E-commerce meets entertainment: In episode 9 of the DIMM podcast “Digital Transformation, Innovation & Marketing,” Prof. Dr. Richard C. Geibel, founder of the E-Commerce Institute in Cologne, joins Prof. Dr. Michael Bernecker to discuss the disruptive rise of commerce via social media.
What was once merely a branding tool is now becoming a powerful sales channel: Platforms like TikTok, Instagram, and others are rapidly evolving into full-fledged shopping ecosystems. In this latest episode, listeners get expert insights into one of the most important digital commerce shifts of our time.
Prof. Dr. Geibel—renowned expert in digital strategy and online retail—highlights the key developments, studies, and opportunities businesses should not ignore. His message is clear: The “customer moment” is emerging as the new currency in digital commerce.
“Social shopping is not a trend—it’s a new digital reality.”
Key highlights from the podcast interview:
🔹 What is social commerce really about?
“Social commerce refers to selling products directly through social media platforms. The unique value is that impulse, product information, and purchase all converge in a single seamless moment.”
🔹 Who benefits?
“All four stakeholders have a shared interest: platforms want to retain users, influencers earn through affiliate links, brands gain new sales channels—and customers enjoy faster, easier shopping.”
🔹 How big is the potential?
“By 2030, 10% of e-commerce revenue in Germany is expected to come from social shopping—equivalent to over €13 billion.”
🔹 What role does TikTok play?
“TikTok has announced plans to launch the TikTok Shop in Germany. This gives mid-sized brands a powerful new way to sell via influencer-led livestreams.”
From traditional e-commerce to seamless, immersive buying
In the past, online shoppers had to jump through multiple hoops—clicking links, logging in, entering details. Today, a single tap during a livestream or reel can complete a purchase. The customer journey is becoming shorter, more emotional, and far more spontaneous.
But with innovation come challenges: Data protection, platform dependency, and digital literacy need to be addressed alongside the opportunities. Prof. Geibel calls for clear regulation—without stifling growth.
Conclusion: Those who test early will lead tomorrow
Commerce via social media offers tremendous potential, especially for brands willing to experiment and adapt. This episode of the DIMM podcast delivers practical takeaways and forward-looking insights for businesses ready to embrace this revolution.
🎧 Listen now:
➡️ Tune into the episode “From Online Shops to Shopping Shows”