Remember how e-commerce climbed during lockdown, with everything from groceries to wine delivered straight to our doorsteps? In Italy, that story has taken an unexpected turn. Curious about why those gains didn’t last?
- Decline in Italian e-commerce channels.
The Italian wine e-commerce sector has recorded negative growth for three consecutive years, with a –7% drop in 2023 compared to 2022. This is shocking considering the record gains of 2021, when online sales boosted during the lockdown phase of the pandemic. As restrictions eased, many consumers returned to more traditional buying habits. - E-commerce is 3–4% of total wine sales.
Despite increased interest in digital channels, e-commerce accounts for just 3–4% of Italy’s overall wine market. Even the top five platforms (Tannico, Vino.com, Bernabei, Callmewine, and Xtrawine) collectively manage around 143 million euros in revenue, below what many industry insiders had hoped for in a post-pandemic era. - China’s instant retail: an emerging opportunity.
Meanwhile, in China, major players like COFCO are exploring instant-retail platforms (e.g., Meituan, Ele.me, etc.) for wine sales. Though overall numbers remain modest, these digital channels represent a significant opportunity to reach younger, convenience-driven consumers. As Italy’s wine e-commerce sector struggles, these innovations in other markets highlight the diverse ways global wine sales might evolve.
Where do we go from here?
Will Italy’s digital wine scene rebound or continue to stall as new markets forge ahead?
Sources: VinoJoy article and PambiancoNews article