Selling on OTTO: experiences, pros and cons for sellers

What speaks for the OTTO marketplace?

According to OnlinehändlerNews (March 2026), OTTO has 12.6 million active customers and around 6,100 marketplace partners. The marketplace business grew 9% in the 2025/26 financial year, and revenue driven by advertising grew 49%.

• Large reach in Germany with a manageable number of sellers.
• Shopper trust in a well-known German brand.
• Advertising options such as Sponsored Product Ads, promotions and newsletters to buy extra visibility.

What speaks against it?

• Not everyone is accepted. OTTO reviews every application individually. Small businesses under §19 of the German VAT Act are excluded.
• Fixed costs. The base fee rose from €39.90 to €99.90 a month on 1 August 2024; according to OnlinehändlerNews around 500 partners left afterwards. On top comes a commission per assortment – see OTTO marketplace fees.
• Strict requirements. OTTO itself says its rules are stricter than other platforms', especially on delivery promises and returns.

Which requirements must you meet?

According to OTTO Market's official requirements (as of October 2026):

• registered seat in Germany, the Netherlands, Poland, Austria, France or Denmark
• your own VAT ID and a SEPA business account
• selling to consumers with German-language customer service
• shipping from a warehouse in Germany or the EU
• accepting the sustainability declaration (for example, no real fur)

How long does it take to start?

Once accepted, you receive your OTTO Partner Connect login. Then come two-factor sign-in, contracts, an identity check – up to 15 working days according to OTTO – and setting up company, logistics and products. The base fee starts once you are connected. The full process is in How to sell on OTTO.

Typical experiences after launch

Many new sellers find that their products are listed but hard to find in search. otto.de shows 120 products per page; a product on page 3 for a search term is rarely seen. Whether the marketplace pays off therefore depends less on getting accepted than on whether your products move forward for the search terms that matter.

Measure it from day one: record the position of your most important products and keywords, and follow how it changes after you edit titles, images or prices. More in Visibility of new products on otto.de.

Who is OTTO right for?

OTTO suits sellers who already work professionally: clean product data, fast shipping, a low cancellation rate and German-language service. If you meet those basics, you get a marketplace with large reach and fewer competitors than on the very largest platforms. If you are still building up, weigh the fixed costs and requirements carefully.

Frequently asked questions