From “Made in Malaysia” to “Sold in Germany”: The 5 Biggest Steps (Explained Simply)
Summary
This guide breaks down the five critical steps Malaysian brands need to enter Germany: market research, EU regulatory compliance, VAT and import logistics, identifying the right German partners, and developing a solid market entry strategy. It provides a simple, structured overview to help SMEs prepare for expansion and avoid costly mistakes.
Exporting a product from Malaysia to Germany is a real opportunity — but not always a simple one. Germany is Europe’s largest economy, home to strict regulations, high-income consumers, strong purchasing power, and a deep appreciation for quality products.
The good news? You don’t need to be a big corporation to start. Small and medium-sized Malaysian brands enter Germany every year — successfully — when they understand the process.
Below are the five biggest steps to take your product from “Made in Malaysia” to “Sold in Germany”, written in simple, practical language.
1. Understand Whether There Is Real Demand
A product that sells well in Malaysia may not automatically succeed in Germany. Consumer expectations, cultural habits, and buying patterns differ — and knowing this early saves time and money.
Key questions:
• Who buys products like yours?
• Are there competitors?
• Is your price acceptable after shipping, customs, and VAT?
• Does your product match German expectations?
This step is 100% research. No shipping yet. Just clarity.
2. Learn the Regulations That Apply to Your Product
Germany is one of the strictest regulatory markets in the world — but that works in your favor. If you comply, German buyers trust you more.
Every product entering Germany must be correctly classified: food, cosmetics, supplements, apparel, toys, electronics, candles, rubber goods, wooden goods, and more. Each category has different testing, certification, labeling, and safety requirements.
Regulatory ignorance is the #1 reason shipments get stuck. This step cannot be skipped.
3. Know Your Import Duties, VAT, Logistics, and Legal Requirements
You cannot sell in Germany until you understand customs classification, HS codes, import duties, VAT, invoicing rules, and Incoterms. Your German importer or partner will need an EORI number. Your documentation must include invoices, packing lists, certificates, and compliance evidence.
Leaving logistics for last is a common SME mistake. Logistics decisions affect your pricing and your compliance plan.
4. Find the Right German Partner
Germany values long-term reliability and professionalism. A partner will look for: compliance readiness, documentation, realistic lead times, safety testing, German-language labeling, and transparent communication.
You may work with an importer, distributor, buyer, retail chain, online marketplace, or agent. Germans will not proceed until you demonstrate readiness — which is why steps 1–3 come first.
5. Create a Clear Market Entry Strategy
Shipping one carton to Germany is not a strategy. You need a structured plan that answers:
• Who are you selling to?
• What is your realistic first-year target?
• What compliance steps come first?
• How will you handle customer service and returns?
• How much budget do you need?
A good strategy prevents expensive mistakes and gives you a roadmap for professional expansion.
Final Thoughts
Germany rewards compliance, transparency, quality, and professionalism. You don’t need to be big — you just need structure.
➡️ If you want help entering Germany, you can request a 1–2 sentence professional review of your product or entry idea. Reach out today.