AutolackOnline.de GmbH is part of A.J. Coatings. The renowned Dutch family business has been a specialist in the mixing and supply of high-quality automotive and industrial paints in all colors of all global car brands since 1976. Together with Dexport, Autolack Online started on the German market as a wholesaler and on the private market.
In 2020, AutolackOnline.de wanted to actively enter the German market while also growing its business through Amazon.de. At the time, the online store had virtually no traffic or revenue from Germany, even though competition was fierce. To stand out, strong localization, a smart advertising strategy, and a scalable marketplace approach were essential.
We started our work in 2020. The first step was to adapt the webshop for the German market. By communicating with a GmbH, using a German address and displaying the Trusted Shops seal of approval, the webshop quickly acquired a German look and feel. We also chose to address the target group more formally with 'Sie'.
At that time, the website had no sales and traffic from Germany. So the challenge was also to increase brand awareness and visibility. To do this, we used search and shopping campaigns to generate middle and low funnel traffic. We focused mainly on search campaigns (non-branded) for different products, which we expanded further and further with specific German keywords. The webshop has since grown significantly in revenue and visitors.
For the shopping campaigns, the product feed is crucial - here we incorporated relevant keywords to increase findability within the shopping network, but also to improve the relevance of the traffic (this also applies to the Performance max campaigns).
Since the products have few repeat purchases, we have to generate new visitors all the time, which makes it expensive for the customer. To further increase profitability, we finally decided to separate the products, which have different margins. This allows us to allocate budgets even more efficiently and has increased profitability in the long run.
AutolackOnline.de also wanted to start on Amazon under the brand name uniQum QUALITY IN NON PAINT. Autolackonline.de saw many competitors on Amazon.de and wanted to build more brand awareness and visibility on it.
First and foremost, we took a look at the competition. Given the intense competition on Amazon, we knew this would be a challenge. What stood out was that most competitors only sold colors from well-known brands, whereas Autolackonline.de offers color codes for all car brands.
We went online on Amazon with 250,000 products divided into 5 different product types. So what we were able to differentiate ourselves with was the wide selection.
We set up separate feeds per car brand to generate 5 separate product pages for each unique color code. The advantage of this is that the reviews are applied across the variation.
Our advertising strategy increased sales. We advertised on branded but also non-branded keywords, unique color codes, product categories, defensive strategies, competitors and automated targeting.
After our start in 2020, our partnership is still solid. Growth is still continuing on Amazon and sales through Google Ads also continue to grow. Stay tuned for more...
It is important that your business complies with all tax and legal requirements. This will help you avoid legal notices (claims) and make a trustworthy impression on German consumers. Thanks to our service and the Dexport partner network, your online store will always be legally up to date! In addition to the German terms and conditions and privacy policy, you must also include an Impressum (a type of legal notice) and a Widerrufsbelehrung (return policy) on your site.
With our legal services, you’re on solid legal ground, even when selling on German marketplaces. We ensure that your website and related documents comply with strict German consumer protection laws. Plus, for a modest monthly fee, we host your legal documents and keep them up to date at all times.
In Germany, you have to comply with EPR (Extended Producer Responsibility) registration when you put packaging on the market. This means you have to register your packaging through the LUCID platform. You also need WEEE registration if you sell electronics. Through us you can request an instructional email with all the necessary information. In addition, you will receive a discount on joining a Dual System, allowing you to comply with German packaging legislation efficiently and economically.
Reliability is the greatest asset for German consumers (also business target group) when making purchases. Listing a German mailing address gives German consumers the feeling of having landed on a reliable and secure German website. Renting a German address is for the appearance of the German look and feel on your website, the German address, along with a German phone number is a cost-effective way to show that your business is fully geared to the German market.
You can establish a presence in Germany by renting a mailing address through us. This gives you access to a German virtual office (a German mailing or return address, with a phone number if desired). In practice, it is also often possible to open a German bank account using a German mailing address. You can list the German address on your website.
The AI-clone feature translates your website in a smart and efficient way. After cloning your online store, you retain the flexibility to customize each page and add SEO-optimized content, further optimizing your visibility and performance in the German market.
If you’d prefer a custom-built German online store, our consulting team is here to help. We’ll support you with detailed checklists and expert advice to create a website that’s perfectly tailored to the German e-commerce market.
We take care of hosting your .de domain through a German provider. Should you already have .de hosting or choose to place your German website on a .com/the subdomain, you can of course do so.
There are several advantages to using both a .com and a .de domain for German consumers:
