Three in ten German customers store through social media. Instagram is used probably the most: 15 p.c of Germans purchase instantly on the platform or through redirects to on-line retailers. Fb follows with 14 p.c and YouTube with 11 p.c.
This emerges from analysis commissioned by the digital trade affiliation Bitkom. As much as 29 p.c of German customers sometimes purchase one thing on or through social media. After Instagram, Fb and YouTube come TikTok (8 p.c), Pinterest (4 p.c) and Snapchat (3 p.c). 5 platforms within the prime six are from the US. The opposite one has Chinese language roots.
German retailers on social media
A big majority of German retailers use social media to advertise their enterprise, in accordance with an earlier Bitkom research from mid-2025: 59 p.c then had a number of social media profiles, 31 p.c marketed on social media, and 27 p.c supplied customers the choice to order through social media.
Greater than 1 / 4 of outlets lively in social commerce
Ecommerce in Germany has entered a brand new progress part, with anticipated annual progress of greater than 4 p.c by way of to 2030. The significance of social commerce inside that is set to extend, German entrepreneurs predict.
TikTok Store in Germany
Direct social commerce has acquired a lift with the launch of TikTok Store in Germany at the start of final yr. The platform began cautiously, however has since constructed up a reasonably sturdy place, particularly amongst youthful Germans, in accordance with Bitkom. Amongst 16- to 29-year-olds, TikTok is the third social commerce platform, with an adoption fee of 20 p.c, behind Instagram (34 p.c) and YouTube (23 p.c).
One in 5 younger Germans retailers on TikTok
Amongst these youthful web customers in Germany, 48 p.c already use social media to buy on-line, in contrast with 29 p.c throughout all age teams. Along with the platforms talked about, the US-based Whatnot can also be tapping into that progress.
