Wine e-commerce in the U.S. – statistics & facts

The United States is home to one of the biggest markets for wine production and consumption worldwide. Americans consumed approximately 34 million hectoliters of wine in 2022, more than any other country in the world. This puts the United States in a unique position in the wine e-commerce industry globally, particularly because the country also boasts one of the most mature e-commerce markets in the world.

Who buys wine online?

According to estimates, more than 38 million people were wine e-commerce users in the United States as of 2023. In fact, wine captured the highest e-commerce user penetration that year, suggesting that it could be the most lucrative and promising segment within alcohol e-commerce in the country. With an estimated 11 percent of the population buying wine online, e-commerce revenues in the U.S. wine industry more than doubled in recent years, increasing from a mere 1.4 billion U.S. dollars in 2017 to some 3.5 billion U.S. dollars in 2023. This impressive growth is due in large part to the impact of the COVID-19 pandemic on promoting the adoption of digital purchasing channels. In fact, revenue growth in wine e-commerce peaked at 40.8 percent in 2020, confirming the hypothesis that the pandemic significantly propped up the industry.

Do online wine retailers stand a chance of survival post-pandemic?

It is true that the pandemic helped many e-commerce industries gain relevance when brick-and-mortar stores closed their doors to customers in 2020. The question that remains is whether these industries have a chance of survival beyond quarantine regulations and lockdowns. As the pandemic came to an end and stores opened their doors again, some consumers still maintained the habit of shopping for their favorite wine bottle online. In August 2023 alone, totalwine.com had nearly ten million visitors to its website, a web traffic that exceeds some wine stores’ monthly foot traffic by far. With more than 300 million U.S. dollars in e-commerce net sales, Total Wine was also the leading wine and liquor online store in the U.S. in 2022. The company’s success stems from its emphasis on its distinct range of choice: by focusing on fine wine hailing from every single wine-producing region in the world, their website offers customers the possibility to buy wine from Moldova, Slovenia, Georgia, Armenia, or even Lebanon.
This text provides general information. Statista assumes no liability for the information given being complete or correct. Due to varying update cycles, statistics can display more up-to-date data than referenced in the text.
Published by Lynn Beyrouthy, Dec 18, 2023

Key insights

Alcohol e-commerce worldwide
35bn USD
Wine e-commerce worldwide
4.6bn USD
Most used online purchase channel
Supermarkets and grocers
Get more insights

Editor’s Picks Current statistics on this topic

E-commerce sales of the leading online stores in the wine and liquor segment in the United States in 2022 (in million U.S. dollars)

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Number of monthly visits to selected wine e-commerce websites in the United States in August 2023 (in 1,000s)

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Web traffic to selected wine online stores in the U.S. 2023

Online sales of beer, wine, and liquor in the United States from 2017 to 2022 (in billion U.S. dollars)

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Online beer, wine, and liquor sales in the U.S. 2017-2022

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