TikTok Shop grows in Germany after first year
One year after its launch in Germany, TikTok Shop is gaining momentum. New data from NielsenIQ shows a steady increase in users, purchase frequency and average order values. The platform now ranks 15th among online retailers tracked by NIQ.
User adoption continues to rise
TikTok Shop has expanded its reach over the past year. Around six months after launch, 10.5 percent of online shoppers in the panel had made at least one purchase on the platform. This figure has now climbed to just over 15 percent.
The data suggests that more consumers are not only trying the platform but continuing to use it.
Beyond beauty: category mix expands
While beauty and personal care remain strong, TikTok Shop is no longer limited to these segments.
Fashion currently generates the largest share of revenue at 17 percent. Electronics follow at 16 percent, with home and household-related products at 14 percent. Categories such as culture, games and appliances have also gained traction in recent months.
In FMCG, beauty and personal care still lead, but health products remain stable and categories like food and pet supplies are starting to grow.
Usage spreads across age groups
TikTok Shop is reaching a broader audience than expected. Generation Z and Generation X each account for 33 percent of buyers, making them the largest groups.
However, shoppers aged 47 to 66 generate the highest share of revenue at 37 percent. Millennials represent 29 percent of buyers, while older consumers still account for a relatively small share.
The data shows that the platform is not limited to younger users but is gaining traction across multiple generations.
Differences in shopping behavior by gender
Men make up a slightly larger share of TikTok Shop users. However, total revenue is evenly split between men and women.
The difference lies in behavior. Women tend to shop more frequently and generate higher basket values on average.
Repeat purchases on the rise
Customer engagement is increasing. Purchase frequency has grown from 2.3 orders in October 2025 to 3.3 in recent months.
This indicates that some users are starting to include TikTok Shop in their regular online shopping habits rather than using it occasionally.
Higher annual spending among TikTok shoppers
Consumers who shop via TikTok tend to spend more overall online. Their average annual ecommerce spend reaches 2,564 euros, compared to 1,939 euros among those who do not use the platform. This represents an increase of around 32 percent.
They also shop more often, roughly every eight days. At the same time, their average basket value, at 56.50 euros, is slightly lower than the broader ecommerce average.
What it means for ecommerce
The data points to TikTok Shop becoming a more established player in Germany. Growth is driven not only by new users but also by increasing purchase frequency and broader category adoption.
As engagement deepens across different age groups, the platform is moving beyond its initial niche and becoming part of everyday ecommerce behavior.