Ahinsa Shoes is a Czech brand and manufacturer of (not only) barefoot footwear, founded by the inspiring Lukáš Klimpera. Since the beginning of 2024, we’ve had the chance to be part of their story – supporting the brand’s expansion into the demanding German market.

Although Ahinsa already had some experience with international customers from Germany, the active market entry began in March 2024. And the results didn’t take long to show: we reached operating profitability within the first year.

In the process, we also managed to challenge several common myths about expanding into Germany:

From the very beginning, we approached the budget conservatively and strategically — with a clear goal: to become profitable within the first few months. And that’s exactly what happened.

The typical path for entering the German market often leads through online marketplaces like Amazon or Zalando. But we chose a different direction — and spent the entire year building our expansion purely through a direct-to-consumer (D2C) approach.

No marketplace. Just our own e-shop and smart, focused marketing. This gave us full control over the brand, the customer relationship, and pricing — and it worked.

Yes, we do work with native speakers – both our in-house team members in Prague and partners based in Germany. But all core operations – from logistics and marketing to warehouse management and business decisions – are run from the Czech Republic.

Here are ten key factors that helped make our first year in Germany a success:

• A strong team as the foundation of expansion

• Market analysis before entering

• A high-quality product at a premium price

• User reviews & excellent customer support

• Sustainability & vegan production

• Free exchanges as a standard – but not returns

• Discount on first order

• Meticulous webshop localization

• Fast shipping & free delivery

• Community-driven marketing

Let’s break them down one by one.

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 blind. We combined secondary data with our own research inside digital barefoot communities. Using a targeted survey shared in selected forums and Facebook groups, we collected over 100 relevant responses from German users.

Among other things, we found that:

• demand for barefoot shoes in Germany is significantly higher than in the Czech Republic,

• it varies widely between different federal states,

• customers care deeply about health benefits and material quality,

• and sustainability is a far stronger topic in Germany than at home.

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

• price-to-performance ratio,

• customer reviews (!),

• product quality,

• quality of customer service,

• and a smooth return/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 of this strong product foundation, we were able to enter the market with premium pricing. Our initial research showed that our target group wasn’t necessarily looking for the cheapest option — they were looking for quality and added value. And when they saw it, they were willing to pay for it.

Trust plays a huge role in German e-commerce — and few things build trust like authentic customer reviews. German shoppers pay close attention to certifications and real user feedback. For younger generations, reviews are indispensable: 66% of customers aged 16–29 rely on reviews when choosing an online store. Across the entire population, 56% consider them an important factor.

That’s why we made review collection a top priority. We actively gathered customer feedback and used it across the website and in marketing materials to build credibility.

We earned positive feedback primarily thanks to:

• outstanding customer support and quick problem resolution,

• the precise craftsmanship and use of high-quality materials,

• free size exchanges, including return shipping,

• a strong focus on sustainability and the use of vegan materials,

• and last but not least, fast and 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. Demand for sustainably made 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.
For comparison, in the Czech Republic, that figure is 51%.

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 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:

• what materials are used and how resource-intensive they are,

• how far a product travels before it reaches them (EU manufacturing is a big plus),

• sustainable packaging and reduced plastic use,

• durability and long-term value,

• ethical production,

• and brand consistency — even in platform choices.

We communicate our sustainability values consistently across all channels.

Homepage: sustainability is positioned as one of the key selling points of the webshop.

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 segment, free exchanges are an absolute standard — customers expect them as a matter of course. This means the retailer covers all costs related to the exchange, including return shipping to the warehouse.

We make this benefit highly visible — both on our website and in our marketing — because we know it can be a decisive factor in the purchase decision.

But what’s changing?

When it comes to standard returns, we take a different approach: the customer covers the cost of sending the item back.A few years ago, this would have been unthinkable in Germany — but the mindset is shifting.

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

• And most importantly: thanks to repeat purchases, this customer acquisition strategy has proven economically sustainable in the long run

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 trustmark among German customers.
  We highlight reviews directly on the homepage to reinforce credibility from the first click.

• 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 profiles are in German, updated regularly, and partially tailored to reflect local events and context — which strengthens relevance and relatability.

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

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 — a threshold that most customers naturally meet, given the price point of our products.

Orders are shipped via DPD and GLS — two carriers with strong reputations and high trust among German consumers.

One key insight: in Germany, home delivery dominates. Up to 90% of customers prefer having their order delivered to their door, compared to alternatives like parcel shops or pickup points. They expect convenience — and that’s exactly what we deliver.

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 review-based content — the places where people actively seek information about barefoot shoes and share their personal experiences.
We want to be present where our customers are looking for solutions to their needs.

We also connect our activities on selected channels with affiliate marketing, helping us expand our reach while directly supporting conversions.

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.

Below are some real-life examples and insights from our Meta campaigns that show how we use the channel in practice:

📌 Top-performing ad

The highest number of completed purchases and add-to-carts came from this “fashion post.”
An attractive product and strong creative were enough to capture attention — even without any discount offer.

📌 The Jaya Tall model is winning hearts in Germany

By boosting static Facebook & Instagram posts, we’ve been able to increase brand awareness effectively.A combination of a strong product photo and catchy copy led to an engagement rate of 12.92% — proof that simple, well-executed content can go a long way.

📌 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 creative 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) in the creative. Small localization details like this can make all the difference between success and failure in a foreign market.

📌 Originality & truly localized messaging

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

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 build meaningful barter-based collaborations with smaller influencers and UGC creators. One such partnership resulted in a reel with 1.3 million impressions — achieved purely through a non-paid collaboration.

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 creatives work — even without discount campaigns. A well-crafted visual and message can capture attention and drive action on their own.

Video formats and localized elements boost campaign performance.
Even small details — like culturally familiar words — can have a big impact on results.

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 increases engagement and brand awareness.
When you educate your audience and provide real value, your brand becomes the natural choice.