How to build an online shop in Germany: a practical guide
Ajdin PodrinjaFounder of Grow · 7 years in marketing and webPublished 6 Oct 2026
Build an online shop yourself or have it built? Shop systems compared, legal requirements (withdrawal, button solution, price display, accessibility), payment methods, shipping and realistic costs.
Germany is one of Europe's largest e-commerce markets — and one of the most demanding. Customers expect fast pages, familiar payment methods and transparent shipping costs; the law expects clean legal texts. This guide shows which decisions to make before you launch.
Step 1: Choose the right shop system
| System | Best for | Advantages | Keep in mind |
|---|---|---|---|
| Shopify | Launching and growing without in-house tech | Fast to launch, stable, lots of apps | Monthly fees plus app costs; transaction fees without Shopify Payments |
| WooCommerce | Existing WordPress sites | Flexible, no licence fees | Maintenance and performance are on you |
| Shopware | Mid-sized companies, B2B, complex catalogues | German vendor, strong in B2B | Higher setup effort |
| Custom shop (headless) | Special workflows, high speed requirements | Maximum freedom and speed | Higher upfront investment |
Step 2: Legal obligations
Shops selling to consumers in Germany face particularly extensive information duties. The most important ones:
- Legal notice and privacy policy (see our article on website legal requirements)
- Withdrawal notice with model withdrawal form — consumers have a 14-day right of withdrawal. Since 19 June 2026, an electronic withdrawal function (“withdrawal button”) is also mandatory.
- The “button solution” (§ 312j BGB): the order button must be clearly labelled, e.g. “zahlungspflichtig bestellen” (order with obligation to pay)
- Price display under the PAngV: final prices including VAT, shipping costs before checkout, unit prices for goods sold by quantity
- Terms and conditions covering contract formation, delivery and payment
- Packaging Act: registration in the LUCID packaging register and participation in a take-back scheme before your first shipment
- Accessibility under the BFSG for B2C shops — micro-enterprises (< 10 employees, ≤ €2m turnover) are exempt
For legal texts we recommend services such as Händlerbund, IT-Recht Kanzlei or Trusted Shops — they provide warning-letter-proof texts and update them automatically when the law changes.
Step 3: Payment methods
German customers pay differently from customers in the US or UK. If their preferred method is missing, many abandon the purchase.
| Payment method | Why it matters |
|---|---|
| PayPal | The default online payment for many, high trust |
| Pay by invoice (e.g. via Klarna) | Traditionally very popular, lowers the barrier for new customers |
| Credit and debit card | Essential for international customers |
| SEPA direct debit | Low-cost, common for subscriptions |
| Apple Pay / Google Pay | Fastest checkout on smartphones |
Step 4: Shipping and returns
Communicate shipping costs and delivery times early — ideally on the product page. A free-shipping threshold increases average order value. Plan returns from day one: clear instructions, a prepared label, fast refunds. Common carriers are DHL, Hermes, DPD and GLS; shipping tools such as Shipcloud or Sendcloud save time on labels.
Step 5: Product pages that sell
- Several large, real product photos — including in use
- Your own product copy instead of copied manufacturer descriptions (important for SEO)
- Delivery time, shipping costs and returns clearly visible
- Reviews and trust badges
- Fast loading on smartphones — every second costs revenue
How much does an online shop cost?
A simple Shopify-based shop set up by an agency costs around €3,000–8,000 on the market; a custom shop integrated with inventory or ERP €10,000–25,000 and more. On top come fees for the shop system, payment provider, legal texts and maintenance. We build online shops in our GROW PRO package, from €4,900 — with a fixed price after the initial call. For an overview of website costs in general, see here.
- Do I need a registered business to run an online shop?
- Yes — if you sell regularly with the intention of making a profit, you must register a trade (Gewerbe). For tax matters (small business scheme, OSS for EU sales), talk to your tax adviser.
- How long until my shop is live?
- A shop with a manageable catalogue is ready in three to six weeks. In our experience most of the time goes into product data, photos and legal texts.
- Can I also sell on Amazon or eBay?
- Yes. Many shop systems sync products and stock with marketplaces. Your own shop still matters, because that's where you keep your margin and the customer relationship.
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