In the first two months after its launch, German consumers have not embraced TikTok Shop in large numbers. TikTok Shop is known by one in three consumers, but only one in forty Germans has made a purchase, according to research by media agency OMD.
TikTok Shop launched in Germany on March 31, alongside France and Italy, giving 72 million Europeans access to the shopping functionality. Among the first sellers were About You and Nivea, as well as local merchants.
TikTok Shop’s awareness and popularity
The OMD survey shows that TikTok Shop is fairly well-known among German consumers. Of the approximately 1,500 respondents aged 16 to 69, 34 percent were aware of the new shopping location. Among 18- to 29-year-olds, this percentage is much higher, at 47 percent.
Nearly half of German young adults know TikTok Shop
However, the usage of the shopping feature remains limited. By the end of May, only 2.5 percent of respondents had made a purchase on TikTok Shop. Among 30- to 39-year-olds, the percentage was almost double, at 4.8 percent. And 3.7 percent of 18 to 29-year-olds had bought something on the platform.
When asked how likely it is that they would make a purchase, at least 8 percent of respondents said they could imagine buying something on TikTok Shop. Among 18- to 29-year-olds, this figure is 9.5 percent, and among 30- to 39-year-olds, it rises to 10.8 percent. These figures suggest that the platform could eventually become a relevant sales channel, especially for brands that align with TikTok’s cultural context, according to OMD.
TikTok Shop in the United Kingdom
TikTok Shop made its European debut in the United Kingdom at the end of 2021. Initially, the popularity of the shopping functionality fell short of expectations, although TikTok owner ByteDance never acknowledged this. Consequently, plans for continental Europe were put on hold, up until the launch in Spain late last year.
Initial response from UK shoppers fell short
Last year, trading on the platform increased significantly in the United Kingdom, despite increased seller fees. The number of local businesses on TikTok Shop doubled to over 200,000 by the end of 2024, thanks to an “unprecedented surge in live shopping sessions.” Just like in the United Kingdom, TikTok plans to offer fulfillment services to sellers in Germany.
