March 27, 2025 – TikTok, the popular short-form video platform known for inspiring millions of users worldwide, has officially launched TikTok Shop in Germany, marking a significant milestone in its European expansion. With over 24.2 million active users in Germany regularly engaging with TikTok for travel recommendations, recipes, fashion, beauty tips, and more, the platform is now offering its community the ability to seamlessly purchase products directly within the app.

This move reflects TikTok’s growing ambition to become more than just a content-sharing platform—it aims to redefine social commerce by integrating discovery and shopping into a single, user-friendly experience. With TikTok Shop, users can now browse, learn about, and buy their future favorite products without ever leaving the app, creating a streamlined shopping journey that merges entertainment with eCommerce.

Driving Diversity in eCommerce Through Local Partnerships

As part of its rollout strategy, TikTok Shop is collaborating with local sellers across Europe to ensure a diverse and appealing range of merchandise. The platform aims to empower small businesses and established brands alike, providing them with a unique opportunity to reach millions of engaged users who are already interacting with their content.

In Germany, TikTok Shop has partnered with major players to enhance its product offering. About You, a leading online fashion retailer, and Cosnova, a prominent cosmetics brand, have confirmed their presence on TikTok Shop, bringing their expertise and popular products to the platform. These partnerships highlight TikTok’s commitment to catering to the interests of its German users, who frequently seek fashion inspiration and beauty tips on the app.

Max Burianek, Head of TikTok Shop Germany, comments on the launch of TikTok Shop in Germany: “We are delighted to be creating a new kind of shopping experience with TikTok Shop that connects consumers, sellers and creators. The Munich location will offer a diverse range of products from international and locally established brands as well as SMEs, which will already reach a quarter of people in Germany.”

How TikTok Shop Benefits German Sellers and German Consumers

Why is it good news that tiktok shop is doing business in Europe?

Benefits for German Sellers:

1. Access to a Big Audience: Reach millions of TikTok users in Germany and beyond.
2. Boosted Sales: Sell directly through videos, ads, and livestreams.
3. Cost-Effective Marketing: Use creative content and trends to promote products without spending too much.
4. Local Support: TikTok Shop adapts to German payment systems, shipping, and tax regulations.
5. Build Customer Trust: Interact directly with German consumers in their language.

Benefits for German Consumers:

1. Simple Shopping: Buy products easily while browsing TikTok videos.
2. Discover Local Brands: Find unique German products and support local sellers.
3. Exclusive Offers: Get discounts and deals during live shopping events.
4. Fun and Engaging: Combine entertainment and shopping in one app.
5. Secure Payments: Use trusted local payment methods for a safe shopping experience.

German Brand Success in TikTok Shop

Weleda: Weleda findet seinen Sweet Spot mit einem smarten TikTok First Asset-Mix

To perfectly match the language of TikTok and the needs of the target group, Weleda worked closely with TikTok. TikTok Creative Exchange (TTCX) was used to create a content package that contained UGC (user-generated content) assets specially developed for the campaign - fully aligned with the “TikTok First” approach.

Sowohl im Upper Funnel als auch bei seinen Verkaufszahlen konnte Weleda beeindruckende Ergebnisse erzielen.

• Ad Recall: +20,1%
• Awareness: +12,4%
• Aufrufe insgesamt: 47,5 Mio.
• View-Throughs von 6 Sekunden (Top Creator Video): 9,5%

Emma: Thanks to In-Feed Ads, the content had truly native vibes

For a strong start, Emma sought support from creative partners via the TikTok Creative Exchange (TTCX), asking them to develop content in the perfect TikTok style.

• ROAS: 4 X
• Revenue: 1,4 M
• products sold: 2500 +

Source: TikTok For Business solutions

As TikTok Shop continues to expand, it is set to redefine the social commerce landscape, creating new opportunities for businesses and enhancing the way people shop online.

Started selling at tiktok shops in Europe

Check Requirements:

• Have a registered business in the country where you want to sell.
• Prepare business documents, tax info, and a bank account for payouts.

Sign Up as a Seller:

• Go to TikTok Seller Center.
• Create an account, upload your business details, and verify your documents.

Set Up Your Shop:

• Add product listings with photos, descriptions, and prices.
• Set up shipping and payment options.

Create Content:

• Make fun, engaging videos that show off your products.
• Collaborate with TikTok influencers to reach more people.
• Host live shopping events to interact with customers and boost sales.

Promote Your Products:

• Use TikTok ads and trending hashtags to increase visibility.
• Engage with your audience in comments and during livestreams.

Trak Performance:

• Use TikTok’s analytics tools to improve your sales and content strategy.

TikTok Shop represents a bold step forward in the evolution of social commerce. Unlike traditional online shopping platforms, TikTok Shop leverages the app’s unique algorithm and highly engaged user base to create personalized shopping experiences. By integrating product discovery directly into TikTok videos, livestreams, and creator collaborations, the platform allows users to find products organically—whether it’s a trending fashion item, a viral beauty product, or a must-have kitchen gadget.

For brands, TikTok Shop offers unparalleled access to a highly interactive audience. Sellers can showcase products through creative content, interact with customers via live shopping events, and benefit from TikTok’s ability to turn trends into sales. This innovative approach not only drives conversions but also builds deeper connections between brands and consumers.