Tolino for Indie Authors
Did you know Tolino reaches millions of ebook readers across Germany, Austria, Switzerland, and beyond—and you can publish your book there with just a few clicks?
For indie authors looking to expand internationally, Tolino is one of the most powerful digital platforms in the European market. It integrates with major booksellers in the German-speaking world and provides access to a dedicated base of readers—especially when paired with data tools like ScribeCount.
In this guide, you’ll learn everything you need to know about getting your book onto Tolino—from the distribution path and publishing tools to royalty rates, regional pricing, and audience trends. Whether you’re a WIDE publishing pro or just starting to reach international readers, this article will help you navigate Tolino with confidence.
The Power of Tolino: A Brief Background
Tolino isn’t just a retailer—it’s an alliance of major European booksellers who joined forces to compete with Amazon’s Kindle in German-speaking markets. Launched in 2013, the Tolino platform is now supported by big-name retailers like Thalia, Weltbild, Hugendubel, and eBook.de.
Tolino devices (similar to Kindle e-readers) are sold widely across Germany, Austria, and Switzerland. They come preloaded with access to each partner’s ebookstore, allowing seamless discovery and reading. Tolino readers are loyal, and the ecosystem is tightly curated.
For most indie authors, Tolino isn’t a direct self-publishing platform like Amazon or Kobo. Instead, you access it via distributors such as Draft2Digital, PublishDrive, or StreetLib. These partners act as gateways, placing your book into the Tolino ecosystem and ensuring proper metadata, pricing, and tracking.
Why Indie Authors Should Care About Tolino
Tolino offers exposure to a European audience that’s highly engaged with ebooks and supportive of wide distribution. Readers in these markets prefer buying from local retailers, and many have resisted Amazon’s dominance in favor of regionally-rooted ebook providers. If you're writing genre fiction—especially romance, fantasy, or historical fiction—you’ll find eager audiences in the Tolino network.
Another key advantage? Pricing flexibility and Euro-currency payments. You can set separate prices for European territories and participate in regional promotions through your distributor.
Publishing to Tolino is also non-exclusive. You maintain full rights and can publish your book elsewhere, including on Amazon, Kobo, and Apple Books. And with ScribeCount integration, you can monitor your Tolino sales in the same dashboard as your other platforms—turning scattered regional data into clear insights.
Overview: Tolino for Indie Authors
Publishing on Tolino is indirect—but straightforward. You upload your book to a distributor like Draft2Digital or PublishDrive and enable Tolino as one of your distribution channels. Your ebook is then made available across all Tolino partner stores and visible on Tolino-powered e-readers and apps.
Your file format should be EPUB, and you’ll need a high-quality cover image, a translated or localized book description (if available), and metadata such as BISAC or Thema codes. Most distributors allow you to set a specific Euro price for Germany and the surrounding region, and will convert pricing for other currencies automatically.
Tolino supports preorders, promotional pricing, and content updates—depending on the capabilities of your chosen aggregator.
Royalties, Payments, and Terms of Service
Royalties on Tolino are typically 55% to 70% of the list price, depending on your distributor’s deal. For example, Draft2Digital reports a 60% royalty for most Tolino sales. Your earnings may vary slightly due to retail partner pricing policies and VAT regulations within the EU.
Payment terms are governed by your distributor. Draft2Digital, for instance, pays monthly with no minimum threshold, while others may have quarterly payouts or minimums. All royalties are paid in your local currency, with automatic conversion from Euros.
Tolino doesn’t require exclusivity. You retain all rights to your work and can unpublish at any time via your distributor. Just be sure to comply with EU ebook pricing laws and provide accurate tax information during setup.
Tools and Author-Friendly Features
While Tolino itself doesn’t offer a dashboard for direct uploads, your distributor acts as the publishing interface. Through platforms like Draft2Digital, you gain access to tools for formatting, automatic metadata optimization, and pricing control for European markets.
Tolino supports most standard ebook features, including embedded fonts, metadata, and TOC links. Readers access your books through a range of local bookstores and apps, and purchases sync across devices via cloud-based reading platforms.
