Two months after its launch in Germany, TikTok Shop has yet to win over most consumers. While the platform is gaining visibility, actual use remains limited. According to a recent survey by media agency OMD, just 2.5% of respondents had made a purchase on TikTok Shop by the end of May.

TikTok Shop officially launched in Germany on March 31, 2025, alongside launches in France and Italy. This rollout gave around 72 million people across the three countries access to the app’s integrated shopping feature. Well-known brands like About You and Nivea were among the first sellers, along with several local retailers.

Despite strong brand backing and TikTok’s popularity, German users have been slow to adopt the shopping feature. Out of approximately 1,500 people surveyed (ages 16 to 69), only one in 40 had completed a purchase on the platform.

The numbers show that awareness isn’t the issue—around 34% of all respondents had heard of TikTok Shop. Among younger adults aged 18 to 29, that figure jumped to 47%. However, awareness hasn’t yet translated into widespread usage.

Interestingly, the group most likely to buy from TikTok Shop so far is the 30 to 39 age bracket, where 4.8% reported making a purchase. Among 18 to 29-year-olds, the number was slightly lower, at 3.7%. This could be due to factors like trust, payment options, or simply shopping habits that haven’t yet shifted toward in-app experiences.

For eCommerce businesses, especially those operating on social platforms, these early figures provide valuable insight. It’s clear that while TikTok has a strong user base and marketing potential, the transition from content viewing to in-app purchasing is still a work in progress—at least in Germany.

At DMSMatrix, we help sellers understand and adapt to emerging platforms like TikTok Shop. These results don’t mean TikTok Shop won’t succeed in Germany, but they do highlight the importance of building trust and offering a smooth buying experience. For now, sellers should treat TikTok Shop as a long-term opportunity rather than a quick win.

We’ll continue to monitor its progress and support our clients in deciding whether and when to include TikTok Shop in their channel mix. As with all new platforms, timing, relevance, and ease of use will be key to its eventual adoption.