The fundamentals that actually matter when you're running a small online shop

Pricing: the mistake everyone makes first

New sellers underprice. This is nearly universal. They think about what they'd pay for something and price it there, forgetting that they're not the customer — they're the producer.

The formula that works: Material cost × 3 + packaging + 15 minutes of your time at €20/hr. If that number seems too high, it's probably right. Anna raised her prices by 40% and her monthly revenue went up, not down. Peter's vintage items sell better at €45 than they did at €30. Price for the customer who values what you make, not the customer who wants the cheapest option.

Shipping: solve it before your first order

Figure out your shipping solution before you open. Send two or three test packages to addresses in different parts of Germany. Understand what it actually costs, how long it actually takes, and what happens if something gets lost or arrives damaged.

In Germany, DHL and Hermes are the main options for small sellers. DHL Geschäftskundenvertrag (business account) gives you better rates once you're shipping regularly. Until then, standard consumer prices are fine.

• Small packages under 1kg: €4-6 via DHL Paket S/M (Wunschpaket online)
• Standard parcels 1-5kg: €6-9 depending on size
• How to handle shipping costs: Build €4-5 into your product price, offer "free shipping" on orders over €40-50, or charge actual cost. Free shipping from a threshold converts better.
• Insurance: DHL automatically insures up to €500. For higher-value items, declare higher value or use DHL Wert/Express.

Legal requirements: what's actually mandatory

German law requires online shops to have four documents. These aren't optional. A competitor can send a cease-and-desist (Abmahnung) if any are missing, and this can be expensive.

1. Impressum — your legal identity as a seller: full name, address, email, phone. Required by §5 TMG.
2. Datenschutzerklärung — privacy policy explaining what data you collect and why. Required by GDPR.
3. Widerrufsbelehrung — return/withdrawal notice. EU law gives consumers 14 days to return any online purchase without reason. You must inform them of this right.
4. AGB — terms and conditions. Technically optional but strongly recommended as it sets the rules of the transaction.

SellKit generates all four automatically. You fill in your details, click generate, review, save. Done. This is not something you should try to write yourself or copy from another shop — both approaches create liability.

Kleinunternehmer (§19 UStG): the simplest legal structure

If your annual revenue is under €22,000, you can register as a Kleinunternehmer with your Finanzamt. This means you don't charge VAT and don't need to file VAT returns. Your prices are your prices. Invoices say "Gemäß §19 UStG wird keine Umsatzsteuer berechnet."

This is how most sellers on this site started. It keeps the administrative burden minimal. When you exceed €22,000 in a year, you move to standard VAT — but that's a good problem to have.

Photography: the one thing worth spending time on before launch

No amount of good copy compensates for bad photos. People buy with their eyes first. The goal isn't professional studio quality — it's honest, clear, well-lit images that accurately represent the product.

• Shoot near a window in the middle of the day. Overcast days are better than bright sunshine (softer shadows).
• Use a white, linen, or wood surface as background. Keep it consistent across all listings.
• Show the product from multiple angles. Show scale (hand next to the product, or a common object).
• Show any texture, detail, or imperfection that's relevant. Hiding imperfections leads to returns and negative reviews.
• Keep your phone steady — use a small tripod or prop it against a book. Blurry photos are the most common mistake.

Customer communication: respond fast, be specific

Response time matters more than response quality. A customer who waits 3 days for an answer is already preparing a bad review. A customer who gets a response in 2 hours — even a partial one — feels taken care of.

Set up a notification on your email. When an order comes in or a customer messages, you should know about it within the hour. It takes 2 minutes to respond with "Got your message, I'll get back to you tomorrow with details."

Your first 10 orders: what to expect

Order 1: Exciting. You'll probably pack it three times. Order 2-5: You'll find your packing routine. Order 6-10: You'll notice what customers ask about that isn't clear in your listing. Fix those listings.

The first 10 orders are market research. Pay attention to what people ask before buying, what they say in reviews, and what they ask about after receiving the order. That feedback is worth more than any amount of planning before you launch.