Oktoberfest Shop with 10,955 Customers, Inventory & Strong Domain Presence

Tech Stack:

The shop is based on Magento 2.3.7-p4 and features prepared or expandable interfaces to:

✅ Amazon (integration possible via modules like M2E Pro or Amasty Marketplace Extension)

✅ eBay (easy integration through Magento's own or third-party modules)

✅ Payment providers: PayPal, Klarna, Advance Payment, Stripe (integration prepared or set up)

✅ Shipping providers: DHL, DPD, Hermes (Magento-compatible interfaces available)

✅ Newsletter/CRM systems: integration with Mailchimp, CleverReach, or other email marketing tools possible.

The shop was previously operated through Amazon and eBay—the modules were deactivated for health reasons but can be reactivated or reintegrated at any time.

Key Competitors:

Market Environment & Main Competitors
The market for Oktoberfest items is seasonal, but also active year-round due to collector products (e.g. mugs, pins). Our main competitors are:

- Official Oktoberfest shops of the city of Munich or the festival tents
- e.g. shop.oktoberfest.de or the respective tent-keepers' shops
- Large platform retailers like Amazon, eBay – usually with standardized mass merchandise
- Seasonal suppliers & souvenir shops, often without specialization in collector items
- Smaller niche retailers with limited product ranges

Our Unique Selling Points:

- Specialization in original Wiesn-innkeeper mugs and poster motifs
- Over 10,000 verified customer contacts
- Many years of market and industry knowledge through over 45 years of Oktoberfest experience
- An expandable shop with an excellent domain name and strong customer loyalty

Marketing Channels:

📣 Marketing Channels & Previous Measures
The shop was not advertised in the past. The revenue was generated organically through visibility, domain strength, and referrals.
Currently or previously active channels:
• 🔹 Search Engine Placement (SEO): Strong organic Google rankings due to domain name and shop age
• 🔹 eBay & Amazon (active in previous years, currently deactivated)
• 🔹 Returning customers & direct recommendations
• 🔹 Occasional newsletters to existing customers (sent manually)
Untapped or dormant channels (great potential):
• 🔸 No social media presence (e.g., Instagram, Facebook, Pinterest)
• 🔸 No ongoing Google Ads or other advertising campaigns
• 🔸 No influencer/collaborations
• 🔸 No content marketing or blog
👉 Conclusion:
The shop was not systematically advertised. For buyers with marketing experience or agency access, there is great growth potential, especially through:
• Social Media Marketing
• Newsletter Automation
• Reactivation of eBay/Amazon
• Targeted Google Ads during the festive season.

Markets:

🌍 Origin of Customers
Our customers predominantly come from German-speaking regions, with a focus on:
🗺 Germany (approximately 80%)
🗺 Austria
🗺 Switzerland
Additionally, we record regular orders from:
🗺 USA – primarily from collectors and expatriate Germans
🗺 Australia, 🗺 Canada – to a lesser extent
🗺 Japan, 🗺 South Korea – occasional orders from Oktoberfest fans
📌 Conclusion:
The shop has a clear base in the DACH region, but it also appeals to niche target groups worldwide with themes like "Oktoberfest," "mugs," and "German festival culture" – especially collectors, expatriates, and German enthusiasts.

Target Group:

🎯 Target Audience
Our target audience is clearly defined and offers several stable customer segments:

🧑‍🎓 1. Collectors & Lovers of Traditional Oktoberfest Items
- Interest in limited edition Oktoberfest mugs, annual pins, and poster designs
- Loyal regular customers, some active for years
- High repurchase rate and interest in complementing older series

🥨 2. Oktoberfest Fans & Organizers Worldwide
- Customers who love the Oktoberfest brand or celebrate it privately
- Also includes smaller organizers or companies that host Oktoberfest-style events

🇩🇪 3. Expats and Germany Fans Abroad
- Mainly in the USA, Australia, Canada, Switzerland
- Sentimental connection to Bavarian festival culture and collectibles as identity anchors

🛍️ 4. Occasional Buyers During the Season
- Primarily buy before and during the Oktoberfest season (August to October)
- Interest in decoration, souvenirs, fan articles – sometimes in combination with gifts

📌 Conclusion:
The target audience is seasonally influenced but remains active all year round through collectible items and repeat buyers. Targeted marketing can significantly expand the circle of potential buyers – especially abroad and via social media.

