In German, you have to ask the customer whether they want to be addressed in the formal way “Sehr geehrter Herr Schmidt” (esteemed Mr. Schmidt might be an approximate translation, of course this sounds totally off in English) or the informal way “Hallo Paul”, or maybe they prefer “Lieber Paul” (dear Paul) or even “Lieber Herr Schmidt”! Note that the formal and informal ways use different parts of the name. So if the website asks me for my name, then I have to rub my crystal ball to figure out which style the company intends to use.