One unique aspect of Tolino is its integration into physical bookstores. While your ebook won’t appear on shelves, it may be featured in retailer-curated lists or suggested to readers shopping in-store through digital kiosks and apps. This hybrid visibility model sets Tolino apart in terms of discoverability.
Some distributors offer language localization tools. Consider translating your book description into German to boost discoverability—and consider partnering with a translator for full-language editions if Germany becomes a top market.
Marketing Opportunities on Tolino
Marketing opportunities within the Tolino ecosystem are handled via your aggregator. Distributors like PublishDrive and StreetLib allow you to apply for special promotions, discounts, or newsletter features within Tolino’s partner stores.
The most effective Tolino marketing includes price promotions (such as limited-time 0.99€ or 1.99€ offers), seasonal visibility campaigns (like holiday-themed or summer reads), and series bundles. Having multiple books available increases the chance of being selected for in-store highlights.
Make sure your metadata is accurate and genre-appropriate, as this determines where your book appears on retailer sites. A strong German-translated blurb and relevant keywords help tremendously.
Outside the Tolino system, indie authors can market directly to European readers using tools like BookBub International deals, Facebook Ads with country targeting (Germany, Austria, Switzerland), and localized author websites with “Buy on Thalia” or “Jetzt bei Tolino” buttons.
Best Practices for Indie Success on Tolino
Success on Tolino starts with localization and ends with consistency. While English-language books are accepted and sell well in Germany, having a localized cover, description, and even title can significantly boost conversion. Series are especially popular, so if you write in trilogies or ongoing sagas, Tolino readers are a great match.
Set pricing in Euros with consideration for VAT and competitive titles. Many bestselling ebooks in Tolino stores range from 2.99€ to 5.99€, and promotional deals around 0.99€ often drive large bursts of downloads.
Use the preorder option if available through your distributor, and monitor sales patterns to identify what genres or times of year resonate best with your Tolino audience.
Avoid overly U.S.-centric slang or cultural references in your book descriptions unless you are specifically marketing to ex-pats or English learners. Clarity and genre familiarity are key in the Tolino market.
Understanding the Tolino Reader Base
Tolino readers are highly engaged and tend to read multiple books per month. Many prefer digital reading for its convenience and pricing, and they are loyal to their chosen store—whether it’s Thalia, Hugendubel, or Weltbild.
Romance, fantasy, historical fiction, and cozy mysteries tend to perform well. Readers are accustomed to series and often purchase bundles. English-language books do sell, particularly if they’re well-reviewed, genre-aligned, and offer compelling cover art.
Expect higher engagement in Germany, followed by Austria and Switzerland. Smaller numbers come from Belgium, Luxembourg, and parts of Italy with German-speaking populations.
ScribeCount + Tolino: A Wide Publishing Advantage
ScribeCount integrates with Tolino via Draft2Digital—meaning you can see your Tolino sales alongside those from Amazon, Apple Books, Kobo, and others.
Through ScribeCount, you’ll be able to:
- Track Tolino earnings across all stores (Thalia, Weltbild, etc.)
- Visualize international sales in your local currency
- Monitor preorders, series sales, and pricing impact
- Spot regional trends in Europe to guide your marketing
For WIDE authors reaching international readers, ScribeCount turns scattered data into smart business decisions—so you can grow your global presence without the guesswork.
Final Thoughts: Tolino Is a Gateway to Europe
Tolino isn’t just another sales channel—it’s a gateway to Europe’s largest ebook-reading region outside of the English-speaking world. For indie authors with an eye on global growth, it’s a must-have platform in your WIDE publishing plan.
Whether you write romance, fantasy, or serial fiction, Tolino’s reach through trusted local brands like Thalia and Hugendubel puts your book directly in the hands of motivated, loyal readers. And when paired with the analytics power of ScribeCount, Tolino becomes more than a checkbox—it becomes a strategic part of your career.
If you're serious about WIDE publishing, start building your Tolino presence today. The readers are waiting.