TikTok Shop in Germany: One in ten online shoppers already buying via the platform
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Editorial TeamPublished on
Six months after launch, TikTok Shop in Germany has already become a major e-commerce player. Nielsen data shows one in ten online shoppers have bought via TikTok Shop, highlighting its fast growth, diverse range, and cross-generational appeal.
In just six months, TikTok Shop in Germany has transformed from a social media experiment into a significant player in e-commerce. According to new data from NIQ Digital Purchases, one in ten online shoppers has already made at least one purchase through TikTok Shop since its German debut at the end of March. This rapid rise has placed TikTok Shop among the top 25 online retailers in Germany, ranking 24th after only 28 weeks in the market.
From entertainment to e-commerce
TikTok Shop integrates shopping directly into the popular short-video platform. Users can buy products featured in videos without leaving the app, creating a seamless experience that merges entertainment, inspiration, and consumption. It has been available in Germany since March 31, 2025.
From beauty boom to broader assortment
Initially, beauty and personal care products dominated the TikTok Shop landscape, accounting for 46 percent of all orders. Over time, however, the assortment has diversified. After 28 weeks, beauty’s share dropped to 16 percent, while electronics (20 percent), fashion (15 percent), and home appliances (12 percent) gained traction.
Stefan Heidenreich, head of e-commerce at NIQ, noted that TikTok Shop is evolving from a niche beauty hub into a comprehensive online marketplace. Both digital-first brands and established manufacturers are increasingly active, expanding the range and boosting consumer engagement.
TikTok Shop reaches all generations
Contrary to popular assumptions, TikTok Shop in Germany isn’t just for Gen Z. Nielsen’s data reveals that 34 percent of shoppers belong to Generation Z, 33 percent to Generation X, and 28 percent to Generation Y. Only five percent are Baby Boomers. Interestingly, Generation X shoppers contribute the largest share of sales (36 percent), followed by Gen Z (32 percent).
Gender differences are also apparent. While men make up 55 percent of TikTok shoppers, women tend to spend more, averaging €23.50 per order compared to €21.10 for men. Women also account for 52 percent of total revenue, driven largely by beauty and personal care purchases.
Clear patterns also emerge over time: Activity remains subdued in the mornings, while business picks up noticeably in the afternoon and evening. Sales peak on Wednesdays between 8 and 10 p.m. Throughout the week, users primarily shop on Fridays and Sundays, when they have more time and leisure to browse.
From test purchase to habit
TikTok users in Germany don’t stop after one order. During the first 18 weeks, the average user made 1.9 purchases, increasing to 2.3 purchases by week 28. Average shopping cart values also grew from €24.80 to €26.80, showing rising user confidence.
Heidenreich points out that this repeat-purchase behavior mirrors trends seen in the UK. Many TikTok purchases are spontaneous, sparked by videos and influenced by low prices and simple checkout options—encouraging quick, repeat buying.
Germany leads Europe in TikTok Shop growth
In a European comparison, Germany is TikTok Shop’s fastest-growing market..According to data from NIQ Digital Purchases, the TikTok shop has reached 10.5 percent of online shoppers in Germany – just 28 weeks after its launch at the end of March. In Spain, where the platform went live 16 weeks earlier, the purchase rate was 5 percent after the same number of weeks of market maturity. Germany has thus reached the level in almost half the time that took Spain a good ten months to achieve.
About the report
The observation period for the data points in this report is from March 31, 2025, to October 12, 2025.
It was collected by NIQ Digital Purchases, part of NielsenIQ (NIQ), which provides insights into e-commerce and digital buying behavior through data collected from around 350,000 online shoppers in Germany. This information, gathered passively from digital receipts, can help retailers and brands better understand consumer dynamics and optimize their e-commerce strategies.
