The TikTok Shop marks a turning point for e-commerce in Germany. By integrating shopping directly into an entertainment-driven platform, the boundaries between content, community, and commerce are dissolving. One of the first German brands to strategically leverage this opportunity is Hitschies. The confectionery brand is widely regarded as a pioneer of the TikTok Shop in Germany, setting a benchmark for successful social commerce execution.
Hitschies as a Brand: The Foundation for Social Commerce Success
Hitschies is a long-established German brand that has successfully reinvented itself. With a brand relaunch under the slogan “Nasch dein Ding” and a clear online-first strategy, Hitschies positioned itself as young, colorful, playful, and approachable.
Its core audience consists primarily of Gen Z and young adults, a demographic that discovers products through social media rather than traditional advertising. This makes TikTok a natural fit for the brand’s communication and sales strategy.
What Is the TikTok Shop and Why Is It Relevant?
The TikTok Shop is an integrated e-commerce feature within the TikTok app. Users can purchase products directly from videos, livestreams, or a brand’s profile shop—without leaving the platform. In Germany, the TikTok Shop officially launched in March 2025.
The format is especially effective for visually engaging product categories such as food, beauty, and fashion. By combining entertainment with frictionless purchasing, the TikTok Shop encourages impulse buying and reduces barriers in the customer journey.
The TikTok Strategy Behind Hitschies’ Success
Community Building Instead of Traditional Advertising
Hitschies focuses strongly on community building. Addressing followers as “Hey Friends,” engaging actively in comments, and sharing behind-the-scenes content creates a sense of belonging. Even the CEO appears regularly in content, reinforcing authenticity and trust.
Entertainment-First Content Mix
The brand’s content strategy includes:
-
trend-driven and entertainment-focused videos
-
product launches and promotions
-
office and team insights
-
influencer and brand collaborations
-
user-generated content and challenges
The key principle: entertain first, sell second. Products are embedded naturally into stories rather than pushed through overt advertising.
Strategic Launch of the Hitschies TikTok Shop
Pre-Launch: Building Hype and Anticipation
Ahead of the official launch, Hitschies released teaser videos, trend-based content, and announcements for upcoming live shopping events. Active community management created excitement and a strong sense of anticipation.
Launch Phase: Live Shopping and Exclusivity
The launch was centered around live shopping events, featuring exclusive products, limited-time offers, and special discounts. Artificial scarcity and time-limited availability increased urgency and engagement. Additional videos were posted during live events to boost reach and participation.
Post-Launch: Long-Term Integration
After launch, the TikTok Shop became a permanent part of Hitschies’ content strategy. Shop links, exclusive TikTok-only products, and recurring live formats ensured continuity. The shop was not treated as a short-term campaign, but as a long-term sales channel.
Performance and Customer Feedback
The TikTok Shop delivered strong results in a short period:
-
exceptionally high engagement during live shopping events
-
several products ranked among the best-selling items in the TikTok Shop
-
excellent customer ratings (average 4.6 stars)
-
positive feedback on pricing and fast delivery
Criticism was rare and mostly related to product-specific aspects rather than the shopping experience itself.
Opportunities and Challenges in TikTok Social Commerce
Opportunities
-
stronger brand loyalty through community interaction
-
direct access to Gen Z and Gen Alpha
-
high innovation speed and creative freedom
-
community-driven product development
Challenges
-
dependency on TikTok’s algorithm
-
high operational and strategic effort
-
legal requirements (food regulations, GDPR)
-
impulse purchases do not guarantee long-term loyalty
Conclusion: A Best Practice for Social Commerce in Germany
The TikTok Shop Hitschies demonstrates how social commerce can succeed in Germany. Its success is not based on short-term hype, but on a clear brand identity, authentic communication, strong community focus, and smart use of live shopping and exclusivity. For other brands, Hitschies provides a compelling blueprint for entering the TikTok Shop strategically.
About the Authors of the Presentation
This article is based on the presentation “Pioneer in the TikTok Shop – How Hitschies Is Shaping Social Commerce in Germany” by Merle Egen and Marina Smeets, developed as part of an academic e-commerce project focusing on social commerce, TikTok shopping, and digital brand management.