Are you considering selling your products or services in the German-speaking markets? Then we’re talking DACH. The acronym DACH stands for Germany (D), Austria (A) and Switzerland (CH), a region with more than 100 million inhabitants that have similar values, interests, ideals and beliefs, albeit not being alike. The annual average purchasing power in Germany and Austria is roughly EUR 24,000 per person. In Switzerland it is 42,000 EUR, due to higher costs of living. Building a strong brand presence here means laying the cornerstone for your successful European operations. 


According to U.S. government sources, Germany is an excellent market for SMEs who will benefit from the stable economy and a well-developed rule of law. The Department for International Trade (UK) states that the German market offers long-term potential and many opportunities for businesses that offer innovative quality products. The business environment in Austria and Switzerland is similar to that of Germany. The starting point for selling your products in Germany is to develop a communication strategy containing the elements you need to become visible, convince consumers, and create sustainable demand.

The following authorities will guide you on your way to the DACH region.

Selling in Germany:

Department of Commerce (U.S.) with advice on key markets opportunities, entry strategies, technical requirements for products

Department for International Trade (UK) with a detailed view on opportunities for various industries

Federal German Government (DE) with 5 reasons to set up a business in Germany

Les opportunités d’affaires en Allemagne:

Business France with interesting facts and articles for French SMEs and Startups

Gouvernement du Canada with info for Canadian businesses that want to do business in Germany

Säljer i Tyskland:

Regeringskansliet (SE) with further links to other institutions 

Business Sweden with information on setting up your business in Germany

Stats & info from the private sector

Santander Trade (interesting overview but not always precise in all detail)

Société Générale has a good market overview with consumer behavior etc.