Shopping.de sold for €1.96 million

Shopping.deAccording to a company press release (German), the domain name Shopping.de was sold for €1,960,000 (~$2,800,000) in 2008. The domain was purchased by Unister GmbH, a company also operating other popular online portals such as News.de, Auto.de, Geld.de (“money”), Kredit.de (“credit”, “loan”) and Preisvergleich.de (“price comparison”).

Since then, Unister GmbH has been busy developing an online shop under its newly acquired domain. After one year of development, the Shopping.de website has finally been launched and is now waiting for shoppers to arrive and spend their money. The press release says the launch of Shopping.de will be supported by an extensive marketing campaign, although I haven’t seen or heard any ads for the site, yet.

The high sale price of €1.96 million makes Shopping.de the most expensive .DE domain name so far. Unister was also the buyer of the Kredit.de domain, which it bought for a reported €892,000 (~$1,275,000) and which is the second-highest .DE domain sale that I know of. It’s sales like these that give you an idea of how many high-value domains really change hands without being reported to the public.

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9 Responses to “Shopping.de sold for €1.96 million”


  1. 1 fizz

    Very interesting – nice find there Dominik.

  2. 2 Steve

    Awesome sale for a English .de!! I will pay anyone, especially you Dominik, a great commission if you bring me a buyer for HotelRooms dot [de]. Min 100k. The German market keeps getting more steam. It’s nice to see. Thanks for the great post.
    Best,
    Steve

  3. 3 LTR

    Agree, very good sale.

  4. 4 Semra

    The domain was sold through Sedo in February 2008. That time we have sent a press release about the sale, but we were not allowed to mention the price. Good to see that unister has changed its mind and is talking about the domain price now. They have also bought kredit.de, which is (or better to say, was) one of the highest .de sales ever.

    Still there are too many sales, which are confidential. At Sedo we have more than 70% confidential sales.

  5. 5 Dominik Mueller

    Thank you for the additional information, Semra.

    I remember the sale was reported without a price last year, and there were several speculations about the sale price being in the seven-figure range. But if I’m not mistaken, most of those rumored prices were lower than the actual price that came to light now.

    Regarding unreported sales, I knew you were having lots of undisclosed domain sales at Sedo, but I didn’t know just how many. 70% confidential sales is a lot! If you also take into account those sales which are made privately between the domain owner and an end user, without a broker, there must be lots of high-dollar sales happening without anyone noticing.

  6. 6 Steve

    Hardware.de sold I believe for $150k just a few month ago as well. It appraised at $21k on estibot. Another great sale by Sedo.

    HotelRooms appraises out at $160k .
    @Semra maybe you could help me out with this one? :) Sedo has the best results with the German market by far.
    Best Regards,
    Steve.
    Thanks again Dominik for keeping us informed.

  7. 7 Amy

    Awesome sale for a English .de!! I will pay anyone, especially you Dominik, a great commission if you bring me a buyer for HotelRooms dot [de]. Min 100k. The German market keeps getting more steam. It’s nice to see. Thanks for the great post.
    Best,
    Steve

  1. 1 Shopping.de såld för €1,96 miljoner | Björn
  2. 2 Vendido Shopping.de, el dominio alemán más caro de la historia | Dnzapping
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