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Nearly three in ten internet users in Germany – 29% – are now making purchases directly through social media platforms like TikTok, Facebook, and Instagram, according to new findings released by the digital association Bitkom eV. This trend, fueled by integrated shopping features and direct links to external web shops, is particularly pronounced among younger demographics, signaling a significant shift in consumer behavior.
“A piece of furniture from an Instagram story, a winter jacket from a TikTok video, or a tablet from a Facebook live stream,” illustrates the evolving landscape of online retail, as described in the Bitkom report. The convenience of purchasing products discovered within social media feeds is driving adoption, with nearly 15% of social media shoppers indicating they coudl envision exclusively shopping on these platforms in the future. This figure jumps to almost one in three – 29% – among those aged 16 to 29.
According to Nastassja Hofmann, an e-commerce expert at Bitkom, “Social shopping fits into everyday digital life through product links and the social media apps’ own shop systems.” She explained that users are seamlessly discovering and purchasing products while engaging with content related to their hobbies and interests – a process she describes as “purchase unobtrusively and with just a few clicks.”
Instagram currently dominates the social commerce space, with 15% of German internet users having made a purchase directly through the app or via redirection to online shops. Facebook follows closely behind at 14%,while
Clarity and Trust are key
Younger consumers,in particular,also demonstrates a heightened sensitivity to transparency,with nearly 43% expressing a desire for clearer labeling of sponsored content by influencers,compared to 29% of the average age group.
Trust Remains a Concern
Overall trust in high-reach content creators on social media remains relatively low. Only 10% of respondents trust these individuals more than conventional product reviews, a figure that rises to almost one in five (20%) among 16 to 29-year-olds.
“Young people like ‘influencers’,but expect advertising to be clearly labeled,” Hofmann emphasized. “Transparency therefore strengthens trust in high-reach social media personalities – and at the same time the image of the company.” The findings underscore the critical need for authenticity and clear disclosure in influencer marketing to build consumer confidence and foster lasting growth in the burgeoning social commerce landscape.
bitkomAbout Us
bitkomNastassja Hofmann / Speaker Retail & PropTech Bitkom eV
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