Beiersdorf among the first to offer Nivea-products on TikTok Shop in Germany

By: Trademagazin editor Date: 2025. 04. 02. 09:07

Beiersdorf, the manufacturer of the world-famous Nivea brand, was one of the first to join TikTok Shop, which has been available in Germany since 31 March, Lebensmittelpraxis reports.

The e-commerce functionality of the social media platform, which has so far been operating in the UK, Spain and Ireland in Europe, has recently been launched in France, Italy and Germany. TikTok Shop allows brands to reach consumers directly through videos and livestreams.

In Germany, Beiersdorf was among the first to join the platform.

According to Christian Haensch, Managing Director of Beiersdorf Germany and Switzerland, e-commerce is the fastest growing sales channel for the company. With its presence on TikTok Shop, Beiersdorf now has the opportunity to further strengthen this trend and, especially among the younger generation, to mix selling with entertainment.

In addition to Beiersdorf, brands such as Cosnova, the maker of the Essence cosmetics brand, and Miralina’s Halal Sweets, a speciality sweets company, have joined the platform. Sebastian Romanus, Director of Digital Strategy at Cosnova, said that TikTok is not only a platform but also a community where brands and consumers can interact directly.

TikTok Shop has huge potential, with an estimated reach of up to a quarter of the German population. In the UK, more than 200,000 traders – mostly SMEs – already use the platform. TikTok Shop’s German operations are managed from Munich.