A common mistake companies make when expanding is trying to solve problems at home by looking abroad. If that’s your main motivation, chances are the expansion won’t work out. Trust me — I’ve seen it happen many times. :)

That wasn’t the case with Ahinsa Shoes.

From the very start, we jumped on a train that was already running smoothly. The marketing team, led by Jana Pavlíčková, was working like a well-oiled machine — which meant we could skip the basics and focus directly on expansion.

Ahinsa Shoes had clear processes and a well-defined brand voice, which made it easy to localize and adapt their communication for the German market.

We definitely didn’t go in unprepared. We combined existing data with our own research in online barefoot communities. Through a targeted survey in selected forums and Facebook groups, we gathered over 100 relevant responses from German users.

Here's what we found out:

• Demand for barefoot shoes is much higher in Germany than in the Czech Republic.

• It varies greatly between different federal states.

• Customers care strongly about health benefits and material quality.

• Sustainability is a much more important topic in Germany than in the Czech Republic.

We also analyzed competitors and their customer reviews. From that, we learned what German customers care about most:

• Good price-to-performance ratio

• Authentic customer reviews (!)

• High product quality

• Helpful customer service

• A smooth return and exchange process

From the very beginning, we knew that Ahinsa Shoes would meet the high expectations of German customers. The shoes are developed in collaboration with physiotherapists and support a natural, healthy way of walking. Materials are carefully selected to meet the strictest quality standards.

These attributes — health benefits, comfort, and long-lasting durability — are exactly what German customers look for.

Because the product was so strong, we could enter the market with premium prices. Our initial research showed that our target group wasn’t necessarily looking for the cheapest option — they were looking for quality and unique benefits. And when they recognized that, they were willing to pay for it.

Trust plays a huge role in German e-commerce — real customer reviews help build trust more than almost anything else. German shoppers pay close attention to certifications and real user feedback. For younger generations, reviews are essential: 66% of customers aged 16–29 rely on reviews when choosing an online store. Across all age groups, 56% say reviews are an important factor.

That’s why collecting reviews was one of our top priorities. We actively asked for customer feedback and used it on the website and in our marketing to build trust.

We received positive feedback mainly because of:

• excellent customer support and quick problem solving,

• high-quality materials and precise product design,

• free size exchanges, including return shipping,

• a strong focus on sustainability and vegan materials,

• and fast, reliable delivery.

Language and cultural localization also play a crucial role in customer support. We communicate in German, respond quickly to feedback and reviews, and provide local contact details — especially German-language email addresses, which help build trust with customers.

The German market is one of the most mature in the field of sustainable fashion. Customers have high expectations when it comes to eco-friendly materials, ethical production, and overall brand transparency. The demand for sustainable products continues to grow — and for brands, this presents a clear opportunity to stand out.

According to the Eurobarometer survey, 68% of German consumers are willing to pay more for products that are easy to repair, recycle, or made in an environmentally friendly way.
In comparison, only 51% of consumers in the Czech Republic feel the same.

At the same time, German customers are highly sensitive to greenwashing. Only 20% of respondents say they trust companies’ claims about their environmental efforts. Brands that truly want to convince them need to integrate sustainability authentically — in both their products and their communication.

At Ahinsa Shoes, ecological and ethical values are not a marketing add-on — they are naturally embedded into many aspects of what we do:

• Materials – eco-friendly and resource-efficient

• Logistics – EU-based production with short supply chains

• Packaging – environmentally friendly, with minimal amount of plastic

• Product life cycle – focus on durability and proper shoe care

• Manufacturing – ethical practices and fair working conditions

• Communication – no TikTok, to stay true to our brand identity

• Vegan materials – a standard, not an exception

These values resonate strongly with German consumers. They care about:

• which materials are used and how much resources they require,

• how far the product travels before it reaches them (EU production is a big advantage),

• eco-friendly packaging with little or no plastic,

• how long the product lasts and how much value it offers over time,

• fair and ethical production,

• and consistency in how a brand communicates — even in the platforms it uses.

We communicate our sustainability values consistently across all channels.

Homepage: sustainability is positioned as one of the key selling points of the E-Shop.

Social media bio:

Email campaigns:

Our goal is for German customers to automatically associate the Ahinsa Shoes brand with sustainability and ethical practices — not just through declarations, but through concrete actions and consistent communication.

In the German fashion market, free exchanges are standard — customers expect them without question. This means the retailer pays for all exchange costs, including return shipping to the warehouse.

We highlight this benefit clearly, both on our website and in our marketing, because we know it can strongly influence buying decisions.

But things are changing.

For regular returns, we follow a different approach: the customer pays for sending the item back. A few years ago, this was hard to imagine in Germany — but the German mindset is changing.

1. An increasing share of customers now see paid returns as an acceptable trade-off for greater sustainability in e-commerce.

2. Big fashion brands like Zara and Uniqlo are phasing out free returns — and in doing so, they’re setting a new market standard.

Yes, a discount reduces the margin — but in the long run, it pays off.

In the early phase of expansion, motivating that first purchase and building an email database play a crucial role. Email marketing remains one of the most effective channels for driving repeat purchases and nurturing long-term customer relationships.

