As social commerce reshapes retail around the globe, German businesses are cautiously adapting. From shoppable Instagram Stories to TikTok product launches, social media is revolutionizing how consumers discover and buy products. Yet despite this shift, a surprising trend stands out: there’s little interest in influencer marketing in German retail.
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According to a recent Bitkom study, although social commerce is gaining traction, only 13% of German retailers currently collaborate with influencers, and nearly half (49%) haven’t even considered it. This restraint speaks volumes about the unique dynamics of the German market and its approach to digital transformation.
Social commerce on the rise – But influencer marketing in German retail is sidelined
Social commerce – selling directly through social media – is no longer a niche. Bitkom’s 2025 study found that 59% of German retailers maintain active social media profiles to promote their products, and 31% invest in paid advertising on these platforms.
Moreover, 27% of retailers allow direct purchases through social media. Features like live shopping, in-app checkout, and direct messaging for discount codes are gaining popularity. Retailers are clearly embracing digital engagement – but when it comes to influencer marketing in German retail, the enthusiasm wanes.
Even though influencers are known for driving engagement and building trust, only a small fraction of German retailers (13%) actively collaborate with them. A further 9% have at least considered it, while a full 25% have ruled it out entirely. This makes influencer partnerships the least used strategy among social commerce tools in Germany.
Why is influencer marketing in German retail so rare?
The hesitation isn’t unfounded. The Bitkom survey highlights a split view: 44% of retailers believe influencers can boost trust in promoted products, but 46% fear they might harm brand image. This risk-aversion is especially strong in markets like Germany, where authenticity and brand alignment carry significant weight.
As Bitkom’s Dr. Bernhard Rohleder notes, “An influencer partnership can be very rewarding, but the fit must be perfect. If the influencer’s persona or values clash with the brand, the collaboration quickly seems inauthentic and can backfire.”
This concern, paired with a traditionally conservative business culture, has led to a general reluctance to experiment with influencer marketing in German retail, even as customers increasingly trust peer-driven and creator-led recommendations.
Dominant platforms: Facebook and Instagram lead the way
While influencer collaborations remain limited, social media use among German retailers is strong. Leading platforms include:
- Facebook: 65% of retailers maintain a presence
- Instagram: 53%
- LinkedIn and Xing: 42% and 40% respectively
- TikTok: 30%, showcasing rising interest in short-form video
- YouTube: Used by 19% of businesses
These platforms are not just for content pushing. In fact, 37% of retailers say social media trends influence their product offerings, showing that businesses are listening, not just broadcasting.
Still, very few take the next step to influencer-driven content, even on the most visual platforms like Instagram and TikTok—where influencers arguably thrive the most.
Traditional channels still rule
Despite the momentum behind social commerce, traditional digital channels remain dominant in German retail:
- 97% use their own online shop
- 89% accept orders via email
- 78% sell through third-party marketplaces
This cautious approach extends to marketing as well. 98% of retailers rely on online directories and their own websites, while email marketing is used by 42%. In contrast, influencer marketing is still on the fringes.
Interestingly, 48% of retailers agree that social networks help them reach otherwise inaccessible customers, yet many still shy away from tapping into influencer communities that command exactly those audiences.
Influencer hesitance reflects broader digital challenges
Germany’s tepid adoption of influencer marketing reflects broader issues in digital transformation. According to Bitkom:
- Only 2% of retailers consider themselves digital pioneers
- 66% see themselves as digital laggards
- 62% view digitalization as a challenge
Despite these self-assessments, 87% of retailers still view digitization as an opportunity, citing benefits like simplified ordering (95%) and better partner communication (92%). However, concerns around data privacy, competitive pressure, and customer alienation still hinder progress.
With such fundamental concerns unresolved, influencer marketing – an inherently bold, public, and trust-dependent strategy – remains a bridge too far for many.
Retailers face economic and talent pressures
Beyond digital hesitance, retailers are also grappling with real-world challenges:
- 90% are concerned about economic uncertainty
- 48% face weak domestic demand
- 81% struggle to hire qualified staff
- 70% lack digital talent
These pressures leave little room for experimentation, especially in marketing areas perceived as risky or intangible – like influencer collaborations.
Moreover, 67% cite increased competition from low-cost online marketplaces, particularly from abroad. In such a climate, retailers prioritize direct control over marketing messages, making influencer-driven campaigns appear less manageable or scalable.
Artificial intelligence shows promise, but also reluctance
The same cautious attitude applies to AI adoption. While 25% of retailers use AI in customer service, and 22% in text generation, broader deployment remains slow. Only 6% use AI in HR, and just 7% for website optimization.
Even as 61% believe AI will offer a competitive edge, the gap between AI’s perceived potential and its practical use mirrors the situation with influencers. Retailers may acknowledge the value, but still struggle with execution, talent, or trust.
Hybrid retail remains the norm
One thing is clear: despite the hype around digital trends, brick-and-mortar retail isn’t going anywhere. Only 6% of retailers sell exclusively online, while 86% offer products both in-store and online.
Still, 32% can imagine going online-only by 2030, and 72% admit physical stores can’t match online prices. This signals a long-term shift, but again – Germany is taking a measured approach.
Digital yes, influencer marketing in German retail maybe
The German retail sector is slowly but surely entering the digital age. Social commerce is growing, and platform engagement is strong. Yet when it comes to influencer marketing, the market remains reserved.
For now, most retailers are not ready to hand their brand narrative to outside creators—no matter how influential. As digital maturity increases and generational shifts take hold, this stance may evolve. But for 2025, Germany’s retailers are embracing tech – but keeping a tight grip on trust and brand control.
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