Germany and Austria: why COD is almost nonexistent and how to sell anyway

Priscila Alencar · 2026-10-07

Payment culture

In Germany and Austria, payment culture is quite different from what we see in other countries. Cash on delivery (COD) is rare. Consumers prefer options like:

• Invoice: The customer receives the product and pays after delivery, which builds trust and reduces the risk of fraud.

• PayPal: Extremely popular, it offers security and convenience, making it a preferred choice among online shoppers.

• Klarna: A service that lets customers buy now and pay later, with a flexible payment period.

These options are more widely accepted and used, making COD less relevant.

Legal requirements

Selling in Germany and Austria requires compliance with specific regulations:

• Impressum: You’re required to provide clear information about your company, including its name, address, and contact details. This transparency is a legal requirement.

• Widerruf: Consumers have the right to cancel their purchase within 14 days. It’s essential to clearly explain this policy on your site to avoid legal issues.

Higher average order value

Consumers in these countries are used to buying higher-ticket products. This is due to economic stability and high purchasing power. To maximize sales:

• Focus on quality products that justify the price.

• Offer guarantees and highlight quality in your marketing, as this can influence the purchase decision.

14-day return policy

The 14-day return policy is a critical part of operating an e-commerce business in Germany and Austria. This means:

• Your store needs to be ready to manage returns effectively.

• Include clear instructions on how to make a return, as this builds consumer trust.

• Good customer service to handle returns can become a competitive advantage.

Niches that work

Certain niches stand out in German and Austrian e-commerce:

• Sustainable products: Environmental awareness is high, and products in this category are well received.

• Technology and gadgets: Innovative electronics appeal to consumers looking for quality and innovation.

• High-quality fashion: Clothing and accessories from recognized brands or with a sustainable appeal are in high demand.

To optimize your campaigns, use data from FreeSpy to get a better understanding of which ads are performing well in these niches and adapt your strategy.

Focusing on these areas can help you build a successful e-commerce business in Germany and Austria, even without COD.

What’s your average order value per sale in European markets?