Selling in Germany Without a Local Subsidiary
The short answer: you do not need a German company to sell into Germany, but you do need a German-grade after-sales setup: German-language support, a local return address, statutory warranty handling and compliant registrations. All of it can be operated by a local partner. Here is the complete blueprint.
What German customers silently expect
- German-language support. English-only hotlines lose the review battle. Most complaints about import brands start with unreachable service.
- A German return address. Customers hesitate to ship to foreign addresses, and cross-border return postage kills your margins.
- Fast resolution. A working replacement within days beats a six-week repair loop, and protects your seller ratings.
The obligations you cannot skip
| Obligation | What it means |
|---|---|
| Statutory warranty (2 years) | Mandatory for consumer sales; someone must assess and resolve claims. |
| GPSR economic operator | Non-EU manufacturers need a responsible economic operator in the EU for product safety. |
| WEEE registration (ElektroG) | Electrical devices require registration and take-back financing in Germany. |
| Packaging registration (LUCID) | Sellers must register packaging and license the volumes. |
| 14-day withdrawal right | Online consumer purchases can be returned within 14 days without any reason. |
Division of labour that works: the operational service side, support, warranty cases, returns, warehouse, is what a local after-sales partner runs day to day. The formal registrations (GPSR representation, WEEE, packaging) are handled once, with specialised providers. Confusing the two is the most common planning mistake we see.
The after-sales blueprint, step by step
- Support channels: a German phone number and e-mail address, answered in German under your brand, with every contact logged as a case.
- Warranty process: written assessment guidelines from you, applied by the local team; disputed cases escalated to you with photos and findings.
- Swap logistics: a replacement pool in a German warehouse; customers receive a working unit within days.
- Returns: 14-day withdrawal returns inspected, refurbished to B-stock and resold locally, with the proceeds offsetting the handling costs.
- Recycling: defective units bought by certified German recyclers, proceeds credited, materials back into the loop.
- Visibility: a live dashboard and a monthly report, so you steer the German market from your home office.
Want this handled for you?
FBB-Service Management runs complete after-sales operations in Germany for international manufacturers: phone, e-mail, warranty, swap logistics and certified recycling, white-label under your brand.
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