TikTok Shop is now available in Germany – following successful rollouts in markets like the US and UK – opening up a whole new world of commerce for brands and retailers. Products can be purchased directly from videos, livestreams, or shop profiles, without ever leaving the app. For Shopware users, this is the perfect opportunity to connect with a young, highly engaged audience. And the best part? Getting started is easy – whether you’re using a connector or not. Early adopters like Riani and Deiters are already active on TikTok. Want to join them?
Why TikTok Shop is worth your attention
TikTok is no longer just an entertainment platform – it's become a search engine, a shopping channel, and a brand accelerator. In the US, TikTok Shop has already generated billions in revenue. Now it’s Europe’s turn.
Here are three reasons why it’s time to jump in:
Soaring user numbers: In 2024, the number of TikTok shoppers worldwide is estimated to reach 47.2 million – up 34.2% from 2023.¹
TikTok inspires purchases: 2 in 5 Gen Z users have spontaneously discovered a product on TikTok – without actively looking for it.²
Trust and brand impact: SMB decision-makers say branded content on TikTok is 1.3x more likely to build trust compared to other platforms.³
In short: if your brand shows up with the right content, you can reach buyers where decisions are really made – right in the scroll. Whether you’re based in Germany or planning to expand into this market, the timing couldn't be better. So what are you waiting for?
How to set up your TikTok Shop with Shopware
There are two ways to start selling your Shopware products on TikTok Shop:
Manually – without a connector Ideal for smaller product ranges or testing the waters.
Automatically – using a connector like Shopware Multichannel Connect The streamlined solution for scalable operations and larger assortments.
If you choose to get started without a direct connector (for example, as a test run), you’ll need to export your product data from Shopware to upload it to TikTok Shop manually.
Here’s a quick step-by-step guide to the full process:
1. Create your TikTok Shop account
Register in the TikTok Seller Center, where you can manage your products, orders, and payouts.
2. Export product data from Shopware
Use the Import/Export module in your Shopware Administration:
Go to Settings > Shop > Import/Export
Choose the standard export profile “default_product” or create a custom one
Export your product data as a CSV file and adjust column names or image URLs as needed
3. Upload products to TikTok Shop
Upload your CSV file to the Seller Center and map the fields accordingly
Make sure all image URLs are publicly accessible
Alternatively, add products manually – this works well if you only offer a few items
4. Set up shipping & payment details
Choose between handling shipping yourself or using TikTok Fulfillment
Add your company’s bank details to receive payouts
5. Simpler with Shopware Multichannel Connect
With Shopware Multichannel Connect, the entire process becomes seamless:
Real-time sync of product data, inventory, and orders
Save time, reduce errors, and manage all channels in one place
Fully integrated into Shopware – no third-party tools required
➡️ Learn more about Shopware Multichannel Connect here.
➡️ TikTok also offers helpful FAQs and seller guides on registration and setup.
How to boost your TikTok Shop performance
Once your shop is up and running, promotion is key. These five tips will help you get off to a strong start:
Influencer marketing Partner with content creators – TikTok thrives on authenticity.
Livestream shopping Sell live and answer questions in real time – this drives conversions.
TikTok Ads Use ad formats like Spark Ads or In-Feed Ads to increase visibility.
Optimized profile Set up a compelling shop profile with a clear product showcase.
Use comments as conversion boosters Engage actively with comments under your videos. Boost interaction and build trust by responding to questions, dropping discount codes, or addressing customer concerns right where they appear.
What’s next for TikTok Shop?
In the coming weeks, we’ll share more insights on how to use Shopware Multichannel Connect with TikTok. We’ll also highlight additional connectors and partner solutions that can help you integrate your Shopware store with TikTok Shop even more efficiently.
We're also working on a webinar that will cover everything you need to know when getting started – from setup to strategy. The exact date will be announced soon. Stay tuned for more updates on this exciting topic – and don’t forget to subscribe to our newsletter so you never miss a thing!
Not in Germany? Shopware Multichannel Connect supports TikTok Shop integration in multiple markets. Reach out to learn what’s possible in your region.
Curious what TikTok could do for your brand?
Talk to our sales team and discover how easy it is to start selling.
Sources:
¹ https://capitaloneshopping.com/research/tiktok-shopping-statistics ² TikTok Marketing Science “TikTok as a Discovery Engine” Research 2023 (Germany), conducted by Material, Fall 2023 (n=82) ³ TikTok Marketing Science B2B x SMB Research (Germany Results), conducted by Material Research 2022 (n=186)