So how did we do it?
We introduced a pop-up offering 15% off the first order in exchange for signing up to our newsletter.

The result?

• 3× higher conversion rate in the first months after launch

• A significant increase in email subscribers

• Most importantly, repeat purchases made this strategy financially sustainable in the long term.

To succeed on the German market, proper localization of ahinsashoes.de was absolutely essential.
It wasn’t just about translating text — the key was to adapt the entire experience: the content, the tone of voice, and the user interface needed to feel natural and meet the expectations of German customers.

So what exactly did we localize?

• Payment methods:
  We added PayPal and Klarna — the two most popular payment options in Germany. These significantly increase both trust and conversion rates.

• Reviews:
  We implemented Trusted Shops ratings — a well-known trust label in Germany.
  Customer reviews are shown directly on the homepage to build credibility from the first moment.

• Legal requirements:
  The website footer includes all legally and culturally essential documents, such as the Impressum, Privacy Policy, and other mandatory disclosures required in the German market.

• Social media:
  All social media profiles are in German, updated regularly, and reflect local events and topics. This makes our content more relevant and relatable for German customers.

• Retail partners:
  We openly communicate about our German retail partners on the website — a great way to build trust and create a sense of local presence.

German customers are demanding — and logistics play a key role in their purchase decisions.
They expect fast, hassle-free delivery with clearly defined shipping conditions.

We offer free shipping on all orders over 100 € — given the price of our products, customers most likely reach this amount quite easily.

We ship orders with DPD and GLS — two reliable carriers that German customers trust.

One important insight: in Germany, most people prefer home delivery. Up to 90% of customers want their order delivered directly to their door, rather than picking it up at a parcel shop or pickup point.

They expect convenience — and that’s exactly what we offer.

An active presence in relevant communities is especially important in the early phase of expansion.
It helps build brand awareness and earn customer trust — long before the first purchase.

We focus on social media, German Facebook groups, and content based on customer reviews — places where people look for information about barefoot shoes and share their experiences.

We want to be present where our customers are actively searching for answers and advice.

We also use affiliate marketing on selected channels. This helps us reach more people and increase sales directly.

In our marketing strategy, we rely primarily on Google and Meta platforms, each playing a distinct but important role.

Google delivers significantly higher conversion rates — surprisingly even better than our campaigns in the Czech market. It’s our go-to channel for performance-driven results and high-intent traffic.

Meta (Facebook & Instagram), on the other hand, is key for long-term brand building, increasing awareness, and deepening customer relationships.

Here are a few real examples from our Meta campaigns that show how we use the platform:

📌 Top-performing ad

The highest number of purchases and add-to-cart actions came from this fashion-related post.
A good-looking product and strong visuals were enough to catch attention — even without a discount.

📌 The Jaya Tall model is winning hearts in Germany

By promoting regular Facebook and Instagram posts, we were able to increase brand awareness effectively. A strong product photo combined with clear, engaging text led to an engagement rate of 12.92% — showing that simple, well-made content can have a big impact.

📌 You can’t skip Black Friday in Germany

While German customers don’t choose products based purely on the lowest price, value for money is a major factor. Discount campaigns are standard across the industry — and customers expect them.

Our best-performing campaign in terms of conversions was the Black Friday campaign, which delivered up to 18× higher performance compared to our regular campaigns.

📌 Video formats are winning

When it comes to CTR, video ads are clear winners. A combination of a brand-driven video and a discount offer achieved a CTR of 8.33%.

We also included the culturally familiar German term “Winterschlussverkauf” (winter clearance sale). Small localization details like this can make all the difference between success and failure in a foreign market.

📌 Authenticity & truly localized messaging

We chose the slogan “Liebe auf den ersten Schritt” (“Love at first step”) as the main tagline for the German web shop.

It’s memorable, catchy, and — most importantly — it delivered results. This pre-Christmas creative achieved a CTR of 7.54 %.

For comparison: A last-minute gift voucher ad had a CTR of 2.72%, while a more generic gift card post reached just 1.51%.

📌 Influencer marketing & UGC help boost brand credibility

Even today, it’s possible to create valuable partnerships with smaller influencers and content creators through product-only collaborations. One of these partnerships led to a reel with 1.3 million views — without any paid promotion.

This strategy takes time, effort, and patience — but it’s absolutely worth it. When the time comes to promote a new collection, you already have trusted local partners who know your brand and speak directly to your audience.

📌 Informative content works

Posts with helpful or educational content tend to generate consistently high engagement. By sharing valuable insights, you position yourself as an expert in your field — and at the same time, increase brand awareness in an authentic way.

With the right call-to-action elements in your target articles, you can then convert new social media visitors into paying customers.

Strong visuals and messages work — even without discounts. A good image and clear wording can catch attention and lead to action.

Video formats and localized elements boost campaign performance.
Even small details — like using familiar words — can make a big difference.

Collaborations with influencers and UGC creators are an investment in long-term success.
They build trust, strengthen your brand, and generate lasting value.

And finally: expert content helps increase engagement and brand awareness. When you share useful knowledge, people are more likely to trust your brand and choose your product.