TikTok Shop launches with potential in the German market
The TikTok Shop was launched in Germany last Monday. A study by Puls Marktforschung and ZCG shows that around a third of TikTok users plan to shop via the platform. According to the analysis, everyday products and fashion items in particular offer promising sales opportunities.
The study is based on 411 online interviews with TikTok users in Germany. According to the study, a good third (34%) definitely or probably want to use the TikTok Shop. A further 34 percent are undecided, while 14 percent rule out making a purchase in the store. At the time of the survey, the TikTok Shop was not yet available in Germany - visual examples from existing international versions were therefore used to simulate the purchasing situation.
The Puls product researchers see cosmetics, drugstore goods, food, clothing, shoes and jewelry as product categories with great sales opportunities. "Even though Everyday Goods is the most popular category, the TikTok Shop is also becoming interesting for products in other categories such as clothing, media and home," says Charles Bahr, CEO of ZCG, a consultancy specializing in Gen Z. Brands could tap into new target groups on TikTok by collaborating with suitable partners.
On average, TikTok users who are interested in paying are willing to pay up to 50 euros per product. This means that it is not only the lower price segment that is relevant for the platform, according to the study authors. For the research team, the existing willingness to buy is also an indicator: 48% of respondents have already purchased recommended products via TikTok. "The simplified ordering option in the new store will significantly increase the importance of TikTok for German e-commerce in the short term," says Stefan Reiser, Managing Director at Puls.
The survey was conducted between March 25 and 28, 2025, based on a pre-qualified online panel. According to the provider, the study complies with ISO standard 20252:2019 for market, opinion and social research.
