For brands looking to enter the German market, the Otto Marketplace is one you shouldn’t overlook. It ranks just behind Amazon.de and is considered a significant competitor with millions of daily users. What is it and how do you get your products in front of the country’s online shoppers?
What Is Otto Marketplace?
Otto Marketplace is known as Germany’s second-largest e-commerce platform, but its roots date back to 1949, when it began as a humble mail-order company. Since then, it has steadily expanded into a major retailer boasting €15 billion in annual revenue. Today, its extensive product catalog includes everything from fashion and electronics to home goods and DIY supplies.
A key factor in Otto’s success is its evolution from a traditional retailer into a dynamic marketplace that features its own products alongside third-party sellers. What used to be a simple catalog order is now a fully digital shopping experience, allowing customers to add electronics, trendy apparel and home accessories to one cart and complete their purchase all at once. This seamless, all-in-one shopping experience appeals to modern consumers who value convenience — especially since 37% abandon their carts when the checkout process becomes frustrating.
Why Brands Should Consider Selling on Otto
Around 99% of German adult shoppers go online for most of their purchases. If you’ve been eyeing the market, here are compelling reasons why you should join Otto.
Access to a Huge Customer Base
Otto has 12.2 million active customers and processes an average of 35 orders per second. This customer pool gives your brand access to millions of shoppers actively searching for new products.
Diverse Product Range
Otto’s marketplace covers everything from pet supplies to garden gear and has 34,000 brands listing their products. That’s not too bad considering there are 2.3 million active sellers in competition on Amazon globally. This diversity can be a win as it allows you to explore multiple market segments without juggling separate storefronts.
Trust and Reputation
Otto’s long-standing reputation adds credibility to sellers. Germans are widely recognized for their quality. Appearing on a trusted site can nudge shoppers toward your business over lesser-known alternatives.
Seller Support and Tools
Sellers benefit from Otto’s suite of analytics and operational tools. These help you monitor performance, optimize listings and fine-tune their sales strategies. It integrates with 60 full-service, general and specialized partners to help manage inventory, orders, pricing and delivery across platforms.
What Are the Requirements for Selling on Otto?
Getting started on the German platform is straightforward, but there are clear guidelines to ensure quality and compliance:
- Business registration: Sellers must be legally registered in Germany and hold a German VAT ID.
- Direct selling: Only direct-to-consumer sales are permitted. Wholesale transactions are not supported.
- Warehouse location: To maintain prompt delivery and service standards, products must ship from a German warehouse.
- Customer support: Service must be offered in German.
- Uniform shipping costs: Shipping fees should either be consistent or free for all products.
- Product standards: Otto enforces sustainability and ethical production standards. Sellers agree to a Business Partner Declaration on Sustainability, which prohibits products containing real fur, angora wool or PVC packaging, among other items.
These requirements align with the growing trend toward greener business practices — the global sustainability market is projected to grow at a 20.8% annual rate through 2030, reflecting consumer demand for responsible brands.
How to Sell on Otto Marketplace
Here’s how you can start your brand’s visibility across German shoppers.
1. Apply and Register
Fill out the application form on Otto’s official site. Each application undergoes review to ensure alignment with the platform’s standards. Upon approval, sellers receive access to the Partner Connect portal.
2. Complete Profile and Verification
Complete your company profile on Partner Connect. Activate two-factor authentication for added security and sign the necessary contracts, including payment agreements. Verification procedures confirm the legitimacy of your business and the authorized representatives.
3. Add Products and Manage Listings
After verification, upload your products manually or via partner integrations that streamline inventory, pricing and order management across multiple marketplaces.
If you want to simplify managing multiple channels, platforms like Shoppingfeed can help. It centralizes your e-commerce operations by syncing your product listings, inventory and orders across over 1,000 marketplaces and advertising channels — including Otto.
Otto — Your Gateway to German Market Success
Otto is like a more curated Amazon for Germans. It offers a less saturated market that puts your brand directly in front of online shoppers. It’s an ideal platform for sellers aiming to build a strong local presence and connect with German consumers on their terms. If that sounds like your company, Otto might just be the next big step in your growth journey.
