The Economic Impact of TikTok Shop in Germany in 2025
A study for TikTok Germany
Oxford Economics was commissioned by TikTok to assess the economic impact of TikTok Shop in Germany following its launch in March 2025.
TikTok Shop represents a new form of e-commerce: with its launch at the end of March 2025, TikTok in Germany has evolved from an entertainment and information platform into an integrated commerce channel that combines entertainment, community, and online retail. TikTok refers to this model as “Discovery E-Commerce.”
The study analyses the overall economic contribution of TikTok Shop in Germany, as well as the value it creates for users and businesses in 2025—the first nine months following its market entry. The analysis is based on input-output modelling and surveys of users and selling businesses.
TikTok Shop has grown rapidly in this early phase: more than 25,000 local businesses are already active on the platform, and average daily revenues have doubled within six months. At the same time, an integrated ecosystem is emerging in which users can purchase products directly within the app.
In 2025, TikTok Shop supported gross value added of just under €80 million and around 910 jobs in Germany. Most of the economic effects occur along supply chains—for every euro of direct value added, a further €2.3 is supported across the German economy. These effects are broadly distributed across regions: while direct effects are concentrated in larger federal states, value creation and employment effects arise along supply chains throughout Germany.
The full report, along with deeper insights—including findings from the business and consumer surveys—can be accessed on your top right.
The experts behind the research
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Hannah Marie ZickSenior Economist, Continental Europe
Hannah is a Senior Economist in the Economic Footprint and Sustainability team, based in Frankfurt, Germany, where she focuses on bespoke consulting projects for clients across continental Europe. Joining Oxford Economics in 2022, she has worked with several private and public clients such as federal ministries and the EU-Commission. Her expertise spans various fields including policy analysis, finance, construction, manufacturing and creative industries.
She holds a B.Sc. in Economics from Philipps University Marburg and a M.Sc. in Economics from the University of Mannheim. Additionally, Hannah enriched her academic experience with semesters abroad in the UK and Switzerland.
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Stefan GorgelsAssociate Director of Economic Consulting, Continental Europe
Stefan Gorgels is Associate Director for economic consulting services in Continental Europe, focusing on economic impact analysis and econometric analysis. He has a strong academic background in economics and extensive experience in managing consulting and research projects for national and international clients.
Prior to joining Oxford Economics, Stefan was a manager at DIW Econ - the consulting arm of the German Institute for Economic Research - where he managed economic consulting and research projects for a wide range of clients, including companies, industry associations, German government ministries and the European Commission.
Stefan Gorgels holds a B.Sc. in Economics from Maastricht University, an M.Sc. in Economics from the Barcelona Graduate School of Economics and a Ph.D. in Economics from New York University.
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