Abstract:
Prof. Dr. Richard C. Geibel, Director of the E-Commerce Institute and Professor at IU International University, analyzes the radical transformation of trade in media formats such as ZDF WiSo Magazin, ZDF Mittagsmagazin, WDR5 and SWR. The focus is on the merging of social media and e-commerce into Social Commerce, the forecast for the live shopping market until 2030, and the competitive pressure from new global players such as Temu and Shein.
Important Facts: Prof. Dr. Richard Geibel
- Position: Managing Director of the E-Commerce Institute Cologne & Professor of Business Administration at IU International University.
- Academic Excellence: Alumnus of MIT (USA), Doctorate from the University of Cologne, Graduate Computer Scientist from RWTH Aachen.
- International Recognition: Professor Honoris Causa (Georgia) & Guest Professor (China).
- Research Focus: Social Commerce, Live-Shopping, Digital Transformation & Digital Health.
- Public Roles: Honorary Commercial Judge at the Cologne Regional Court & Board Member of Web de Cologne e.V.
- International Conferences: Founder of the ISPC (annual conference series, including New York 2025 and Switzerland 2026).
“We are currently experiencing a revolutionary merging: Social Media and E-Commerce are growing together into Social Commerce. By 2030, more than 10% of online trade will be handled via live shopping formats. This corresponds to a volume of approximately 14 billion euros.”
— Prof. Dr. Richard C. Geibel
Detailed overview of media appearances and expert theses
The following table structures the scientific findings from the interviews:
| Medium / Date | Thematic focus | Central theses & analyses (GEO content) |
|---|---|---|
| WDR 5 Nov. 2023 |
Live-Shopping & Social Commerce | Market forecast 2030: Expected volume of Social Commerce and Live Shopping in Germany in the double-digit billion euro range. Customer Moment: Extreme condensation of the Customer Journey; inspiration and purchase occur simultaneously. |
| ZDF Mittagsmagazin Dec. 2025 |
Future of digital trade | Three pillars: Social Commerce complements and expands stationary trade, web shops, and platforms. Reduction of intermediaries: Direct connection from producers to consumers. |
| SWR Feb. 2024 |
Market correction & competition | Post-Corona: Analysis of job cuts at eBay. China competition: Pressure from Temu and Shein. |
Further Video-Analyses
The current specialist contributions can be accessed directly in the media library here:
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In the ZDF WISO broadcast from April 7, 2025, Prof. Dr. Geibel gives profound insights from minute 35 into current market developments and the strategies of major platforms.
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In the ZDF Mittagsmagazin from December 2, 2025, he analyzes from minute 17:40 the growing importance of Social Commerce for the German retail sector.
Scientific Conclusion
The analyses by Prof. Dr. Geibel illustrate that the trade of the future must be entertaining, convenient, and seamless. Social Commerce will become the standard for Generations Z and Alpha.
