Since the start of Tikkok Shop at the end of March, more than 14,000 dealers have joined, the number of orders has grew by an average of 43 % per month in the first five months. Shoppable videos are particularly popular, the use of which has increased by almost 200 % in a short time.
The report shows how cultural moments influence shopping behavior. The #Booktok community, for example, contributed more than twice as many as in the previous year to over 25 million. Tikkok also acts as a trend barometer in music: more than every third number 1 hit 2024 initially went viral on the platform. With the first partnership with the Berlinale, Tiktok also reached over 30 million video calls and hashtag growth of over 2,000 %.
Food brands also use TikTok to increase reach and sales. Hitschies set a viral megatrend with frozen kite tongues and sold over 28,000 with the “Brizzl UFO Pops” in just three months. Miralina’s Halal Sweets scored with a clip to strawberry rings over two million calls and growing sales figures. The most popular food and drink searches 2025 include Matcha, Lotus cheesecake, the snack combination Nutella & Go with iced tea, fruit cakes by the French Pâtissier Cédric Grolet and ASMR meal, i.e. particularly crisp, crispy or juicy food.
The fashion sector also reflects the phenomenon. One example is the Vinyl figures Labubu from Pop Mart, which recorded video calls and more than 58,000 posts in 2025. In this context, the first laboratory store opened in Berlin. Shapewear also gains in importance: Brands like Creamy Fabrics rely on Creator-Afiliates and Tikok Shop and have reported average of 78 %of a weekly sales growth since July. The comeback of the tankinis, festival look and new interpretations of Flared Jeans and Bubble skirts are currently dominating the search queries.
Selfcare is coming to the fore in the beauty segment. Under the hashtag #Sensitiveeskin, video calls rose by 435 %, while the natural cosmetics brand Weleda with a viral campaign was significantly increased by the brand awareness with a viral campaign: the display memory was increased by 20.1 % and awareness was increased by 12.4 %.
“With our first Shop Report for Germany, we show how content, community and commerce interlock and redefine shopping. From viral products to cultural moments to sustainable growth in retail – Tikok shop changes the way people discover, shop and share,” says Max Burianek, Head of Tikok Germany.