The German retail sector is undergoing profound structural changes. Critical consumers, lack of purchasing power, and intensifying competition are leading to declining margins and increasing concentration. Therefore, internationalization is gaining importance as a strategic option. Using the example of the German grocery trade, Thomas Bogner and Nicole Brunner examine the conditions for internationalization as well as the motives for such a strategy. They explain the prerequisites for cross-border business activities with regard to the socio-cultural, political-legal, economic, and market-specific environment, and outline the possibilities for market entry. Finally, they present an overview of consumer behavior and competitive structures in 13 European countries.