E-commerce expert Alexander Graf predicts that TikTok Shop could generate billions in revenue and potentially rank among the top five online shops in Germany within two years.

TikTok is launching its shopping feature in Germany on March 30, 2025, allowing users to make purchases directly through the app.

To ensure safety, users under 18 will not have access to TikTok Shop products, and proactive moderation will be implemented.

Max Burianek, head of TikTok Shop Germany, argues that the platform enhances product understanding through videos and livestreams, promoting informed purchasing decisions.

The integration of shopping within the app is expected to revolutionize the online shopping experience, blending entertainment with retail.

This expansion is crucial for TikTok as it faces regulatory scrutiny and potential bans in the United States, making its growth in Europe a priority.

The move aims to compete with established platforms like Amazon in the online shopping sector, reflecting a broader trend of integrating e-commerce with social media.

The shopping feature has already been implemented in over ten countries, including the UK and the US, showcasing TikTok's strategy to diversify revenue sources.

However, a YouGov survey in Germany revealed that only 4% of respondents were eager to shop on TikTok, indicating a potential growth barrier.

Retail federations in France have expressed concerns about TikTok's impact on local businesses, calling for measures to protect them from competition.

Consumer advocates have raised alarms about TikTok's design practices, emphasizing the need for consumer protection and awareness when shopping on the platform.

TikTok aims to onboard more European sellers, as many current sellers are based in China, to enhance its local market presence.