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Nearly three in ten German internet users are now making purchases directly through social networks like Instagram and TikTok, signaling a dramatic shift in consumer behavior. A recent study reveals that social commerce is especially popular among younger demographics, with nearly half of 16- too 29-year-olds utilizing these platforms for online shopping.
The lines between social media and e-commerce are increasingly blurred, as platforms integrate shopping features and streamline the purchasing process. According to an e-commerce expert, “Through product links and the social media apps’ own shop systems, social shopping fits into everyday digital life.” This seamless integration allows users to discover and buy products “unobtrusively and available to purchase with just a few clicks” while already engaged in their social feeds.
The trend is fueled by targeted advertising and influencer marketing, which significantly impact purchasing decisions.A representative survey of 1,120 internet users aged 16 and over in Germany, conducted by Bitkom Research between weeks 40 and 41 of 2025, found that 29% of all German internet users have shopped via social networks. This includes utilizing integrated purchasing functions like TikTok Shop and Facebook Marketplace, or being redirected to external retailers.
While social commerce is gaining traction across all age groups,the disparity between generations is significant. 48% of 16- to 29-year-old internet users report shopping on social media, compared to 36% of those aged 30 to 49. this suggests that younger consumers are not only more comfortable with this new shopping paradigm but actively prefer it. notably,15% of all social media shoppers anticipate exclusively using social networks for their purchases in the future-a figure that jumps to 29% among younger consumers.
Instagram Leads the Pack, But Competition is heating Up
Instagram currently dominates the social commerce landscape in Germany, with 15% of internet users making purchases directly through the app or via redirection. Facebook follows closely behind at 14%, and YouTube at 11%. Emerging platforms like TikTok (8%), Pinterest (4%), and Snapchat (3%) are also gaining ground.
However, the platform preference shifts dramatically when focusing on the 16- to 29-year-old demographic. Instagram maintains its lead with 34% of young adults shopping through the platform, but YouTube (23%) and TikTok (20%) are strong contenders. Facebook’s reach within this age group is significantly lower at 17%.
The Role of Advertising and Influencers
advertising is a key driver of social commerce, with 42% of social media shoppers discovering products through ads on these networks. This figure rises to 46% among 16- to 29-year-olds. Interestingly, almost one in five (18%) shoppers are more interested in social media advertisements than conventional advertising-a sentiment shared by around 27% of younger consumers.
Influencer marketing remains a prominent tactic, but its effectiveness is nuanced. while 21% of social shopping users appreciate influencer-driven advertising, this number increases to 33% among 16- to 29-year-olds. However, this age group also demonstrates a heightened sensitivity to transparency, with nearly 43% advocating for clearer labeling of sponsored content.
Trust in social media influencers remains relatively low with only 10% of consumers trusting content creators more than traditional product reviews. This figure rises to 20% among younger consumers, highlighting a continued, albeit cautious, reliance on influencer recommendations. As one expert noted, “Young peopel like influencers, but expect clear labeling of advertising.” Transparency, therefore, is crucial for building trust and bolstering the image of both the influencer and the brand.
