Shopee Audience in Germany
A data profile of the people who buy, follow and care about Shopee in Germany — modelled from more than twelve digital signal sources. Shopee has an estimated audience of 877,184 people in Germany.
The average Shopee fan in Germany is 38.0 years old, balanced, and lives primarily in Nordrhein-Westfalen.
The audience is concentrated in Nordrhein-Westfalen, Bayern, Baden-Württemberg.
Top brand affinities include Modest Fashion, TK Maxx, Discounts and allowances, with strongest over-indexing on Modest Fashion (13.67× the country average).
Demographically, the Shopee audience skews balanced with an average age of 38.0, and over-indexes on personality traits such as Price Sensitivity, Family Orientation.
Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 16 regions tracked by Rascasse.
The typical Shopee fan in Germany is balanced, around 38.0 years old, with strong Price Sensitivity tendencies and a notable affinity for Modest Fashion.
At a glance
The key figures that characterise the Shopee profile in Germany.
Search interest · 12-month trend
Audience demographics of Shopee
53.8% are female, 46.2% are male, average age 38.0.
Gender split
| Metric | Value |
|---|---|
| Female | 53.8% |
| Male | 46.2% |
| Average age | 38.0 |
| Estimated audience size | 877,184 |
Age distribution
| Age bracket | Share | % |
|---|---|---|
| 16-19 | 20% | |
| 20-29 | 22% | |
| 30-39 | 21% | |
| 40-49 | 22% | |
| 50+ | 15% |
Worldwide distribution
of the worldwide Shopee audience comes from Germany.
| Country | Share |
|---|---|
| Brazil | 17.1% |
| Indonesia | 13.8% |
| Philippines | 10.8% |
Geography
Where the Shopee audience in Germany is strongest.
Top regions by affinity
| # | Region | Reach | Affinity | × |
|---|---|---|---|---|
| 01 | Berlin | ~80K | 1.96× | |
| 02 | Hessen | ~100K | 1.61× | |
| 03 | Hamburg | ~20K | 1.11× | |
| 04 | Bayern | ~100K | 1.04× | |
| 05 | Bremen | ~7K | 1.00× | |
| 06 | Rheinland-Pfalz | ~40K | 0.99× | |
| 07 | Thüringen | ~20K | 0.96× | |
| 08 | Baden-Württemberg | ~100K | 0.94× | |
| 09 | Sachsen | ~40K | 0.92× | |
| 10 | Brandenburg | ~20K | 0.89× | |
| 11 | Sachsen-Anhalt | ~20K | 0.84× | |
| 12 | Nordrhein-Westfalen | ~200K | 0.81× | |
| 13 | Schleswig-Holstein | ~30K | 0.81× | |
| 14 | Niedersachsen | ~60K | 0.77× | |
| 15 | Mecklenburg-Vorpommern | ~10K | 0.77× | |
| 16 | Saarland | ~8K | 0.73× |
Affinity by region
Audience interests & affinities
The strongest cross-interests of the Shopee audience — brands, topics and people combined.
Top cross-interests, ranked by affinity
| # | · | Interest | Category | Affinity | × |
|---|---|---|---|---|---|
| 01 | Modest Fashion | Fashion & Accessoires | 13.67× | ||
| 02 | Discounts and allowances | Shopping | 2.85× | ||
| 03 | Kitchenware | Home & Garden | 2.51× | ||
| 04 | TK Maxx | Shopping | 2.18× | ||
| 05 | Batman | Movies & TV | 2.09× | ||
| 06 | Shopping malls | Shopping | 1.84× | ||
| 07 | Primark | Shopping | 1.81× | ||
| 08 | Fast food | Food & Beverages | 1.76× | ||
| 09 | Rossmann | Shopping | 1.75× | ||
| 10 | Skin care | Beauty & Wellness | 1.73× | ||
| 11 | Luxury goods | Fashion & Accessoires | 1.65× | ||
| 12 | AliExpress | Shopping | 1.63× | ||
| 13 | C&A | Shopping | 1.62× | ||
| 14 | Sustainable energy | Home & Garden | 1.62× | ||
| 15 | Renewable energy | Business & Career | 1.56× | ||
| 16 | Boutiques | Fashion & Accessoires | 1.55× | ||
| 17 | Breuninger | Fashion & Accessoires | 1.55× | ||
| 18 | IKEA | Home & Garden | 1.54× | ||
| 19 | Deichmann | Shopping | 1.53× | ||
| 20 | Hermès | Fashion & Accessoires | 1.50× |
Personality of the Shopee audience
Values above 1.00× are above the country average, values below 1.00× below it.
Deviation from the national baseline
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Price Sensitivity | PREMIUM | 1.94× | |
| Family Orientation | CONSERVATISM | 1.59× | |
| Design Affinity | PREMIUM | 1.51× |
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Pet Ownership | JOY | 0.70× | |
| Extroversion | THRILL | 0.78× | |
| Community Orientation | OPEN | 0.89× |
Frequently asked questions
How many fans does Shopee have in Germany?
Shopee has an estimated audience of 877,184 people in Germany, concentrated in Nordrhein-Westfalen and Bayern.
What is the gender split and age of Shopee fans?
53.8% of Shopee fans are female, 46.2% are male, with an average age of 38.0 years.
Which brands do Shopee fans like most?
Shopee fans show strongest brand affinity for Modest Fashion (13.67×), TK Maxx (2.18×), and Discounts and allowances (2.85×) over the country average.
Where do Shopee fans live in Germany?
Shopee fans in Germany are most concentrated in Nordrhein-Westfalen (reach ~200K), Bayern (reach ~100K), and Baden-Württemberg (reach ~100K). These three regions account for the largest share of the active audience.
What other brands do Shopee fans also like?
Beyond Shopee itself, the audience over-indexes on TK Maxx (2.18×), Discounts and allowances (2.85×), Batman (2.09×), and Luxury goods (1.65×) compared to the Germany average.
Explore more audiences
Related profiles, rankings and the same audience in other markets.
More Shopping audiences in Germany
See Shopee audiences in other countries
How to read this data
Audience size is the estimated number of people in Germany who actively search for Shopee. Affinity is an over-index ratio: 2.0× means the audience is twice as likely to engage with that brand or trait as the country average. Reach is the estimated number of audience members in a region. Regional and brand-affinity tables are sorted from strongest signal to weakest.
About this audience profile
This audience profile is generated by Rascasse from anonymized search-behavior signals across Germany. For methodology see methodology. Affinity values are over-index ratios vs. the country average (1.0 = baseline). Audience sizes are estimated, not measured.
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