Marketplaces by country

German marketplaces: where to sell as an online store in Germany

Germany is often the first step abroad for European online stores. Here you find every German marketplace StoreLinkr connects, the big names we do not connect, and what to arrange before you ship your first order to a German customer.

Short answer

The best known German marketplaces for online stores are Amazon.de, eBay.de, Kaufland.de, Otto Market and Zalando. There are also strong specialist marketplaces such as MediaMarkt (electronics), BAUHAUS and HORNBACH (DIY), Douglas (beauty) and zooplus (pets). To sell you need German product listings, a LUCID registration for your packaging, product safety information (GPSR) and the right VAT set-up.

20marketplaces in Germany you can connect
9categories
€39.95Kaufland basic fee per month
14 daysright of withdrawal for your customer
Updated on October 20, 2026 By the StoreLinkr team, checked against official sources
On this page
  1. All marketplaces
  2. The largest explained
  3. By category
  4. What you need
  5. How to start
  6. Second-hand and private sellers
  7. Connecting several marketplaces
  8. FAQ
  9. Sources

Every marketplace in Germany you can connect with StoreLinkr

This list comes straight from our integrations. If a marketplace is listed here, you can sync products, stock, prices and orders with it today. Click a name for the details and how the integration works.

Marketplace Category Countries With StoreLinkr
Kaufland General AT · CZ · DE · FR · IT · PL · SK Connectable
Ebay General NL · BE · DE Connectable
MediaMarkt Electronics NL · BE · DE · AT · ES · IT · PT Connectable
Decathlon Sports & outdoor NL · BE · DE · PT Connectable
XXXLutz Home & DIY DE · AT Connectable
Douglas Beauty & health NL · DE · AT · FR · IT · PL Connectable
Conrad Electronics NL · BE · DE · AT · FR · IT Connectable
BAUHAUS Home & DIY DE Connectable
Alltricks Sports & outdoor FR · DE · IT · NL · ES · PT Connectable
AUTODOC Car DE · AT · FR · ES · IT · PT Connectable
Fressnapf Pets DE Connectable
Happy Size Fashion DE · AT Connectable
home24 Home & DIY DE Connectable
HORNBACH Home & DIY DE · CZ Connectable
limango Kids DE · AT Connectable
Obelink Sports & outdoor NL · BE · DE Connectable
Shop Apotheke Beauty & health DE · AT Connectable
Vente-unique Home & DIY FR · BE · NL · DE · IT · ES · PT · PL · CH Connectable
voelkner Electronics DE Connectable
zooplus Pets DE · FR Connectable

As of October 20, 2026: 20 marketplaces selling in Germany. Many of them also sell in other countries.

The largest marketplaces in Germany explained

Not every marketplace is open to every seller, and we do not connect every marketplace. Here is what you need to know about each one.

Kaufland.de

Kaufland.de

Connectable General

A broad marketplace for almost every category. You pay a basic fee from €39.95 per month, excluding VAT, for all Kaufland marketplaces together. On top of that you pay a commission of 7 to 16 percent per sale, depending on the category.1 Automatically translated product descriptions are not allowed.2

Kaufland integration

eBay.de

eBay.de

Connectable General

Business sellers pay €0.35 per order (€0.45 above €10) plus a commission per category. That is 7 percent for computers and tablets, and 12 percent up to €990 for clothing, with 3 percent on the part above.3

Ebay integration

MediaMarkt

MediaMarkt

Connectable Electronics

The marketplace of the electronics chain, also active in Austria, Spain and Italy, among others. If you sell electrical equipment in Germany, you also need an ElektroG registration (see below).

MediaMarkt integration

Amazon.de

Beta, on request General

The best known marketplace in Germany. Our Amazon integration is in beta and available on request only. Get in touch if you want to join and we will check together whether your range is a good fit.

Get in touch

Otto Market

Not connected by StoreLinkr General, fashion, home

Otto Market only admits companies with a registered office in Germany, the Netherlands, Poland, Austria, France or Denmark, with their own VAT ID. Companies from outside Germany must use the OSS scheme.4 StoreLinkr does not connect Otto Market at the moment.

Zalando

Not connected by StoreLinkr Fashion

You cannot sign up for the Zalando Partner Program yourself: Zalando approaches brands and retailers. Requirements include an EAN per item, GPSR data and a return period of at least 30 days.5 StoreLinkr does not connect Zalando. For fashion in Germany you can connect Happy Size and limango (kids).

Marketplaces in Germany by category

General marketplaces bring lots of visitors, but also lots of competition. A specialist marketplace has fewer sellers per product and customers who know what they want. So choose based on your range.

You sell Start with Also worth a look
Broad range Kaufland, eBay Amazon (beta, on request)
Electronics MediaMarkt, Conrad voelkner
Home, garden and DIY BAUHAUS, HORNBACH, home24 XXXLutz, Vente-unique
Sports and outdoor Decathlon Alltricks (cycling), Obelink (camping)
Beauty and health Douglas Shop Apotheke
Pets zooplus, Fressnapf
Fashion and kids Happy Size, limango
Car parts AUTODOC eBay

What do you need to sell in Germany?

Listings in proper GermanTitles, descriptions and customer service in German. Kaufland does not allow automatically translated descriptions.2
LUCID registrationIf you ship packaged products to German consumers, you register in the LUCID packaging register and always join a compliance scheme for your shipping packaging. Marketplaces must check your registration.6
VAT through the One-Stop ShopOnce your sales to consumers in other EU countries exceed €10,000 a year in total, you charge German VAT. You can declare it for all countries at once through the One-Stop Shop (OSS).7
Product safety (GPSR)Your offer shows the manufacturer, a responsible person in the EU if the manufacturer is based outside it, and safety information. Without that data a marketplace must not show your offer.8
Impressum (legal notice)Your company details (name, address, email, trade register and VAT number) must be easy to find in your seller profile.9
14-day right of withdrawalYour customer may cancel within 14 days of delivery without giving a reason. Return costs are only for the customer if you said so in advance.10
ElektroG (electronics only)If you sell electrical equipment, you register with stiftung ear. Without a German establishment you do this through an authorised representative.11
Shipping and returnsPlan for German shipping rates and a return address your customer understands. Only promise delivery times you can really meet.

