TikTok Shop Germany 2025: Everything you need to know

1. Who is TikTok Shop suitable for?
TikTok Shop is primarily aimed at:

– Brands and retailers who want to reach a young, mobile and visual target group
– Content creators who want to promote products and earn money via affiliate links
– Start-ups and e-commerce newcomers who want to sell without their own website

Sectors that are currently performing particularly well include:

– Beauty & cosmetics
– Fashion & accessories
– Lifestyle and trend products
– Home decoration & kitchen

Those with products that are visually strong and emotionally appealing have clear advantages on TikTok Shop.

2. TikTok Shop functions: What the e-commerce platform can do
TikTok Shop offers a range of functions that combine social commerce with real online retail:

• Product tagging in videos
  Products can be tagged directly in short videos or live streams – one click takes users to the product page.
• Live shopping
  Sales assistants stream live, answer questions in real time and present products interactively. Ideal for impulse purchases and community building.
• Store tab in the TikTok profile
  The Shop tab is a separate tab in the TikTok profile in which all the products on offer are clearly displayed – similar to a mini webshop. Users can view products directly without having to wait for a specific video or livestream. The store tab is particularly useful for making the product range permanently visible, presenting seasonal promotions or highlighting new products. For retailers, it is a central point of contact for converting traffic from the profile directly into sales.
• In-app checkout
  The entire purchase process takes place within TikTok – from product view to payment.
• Creator Marketplace & Affiliate Program
  Merchants can work with influencers who promote products and receive commissions – even without their own store.
• Dashboard & order management
  The TikTok Seller Center can be used to manage products, evaluate sales, process returns and organize shipping.

3. Set up TikTok Shop – step-by-step instructions for Germany
The setup is completed in just a few steps:

1. Create TikTok account and switch to business account
2. Register on seller.tiktok.com
3. Create seller profile (company or individual)
4. Upload proof of identity (ID or business license)
5. Connect bank account for payouts
6. Add products, design store profile
7. Create and actively promote content

Tip: Existing videos can be retrofitted with product tags to monetize existing content.

4. Tips for a successful start
In order to use TikTok Shop successfully, other success factors are crucial in addition to the product range. The platform thrives on creativity, authenticity and speed.

– Use viral sounds & trends to generate organic reach
– Short, emotional, visual – no classic product demos
– Test livestreams – they generate high conversion rates
– Build trust through reviews, transparency and good support
– Work with suitable creators and use their reach

TikTok rewards content that entertains and inspires – it’s not the perfect spot that counts, but real interaction.

5. Shipping, logistics & fulfillment
An important, often underestimated point: shipping. Sellers can ship themselves or – in some markets such as the UK – use “Fulfilled by TikTok” (FBT).
The important thing is:

– Fast delivery times
– Clear returns processes
– Reliable customer service

Good ratings and repeat purchases are directly linked to the delivery experience.

6. In which countries is TikTok Shop available?
TikTok Shop is currently not available worldwide, but is being rolled out gradually in different regions. Since March 31, 2025, TikTok Shop has now also been officially launched in Germany, France and Italy – a significant step in the expansion of the e-commerce offering in Europe. The service was already launched in Spain and Ireland in December 2024.

TikTok Shop is currently active in the following countries:

• Germany
• France
• Spain
• Ireland
• Great Britain
• USA
• Indonesia
• Malaysia
• Thailand
• Vietnam
• Philippines
• Singapore
• Mexico

If you want to sell internationally, you should note that TikTok Shop is organized on a country-specific basis. As a rule, a separate seller account is required for each country, as legal requirements, payment methods and logistics solutions are regulated differently.

7. Integration & technical possibilities
Larger retailers can technically connect TikTok Shop to their systems:

– Shopify and WooCommerce integrations are available
– Own APIs for product management and order processing
– Synchronization with existing ERP or warehouse solutions

This makes scaling easier and saves time in administration.

8. Figures, data, facts
Some exciting figures that underline the potential:

📱 TikTok reaches around 1.59 billion users a month worldwide TikTok on course for growth or on the brink of extinction?
💸 According to a report by Momentum Works and Tabcut, TikTok Shop reached a gross merchandise value (GMV) of USD 33.2 billion worldwide in 2024. Notably, the US became the largest market for TikTok Shop with a GMV of USD 9 billion, just 16 months after its launch in September 2023.

These figures illustrate the enormous growth potential of TikTok Shop and underline the importance of the platform in global e-commerce.

-> According to a survey conducted by GoDaddy in 2024, 80% of Generation Z have already made purchases via social media.
-> A study by Exploding Topics in 2024 found that 58% of Generation Z have purchased products they have seen on social media platforms.

9. Rules & guidelines
TikTok has clear guidelines for products in the store:

– Prohibited products include medicines, alcohol, weapons and food supplements
– Return and refund policies are regulated platform-wide
– Violations of community guidelines lead to the store being blocked

If you want to get started, you should therefore familiarize yourself with the Terms & Conditions.

10. Is TikTok Shop worth it?

✅ Advantages:
Wide reach, especially Gen Z & millennials
Ideal for creative brands & visual products
No website necessary
Combination of content, ads and community

❌ Disadvantages:
High content effort & learning curve
Dependence on the algorithm
Does not work for all product categories
Commissions & fees reduce margins

Conclusion: TikTok Shop = content commerce of the future
TikTok Shop is more than just a new sales channel – it is a new way for people to discover, experience and buy products. If you want to reach a young audience, sell emotionally and take advantage of trends, you should at least give TikTok Shop a try.
👉 For experienced social sellers, it’s a game changer.
👉 For others, an experiment with potential.

Our recommendation:
Start small, analyze the response – and grow with the platform.