ZDF WISO: Professor Geibel Talks About Social Commerce
Social commerce is more than just a trend – it’s fundamentally changing the way we shop. With the launch of the TikTok Shop in Germany, this topic has gained even more urgency. The ZDF WISO program explored this development and invited me to share insights on the opportunities and risks of this new form of online shopping.
The integration of social media and e-commerce is transforming global consumer behavior. With the TikTok Shop, users can now purchase products directly within the app — without leaving the platform. For many, that means discovering a product while casually scrolling and buying it in just a few taps.
To film the segment, a ZDF team, led by journalist Richard Luttke, visited Cologne, along with a camera operator and sound engineer. The interview took place at the IU International University of Applied Sciences in the Gerling Quartier, where the E-Commerce Institute is based.
During the interview, I offered a scientific perspective on this development and emphasized that while social commerce presents many opportunities, it also brings significant challenges. What makes it particularly interesting is that four key stakeholder groups benefit directly from the integration of TikTok Shop and social commerce:
Opportunities:
1. Platforms become more attractive:
With in-app purchasing options, platforms increase the time users spend on them. Users no longer need to leave the app to make a purchase, which strengthens platform engagement — also known as “stickiness.”
2. Sellers gain access to new sales channels:
Smaller brands and startups can reach new audiences through social media’s massive reach. The TikTok Shop creates a seamless link between visibility and purchase, offering a powerful sales tool.
3. Influencers monetize their reach:
Affiliate programs allow creators to earn directly from sales. This transforms content from entertainment into a viable income stream, opening new opportunities in the growing creator economy.
4. Consumers enjoy a frictionless shopping experience:
Products find users while they scroll, and the buying process is fast and intuitive. This makes shopping feel effortless — perfectly integrated into everyday digital routines.
Challenges:
1. Data privacy and transparency:
Many users don’t know where their data goes or how it’s used. For global platforms like TikTok, this raises critical questions about control and accountability.
2. Customer service and returns:
Who handles returns and complaints? What happens with late deliveries or defective products? In many cases, the usual e-commerce standards aren’t fully in place yet.
3. Impulse buying and addiction risks:
With just one swipe and a click, a purchase is complete. This ultra-low barrier to buying can lead to impulsive spending and long-term behavioral concerns.
4. Overconsumption and sustainability:
Social commerce encourages frequent, easy purchases. But the more effortless it becomes, the harder it is to make thoughtful, sustainable decisions.
5. Youth protection:
TikTok is especially popular with young users. That makes it all the more important to establish safeguards against manipulative advertising and to educate minors about responsible digital consumption.
Research from the E-Commerce Institute and student projects at IU show that the classic customer journey is changing fundamentally. Rather than going through separate stages — awareness, consideration, and purchase — decisions are now compressed into a single moment. A spontaneous customer moment, where everything converges.
As I summed it up in the interview:
“The customer no longer searches for the product — the product finds the customer.”
You can find the full segment in the ZDF Mediathek under the title “Social Commerce and the TikTok Shop.”