The digital world is rapidly changing our consumer behavior. From shopping via social media to personalized recommendations – the lines between e-commerce and social media are becoming increasingly blurred. But how does consumer protection function in this increasingly digital marketplace? This was one of the central topics of the conference “(Un)Influenced by the Net? Consumer Protection in Digital Sales Worlds,” held on March 10, 2025, by the Ministry of Agriculture and Consumer Protection of North Rhine-Westphalia. In this blog post, I would like to share my key insights and personal impressions from this event.

The Conference: Insights into the Future of Digital Commerce

The event provided an in-depth look at the challenges and opportunities of digital commerce. It brought together experts from various disciplines to share their perspectives on the latest developments in consumer protection. One of the main topics was “Social Commerce,” or shopping directly through social media platforms like Instagram and TikTok. With new features like “Shoppable Posts,” it’s now possible to purchase products directly through social media, without ever visiting an online shop. This new shopping behavior not only impacts the economy but also consumer protection.

Prof. Dr. Richard C. Geibel from the E-Commerce Institute explained that Social Commerce is a key success factor for digital sales worlds. However, as with any new development in the digital world, there are also challenges: politics must create frameworks that ensure consumer protection in this new shopping environment. It’s a balancing act between innovation and safeguarding consumer rights.

Experiences and Discussions – Personal Impressions

Personally, it was particularly interesting to hear experts like Prof. Dr. Peter Kenning from the University of Düsseldorf emphasize the importance of consumer competence. In a world where algorithms influence our consumption behavior, it is crucial that consumers strengthen their resilience. They need to be able to make informed decisions and question the digitalized shopping processes.

Another topic that occupied my thoughts was the issue of fake reviews and virtual influencers. Prof. Dr. Andrea Groeppel-Klein from the University of Saarland pointed out the growing danger of consumers being deceived by fake reviews on social media. Even more concerning is the influence of virtual influencers like Lil Miquela, who now has over two million followers. These influencers appear to be real people, but in reality, they are digitally created. And this especially affects young people, who can easily develop “parasocial relationships” with them.

The discussion about “Dark Patterns” – design techniques intended to lead consumers into unwanted actions – was also highly insightful. It became clear how important it is to raise awareness about these manipulative practices in order to protect consumer rights. The consumer image that emerges from these new forms of online commerce must be continuously questioned and adapted to the reality.

Conclusion: A Look into the Future of Consumer Protection

The conference was a valuable opportunity for me to learn more about the developments in digital commerce and consumer protection. The discussions surrounding Social Commerce, fake reviews, and the role of virtual influencers highlighted the pressing need to sensitize consumers better. Especially younger generations need to be familiarized to these new challenges. Which is especially relevant for younger generations. In an increasingly digital world, we must ensure that consumer competence is strengthened and that consumer protection receives the necessary attention in the digital realm.

In conclusion, I would like to thank the organizers of the event for facilitating such a lively and informative exchange. The topics discussed at the conference are more relevant than ever and will continue to accompany us as the digital sales world continues to grow.