🎁 Expanded Target Audience: Gift Occasions
In addition to collectors and Oktoberfest fans, many customers use the shop for special occasions. Our products are perfect for original, authentic gifts – especially for:
🎂 Birthdays – particularly milestone or themed ones
💍 Wedding Anniversaries – e.g. as a "Bavarian" keepsake or collectible
🎉 Anniversaries – club celebrations, company anniversaries, employee gifts
🎄 Christmas & Easter – mugs & pins as special festive gifts
👨‍👩‍👧‍👦 Souvenirs for Family Visits – often from expats or guests from abroad.

Monetization:

💰 How does the shop make money?
Our online shop generates revenue through the sale of physical products, primarily from the following categories:
🎡 Original Oktoberfest collector's mugs (especially Wiesn innkeepers and poster designs)
📌 Pins, badges & limited special editions
🎁 Gift items and fan merchandise centered around the Oktoberfest theme
🥨 Decoration and souvenir products with a Bavarian touch
Revenue sources:
📦 Direct sales in the online shop (Magento 2.3.7-p4)
🔄 (formerly) Amazon & eBay – currently deactivated but can be reactivated at any time
♻️ Repeat purchases by long-standing loyal customers
📫 Occasional special sales via newsletter campaigns
📌 Conclusion:
The business model is classic e-commerce with a niche focus, but offers significant leverage for scalable growth through inventory, domain authority, and customer data – particularly through marketplaces and targeted marketing.

Monthly Costs:

📉 Monthly Fixed Costs – Current Overview
Amount/Month (net)
Webhosting Magento (1 Shop) €39, including PHP/MySQL environment and SSL certificate
Domain (.de) €1 annual payment prorated
SSL Certificate (Let’s Encrypt) €0 free through hosting provider
Email / Mail Server €3 own domain address (4 mailboxes)
Payment Provider (e.g., PayPal) sales-dependent 2.49% + €0.35 per transaction, only on sales
Magento Extensions / Updates €0 currently no paid modules in use
Warehouse / Logistics €250
Accounting / Tax Advisor individual
👉 Total Monthly Fixed Costs (current status): approx. €293 net
📌 Variable Costs (only with active sales):
• PayPal / Stripe Fees: approx. 2-3% per revenue
• Packaging / Shipping Materials: depending on order volume
• Shipping Costs (DHL etc.): usually borne or passed on by the buyer
This overview shows that your shop can be operated with very low ongoing fixed costs – a significant advantage for buyers who want to start with low risk.

Weekly Workload:

⏱ Weekly Workload
The current workload is manageable since the shop is currently operated without active advertising or marketplace integration. It is maintained by a single person.
Orders & Shipping about 1–2 hours, depending on season & volume, often few packages
Customer support (Email) about 30 minutes, mostly inquiries about jugs or availability
Product maintenance in the system, about 1 hour, product data, inventory, small corrections
Accounting (Preparation), about 30 minutes, documentation, handover to tax consultant
Total approximately 3–4 hours on average – without active advertising
📌 Conclusion:
The shop is currently operable with minimal time expenditure. Reactivating Amazon/eBay or starting advertising campaigns may increase the workload, but can also directly lead to more sales.

Reasons for Selling:

📍 **Reasons for Sale**
The sale is due to health reasons and age.
After over 45 years of business at the Oktoberfest and more than 20 years of online presence, we have made the tough decision to relinquish the online shop.
This decision is connected to the already completed sale of our physical business (souvenir stand at the festival tent Fischer Vroni) and the loss of our storage space in Munich.
Since we currently do not see suitable opportunities to continue the business in the accustomed quality, we are now looking for a dedicated successor with interest in Bavarian festival culture, collecting themes, or e-commerce.

Category

E-Commerce