Social commerce is an ecommerce trend that has been growing among both small and large businesses in Germany for years. In this article, you’ll learn what social commerce is and how it has developed in Germany. You will also get an overview of growth opportunities and trends, as well as tips for a targeted social commerce strategy.

What’s in this article?

• What is social commerce?
  
• The development of social commerce in Germany
  
• How can payment solutions be integrated into social commerce platforms?
  
• How can social commerce be implemented successfully?
  

What is social commerce?

Social commerce is a specific form of ecommerce (i.e., online sales). By definition, social commerce means buying and selling products and services directly through social media and online platforms.

The roots of social commerce can be traced back to the late 1990s when the internet had started being used more commercially and online shopping was becoming popular. Public relations (PR) expert Steve Rubel coined the term “social commerce” in his blog at the end of 2005, specifically referring to the integration of social elements into online commerce. The explosive growth of social commerce then began around 2009.

These early definitions laid the foundation for today’s understanding of social commerce, which seamlessly blends social media and ecommerce to create an interactive shopping experience.

The development of social commerce in Germany

Social commerce is a relatively new segment of ecommerce. It’s a channel that offers many opportunities for businesses.

Growth opportunities

The significance of social commerce has increased continuously in recent years. The volume of the social commerce global market is expected to reach $1.23 trillion USD in 2025. In 2024, the number of global social commerce users was projected to increase by a total of 300 million by 2029. Estimates predict a new high of 1.78 billion users in 2029.

Social commerce is also growing steadily in Germany. According to a 2024 survey, 87% of consumers are open to social commerce. Further, 75% have already made purchases through this channel. Companies that incorporate the social commerce trend into their sales strategies at an early stage can increase their market relevance. Customers can benefit from seamless shopping experiences that traditional online shops often cannot offer.

Trends

Several social commerce trends are emerging for 2025. One is the use of augmented reality, or AR, for interactive shopping experiences. AR allows customers to virtually try products before they buy, reducing uncertainty and returns, and increasing the likelihood of purchases. For example, users can place furniture in their own living space or try on clothes virtually.

A second trend is live shopping. Companies are hosting live streams on platforms such as Instagram, Facebook, and TikTok, showing products in action and answering customer questions in real time. Targeted discounts tend to have a positive impact on purchase decisions, and the content created can be used for further outreach.

Lastly, the use of artificial intelligence (AI) is another emerging trend in social commerce. By analyzing user data with AI, it is possible to make personalized product recommendations and create customized offers. This increases the relevance of the products offered to the user and the likelihood of a verified purchase.

How can payment solutions be integrated into social commerce platforms?

Currently, it’s not possible to complete a purchase directly on a social media platform in Germany. In order to make ecommerce payments as easy as possible for their customers, businesses can use tools like Stripe Payment Links. These allow companies to create custom payment pages directly from the Stripe dashboard and share them as links via social media, email, or text message. This means that businesses do not have to develop Application Programming Interfaces (APIs) or pay maintenance costs for individual payment methods.

This flexibility is especially appealing to small and mid-size businesses because it minimizes the initial effort required to get started with ecommerce. No programming skills, website, or developer resources are required.

Stripe takes care of all payment processing, security updates, and payment process optimization so that companies can concentrate on their core businesses. This ease of use allows businesses to set up a professional payment infrastructure for their social commerce channel in minutes.

Stripe Payment Links support more than 20 payment methods, including digital wallets and credit and debit cards. The payment page automatically adapts to the customer’s preferred browser language, providing a personalized ecommerce experience.

How can social commerce be implemented successfully?

Social commerce as a sales strategy combines ecommerce with social interaction to increase customer loyalty and conversion rates. Retailers use interactive features such as comments, reviews, live streams, and influencer marketing to personalize the shopping experience and influence purchase decisions. Users can discover and purchase products without leaving the platform. They can also share posts and information about products they have purchased or are interested in, acting as multipliers (i.e., customers who boost sales by bringing in other customers).

