Room in the price
Between your price to the retailer and the shelf price sit VAT and the retailer’s margin. If your Amazon price is already very low, nobody can make money on the shelf.
FROM THE BUYING SIDE · AFTER AMAZON
Already on Amazon.de. Now what?
If Amazon.de works for you, the next step is a second channel that brings new customers and keeps your price stable. Below you find the options, what changes in a shop, and a simple order for the first year.
When a brand that sold well on Amazon got in touch with me as a buyer, the first thing I did was open the listing. I checked the price first, then the reviews, then how often the product was out of stock.
A strong listing shows that German customers want the product. But a buyer also asks: can this product make money on my shelf, next to that Amazon price? If you are still deciding where to start, read Amazon Germany or retail first.
WHERE TO GO NEXT
Five channels after Amazon.
Pick one or two that fit your product and the support you can give.
Other marketplaces
Closest to what you already doKaufland, OTTO Market and Galaxus. Kaufland runs marketplaces in nine countries with one registration and accepts companies based abroad. OTTO Market asks for a company in Germany or an approved EU country, customer service in German and shipping from an EU warehouse. Galaxus opened its German marketplace in 2023 and chooses its sellers.
Specialist retail
Trust and visibilityMobile phone shops, design and lifestyle stores, travel and computer specialists. Smaller orders, but customers who get advice and pay for quality.
Buying groups
Reach into many shopsMany independent electronics shops in Germany buy through groups such as EURONICS, ElectronicPartner, expert and Telering. A listing with the group means its members can order your product. Each shop still decides what goes on its shelf, so you still need to win the shops.
Carrier and telecom shops
For mobile accessoriesCases, chargers, screen protection and audio sold next to phones and contracts. This usually works through the network operators and their accessory suppliers.
B2B and corporate gifts
Bigger orders, other rulesCompanies buy chargers, power banks and desk tech for staff, events and customers. Promotional product agencies are the way in. Logo printing, gift packaging and reliable delivery dates matter more than reviews.
GOING OFFLINE
What changes when your product is in a shop.
Online you control almost everything. In a shop, other people sell your product. As a buyer I always wanted to know what happens when a customer brings a product back, so be ready for that question.
Packaging
German text, the main benefit clear on the front, a barcode, a hanging hole where it makes sense, and a size that fits the shelf.
In the shop
Nobody reads a spec sheet in a shop. A simple display and a short line for the sales staff help your product sell when you are not there.
Returns
Who takes a returned product back, who pays, how fast. Have a simple answer ready.
Stock in the EU
Retailers reorder small amounts and expect delivery in days. A container every three months from Asia does not fit. You need stock in Europe, your own or a partner’s.
THE PRICE
Keep your Amazon price stable, or retail will say no.
A retailer will not list a product that customers can buy much cheaper online the same day. As a buyer, I liked brands that came with a plan for the shelf price, not only a product.
What makes retail say no
Lightning deals every month. A price that drops when sales slow down. Several sellers on one listing, each cheaper than the next. No recommended retail price.
What keeps retail open
One recommended retail price everywhere. Short, planned promotions. You know who sells your product online. Retail-only bundles or colours where it makes sense.
Before your first retail meeting, write down four numbers: recommended retail price, your target online price, your price to the retailer, and the margin in between. If it only works with a deep discount on Amazon, fix that first.
THE FIRST 6 TO 12 MONTHS
A simple order that works for most brands.
The months are a guide. The order matters more.
- Month 1 to 2: clean up Amazon. Fix weak reviews, stock gaps and machine-translated text. Decide the recommended retail price and the price you want to see online, and write it down.
- Month 2 to 4: add one marketplace. Kaufland, OTTO Market or Galaxus, depending on your product and setup. Same prices, same content quality. Learn from the second channel before you open a third.
- Month 3 to 6: get ready for retail. Choose three to five main products. Make the packaging ready for the shelf, plan stock in the EU and prepare one page with prices, margin and delivery terms.
- Month 4 to 8: first retail talks. Start with a few specialist shops and one buying group or carrier supplier that fits your category. Send samples, listen, adjust.
- Month 6 to 10: test B2B. Offer one or two products with logo options to promotional product agencies. It brings volume and does not touch your consumer price.
- Month 9 to 12: check the numbers. Margin, sell-through and effort per channel. Then decide what to grow, what to stop, and if you need a local partner, an agent or a distributor.
A PERSONAL NOTE
Amazon got you started. The next step needs people.
Marketplaces work with data. Retail and B2B work with people: buyers who trust that you deliver and keep your price stable. I help brands choose the next channel, set clear prices and meet the right buyers. If your Amazon business works and you wonder what comes next, I am happy to look at it with you.
Marco PenningFounder, LUMVEO · Hamburg
Take the 2-minute check ↓GERMANY MARKET ENTRY CHECK
Where do you stand? Eight questions, two minutes.
Tell me where you are today and what is in the way. I read every check myself and reply personally.
QUESTIONS I HEAR OFTEN
Short answers.
Should I leave Amazon when I go into retail?
No. A clean Amazon listing with a fair price and good reviews often helps in a retail talk. The problem is a price lower than the retailer can accept, or a listing that looks neglected.
Which marketplace should I add after Amazon.de?
It depends on your product and your setup. Kaufland is open to companies based abroad. OTTO Market currently asks for a company in Germany or an approved EU country. Galaxus selects its sellers. Check the current rules on each platform before you plan.
How do I get into a buying group like EURONICS or expert?
Usually through the group’s purchasing team, with a clear range, prices, margin and delivery terms. Expect questions about stock in Europe, service and how you support the shops.
Can I tell retailers and marketplace sellers what price to sell at?
You can publish a recommended retail price. Fixing resale prices is a competition law topic, so get legal advice before you agree anything on prices with partners.
SOURCES
- Kaufland Global Marketplace: countries and seller registration
- OTTO Market: requirements for sellers
- Galaxus: Galaxus launches marketplace in Germany (January 2023)
- ChannelPartner: EP and Telering open purchasing channels to each other (September 2024)
- ChannelPartner: EURONICS buying group (October 2023)
- Expert SE (encyclopedia entry)
My experience and view, not legal or tax advice. Marketplace rules change, so check the current requirements on each platform.