Rascasse Audience Intelligence

Social shopping Audience in Germany

A data profile of the people who buy, follow and care about Social shopping in Germany — modelled from more than twelve digital signal sources. Social shopping has an estimated audience of 1,876,822 people in Germany.

#2045among Topic in Germany#132in Shopping

The average Social shopping fan in Germany is 35.6 years old, more female, and lives primarily in Nordrhein-Westfalen.

The audience is concentrated in Nordrhein-Westfalen, Bayern, Baden-Württemberg.

Top brand affinities include Flower bouquet, Gina Tricot, Eyelash extensions, with strongest over-indexing on Flower bouquet (13.5× the country average).

Demographically, the Social shopping audience skews more female with an average age of 35.6, and over-indexes on personality traits such as Design Affinity, Sustainability.

Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 16 regions tracked by Rascasse.

The typical Social shopping fan in Germany is more female, around 35.6 years old, with strong Design Affinity tendencies and a notable affinity for Flower bouquet.

Category: Shopping · Type: Topic

The data on this page comes from the Rascasse audience panel and is refreshed monthly from search, social and browsing signals. As of 2026-08-10.

Section 01

At a glance

The key figures that characterise the Social shopping profile in Germany.

Audience size
1.9M
in Germany
Gender
60.5%♀
39.5% male
Age
35.6
average years
Country rank
#3589
Topic in Germany
Fig. 01

Search interest · 12-month trend

-36%
vs. last year
JanMarMayJulSepNov
Monthly searches · Source: Rascasse Audience Intelligence
Section 02

Demographics of Social shopping fans

60.5% are female, 39.5% are male, average age 35.6.

Fig. 02

Gender split

60.5%
Female
39.5%
Male
Demographic split for Social shopping audience in Germany
MetricValue
Female60.5%
Male39.5%
Average age35.6
Estimated audience size1,876,822
Fig. 03

Age distribution

Ø 35.6
average years
Age distribution of the Social shopping audience in Germany
Age bracketShare%
16-1930%
20-2920%
30-3918%
40-4918%
50+14%
Fig. 04

Worldwide distribution

3.1%

of the worldwide Social shopping audience comes from Germany.

Worldwide audience distribution share by country for Social shopping
CountryShare
Japan30.1%
United States11.1%
South Korea8.7%
Section 03
Affinity (×) = how much more likely a member of this audience is to live in a region than the Germany average. Example: 2.0× means twice as concentrated as the national baseline.

Geography

Where the Social shopping audience in Germany is strongest.

Fig. 05

Top regions by affinity

Social shopping fans by region: top regions in Germany
#RegionReachAffinity×
01Bremen~20K1.46×
02Saarland~30K1.30×
03Thüringen~50K1.10×
04Brandenburg~60K1.06×
05Sachsen-Anhalt~50K1.06×
06Schleswig-Holstein~70K1.01×
07Hamburg~40K1.01×
08Mecklenburg-Vorpommern~40K1.01×
09Rheinland-Pfalz~90K0.96×
10Sachsen~90K0.93×
11Berlin~70K0.89×
12Niedersachsen~200K0.85×
13Hessen~100K0.84×
14Baden-Württemberg~200K0.80×
15Bayern~200K0.77×
16Nordrhein-Westfalen~300K0.73×
Fig. 06

Affinity by region

Affinity by region — Social shopping, Germany
0.73×1.00×1.46×
Section 04
Brands and entities this audience over-indexes on, vs. the country average.

Audience interests & affinities

The strongest cross-interests of the Social shopping audience — brands, topics and people combined.

Fig. 07

Top cross-interests, ranked by affinity

Top brand affinities (over-index vs. country average) for Social shopping audience
#·InterestCategoryAffinity×
01TEZENISFashion & Accessoires18.55×
02LindexFashion & Accessoires17.97×
03Gina TricotFashion & Accessoires16.30×
04WE FashionFashion & Accessoires15.47×
05Tally WeijlFashion & Accessoires14.84×
06OyshoFashion & Accessoires14.44×
07Flower bouquetHome & Garden13.50×
08NightwearFashion & Accessoires12.87×
09Foundation (cosmetics)Beauty & Wellness12.32×
10Eyelash extensionsBeauty & Wellness12.24×
11Lip glossBeauty & Wellness11.70×
12Jack WhiteMovies & TV11.53×
13Face powderBeauty & Wellness10.78×
14HosieryFashion & Accessoires10.04×
15COSShopping10.01×
16PantiesFashion & Accessoires9.12×
17IntimissimiFashion & Accessoires8.71×
18Gift cardShopping7.10×
19PrimarkShopping6.14×
20SkirtFashion & Accessoires6.08×
Section 05
Top six personality traits over-indexed by this audience (1.0 = country average).

Personality of the Social shopping audience

Values above 1.00× are above the country average, values below 1.00× below it.

Fig. 08

Deviation from the national baseline

↑ What stands out
The strongest tendencies
Top personality traits over-indexed by Social shopping audience · What stands out
TraitClusterDeviationScore
Design AffinityPREMIUM2.49×
SustainabilityBALANCE2.11×
Quality AwarenessPREMIUM2.09×
0×1.00× baseline2×
↓ Rather not
The weakest tendencies
Top personality traits over-indexed by Social shopping audience · Rather not
TraitClusterDeviationScore
SpiritualityBALANCE0.62×
PatriotismCONSERVATISM0.66×
TraditionCONSERVATISM0.77×
0×1.00× baseline2×
Section 06

Frequently asked questions

01

How many fans does Social shopping have in Germany?

Social shopping has an estimated audience of 1,876,822 people in Germany, concentrated in Nordrhein-Westfalen and Bayern.

02

What is the gender split and age of Social shopping fans?

60.5% of Social shopping fans are female, 39.5% are male, with an average age of 35.6 years.

03

Which brands do Social shopping fans like most?

Social shopping fans show strongest brand affinity for Flower bouquet (13.5×), Gina Tricot (16.3×), and Eyelash extensions (12.24×) over the country average.

04

Where do Social shopping fans live in Germany?

Social shopping fans in Germany are most concentrated in Nordrhein-Westfalen (reach ~300K), Bayern (reach ~200K), and Baden-Württemberg (reach ~200K). These three regions account for the largest share of the active audience.

05

What other brands do Social shopping fans also like?

Beyond Social shopping itself, the audience over-indexes on Gina Tricot (16.3×), Eyelash extensions (12.24×), Oysho (14.44×), and Foundation (cosmetics) (12.32×) compared to the Germany average.

Appendix

Explore more audiences

Related profiles, rankings and the same audience in other markets.

More Shopping audiences in Germany

See Social shopping audiences in other countries

How to read this data

Audience size is the estimated number of people in Germany who actively search for Social shopping. 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.

Scale & coverage
500,000+ ready-to-use audiences across 170+ countries

From global mass-market brands to niche local segments — explore the full library and see which intelligence layers are included.

See pricing →