If you still think social media is just a place for chatting and posting photos, you may have already missed the latest wealth opportunity.

In Germany, more and more young people are “moving” their shopping carts into Instagram, Tuke and Facebook—social commerce is reshaping German consumers’ shopping habits at an unprecedented speed.

 

Image source:t3n.de

Consumption Habits Are Changing Dramatically: Nearly Half of Young Germans Have Placed Orders on Social Platforms

According to a recent survey by Bitkom, the German Digital Association, more than a quarter of German internet users aged 16 and above have shopped on social platforms.

Among young people under 30, this proportion soars to 48%, meaning almost one in two have tried social shopping. Even more surprisingly, 29% of young consumers say they may shop entirely via social media in the future.

This means that in the lives of young Germans, the line between shopping and socializing is becoming increasingly blurred. They are no longer limited to Amazon or brand websites, but are more willing to discover great products and place orders with one click while browsing Instagram or watching Tuke videos.

 

Image source:t3n.de

Among all platforms, Instagram currently leads, with about 15% of German consumers shopping directly within the app or via links; Facebook follows closely at 14%, YouTube at 11%, and Tuke at 8%.

Although Tuke has not yet topped the share, its rapid growth and high concentration of young users make it the most watched social shopping battleground.

 

Image source:t3n.de

Brands Are Taking Action: Over Half of German Companies Are Deploying Social Sales

Faced with changes in consumer behavior, German local brands have responded very quickly.

The survey shows that nearly 60% of German brands operate one or more social media accounts, with over 30% specifically placing ads to attract traffic, and 27% of brands have directly enabled transaction functions on social platforms, allowing users to complete purchases without jumping to other sites.

German e-commerce expert Nastassja Hofmann points out that social platforms, through built-in links and integrated shopping systems, allow users to easily discover and purchase related products while browsing content and sharing interests.

This “see and buy instantly” experience greatly shortens the path from planting the seed to consumption, especially fitting the instant gratification psychology of the younger generation.

Meanwhile, the entire German e-commerce market continues to grow steadily. The German Retail Association (HDE), in its “2025 E-commerce Market Monitoring Report,” has raised this year’s e-commerce sales forecast to 92.4 billion euros, up 4% year-on-year. The association’s leader said that even as the overall consumption environment faces challenges, online retail still shows strong growth resilience.

 

Image source:DHE

Insights for Cross-border Sellers: Keep Up with Trends and Deploy Social Channels

For cross-border sellers who are entering or planning to enter the German market, this change sends a clear signal: relying only on traditional e-commerce platforms may mean missing out on the next wave of growth dividends.

Social commerce integrates content, interaction, and consumption, is closer to the shopping habits of young customers, and has become an incremental market that cannot be ignored.

Sellers are advised to adopt the following strategies:

Choose the right platform for focused operations:In Germany, prioritize Tuke and Instagram, especially since Tuke is in a traffic dividend period, suitable for showcasing products through short videos and live streaming.

Localize content and collaborate with influencers:Create content that fits local culture and language habits, and cooperate with influential German creators to enhance trust and conversion rates through authentic sharing.

Optimize the shopping experience:Make full use of the platform’s embedded shopping features to reduce steps and achieve a smooth “planting-buying” closed loop.

Focus on holiday and trending marketing:Leverage Christmas, Black Friday, and other occasions to plan themed content or live events on social platforms, attracting young users looking for gift inspiration.

 

Image source: Internet

The essence of social commerce is the combination of “trust economy” and “interest-based consumption.” In Germany and even globally, this trend has just begun.

For sharp sellers, now is the key moment to get involved and capture consumer mindshare. Don’t just stick to old channels—wherever young people’s attention goes, business opportunities follow.