TikTok Shop is gaining popularity among online consumers in Germany. One year after its launch, 15 percent of German online shoppers have made at least one purchase on the platform. In addition, both purchase frequency and the average order value have increased.
This is reported by NielsenIQ in a data report on TikTok Shop in Germany. As of March 31, 2025, German consumers were able to shop on TikTok, just like shoppers in France and Italy. Among the first sellers were About You and Nivea, as well as local merchants.
Hesitant start
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Initially, it took some time for the social commerce platform to catch on: after two months, it was known by only one in three consumers in Germany, and just one in forty had made a purchase in that early period, according to media agency OMD.
TikTok Shop is the 15th largest online retailer in Germany
However, TikTok Shop quickly gained traction. Six months after launch, 10.5 percent of German online shoppers had already made a purchase on the platform, according to NIQ (NielsenIQ). That share has now risen to just over 15 percent, the research firm concludes based on its ecommerce panel. Many Germans used the top-three social commerce platform for Christmas shopping. In NIQ’s revenue ranking, TikTok Shop is now the fifteenth-largest online retailer in Germany.
More than fashion
The popularity of TikTok Shop continues to grow, despite increased seller fees introduced earlier this year (from 5 to 9 percent per sale). The product assortment has expanded significantly over the past six months. Fashion is the leading category, accounting for 17 percent of revenue, followed by computers and electronics (16 percent), and home and household goods (14 percent). Sellers can opt to use Fulfilled by TikTok (FBT).
Generation X spends the most on TikTok Shop in Germany
TikTok Shop is used by multiple generations in Germany, according to NIQ’s survey. The largest share of revenue (37 percent) comes from Generation X, born between 1960 and 1979. There are more male than female buyers on TikTok Shop in Germany, although spending levels are roughly equal; women purchase more frequently and spend more per order.
Online shopping routine
Both average order values and purchase frequency have continued to rise over the past six months, says Stefan Heidenreich, head of ecommerce at NIQ. “This development suggests that certain customer segments are increasingly integrating TikTok Shop into their regular online shopping routines.”
European expansion of TikTok Shop
Research from the United Kingdom had already shown that TikTok Shop users also make higher-value purchases on the platform, where it has been active for longer. TikTok Shop is expected to expand further across Europe this year, with Belgium, the Netherlands, Poland, and Sweden frequently mentioned.
