Google Shopping in Germany

Germany is a significant and modern ecommerce market. Google Shopping offers a simple, effective and highly visible way to enter the German ecommerce market and target Germany buyers. With a population of 83,783,942, Germany has an average annual ecommerce spend of €1,149 while the European average spend is €2,186

Google Shopping in Germany - International Marketing
Google Shopping in Germany - International Marketing   Germany at a glance
Average CPC €1.11
Average CTR 2.24%
Average spend per capita €1,149
GDP per capita €44,680
GDP €3.02826 trillion
GDP growth rate 2%
Population 83,783,942
Number of Internet users 58,648,759
Median age 46
Mobile ecommerce 48%
Language(s) spoken German
Currency Euro (EUR)
Google Shopping in Germany - International Marketing
How to benefit from free visibility on Google Shopping in Germany
Top sites
2. Otto Group
3. Idealo
Google Shopping in Germany - International Marketing

Find out how to improve the
Return on Ad Spend of your campaigns

Increase your ROAS

Targeting international markets with Google Shopping Ads can often lead to an increased ROAS and reduction in CPC compared to your domestic market.

Click here to generate personalised report to show you which international markets have the highest potential for your store.

Average CPC cost in Germany

Acquiring traffic through Google Shopping Ads in Germany is often cheaper and will provide a better Return on Ad Spend than in your own domestic market.

Below are the average CPC rates in Germany across the top Google Shopping Ads categories.


Average CTR in Germany

In order to calculate the click-through rate (CTR) of a paid ad you divide the total number of clicks on the ad by the total number of impressions (i.e. the total number of people who saw the ad).


Top ecommerce categories in Germany

Below are the top ecommerce categories in Germany and the % of online buyers that have purchased in these categories.


What you need to know before selling in Germany?

Today Germany's B2C e-commerce market is worth €3.02826 trillion. Growth, however, is steady and is set to continue at an annual growth rate of around 2%.

Per capita the average annual online spend in Germany is €1,149. With online shopping characterised by bank transfers, high return rates, a sustained love of catalogs and a conservative approach to spending, Germany’s e-commerce sector is undoubtedly influenced by pre-internet habits. Merchants that can adapt to these local idiosyncrasies will find themselves well positioned to win future business in this significant European e-commerce hub.

Germany’s top ecommerce sites are:

  • 1.
  • 2. Otto Group
  • 3. Idealo

Cross-border spending in Germany is growing, international e-commerce now accounts for 6% of total ecommerce spend in Germany. When German buyers choose to buy cross-border they tend to seek products from major markets like China, the UK, the US and Germany. The main driver for buying outside of Germany tends to be price and the availability/uniqueness of the product.

How to list for free on Google Shopping Germany?

In 2020 Google transitioned their Google Shopping Ads platform from a mainly paid service to a global ecommerce ecosystem that enables any merchant to sell their products anywhere for free.

It’s now free to list on Google Shopping in the US, the UK, EU, Asia and Latin American markets. By selling internationally in markets such as Germany, merchants not only open up their business to more buyers than ever before, but it also enables them to move away and ahead of their domestic competition.

We compared the Google Shopping traffic of several merchants; after the US launch of free visibility in April 2020 and then, after the international launch in October 2020:

  • In the US, merchants saw a massive influx of free clicks growing to 10%-25% of total clicks.
  • After October global launch, merchants could see their unpaid clicks quickly grow to 8-15% of total clicks in less than a month.
  • Learn more about the impact of free listings on international Google Shopping.

How do I qualify for free Google Shopping in Germany?

Whilst it is now free to list items, there are still criteria that needs to be met in order for merchants to qualify, and just like paid ads if they do not meet 100% of the requirements then they will not be eligible to be shown in the shopping tab.

To qualify for the free Google Shopping Ads in Germany, you need to first create a German feed and then opt into their program. To do this you need to localise your website and your listings for the German market, to ensure that you meet the criteria set by Google to sell onto the German market.

To set up your German feed, you will need to:

  • Translate and localize your landing page and product details so they meet Google’s German requirements.
  • Convert product currencies into Euro (EUR) and make sure your checkout accepts Euro (EUR) payments.
  • Enable international shipping through a global carrier. International shipping prices for the German market will have to be included in your German product feed. See more details.
  • If your German product pages are hosted on a separated domain, you’ll need to setup a multi-client account that will allow you to submit data feeds for multiple domains. Each client may have a distinct store name and URL. When you request a multi-client account, your current Google Merchant Center account will become a sub-account in your new multi-client account. See more details.
  • Once your website is fully localised, upload your product feed for the German market to your Merchant Center.

Why do you need to localize product ads?

Localization is extremely important for cross-border trade. Not only does it ensure your international listings get traffic but that your store can start to convert international buyers at the checkout. They expect a shopping experience similar to if they were to shop domestically, and providing them with a localized experience leads to an increased checkout conversion.

You’ll need to adapt your listings and store to the German market. This includes product descriptions in German, correct local sizes, prices in Euro (EUR) and with common German methods of payment.

Adopting your feed, listings and store for the German market will not only dramatically increase your international transactions, but also increase the average transaction value. Learn more about Glopal’s free product ads localisation solution.

Don’t have a German store?

If you don’t have a German store you can still benefit from Google Shopping Ads, but you will need to address the following:

Language: German version. Your store must have a German version and your product feed that you submit to the merchant center for Google Shopping Ads should also point to the German version.

Currency: The prices in your product feed must be in Euro (EUR).

Prices: Your landing pages, product pages and checkout must show the same currency that you use in the feed. For example, if you submit a feed with Euro (EUR) then all the prices on your site must also be in Euro (EUR).

Shipping: All shipping prices must also be in Euro (EUR).

Taxes: Where possible include local duties and taxes to ensure smooth and quick delivery of your products to Germany.

Legal: Ensure your site is fully compliant with Local German ecommerce Terms of Service and Returns policies.

Checkout: You’ll need to have a checkout that can process payment in Euro (EUR).

Find out how to automate the store localization process with our translation plug & play solution.

How to localize your Google Shopping campaigns for Germany?

As a business partner of Google, Glopal enables merchants across Shopify, Magento, and BigCommerce platforms, to scale their international sales through Google Shopping. Glopal’s simple Plug & Play solution takes care of all aspects of store localization to ensure that your international product feeds are compliant with Google Shopping Ads requirements.

Glopal’s pricing model is simple and easy-to-understand. We have a “Free forever” plan that enables full access to our Google Shopping solution as well as a “Pro” plan with custom features for advanced merchants.

Google Shopping in Germany - International Marketing
Google Shopping in Germany - International Marketing


Find out how to improve the
Return on Ad Spend of your campaigns