TikTok shop in the DACH region
The TikTok shop is rolling out in the DACH region - initially in Germany, but also relevant for Austrian and Swiss retailers in the medium term. The platform links entertainment and e-commerce in a particularly direct way: Products can be purchased directly in videos, live streams or creator posts without leaving the app. However, the new sales channel also comes with familiar legal obligations. Retailers from Austria and Switzerland must already be prepared for the fact that the same information, consumer protection and labelling obligations apply to the TikTok shop as to traditional online retail. Those who are not prepared risk warnings and fines - even if they supply customers in Germany. Legal requirements at a glance:
Seize opportunities and avoid risks
The TikTok shop will also rapidly gain in importance in Austria. Retailers should check at an early stage whether legal information can be fully and correctly integrated. If you set up processes now, you can use social commerce safely, reach new target groups and appear legally clean. It is also worth standardising internal processes for product data, pricing information and legal documents so that updates can be entered quickly. Collaboration with creators should also be clearly regulated by contract - especially with regard to advertising labelling, product liability and data processing. In this way, the TikTok shop becomes not just a new sales channel, but a strategic growth tool that can be used efficiently and in a legally compliant manner.
Frequently Asked Questions
FAQ
Yes, although the TikTok shop will be launched in Germany first, it will affect Austrian retailers as soon as they start selling to German customers. The German e-commerce and consumer protection rules then apply in addition to the Austrian ones.
All classic online trading obligations: Imprint, terms and conditions, cancellation information, privacy policy, complete product information and transparent prices. These requirements apply regardless of the platform - including in social commerce environments such as TikTok.
Missing information can quickly lead to warnings, cease-and-desist declarations or fines.
Example:
If a product is advertised but the base price ("€/kg" or "€/l") is missing, this can be considered legally misleading.
All legally required information - e.g. CE labelling, safety warnings, energy labels or instructions in German.
Example:
Toys without CE labelling or without an age warning are subject to a warning - even if they are sold via TikTok.
Yes, the button must clearly signalise that a payable order is being triggered.
Example:
✔ "Buy now" or "Order with obligation to pay"
✘ "Continue" or "Save now" - these formulations are considered legally unclear.
