Germany does not publish customs records with company names, so there is no official list of who imports your product. Exporters find German buyers through trade fairs, chambers and business associations, directories such as Wer liefert was and Kompass, and by researching companies that sell or use their product today. German buyers are demanding and German email rules are strict, so a short list of well-chosen companies works better than volume.
Where German buyer lists come from
| Source | What it gives you | Where it falls short |
|---|---|---|
| Trade fairs in Germany | Buyers who come to meet new suppliers; exhibitor lists | Expensive; most exhibitors are sellers; follow-up decides everything |
| Chambers and associations | German chambers abroad (AHK), sector associations, matchmaking | Services and fees vary by country |
| Directories (Wer liefert was, Kompass) | Companies by product and region | Mostly suppliers listing themselves; a listing is not buying |
| Trade statistics and customs data | How much Germany imports and from where | No company names; for Germany, customs data platforms rely largely on mirror data |
| Web buyer research | Companies that sell or use your product today, and who decides | You have to describe the buyer well; Outfound does this work |
Why customs data is thin for Germany: customs data vs buyer research. To size the market first, see the Trade Map guide, which uses Germany's olive oil imports as its example.
What German buyers expect
- Precision: full specifications, certifications (CE marking where it applies), test reports and clear delivery terms.
- German where it counts: English works with many importers, but a German product sheet and website page show you are serious.
- Reliability over price: lead times you keep, consistent quality and references from other European customers.
More in first contact with an EU buyer.
The rules for first contact
German unfair competition law treats unsolicited promotional email strictly, even between businesses. Many exporters make the first contact at a fair, through a chamber, on LinkedIn, or with a specific enquiry that is relevant to the company's business, and take local advice before emailing at scale. Whatever the channel, the message has to be about that company, not a general offer.
Checking a German company
- What does it sell or use? Product pages and brands carried.
- Importer, wholesaler (Großhändler) or retailer? The Impressum and "about" pages help.
- Does it buy from outside the EU? Origins named on product pages are clues.
- Who decides? Einkauf (purchasing) or the category manager; in family firms, the Geschäftsführer.
Outfound runs this check for every candidate, keeps the companies that fit with the reason and a source link, and finds the decision-maker. For the methods in general, see how to find buyers for export.
Last updated: · By: Tolga Tatar