Social commerce is reshaping how consumers discover and purchase products — and the development is accelerating rapidly in Europe. As platforms like TikTok, Instagram and eBay expand their live-shopping and in-app checkout options, both brands and consumers are adapting to this new environment.
In a television interview with the German broadcaster ZDF, Prof. Dr. Richard Geibel, founder of the E-Commerce Institute Cologne, discussed the opportunities, challenges and long-term implications of social commerce. His insights make one thing clear: social commerce is not just a passing trend — it marks the beginning of a new phase in digital retail.
The Innovation Behind Social Commerce
In the ZDF interview, Prof. Geibel explained that social commerce emerges from the structural merging of two previously separate worlds:
“Since the early 2000s, we have been used to shopping on Amazon, Otto and Zalando, and posting or liking on social media platforms like Instagram, Facebook and TikTok. Now these worlds are merging.”
According to Geibel, this convergence does not only streamline processes — it fundamentally changes the shopping experience:
“It is a revolutionary concept with an enjoyable, entertaining and seamless shopping event — and that is what stands in the foreground.”
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Why Social Commerce Benefits All Stakeholders
Prof. Geibel emphasized that social commerce is gaining traction because all involved parties profit:
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Platforms keep users longer and increase monetization potential
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Brands gain a dynamic and high-conversion sales channel
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Influencers receive direct revenue opportunities through affiliate commissions
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Users, especially Gen Z and Gen Alpha, enjoy convenience, speed and entertainment
“Young people want shopping that is fast, easy and convenient — and this model offers exactly that.”
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Direct Interaction: From Producer to Consumer
A key highlight of the interview was Geibel’s point on removing intermediaries:
“There is no middleman. Products can be delivered more cheaply and faster — directly from the producer to the consumer.”
This dynamic already fuels billions in revenue in China’s live-commerce sector — and similar developments are now emerging in Europe.
Why Germany Is Slower — Yet Poised for Growth
Germany’s cautious stance is no surprise to Geibel:
“We Germans have strong data protection regulations. We hold back, we want trust.”
However, once users gain positive experiences:
“Those who have tried it and seen that it works well become enthusiastic.”
Germany is, in Geibel’s words, currently in an experimental phase. Platforms like TikTok Shop needed to adjust regulatory compliance, but now adoption is accelerating rapidly.
The Three Pillars of Future Shopping
One of the most striking parts of the ZDF conversation is Geibel’s prediction of how commerce will be structured in the future:
“We want three different forms of shopping:
Brick-and-mortar shopping,
Platforms such as Amazon and Otto,
Social commerce, meaning purchasing through social media.”
While traditional webshops may stagnate, live-shopping formats and social-driven recommendations are rapidly gaining importance.
Shopping From the Sofa: A New Consumer Reality
Prof. Geibel captures the essence of modern shopping habits vividly:
“You’re sitting on the sofa in the afternoon, scrolling, finding a product you’ve always wanted — and with one click, you buy it. It couldn’t be faster, easier or more convenient.”
This blend of convenience, entertainment and peer recommendations is what makes social commerce so powerful.
Conclusion: Social Commerce Will Become a Core Pillar of European Retail
The ZDF interview with Prof. Dr. Geibel shows clearly: social commerce is not a foreign concept imported from Asia or the U.S. — it is the next evolutionary stage of retail in Germany. As platforms comply with regulations and consumer trust grows, this shopping format will become a natural part of everyday life.