Ten Steps for Successful Launching of Export Activities
Agenda
1. Comprehensive approach for a successful conducting of oxporting activities in the German market
2. Export of IT Services to Germany
3. Export of Agricultural and Food Products to Germany
4. Executive Summary – Export Opportunities to Germany
Comprehensive approach for a successful conducting of oxporting activities in the German market
To launch an export strategy in Germany, companies should approach the market strategically, considering Germany’s business environment, consumer preferences, regulatory landscape, and cultural aspects. Here’s a comprehensive approach to help companies enter and succeed in the German market:
1. Conduct Market Research / Analysis
- Market analysis: Assess demand for your product in Germany, competitive landscape, customer expectations. Germany is known for its highly competitive and quality-conscious market, so identifying where your product fits is crucial.
- Customer segmentation and customer preferences: Define target customer segments based on demographics, preferences, and buying behavior.
2. Understand Regulatory Requirements
- Product Standards and Certification: Germany has strict product standards for imported goods, especially in industries such as automotive, electronics, pharmaceuticals, and food. CE marking, for instance, is mandatory for many products in the European Union.
- Language and Labeling Requirements: German labeling and documentation are mandatory. Product instructions, safety information, and customer service should ideally be in German.
- Comply with Data Protection Regulations: GDPR Compliance: Ensure that all data processing complies with the General Data Protection Regulation (GDPR). This is particularly important for e-commerce and digital marketing. Data Security Standards: German consumers value privacy and security, so maintaining high standards for data protection can build trust with customers.
3. Identify and Analyse Potential Sales Partners
- Objective: Compile a list of potential of reliable partners aligned with your industry and product.
- Actions: a) Use German trade directories, industry associations, and business platforms to find reliable contacts. Exhibiting at or attending German trade fairs in your industry can also provide networking opportunities. b) Research each partner’s experience, market reputation, and financial health. Request references and check their standing in the industry to avoid partnerships with companies that might not meet your standards or objectives.
4. Develop a Competitive Pricing
- In B2B: By Engaging in Negotiations, Meetings with potential partners / customers with cultural awareness: identify demand and important frame conditions, especially with focus to pricing, relevant for creating a partnership / sales agreement with partners
- In B2C: Pricing Analysis: Research and define a competitive pricing frame, also by usage of price intelligence software / price scraping software, to define where price sensitivity varies.
5. Plan a Market Entry Method
- Direct Exporting: Suitable if you have the resources to manage sales, logistics, and customer service. This could be done through online platforms or directly from your home country.
- Distributor or Agent: Partnering with local distributors or agents can simplify market entry and provide local expertise, as they understand the distribution channels and cultural nuances.
- Establish a Local Presence: Consider setting up a subsidiary or office in Germany if your company is committed to a long-term presence. Germany has a well-developed infrastructure for foreign companies, including incubators and economic zones.
- Local Distributors and Wholesalers: Partnering with local distributors who understand the market can improve reach and market penetration. These partners often have established connections with retailers and understand the nuances of the market.
- E-commerce and Digital Marketplaces: Platforms like Amazon.de, Zalando, Otto and many others are popular and can be an effective way to enter the German consumer market with minimal physical presence.
- B2B Platforms for Industrial Products: For industrial or specialized goods, leveraging B2B platforms like Wer liefert was (WLW) or working directly with industry-specific marketplaces and trade shows is an effective strategy.
6. Adapt Marketing and Branding
- Localize Your Brand: Adjust your branding to resonate with German values like quality, efficiency, and eco-friendliness. Avoid using excessive superlatives, as Germans appreciate realistic, fact-based marketing.
- Digital Marketing: Leverage popular German digital channels, including Google.de, Facebook, Instagram, and LinkedIn. Search engine optimization (SEO) should target keywords in German too.
- Trade Fairs and Events: Participate in German trade fairs, which are highly valued as a means of gaining exposure, networking, and understanding market trends. Major fairs like the Hannover Messe or the IFA Berlin are good starting points.
7. Participate in German Trade Fairs and Industry Events
- Trade Fair Attendance: Germany hosts numerous internationally renowned trade fairs (such as for example the Hannover Messe for industry, IFA for electronics or Biofach for organic products). These fairs provide direct access to buyers, distributors, and potential partners, helping companies to network and showcase their products.
