Authors: Claudia Gelbe, Managing Director DACH Toluna and Kira Hempel, Marketing Manager DACH Toluna

Social commerce is reshaping how digital-native consumers engage with fashion. Globally, the category is projected to exceed $2B+ by 2030, powered by the integration of shopping features into social platforms.

While the category is evolving fast, adoption in markets like Germany is cautious due to trust concerns and friction in the buying process.

Toluna recently conducted a strategic study to explore how brands can lead the next generation of premium digital retail in Germany through trust and authenticity. The study applied a mixed-method approach, including 600 quantitative responses from Gen Z and Millennials in German on behaviour, platform, and brand perception, complemented by 10+ in-depth interviews on shopping motivations and social commerce use cases.

Inspiration Is Emotional – Purchasing Decisions Remain Rational

Our study shows Gen Z acts impulsively and emotionally on social media, but as soon as money is involved, decisions become rational. The study sums it up: “Gen Z shops emotionally but converts rationally.”

This is also reflected in purchasing preferences: 89% of respondents still prefer a traditional online shop over a social media shop.

This makes it clear that in Germany, social media currently serves primarily as a discovery and branding channel, however, it has not yet been established as a fully-fledged shopping environment.

Trust Is the Bottleneck in Social Commerce

Why does the checkout function on social platforms remain underused? The answer is clear: trust.

According to our study, the biggest barriers to social commerce purchases are security concerns, particularly regarding fake shops, lack of transparency, unclear return processes, and insecure payment handling.

TikTok’s general marketplace, in particular, is viewed critically as many Gen Z associate it with low-quality and scams. In contrast, verified branded storefronts with clear policies were considered significantly more trustworthy.

Social commerce success therefore depends less on technical infrastructure and more on a clearly defined architecture of trust.

Influencers as a Bridge of Trust — But Only If They Are Authentic

Influencers play a dual role in bridging the trust gap. While they increase initial interest, over-polished content can diminish credibility.

Our study reveals the most effective creators appeared authentic, unscripted, and transparent about product pros and cons.

Two Brands, Two Platforms: Why Differentiation Matters More

Another key finding is that social commerce does not work on a “one size fits all” principle, especially not for brands with different target audience profiles.

Using HUGO BOSS as an example, the study shows that HUGO is perceived by Gen Z as young, dynamic, and trend driven. These brand attributes align perfectly with TikTok, live formats, and creator-driven challenges. BOSS, on the other hand, is categorized as premium, formal, and aspirational, performing more strongly on Instagram, where visual staging and aesthetic consistency dominate.

However, the study also underscores the need for sharper brand differentiation: 52% of respondents were unable to clearly distinguish HUGO and BOSS. Without clear differentiation in strategies, brand dilution becomes a real threat.

TikTok Shop as a Timing Opportunity for Premium Brands

The fact that TikTok Shop only launched in Germany at the beginning of 2025 could prove to be a strategic advantage for premium brands. The market is not yet saturated, and the “premium social commerce” category remains largely unoccupied.

We describe this phase as a “Moment to Lead”. By defining a platform-native experience early, brands can be the first mover to shape consumer expectations and brand standards in the premium Social Commerce space.

Particularly in premium fashion, social commerce could become a differentiation factor — if brands do more than just sell products and instead create experiences: live shopping, limited drops, capsule collections, and storytelling centered around identity and lifestyle.

Success Model: Pilot, Branded Shop, Scale

Our study recommends a phased market entry rather than a large-scale launch.

In the proposed model, social commerce initially begins as a pilot with selected product categories and micro-creators, before building an official brand shop with a native checkout function. Only in the third phase does scaling follow — through live formats, seasonal drops, and long-term creator partnerships.

The key lies in measurable KPIs that focus not only on ROAS, but also on sentiment, repeat purchase rate, and brand trust.

Social Commerce is not a temporary marketing trend but a transformative shift in retail infrastructure. However, in markets like Germany, success differs from early-adopter regions, it is driven not by innovation alone, but by credibility.

The insight from our study is clear: Gen Z is ready, but not at any price. Brands seeking to successfully establish social commerce in Germany must deliver not only compelling content, but also security, transparency, and a credible creator strategy.

Because social commerce is not won at the checkout — it is won through trust.

For more in-depth insights, download the whitepaper here