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TikTok Shop launched in Germany at the end of March 2025. The concept is simple – you can buy products directly from short videos without leaving the app. And it started working quickly. In 28 weeks on the market, they achieved numbers that took Spain nearly a year to reach.
From Cosmetics to Electronics
Beauty dominated at the start – 46% of all orders. Today it’s different. After six months, beauty products make up just 16% of sales. Computers and electronics now have the biggest share (20%), followed by fashion (15%) and home appliances (12%).
“The product range is growing, and not just digital brands but also traditional manufacturers are joining the platform,” explains Stefan Heidenreich from NIQ, who tracks German e-commerce.
People Over 40 Are Shopping Too
The idea that only Gen Z uses TikTok Shop isn’t true. Yes, young people make up 34% of buyers and generate 32% of revenue, but Gen X (born 1960-1979) accounts for 33% of buyers and generates the highest revenue – 36%. Millennials (Gen Y) add another 28%, while Baby Boomers represent 5%.
More men use the platform (55%), but women spend more money. Their average basket is €23.50, compared to €21.10 for men. They account for 52% of total revenue.
Shopping peaks in the evening – Wednesday between 8pm and 10pm is the busiest time. On weekends, Friday and Sunday dominate.
Demographics & Shopping Behavior
| Category | Metric | Details |
|---|---|---|
| Generation Split | Gen Z (born 1995+) | 34% of buyers, 32% of revenue |
| Gen X (born 1960-1979) | 33% of buyers, 36% of revenue | |
| Gen Y/Millennials (born 1980-1994) | 28% of buyers | |
| Baby Boomers | 5% of buyers | |
| Gender | Platform users | 55% men, 45% women |
| Average basket | Women: €23.50 / Men: €21.10 | |
| Revenue share | Women: 52% / Men: 48% | |
| Peak Shopping Times | Weekday peak | Wednesday, 8pm-10pm |
| Weekend peak | Friday & Sunday |
From Test to Habit
People don’t just visit TikTok Shop once. After 18 weeks, the average user had placed 1.9 orders; after 28 weeks, it was 2.3. The average basket grew from €24.80 to €26.80.
Small amounts are typical for this platform – most purchases happen spontaneously and directly in the video feed. The format is built on low prices, quick decisions, and easy checkout.
The Most Active Online Shoppers
People who shop via TikTok Shop are among the most active online customers overall. They make an average of 47 online purchases per year – that’s 40% more than the average (33 purchases). They spend €2,672 online annually, while the average is €2,036.
| Metric | TikTok Shop Shoppers | Average Online Shoppers | Difference |
|---|---|---|---|
| Annual purchases | 47 | 33 | +40% |
| Annual spending | €2,672 | €2,036 | +31% |
| Also shop on Temu | 33% | 20% | approximately 60% higher propensity |
Interestingly, a third of them (33%) also shop on Temu, even though only 20% of all online shoppers use Temu.
Compared to the rest of Europe, Germany is moving fastest. It reached 10.5% market penetration in 28 weeks. Spain needed more than 10 months to reach 5% penetration.