- Industry-Specific Events and Expos: Participating in or sponsoring sector-specific expos increases visibility and builds credibility. Trade shows allow potential German partners and consumers to experience products firsthand, which can build trust and interest.
8. Plan for Customer Service and Support
- Multilingual Support: German-speaking customer service is essential for dealing with inquiries, returns, and complaints.
- Technical Support and After-Sales: Germans expect a high level of after-sales support, so offering maintenance services or customer care can differentiate your product from competitors.
- Legal Framework for Customer Rights: Familiarize yourself with German consumer rights, such as the right to return products within 14 days for online purchases.
9. Leverage Financial Support Programs and Incentives
- Government Support: Both Germany and the EU offer incentives for foreign businesses entering the market. For example, the programs from organizations like Germany Trade & Invest (GTAI).
- Export Financing and Insurance: Consider export credit insurance, which can mitigate risks related to payment defaults.
10. Conduct Digital Marketing and SEO for the German Market
- Leverage Social Media and German Platforms: German consumers engage actively on platforms like Facebook, Instagram, and LinkedIn, Tik Tok as well as local platforms such as XING for B2B. Establishing a presence on these platforms can enhance brand awareness.
- SEO in German Language: Optimize websites and online stores for the German language and use relevant German keywords. Google.de is widely used, and optimizing local search can help increase visibility.
Export of IT Services to Germany
Germany is one of the largest and most attractive export markets for international IT service providers. Due to rapid digital transformation and a shortage of skilled professionals, German companies are increasingly importing IT services from abroad.
Key export-related facts:
Germany’s import of services reaches several hundred billion EUR annually, with IT and digital services among the fastest-growing categories.
High demand for exported IT services such as:
- Software development and SaaS solutions
- Cloud services, cybersecurity, and data protection
- AI, data analytics, automation, and Industry 4.0 solutions
- Engineering, R&D, and technical consulting
Why Germany relies on IT exports:
- Structural IT skills shortage in Germany
- Strong demand for scalable and specialized digital solutions
- Cost and efficiency advantages of nearshore and offshore export models
Export opportunity: For foreign IT companies, exporting services to Germany represents a stable, long-term B2B export opportunity, especially for suppliers offering high quality, compliance with GDPR, and reliable delivery models.
Export of Agricultural and Food Products to Germany
Germany is one of Europe’s largest importers of agricultural and food products and therefore a key export destination for foreign agricultural suppliers.
Key export-related facts:
- Agricultural and food products account for approximately 8–10 % of Germany’s total goods imports.
- Germany imports large volumes of: Soybeans and protein feed (8–14 million tons annually), Fruits, vegetables, grains, and specialty food products, Agricultural raw materials for food processing and animal feed
Why Germany depends on agricultural exports:
- Limited domestic agricultural production capacity
- Climate restrictions for certain crops
- Strong food-processing industry and high consumer demand
Export opportunity:For foreign farmers, agribusinesses, and food producers, exporting to Germany offers reliable demand, stable purchasing volumes, and access to the wider EU market, provided EU quality and certification standards are met.
Executive Summary – Export Opportunities to Germany
Germany remains one of the most important and reliable export destinations worldwide for foreign suppliers of goods and services. As Europe’s largest economy and one of the world’s leading importers, Germany is structurally dependent on international exports to sustain its industrial production, food supply, energy needs, and digital transformation.
Key export drivers:
Germany imports goods worth over EUR 1.5 trillion annually, creating continuous demand for foreign suppliers. Core export opportunities exist in:
- Industrial components, machinery, and electronic equipment
- Agricultural and food products, where domestic production cannot meet demand
- IT, engineering, and digital business services, driven by skills shortages and rapid digitalization
Why exporting to Germany remains attractive:
- High purchasing power and long-term contracts
- Strong B2B culture focused on reliability, quality, and compliance
- Clear regulatory framework and transparent business environment
- Germany often serves as a gateway to the wider EU market
Outlook for the future:
Demand for exported industrial inputs, agricultural products, and IT services is expected to remain strong in the coming years. Sustainability, digital solutions, and supply chain diversification will further increase Germany’s reliance on qualified international exporters. For foreign manufacturers, agribusinesses, and service providers, exporting to Germany offers stable, scalable, and long-term growth opportunities, provided that products and services meet EU standards, regulatory requirements, and German market expectations.
