“Sometimes people need others to believe in them before they can truly believe in themselves”: 10 lessons from Nele Natalie Odzuck, Group Vertical Director Commerce DACH at TikTok Germany

The E-commerce Berlin Expo celebrated its 10th anniversary in 2026. To mark this milestone, we interviewed some of the world’s most influential leaders about the future of online retail, asking them to share their 10 valuable lessons in e-commerce. Their insights were featured in our special album, showcasing the most powerful voices in online retail, which we decided to share with you on E-commerce Germany News.

This time, we’re featuring an exclusive interview with Nele Natalie Odzuck, Group Vertical Director Commerce DACH at TikTok Germany. See what e-commerce lessons she shared with us below!

HELPING PEOPLE RECOGNIZE THEIR POTENTIAL

What first drew you to this industry?

NELE: I began my career in fashion buying, but even during my studies, I was deeply drawn to marketing. That curiosity became conviction during my trainee program at Marks & Spencer in London, where I had the chance to work closely with the social team. It was there that I discovered the power of community-driven marketing – how brands grow not just through products, but through people. That realization ultimately led me to where I am today, because community sits at the very heart of platforms like TikTok.

Which early failure taught you something that still guides you today?

NELE: One of the most important realizations early in my career was understanding that it’s never too late to change direction or aim higher. There were moments when I and people around me didn’t fully believe in my potential, and as a result, I didn’t always push myself as far as I could have. I don’t see this as a failure, but as a formative lesson. Sometimes people need others to believe in them before they can truly believe in themselves. That insight has become a core leadership principle for me: helping people recognize and step into their own potential.

Quote / NELE NATALIE ODZUCK, GROUP VERTICAL DIRECTOR COMMERCE DACH AT TIKTOK GERMANY

Regardless of seniority, it’s essential to remain humble, open, and curious. I actively seek perspectives from different people because leadership isn’t about having all the answers – it’s about asking better questions.

When you think of the past decade of e-commerce, what do you miss – and what are you glad we left behind?

NELE: I miss the period of hyper-growth following COVID, when so many new brands in Germany emerged and scaled at incredible speed. While I don’t miss the circumstances that led to it, that moment showed what’s possible when innovation accelerates. At the same time, I’m glad we’ve moved beyond an era where e-commerce was largely reduced to optimized product feeds and performance marketing. Today, with formats like TikTok Shop and Search on TikTok, brands have the opportunity to grow through genuine connection – by building communities and activating affiliate networks that feel creative and authentic.

BUILDING A LOVE BRAND

What is the single most important business lesson you have learned throughout your career?

NELE: Clear, candid communication. Whether it’s with colleagues or partners, alignment and transparency are everything. It sounds simple, but it’s one of the most underestimated drivers of trust, speed, and long-term success.

How would you define success in e-commerce today, and how has your view of it changed over time?

NELE: Success today means building a brand people genuinely love. In a world shaped by players like Temu, SHEIN, and Sheglam, pricing alone is no longer a differentiator. Real success comes from creating meaningful connections, fostering strong communities, and staying deeply in touch with your customers. Brands that listen, engage, and evolve alongside their audience are the ones that win.

What do you see as the biggest opportunity in e-commerce today?

NELE: Empowering your customers to become your strongest advocates. Let them sell for you. Give up some control, amplify their voices, and trust your core users to shape the brand alongside you. The brands that dare to do this unlock entirely new growth dynamics.

Quote / NELE NATALIE ODZUCK, GROUP VERTICAL DIRECTOR COMMERCE DACH AT TIKTOK GERMANY

The next decade will be defined by how we integrate AI into creativity, optimization, and everyday communication. I feel genuinely excited about what’s ahead.

What’s the most counterintuitive or unconventional thing your company does today that actually works?

NELE: One unconventional practice that has transformed how we work is using a single internal tool for all communication – emails, documents, calls, notes, and presentations. Having everything in one place creates clarity, speed, and focus. Once you experience that level of alignment, it’s hard to imagine working any other way. For us, that tool is Lark.

What guiding principle do you personally refuse to compromise on, no matter the trend or pressure?

NELE: Staying grounded and courageous – one of our core ByteStyles. Regardless of seniority, it’s essential to remain humble, open, and curious. I actively seek perspectives from different people because leadership isn’t about having all the answers – it’s about asking better questions.

Looking ahead, what will define the next decade of e-commerce, and how does thinking about the future make you feel – optimistic, excited, concerned, or something else?

NELE: The next decade will be defined by how we integrate AI into creativity, optimization, and everyday communication. I feel genuinely excited about what’s ahead. E-commerce has always been an early-adopter industry, and brands in this space tend to be more courageous when it comes to testing new technologies and formats. That willingness to experiment will shape the future.

If you could leave a message for future e-commerce leaders, what would it be?

NELE: Invest deeply in your community. Empower your customers to sell with you, not just buy from you. And embrace a test-and-learn mindset – especially when it comes to AI. The leaders who win will be the ones who listen closely, move boldly, and never stop experimenting.

NELE NATALIE ODZUCK’S BIO:

Nele Odzuck is the Group Vertical Director Commerce at TikTok. In this role, she leads all commerce initiatives across the DACH region (Germany, Austria, and Switzerland), driving TikTok’s commerce strategy and growth across key industries including fashion & luxury, beauty, healthcare, food & nutrition, and retail.

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