TB.FRONTROW with TikTok Shop: selling starts with community

14/07/2025

Selling on TikTok? It’s a whole new game and we got the inside story. Hear what Maximilian Burianek, Head of TikTok Shop Germany, has to say. Turns out, there’s more to TikTok Shop than meets the scroll.

BEYOND SCROLLING

We all know TikTok as the place for viral videos. But what happens when those videos turn into real shopping moments?

At the 10th anniversary of ECD Munich, Alessia sat down with Maximilian Burianek, Head of TikTok Shop Germany, to unpack what makes the platform so different from traditional sales channels and plug-and-play marketplaces.
It’s more than a new checkout option: it’s a shift in how people discover, engage with, and buy from brands. Think about this: 1 in 4 Germans is already on TikTok Shop.
In this episode, we explore what that means for brands stepping into the space. From mindset shifts to localisation wins, do’s and don’ts, and the role of creators and community. What does it really take to stand out and sell on TikTok?

🎬 WATCH THE FULL INTERVIEW:

KEY highlights

(00:18 – 01:05) Why TikTok is all about content and community and what that means for how brands sell
(01:06 – 01:50) What kind of mindset shift is needed if you’re coming from a classic marketplace setup?
(01:51 – 02:14) How to turn viral moments into real, long-term customer relationships
(02:15 – end) Germany is booming: what’s driving the success and what can other markets learn?

KEY TAKEAWAY

Creators are the engine of TikTok Shop. They help brands get discovered, build trust, and turn views into real sales. 💡 Pro tip: the more real it feels, the more your brand connects. Authenticity wins attention and trust.

**Maximilian Burianek**

Head of Tiktok Shop - Germany

Pricing, product assortment, and availability are important, but on TikTok Shop, content is what really makes the difference.

YOUR TURN TO TAP IN

We’re already working with several brands exploring TikTok Shop and the opportunity is huge. Curious how it could fit into your marketplace strategy?

Contact us

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