With the official launch of the TikTok Shop in Germany in March 2025, social commerce has entered a new phase. Consumers can now purchase products directly within the app via videos, livestreams, and the integrated shop tab—without ever leaving TikTok. While this creates enormous potential for impulse purchases, research clearly shows that trust is the decisive factor influencing purchase decisions in the TikTok Shop.
In highly entertainment-driven environments, credibility determines whether attention actually converts into sales.
Social Commerce and the TikTok Shop Explained
Social commerce refers to the integration of social media and e-commerce, where purchasing decisions are shaped by interaction, community feedback, and creator recommendations rather than traditional product listings. The TikTok Shop exemplifies this development by combining entertainment, communication, and transaction within a single platform.
Unlike classic marketplaces such as Amazon, TikTok Shop places content before products. Short-form videos, livestreams, and comment sections play a central role in shaping brand and product perception.
Trust as a Core Success Factor in Social Commerce
Multiple academic studies confirm that trust has a significant positive impact on both purchase intention and repurchase intention in social commerce environments. Key trust-building elements include emotional and informational social support, transparency, and authenticity.
On TikTok, trust is primarily created through:
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Creators and influencers acting as credible intermediaries
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Real-time interaction via livestreams and comments
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Visible community engagement and social validation
Social Presence Theory: Building Trust Through Digital Closeness
A central theoretical foundation of the presentation is the Social Presence Theory, which explains how perceived social closeness in digital environments fosters trust. Applied to the TikTok Shop, five core dimensions emerge.
Emotional Connection
Storytelling, humor, and personal address strengthen emotional bonds between brands, creators, and audiences.
Community Cohesion
Hashtags, challenges, and shared narratives create a sense of belonging and reinforce brand loyalty.
Interaction Intensity
Livestreams, Q&A sessions, and active comment replies increase perceived presence and reliability.
Knowledge and Expertise
Product knowledge, tutorials, and authentic demonstrations enhance credibility and perceived competence.
Active Engagement
Consistent content creation and fast responses signal commitment and trustworthiness.
The Role of Influencers, Reviews, and Social Proof
One unique strength of the TikTok Shop is the combination of influencer marketing, customer reviews, and star ratings within a single platform. Research indicates that online reviews have the strongest influence on consumer purchase decisions, especially for lesser-known brands.
Influencers serve a dual role:
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Increasing visibility and reach
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Acting as trust mediators through authenticity
Positive ratings, verified purchases, and user-generated photo or video reviews reduce perceived risk and function as powerful social proof.
Data Privacy and Credibility in the TikTok Shop
Beyond emotional factors, data protection and transparency significantly affect trust—particularly among Generation Z. Consumers express concerns about payment security, personal data usage, and platform transparency. Trust-enhancing measures include:
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Clear privacy policies
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Verified sellers
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Transparent return and refund policies
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Conclusion: Strategic Trust Building Beats Viral Reach
The TikTok Shop offers massive growth potential—but without trust, there are no sustainable conversions. Successful brands do not rely solely on virality. Instead, they focus on:
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Authentic creators as trust ambassadors
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Active community engagement
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Transparent communication
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Visible reviews and social proof
In the TikTok Shop, trust does not happen by chance—it is the result of a strategic combination of content, technology, and social presence.
About the Authors of the Presentation
This article is based on the presentation “Trust and Credibility in the TikTok Shop” by Nadine Assaid-Koschmann and Leonie Geiges, developed as part of an academic research project on consumer perception, social commerce, and purchasing behavior on TikTok.