TikTok Shop In-House Study 2025

TikTok is turning into a shopping destination!

Since March, the TikTok Shop has also been available in Germany – and it’s already transforming the buying behavior of younger audiences. But what does this mean for brands that are thinking ahead?

Our new in-house study “TikTok Shop Insights 2025” reveals how beauty brands – especially Maybelline – are already leveraging the platform, what opportunities are emerging, and what truly resonates with consumers (spoiler: authenticity & entertainment!).

🔍 Three key insights:

High relevance, low awareness:

Only 41% are familiar with TikTok Shop – mostly through influencers or brands. At the same time, there's still a lot of uncertainty around how to use it.

Content triggers purchases:

63% can imagine shopping via TikTok Shop in the future – especially when products are presented authentically. Creative entertainment drives impulse buying significantly.

Great potential – even for smaller brands:

Easy logistics, low commission fees, and emotional storytelling make TikTok Shop a real opportunity – even for smaller players with smart ideas.

📊 Curious? Then download our study now – for free – in our Download Center and discover how your brand can benefit from the social commerce hype.

👉 Visit our Download Center!