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How each market buys, who to approach and in which language — France, Germany, the UK and beyond.
30 guides · Last updated 8 November 2026
Country playbooksCroatian distributors win nearly all public supply awards; buyers want Croatian bids and e-invoices; company e-mail is lawful with identity and opt-out.
Country playbooksCypriot companies win most public supply contracts, led by Ministry of Health buying; one eProcurement portal, and marketing e-mail needs consent.
Country playbooksEstonian buyers publish every procedure in one state register; local distributors win most awards, Baltic and Finnish firms the rest; e-mail needs an opt-out.
Country playbooksIceland buys through local importers; Landspítali and state central purchasing lead on TED; goods cross a customs border; e-mail to a general address is lawful.
Country playbooksLatvian distributors win most public supply contracts; buyers want Latvian documents and e-invoices; e-mail to a company address is lawful with an opt-out.
Country playbooksLithuanian distributors win most public supply contracts; buyers publish in CVP IS, invoice by Peppol e-invoice and want product information in Lithuanian.
Country playbooksAlmost a third of Luxembourg's TED supply awards go to foreign firms, mostly Belgian. How the market buys, what buyers expect and how to make first contact.
Country playbooksMaltese firms win 93% of public supply awards, led by health; tenders run on ePPS in English; marketing e-mail needs prior written consent.
Country playbooksNorwegian distributors win most public supply contracts. How EEA rules, Doffin, customs, EHF invoicing and the post@ e-mail rule shape a manufacturer's entry.
Country playbooksSlovak distributors win tenders in ÚVO's Vestník and on TED; buyers want Slovak documents and RPVS entries; two laws disagree on cold e-mail to companies.
Country playbooksAustria buys through specialist distributors and the BBG; buyers expect German documents, a full Impressum, e-invoices for federal work and no cold e-mail.
Country playbooksBelgian trade runs in Dutch, French and German; B2B invoices go over Peppol since 2026; awards are on e-Procurement and TED; e-mail only to generic addresses.
Country playbooksBulgarian distributors win tenders on CAIS EOP and TED; bids are in Bulgarian, companies are checked by EIK, and e-mail needs a KZP register check first.
Country playbooksCzech distributors win tenders published in the Věstník and on TED; buyers want Czech documents and 30-day terms; no cold e-mail, even to companies.
Country playbooksDenmark buys through distributors, joint regional tenders and SKI agreements; buyers expect Danish labels and e-invoices; marketing e-mail needs consent.
Country playbooksFinland buys through national distributors, Hansel and 21 wellbeing services counties; notices go through Hilma; e-mail to a firm is lawful with an opt-out.
Country playbooksGreek buyers record purchases on KIMDIS and tender on ESIDIS; EKAPY runs health frameworks; e-invoicing is mandatory; first contact by letter, not e-mail.
Country playbooksHungarian distributors win tenders run in EKR and KEF frameworks; buyers want Hungarian documents and 30-day terms; a company address may be e-mailed with care.
Country playbooksIrish trade runs through distributors and merchant buying groups; public bodies buy through OGP and HSE arrangements and publish awards on eTenders and TED.
Country playbooksPortugal publishes every public contract on Portal BASE; SPMS runs health framework agreements; work in Portuguese; e-mail companies only after the DGC check.
Country playbooksRomanian distributors win tenders on SEAP and TED, often under framework agreements; invoices run through RO e-Factura; no cold e-mail, even to companies.
Country playbooksSlovenia buys through local distributors and one procurement portal; buyers expect Slovenian documents, a checkable company, e-invoices and a fair e-mail.
Country playbooksItaly sells through specialist wholesalers, buying groups and agents; public demand runs via Consip, MePA and regional hubs; awards are on ANAC and TED.
Country playbooksPolish distributors win tenders published on e-Zamówienia and TED; bids are in Polish; payment terms are capped by law; no cold e-mail without consent.
Country playbooksSpain sells through specialist distributors and purchasing centres; awards are on the Plataforma de Contratación and TED; work in Spanish; no cold e-mail.
Country playbooksSweden buys through wholesalers and framework agreements; notices sit in registered databases and on TED; e-mail to a company is lawful with an opt-out.
Country playbooksDutch trade runs through specialist wholesalers and purchasing cooperatives; tenders and awards are on TenderNed and TED; quality scores; no cold e-mail.
Country playbooksUK trade runs through merchants, dealers and buying societies; public buyers call off frameworks and publish awards on Find a Tender, not TED.
Country playbooksFrance buys through wholesalers and buying groups; public demand shows on BOAMP, PLACE and TED; documents must be in French; payment is capped at 60 days.
Country playbooksGerman trade runs through specialist wholesalers and buying groups; buyers expect CE/GS, German documents, an Impressum and e-invoicing; no cold e-mail.
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