In today’s fast-paced digital world, the way we shop is constantly evolving. Social Commerce—buying products directly via social media platforms—is one of the most promising developments in e-commerce. Especially TikTok, known for its viral short videos, has become a powerful platform to reach younger audiences and drive conversions. A recent project by Dorkas Pfeifer at IU International University explores the potential of Social Commerce via TikTok for Germany’s leading flower retailer, Blume2000. The results offer practical insights for e-commerce brands looking to expand into Social Commerce.
Blume2000: A household name in transformation
Blume2000 has been a staple in the German flower retail market since 1974. As the country’s largest flower chain, the company already launched its online shop back in 1999 and now sees annual revenues of over €250 million—with a growing share coming from e-commerce.
But the market is changing: the number of physical flower retailers is declining, while online gardening and flower sales are increasing. Younger consumers (Gen Z and Gen Alpha) are shopping almost exclusively online—and more and more often via social platforms. This is where TikTok comes into play.
Why TikTok is ideal for Social Commerce
Social Commerce streamlines the entire shopping experience—product discovery, checkout, and post-purchase—directly within one app. Since March 2025, the TikTok Shop has been available in Germany, allowing shoppable videos, live shopping, and seamless in-app checkouts. The platform removes friction from the customer journey, making impulse purchases easier than ever.
According to a Kantar survey, 41% of users find shopping via TikTok faster and more convenient. With over 80,000 likes and 1,500 average views per video, Blume2000 already has a solid presence on TikTok, in addition to its large followings on Instagram, Facebook, Pinterest, and YouTube.
Because flowers are emotional, visual products with a strong impulse-buy factor, they are a perfect match for TikTok’s content-driven algorithm, which favors relevance over follower count.
Opportunities and challenges of TikTok Commerce
As part of the project, a prototype TikTok Shop for Blume2000 was developed. The analysis revealed that bouquets priced around €30 are ideal for Social Commerce—affordable, attractive, and easy to showcase in short-form videos.
The key recommendations include:
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Launching a test campaign with TikTok creators
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Using emotional storytelling and trending formats
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Measuring success via engagement and direct sales
On the flip side, brands must be aware of risks. Heavy dependence on a Chinese platform, low entry barriers leading to high competition, and potential social effects (e.g. screen time concerns among younger users).
Still, the advantages outweigh the risks. TikTok enables brands to place their products closer to communities, simplify the customer journey, and boost conversion rates with low-cost marketing.
Conclusion: Social Commerce is the future, not a trend
TikTok offers Blume2000 a compelling opportunity to reach new audiences and complement its traditional and online sales channels. Social Commerce is not meant to replace existing channels—but to expand them with more emotional, engaging customer journeys. For brands aiming to stay relevant, now is the time to act. Test creative formats, measure results, and build an early competitive advantage in this fast-growing space.
About the author:
Dorkas Pfeifer is a student in the E-Commerce program at IU International University. This project, titled “Social Commerce using TikTok Shop: A Case Study of Blume2000,” was conducted as part of the course “Social Media Campaign Project” under the supervision of Prof. Dr. Richard Geibel in summer semester 2025.