A successful social commerce strategy combines features of ecommerce and social interaction.

Target group analysis and platform choice

Identify your target audience and choose the social media platforms that best suit your products. All platforms offer social commerce opportunities, and each has unique strengths that you can use to your advantage.

Instagram

Instagram is a very visual platform that works well for visually appealing products. Examples include fashion, jewelry, home decor, and cosmetics. Businesses can integrate products into their account through Instagram Shops. In December 2024, the largest group of Instagram users in Germany was adults between the ages of 25 and 34, at 29.6%. Twenty-six percent of users were between the ages of 18 and 24. In total, about 33.8 million people in Germany use Instagram.

Facebook

Facebook Marketplace and Facebook Shops work similarly to Instagram Shops. Fifty-one percent of Facebook users are in the 30–49 age group, so products that appeal to a middle-aged target group might sell particularly well.

TikTok

The number of monthly active TikTok users in Germany rose by 14.1% to 23.56 million in 2024. The average time spent on the platform is 37.38 hours per month, which also makes TikTok the most used social media app. The platform is particularly attractive to a very young demographic. In 2023, 53% of 14- to 29-year-olds surveyed said they use
TikTok.

Influencer marketing plays an important role on TikTok. Influencers on the platform have a comparatively very high engagement rate, which is rewarded with increased reach. Generation Z is particularly attracted to influencer advertising. Generation Z is roughly defined as those born between 1995 and 2010, the first generation to grow up with smartphones, social media, and the internet. Thirty-four percent of them have already purchased a product based on influencer advertising.

Pinterest

Pinterest is both a social network and a visual search engine. Most users visit the site for visual inspiration, and most images and graphics are linked to websites. The number of monthly active Pinterest users in Germany in 2024 was approximately 19 million, with over 70% of the ad audience being female.

YouTube

In 2024, most YouTube users were between 15 and 28 years old, with about 75% of people in this age group being regular users. Generation Y individuals (i.e., those born between 1980 and 1995) trailed closely behind at 70%. Among Generation X individuals (i.e., those ages 44 to 58) who were surveyed, more than half used the video platform. YouTube is a very busy platform overall, with an average use of more than 15 hours per month. Offering content that covers a variety of topics, including technology, gaming, crafts, and beauty, the platform can reach a very broad audience for social commerce.

WhatsApp

WhatsApp has 58 million users in Germany across all age groups. Direct, one-on-one customer contact allows businesses to provide individualized advice and to guide customers through the purchase process. This level of service provides added value to customers, especially when purchasing more complex products, such as electronics.

High-quality content

Create engaging and relevant content that informs, inspires, or entertains your audience. Expressive and high-quality images and videos help to attract users’ attention and encourage interaction.

Simplified shopping experience

An easy, seamless shopping experience has a positive impact on conversion rates. For your customers, a simplified experience means they can complete the entire shopping process in one app. To achieve this, they need to be able to select and pay for products without having to switch apps.

Collaboration with influencers

By working with influencers, you can increase your brand awareness and gain credibility with customers. Young people in particular are often encouraged to buy products by influencers.

Customer service via social media

Social commerce thrives on social interaction. By providing excellent customer service directly on your social media channels and responding to customer inquiries quickly and helpfully, you can increase customer satisfaction and loyalty.

Use of user-generated content

User-generated content (UGC) is content that customers create and share themselves. The result is authentic content with a high level of credibility. This can help build trust with potential customers.

Analysis and optimization

There are several analytics tools that can help you understand which of your social commerce activities are leading to positive outcomes and where there is room for improvement. With Stripe Payment Links, you can centrally monitor all payments from multiple social media channels in a single dashboard. This gives you a comprehensive view and simplifies analysis and reporting. As a business owner, you can reduce the burden of managing multiple payment systems across multiple platforms. Based on this insight, you can continuously adjust your social commerce strategy.