New since 12 August 2026: under the EU Packaging and Packaging Waste Regulation (PPWR), sellers without an establishment in Germany must appoint an authorised representative for their packaging obligations.6 The European Commission has proposed to suspend this duty, but the proposal is still with the European Parliament and the Council.12 Check the current status with your compliance scheme before you start.

This is not tax or legal advice. If you are unsure about VAT or registrations, ask your accountant.

How to start in 6 steps

  1. Pick 1 or 2 marketplacesStart with a general marketplace (Kaufland or eBay) and one specialist marketplace that fits your range.
  2. Arrange LUCID and your compliance schemeRegister in LUCID, sign up with a German compliance scheme and keep your registration number at hand. The marketplace will ask for it.
  3. Check your VATAdd up your sales to consumers in other EU countries. If you go over €10,000 a year, register for the One-Stop Shop.
  4. Translate your product dataTitles, descriptions and attributes in proper German. Have translations checked, especially for your best sellers.
  5. Complete GPSR and product dataEAN, manufacturer, responsible person in the EU, warnings and manuals. If anything is missing, your offer will not go live.
  6. Connect stock and ordersLet stock, prices and orders sync automatically with your online store, so you never sell what you do not have.

Kleinanzeigen and second-hand: something else

Looking for a place to sell your own things as a private person? Then you mean Kleinanzeigen (formerly eBay Kleinanzeigen), a classifieds site. This page is about selling as an online store or brand: new products, fixed prices and orders that come in automatically.

Platform For With StoreLinkr
Kleinanzeigen Private sellers and local sales Not connected
Amazon.de Businesses Beta, on request
Otto Market Businesses Not connected
Zalando Businesses Not connected
The 20 marketplaces in the table Businesses Connectable

Several marketplaces in Germany at once

Every marketplace has its own portal, its own categories and its own rules. With two marketplaces you can still manage by hand. From three on, stock becomes the real risk: if you sell the same product on a marketplace and in your own store, stock has to be right in both places straight away.

StoreLinkr takes products, stock and prices from your online store (WooCommerce, Shopify or SitePack), your POS system or your wholesaler, and puts them on the marketplaces you choose. Orders come back into your store. Per marketplace you set categories, price rules and exclusions.

Connect 20 marketplaces in Germany

Fixed monthly price from €69 for up to 75 orders a month, unlimited products and no percentage of your revenue. Above your bundle you pay a small fee per extra order.

Try it free See pricing

Frequently asked questions about marketplaces in Germany

Amazon.de, eBay.de, Otto and Kaufland.de. For online stores that are new to Germany, Kaufland is often an easy start: you sign up yourself and pay one basic fee for all Kaufland marketplaces.

Up to €10,000 a year in sales to consumers in other EU countries, you can usually charge the VAT of your own country. Above that you charge German VAT, which you can declare through the One-Stop Shop (OSS).

No, for Kaufland, eBay and most specialist marketplaces an EU company is enough. For ElektroG and your packaging obligations you do need an authorised representative if you have no German establishment.

LUCID is the German packaging register. If you ship packaged products to German consumers, you register there and join a compliance scheme. Marketplaces must check your registration.

No, we do not connect those two at the moment. Amazon is in beta, on request. You can connect 20 German marketplaces, including Kaufland, eBay, MediaMarkt, BAUHAUS and zooplus.

That depends on the marketplace. Kaufland does not allow automatically translated descriptions. In any case, have your best sellers checked by someone who speaks German well.

Marketplaces in other countries

Also see the overview of all countries, with a search for all 72 marketplaces.

Sources

All amounts and rules checked on October 20, 2026 on the marketplaces' and authorities' own pages.

  1. Kaufland Global Marketplace, Conditions: kauflandglobalmarketplace.com/en/conditions/
  2. Kaufland Global Marketplace, Product data guideline: kauflandglobalmarketplace.com/en/seller-university/selling/product-data/product-data-guideline/
  3. eBay, Gebühren für gewerbliche Verkäufer: ebay.de/help/selling/fees-credits-invoices/gebuhren-fur-gewerbliche-verkaufer?id=4809
  4. OTTO Market, Requirements: otto.market/en/howitworks/requirements.html
  5. Zalando Partner University, Onboarding requirements: partner.zalando.com/university/article/pre-onboarding-and-onboarding-requirements
  6. Zentrale Stelle Verpackungsregister, Mail order and online retailers: verpackungsregister.org/en/knowledge-bases/mail-order-companies-and-online-retailers
  7. Your Europe, VAT on cross-border sales: europa.eu/youreurope/business/taxation/vat/cross-border-vat/index_en.htm
  8. Regulation (EU) 2023/988 on general product safety (GPSR): eur-lex.europa.eu/eli/reg/2023/988/oj
  9. § 5 Digitale-Dienste-Gesetz (Impressum): gesetze-im-internet.de/ddg/__5.html
  10. Your Europe, Guarantees and returns: europa.eu/youreurope/citizens/consumers/shopping/returns/index_en.htm
  11. stiftung ear, WEEE registration as a foreign company: stiftung-ear.de/en/guides/applying-for-weee-registration-as-a-foreign-company/
  12. European Commission, Packaging waste (PPWR): environment.ec.europa.eu/topics/waste-and-recycling/packaging-waste_en

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