The increasing digital footprint of Germany’s vital craft sector reveals a complex interplay of adaptation, opportunity and potential political implications. A new survey released Thursday by the Bitkom, the German IT industry association, indicates that over half (56%) of German craft businesses now actively engage with social media for marketing and visibility – a significant jump from 40% just three years ago. This shift highlights the pressure on traditionally offline industries to embrace digital strategies, particularly in a climate of heightened consumer expectations and rapidly evolving business landscapes.
While a strong preference for local community platforms (65%) and Facebook (57%) signals a focus on direct customer engagement, the broader adoption points to a growing awareness of the necessity for online presence. Instagram (38%), LinkedIn (35%) and Xing (33%) also register considerable uptake, suggesting a targeted approach among some firms to reach specific clientele and even potential employees. The relatively low presence on platforms like X (formerly Twitter), TikTok and YouTube warrants further investigation – it suggests a possible generational gap in digital literacy within the sector or a perceived lack of relevance of these platforms for craft-specific promotion.
Beyond social media, the survey underscores the continued importance of traditional online tools. Almost all businesses (94%) maintain their own websites, demonstrating a baseline commitment to online accessibility. Inclusion in online directories like “Yellow Pages” remains substantial (88%), indicating a cautious reliance on established, albeit potentially less dynamic, platforms. The presence on review sites like Yelp and Trustpilot (40%) is noteworthy, raising questions about the vulnerability of craft businesses to online reputation management and the potential for skewed consumer perceptions.
The fact that over a third (37%) are now investing in targeted online advertising and roughly the same percentage utilize email marketing and online platforms like MyHammer and Kleinanzeigen, signifies a maturing understanding of digital marketing principles. However, the increasing reliance on these tools also raises concerns amongst political observers regarding the potential for digital inequality within the sector. Smaller, family-run businesses often lack the resources and expertise to effectively compete with larger firms in the digital advertising space, potentially exacerbating existing economic disparities.
The survey, which polled 504 craft businesses with at least one employee between May and June 2025, serves as a timely reminder of the ongoing digital transformation impacting Germany’s traditional industries. The findings are likely to fuel debate regarding government initiatives to support craft businesses in navigating the digital landscape, ensuring equitable access to resources and mitigating the risks associated with increased online dependency. This evolving situation requires a proactive and nuanced approach from policymakers to safeguard the long-term viability and competitiveness of Germany’s vital craft sector.