specific regulations

Many sellers invest months in product selection and marketing strategies, but only deal with compliance issues once problems occur.

Those who take German regulations into account before entering the market can avoid costly mistakes, delays, and marketplace blocks, and focus on what matters most: the successful sale of their products.