The increasing digitization of the German economy is extending its reach into traditional sectors, with a significant rise in the online presence of skilled trades businesses. A new survey released Thursday by the Bitkom, the German Association for Information Technology, reveals that over half (56%) of German handwerksunternehmen (skilled trades businesses) now actively utilize social media platforms for marketing and visibility – a marked increase from 40% just three years ago.
This shift highlights both the evolving landscape of German commerce and potentially a belated recognition by this critical sector of the importance of digital outreach. While the trend suggests a growing acceptance of online marketing, the platforms favored by these businesses reveal complexities regarding generational engagement and strategic targeting. Local community groups remain the primary focus (65%), followed closely by Facebook (57%), indicating a reliance on existing networks rather than a widespread adoption of emerging trends.
The survey, which polled 504 handwerksunternehmen with at least one employee between May 13th and May 22nd, 2025, underscores that a conventional online presence remains paramount. Almost every business (94%) maintains a dedicated website, reflecting the ongoing relevance of established digital infrastructure. Traditional online directories like the “Gelbe Seiten” and “Das Örtliche” also remain widely utilized (88%), suggesting that a multi-pronged approach to online visibility is the norm.
However, the relative paucity of engagement on platforms like X (formerly Twitter), TikTok and YouTube – each representing less than 10% of respondents – raises questions. While this may reflect the demographics and operational models of many handwerksunternehmen, it also points to a potential missed opportunity to connect with younger demographics and leverage dynamic, visually engaging content.
Furthermore, the fact that over a third (37%) are investing in online advertising, while approximately 32% utilize email marketing or platforms like MyHammer and Kleinanzeigen, warrants scrutiny. The effectiveness of these strategies and whether they are adequately addressing the unique challenges of the skilled trades sector, remains to be thoroughly evaluated. Politicians advocating for economic modernization need to consider incentivizing sophisticated digital skill development within the handwerk sector to ensure these nascent strategies translate to tangible growth and resilience.
