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According to data from market research firm NIQ Digital Purchases, since its official launch in Germany at the end of March 2025, TikTok Shop has been used by 10.5% of German online shoppers to make at least one purchase, ranking it 24th among major e-commerce platforms in Germany.
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根据市场研究机构NIQ Digital Purchases的数据，自2025年3月底在德国正式上线以来，已有10.5%的德国在线购物者使用TikTok Shop完成过至少一次消费，使其位列德国主要电商平台第24位。
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In terms of user demographics, Generation X (born 1965-1980) and Generation Z are the core user groups, together accounting for over 60% of users. Generation X contributes 36% of sales, slightly higher than Generation Z's 32%.
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在用户结构方面，X世代（1965-1980年出生）和Z世代是核心用户群体，合计占比超六成。其中X世代贡献了36%的销售额，略高于Z世代的32%。
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User loyalty is increasing. The average monthly purchase frequency per user rose from 1.9 times within the first 18 weeks of launch to 2.3 times by the 28th week, with an average order value of 26.80 euros.
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用户黏性持续增强。用户月均购买频次从上线18周内的1.9次，升至第28周的2.3次，客单价稳定在26.80欧元。
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Short videos and live commerce are the core growth engines, contributing approximately 60% of seller revenue, with some brands reaching as high as 70%.
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短视频和直播带货是核心增长引擎，合计贡献卖家约60%的收入，部分品牌甚至能达到70%。
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Against the backdrop of uncertainty in the U.S. market, TikTok Shop has accelerated its layout in Europe since April 2024, successively launching sites in Spain, Ireland, Germany, France, and Italy. Its monthly active users in Europe and Japan have surpassed 200 million, roughly equivalent to the scale of the U.S. market.
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在美国市场存在不确定性的背景下，TikTok Shop自2024年4月起加速在欧洲布局，相继在西班牙、爱尔兰、德国、法国、意大利等多个国家上线。其欧洲和日本市场的月活跃用户已突破2亿，规模与美国市场基本相当。
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At the beginning of 2026, TikTok Shop launched a local hosting service in Europe, handling warehousing, sales, delivery, and returns for sellers. It plans to further expand into new markets such as Poland, Portugal, the Netherlands, and Serbia in 2026, bringing its total European coverage to 11 sites.
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2026年初，TikTok Shop在欧洲站点率先推出本地托管服务，为卖家包办仓储、销售、配送及退换货等全流程业务。并计划在2026年进一步拓展波兰、葡萄牙、荷兰、塞尔维亚等新市场，届时其在欧洲的覆盖站点总数将达到11个。
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It is worth noting that another report from NielsenIQ indicates that TikTok Shop has reached over 15% of German online shoppers and ranks as the 15th largest online retailer locally. This highlights the rapid growth trajectory of the platform, though different research methodologies may lead to varying rankings.
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值得注意的是，尼尔森IQ的另一份报告显示，TikTok Shop已覆盖超过15%的德国网购用户，并跻身当地第十五大在线零售商。这凸显了平台的快速增长轨迹，尽管不同的研究方法可能导致排名存在差异。
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