E-commerce Audience in United States

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E-commerce has an estimated audience of 6,280,052 people in United States. 58.5% are female, 41.5% are male, average age 42.4. Top regions: Texas, California, Florida. Top brand affinities: Software, EBay, Women's clothing, Old Navy, Kohl's.

The average E-commerce fan in United States is 42.4 years old, more female, and lives primarily in Texas. The audience is concentrated in Texas, California, Florida. Top brand affinities include Software, EBay, Women's clothing, with strongest over-indexing on Software (1.5× the country average). Demographically, the E-commerce audience skews more female with an average age of 42.4, and over-indexes on personality traits such as Sustainability, Design Affinity. Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 50 regions tracked by Rascasse.

Category: Technology & Electronics · Type: Topic · Subtype: Lifestyle cluster

Demographics of E-commerce fans

Demographic split for E-commerce audience in United States
MetricValue
Female58.5%
Male41.5%
Average age42.4
Estimated audience size6,280,052

Audience persona

The typical E-commerce fan in United States is more female, around 42.4 years old, with strong Sustainability tendencies and a notable affinity for Software.

Top regions in United States

Top regions ranked by reach for E-commerce in United States
RegionReachAffinity
Texas2,034,4933.77×
California917,4721.33×
Florida518,4141.22×
New York446,8141.27×
Illinois238,0161.14×
Georgia232,5461.2×
Ohio195,3991.01×
Pennsylvania193,6780.92×
North Carolina190,0251.01×
New Jersey177,9261.11×
Virginia161,3321.05×
Michigan143,1360.87×
Washington127,1011.01×
Arizona125,9770.98×
Indiana117,4421.02×
Massachusetts116,7530.94×
Tennessee115,2320.91×
Kentucky107,1081.36×
Maryland100,3260.93×
Missouri96,3890.95×
Colorado94,2740.95×
South Carolina92,3430.98×
Louisiana84,7721.05×
Minnesota83,1720.92×
Wisconsin77,3930.82×
Alabama75,1650.86×
Oklahoma74,6721.07×
Oregon70,5610.98×
Arkansas63,3711.22×
Nevada62,5111.03×
Utah61,1191.09×
Connecticut58,5500.93×
Kansas53,0001.07×
Iowa51,3230.99×
Mississippi47,1490.91×
Nebraska29,5510.94×
New Mexico25,0160.79×
Hawaii24,9610.92×
Idaho24,5380.78×
Maine19,2440.86×
Washington, District of Columbia19,2121.02×
West Virginia18,3850.63×
New Hampshire17,0420.69×
Rhode Island15,2560.76×
Delaware13,9690.81×
Montana11,2450.65×
South Dakota10,2360.71×
North Dakota9,9670.77×
Alaska8,3850.62×
Vermont6,6880.61×

Top brand affinities

Brands and entities this audience over-indexes on, vs. the country average.

Top brand affinities (over-index vs. country average) for E-commerce audience
BrandAffinityCategory
Software1.5×Technology & Electronics
EBay1.65×Shopping
Women's clothing1.54×Fashion & Accessoires
Old Navy1.6×Fashion & Accessoires
Kohl's1.52×Shopping
Macy's1.59×Shopping
Credit cards1.61×Business & Career
Dresses1.58×Fashion & Accessoires
Oven1.67×Home & Garden
Nordstrom rack1.66×Fashion & Accessoires
Leather1.51×Fashion & Accessoires
Skirt1.72×Fashion & Accessoires
T.J.Maxx1.58×Shopping
Genetics1.52×Kids & Family
J. C. Penney1.58×Shopping
Chair1.64×Home & Garden
Wayfair1.77×Home & Garden
Gender1.53×Politics & Society
Kitchen stove1.67×Home & Garden
Fashion Nova1.52×Shopping

Psychographic profile

Top six personality traits over-indexed by this audience (1.0 = country average).

Top personality traits over-indexed by E-commerce audience
TraitClusterScore
SustainabilityBALANCE1.46
Design AffinityPREMIUM1.36
DIY MentalityTHRILL1.34
LGBTQ+ IdentityOPEN1.27
CreativityOPEN1.27
Luxury OrientationPREMIUM1.26

Worldwide distribution

Worldwide audience distribution share by country for E-commerce
CountryShare
United States16.2%
Germany6.5%
India5.4%

See E-commerce audiences in other countries

More Lifestyle cluster audiences in United States

Frequently asked questions

How many fans does E-commerce have in United States?

E-commerce has an estimated audience of 6,280,052 people in United States, concentrated in Texas and California.

What is the gender split and age of E-commerce fans?

58.5% of E-commerce fans are female, 41.5% are male, with an average age of 42.4 years.

Which brands do E-commerce fans like most?

E-commerce fans show strongest brand affinity for Software (1.5×), EBay (1.65×), and Women's clothing (1.54×) over the country average.

Where do E-commerce fans live in United States?

E-commerce fans in United States are most concentrated in Texas (reach 2,034,493), California (reach 917,472), and Florida (reach 518,414). These three regions account for the largest share of the active audience.

What other brands do E-commerce fans also like?

Beyond E-commerce itself, the audience over-indexes on EBay (1.65×), Women's clothing (1.54×), Old Navy (1.6×), and Kohl's (1.52×) compared to the United States average.

How to read this data

Audience size is the estimated number of people in United States who actively search for E-commerce. 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 United States. For methodology see methodology. Affinity values are over-index ratios vs. the country average (1.0 = baseline). Audience sizes are estimated, not measured.