Key points at a glance
- In the EU single market, you can generally sell services to German companies without a German entity.
- For B2B services the reverse charge mechanism usually applies: the customer in Germany owes the VAT.
- A website for German customers needs an imprint and a privacy policy that meet German requirements.
- German buyers expect communication in German, precise offers and references.
What the single market makes easier
As a company based in another EU country, you benefit from the single market: no customs, the same data protection rules through the GDPR and the ability to offer services across borders. Still, there are German specifics that decide between success and failure.
VAT: who owes what?
For services to companies in Germany, the reverse charge mechanism applies in many cases: you invoice without German VAT, with a note on the recipient's tax liability and both VAT identification numbers. The German customer accounts for the tax itself. Different rules apply to services for consumers, to goods and to certain services. Clarify your situation with a tax adviser.
Website: imprint and data protection
If your website targets German customers, you need an imprint under Section 5 of the German Digital Services Act with name, legal form, address, authorised representatives, contact details, register and VAT ID. In addition, a privacy policy under the GDPR and a cookie banner if you use analytics or marketing tools. Missing information is a common reason for cease-and-desist letters from competitors in Germany.
Language and presentation
- Website, LinkedIn and offers in German, not machine-translated.
- Formal address („Sie“) in the first contact.
- Precise information on scope, process, costs and timeline.
- A contact person who speaks German and replies quickly.
Contracts and payment
In B2B business you can agree on the applicable law and the contract language. German customers value clear contracts, transparent terms and invoices by email with all mandatory details. Bank transfer with payment terms of 14 to 30 days is common.
Sales: approaching prospects compliantly
Germany has strict rules for advertising by phone and email under Section 7 of the Unfair Competition Act. Promotional emails generally require prior consent, and calls to companies at least presumed consent. LinkedIn, content, referrals and trade fairs are therefore important channels.
The checklist before you start
- Define target customers in Germany: industry, size, region, role of decision-makers.
- Clarify VAT and invoicing with your tax adviser.
- Prepare a German website with imprint, privacy policy and cookie banner.
- Localise positioning and messages for German buyers.
- Choose your sales route: LinkedIn, inbound, partners or outsourced sales.
- Set up a CRM and document every contact.
Conclusion
The single market makes the step to Germany easier than from outside the EU. The details still make the difference: correct invoices, a complete imprint, communication in German and compliant sales.
Frequently asked questions
AIErdinc Dincdemir
Sales, business development and project management at Optivanta
This article is for general information only and does not constitute legal, tax or investment advice. It does not replace advice on your individual case. Despite careful research, we accept no liability for accuracy, completeness or timeliness; use is at your own risk. Articles bearing an author's name reflect that author's opinion. The provider of and party responsible for all content is Optivanta Solutions LLC. More in the imprint
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