How TikTok Shop is taking over the market with Discovery Commerce

Discovery Commerce and live shopping. The e-commerce market in Germany is seeing new momentum thanks to TikTok Shop.

In this episode, Karo talks to Maximilian Burianek, Head of TikTok Shop Germany, about developments since the launch in March 2025.

How has TikTok Shop established itself in the German market after a year and a half, and which product categories are driving growth? How is the Discovery Commerce model changing traditional shopping behavior, and what crucial role do live events and the creator ecosystem play in first-time and repeat purchases?

Maximilian also shares his perspective on successful seller stories, the challenges large brands face in organizing social commerce internally, and the strategic growth goals for the near future.

Overview of the conversation

1. 00:00 TikTok Shop in Germany & market figures
2. 06:23 Categories and the discovery model
3. 12:45 Live shopping, videos, and the creator ecosystem
4. 22:31 Growth agenda, marketplace model, and success stories