Nicole
TikTok Shop: The revolution in online shopping?
TikTok launched its TikTok Shop in Germany, France and Italy on March 31, 2025 , expanding its presence in European e-commerce. This feature allows users to discover and purchase products directly within the app, further blurring the lines between entertainment and shopping. With the TikTok Shop, users can now discover and buy products directly in the app - without any detours. Whether in videos, live streams or on special store pages: The boundaries between entertainment and shopping are becoming more blurred than ever. In Germany in particular, TikTok is already cooperating with well-known brands such as AboutYou and Nivea to accelerate its entry into social commerce.
What does this mean for companies? A completely new way of selling in which creators play a leading role and naturally integrate products into their videos.
Instagram Shop: The former pioneer under pressure?
Instagram launched its own store section back in 2017, giving companies a platform to showcase their products directly on their profiles and in posts. However, the development of TikTok Shop shows that social commerce is becoming increasingly interactive - and this is where TikTok has a decisive advantage with its "For You" page and unique algorithm.
While Instagram has scaled back some shopping features, TikTok is aggressively expanding its model. So will Instagram become less important as a shopping platform in the long term?
Influencer marketing on TikTok: A game changer for companies!
The TikTok Shop puts a new spin on influencer marketing: influencers can no longer just promote brands, but can also sell products directly. This means potentially higher conversion rates and measurable success for companies. However, it is important to keep one danger in mind with the further commercialization of the app - increasing boring and increasing disruption in the user experience. TikTok has already been and continues to be criticized for allowing too many advertisements. An additional pillar of advertising can further reinforce this negative impression. For brands, however, TikTok is taking on an increasingly important position, which may well become a disadvantage for Meta.
Our Influencer Marketing Suite offers the perfect solution for this: a comprehensive database that allows companies to find TikTok influencers and implement campaigns with them - all in one place with maximum measurability of impact.
Conclusion: TikTok Shop is here to stay!
With the integration of shopping into social networks, it is clear that social commerce is the future. Companies that rely on TikTok Shop now and work with influencers have the opportunity to take advantage of the new wave of e-commerce.
Are you ready for the next step in online commerce? Then start now with TikTok Shop and find the right influencers in our suite!