Written by Jona Hermann, May 2026
Denmark and Germany share a border, and for many Danish e-commerce businesses, Germany feels like a natural next step. It is large, nearby, and "what could possible go wrong"?.
But when you really think about it. Can you answer this question? What do German online shoppers actually expect? and how does that differ from what Danish brands are used to?
The gap is bigger than most expect. German consumers have firm expectations around language, payments, returns and legal compliance, and they notice quickly when a webshop has not been built with them in mind.
As MakesYouLocal's German e-commerce specialist, I spend a lot of time helping brands get the basics right before they launch. The same gaps come up again and again. Here are the three that catch Danish brands off guard most often.
Germans take their consumer rights seriously
There is a reason the phrase "every German is a lawyer" gets repeated so often.
German consumers are well informed about their legal rights, and they will act on them.
Around one in five online shops operating in Germany receives a formal legal warning (with a fine attached) every year. This can come from competitors, consumer organisations, or legal firms that monitor webshops for non-compliant terms and conditions, missing legal notices, or incorrect product descriptions.
For Danish brands used to a more relaxed regulatory environment, this is a real operational risk.
Getting your terms and conditions right from the start is not optional in Germany - it is the foundation you build everything else on.
PayPal is not just convenient - it is expected
Danish shoppers are used to MobilePay. German shoppers want PayPal.
It is fast, and familiar. It offers buyer protection and a pay-later option that many German consumers rely on. Without it, you will see cart abandonment that has nothing to do with your product or price.
Returns are part of the same picture. Around 24–25% of online orders in Germany are returned, and roughly 79% of German consumers expect returns to be free. That is significantly higher than what most Danish brands plan for. Your returns policy needs to reflect those expectations clearly — not buried in the fine print.
Customer service in German is non-negotiable
This is the one that surprises people most. It is not just about translation. German customers expect to be able to contact you in German, get answers in German, and feel that the person on the other end understands how things work in their market. A generic English-language response will undermine trust, even if the rest of the experience is smooth.
Combined with the legal sensitivity around written communication, this makes native-language customer service one of the highest-impact investments a brand can make when entering Germany.
Adapting your webshop for the German market
Germany is Europe's largest e-commerce market, and the opportunity is real.
Adjustments to your payment setup, returns policy, legal documentation and customer service can make the difference between a webshop that converts and one that quietly loses trust at every step.
Whether you are considering launching in Germany or any other market, I have specific knowledge of these differences and am happy to share them with you. Feel free to reach out.
Do I need to offer customer service in German?
Yes. German consumers expect to communicate in their own language, and an English-language response (however polite) will often undermine trust. Native-language support is one of the first things to get right.
Is PayPal mandatory for a German webshop?
Not legally, but practically speaking, yes. PayPal is the dominant payment method in Germany and includes buyer protection and pay-later options that German shoppers rely on. Without it, you risk losing customers at checkout for reasons unrelated to your product.
Is the return rate high in Germany?
Yes. Around 24-25% of online orders are returned, and roughly 79% of German consumers expect returns to be free. Your returns policy needs to be clearly stated and competitive with local standards.
What legal risks should I be aware of?
Germany has strict e-commerce regulations, and around one in five online shops receives a formal legal warning each year. Non-compliant terms and conditions, missing legal notices or incorrect product descriptions are common triggers. Getting local legal documentation in place before launch is essential.