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Wine Sales Through Italian E-Commerce Channels More Than Quadruple

By Branislav Pekic
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Wine Sales Through Italian E-Commerce Channels More Than Quadruple

Wine sales through the e-commerce sites of major Italian retailers and pure players such as Amazon grew by 351% in value and 310% in volume in the first half of this year, compared to the same period last year.

The figures comes from the latest Nomisma Wine Monitor Report on sales in the off-trade channel in Italy, produced in collaboration with NielsenIQ.

Although e-commerce accounts for just 2% of total wine sales in the off-trade channel, the figures indicate that more and more shoppers are turning to online channels to source wine.

The entire off-trade channel saw wine sales increase in the period, according to the data (+10% in hypermarkets and supermarkets, +2% for discounters) while there was also a recovery in Cash&Carry (+18%) following the progressive reopening of bars and restaurants.

This recovery is further confirmed by the 45% growth achieved in the second quarter of 2021 compared to the previous quarter as restrictions loosened.

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Spending More Online

According to the data, consumers shopping online for wine are likely to spend more than those purchasing wine in-store.

While in Italian large-scale retail outlets, PDO wines account for around 40% of the quantity of wine purchased (H1 2021), when it comes to online orders, that percentage is 54%.

While sparkling wines account for 12% of the volume of wine purchased through traditional retail channels, in the e-commerce channel their weight reaches 16%.

Elsewhere, Champagne and Metodo Classico sparkling wine sales account for 12% of online purchases compared to 8% of in-store sales, while sales of organic wines are also double those of in-store.

© 2021 European Supermarket Magazine – your source for the latest Drinks news. Article by Branislav Pekic. Click subscribe to sign up to ESM: The European Supermarket Magazine.

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