Wine e-commerce in Italy - statistics & facts

Online retail of wine and more in general alcoholic beverages has become an increasingly popular e-commerce niche. As happened with other consumer goods, online wine sales grew significantly after the COVID-19 pandemic outbreak. In Italy, wine e-commerce deserves some attention, as the country is a leading producer, exporter, and consumer of wine in Europe and worldwide.

The lively niche of online booze

A recent study indicated that online channels summed up to four percent of wine market value in Italy, still lagging behind other countries like the United Kingdom and France. In the retail market, online sales of organic wine grew by 13.4 percent compared to 2020, hitting a bit less than one billion euros. A glance at the wine distribution channels suggests that wine selling business includes business-to-consumer (B2C) as well as direct-to-consumer (D2C) channels. A similar mix can be seen in the e-commerce universe, where big wineries surely invested in digitalization but did not have the capacity to implement successful e-commerce platforms.The wine group Italian Wine Brands represents one of the rare exceptions, as it has seen increasing online sales – especially abroad over the last years.

Who are the biggest online players?

A few marketplaces specialized in wine and spirits dominate the Italian wine e-commerce, thanks to an outstanding growth registered in the first half of 2020. More than that, they ranked as leading online stores in the food and beverages segment, outdoing even multichannel grocery retailers in terms of net sales. With annual revenue of 76 million euros, Tannico is the biggest online wine retailer, now also owning most of ventealapropriete.com, a French wine and spirits e-commerce website. As its primary competitor, the online store Vino.com saw its revenue increase tremendously in a relatively short time, from 5.3 million euros in 2018 to 43 million euros in 2021.

Local trends in the spotlight

Wine shopping is inevitably changing in Italy. The general surge of food delivery in urban areas probably pushed the business of Winelivery, a service of fast wine and alcoholic drinks delivery. Seizing the opportunity given by wine tourism, in 2022 Winelivery partnered with the startup Devinea, allowing mobile users to book wine tasting at local wine growers’ cellars or vineyards, an appreciated habit among wine tourists.
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 Daniela Coppola, Feb 28, 2024

Key insights

E-commerce share of wine sales
4%
Online retail sales of organic wine
0.9m EUR
Retail sales of still and sparkling wine
2.3n EUR
Get more insights

Editor’s Picks Current statistics on this topic

Top online stores in the wine and liquor segment in Italy in 2022, by e-commerce net sales (in million U.S. dollars)

B2C E-Commerce

Top wine and liquor online stores in Italy 2023

Leading wine and sparkling wine companies* in Italy in 2021, by sales revenues (in 1,000 euros)

Wine & Champagne

Leading wine and sparkling wine companies in Italy 2021, by sales revenues

Per capita consumption of wine in Italy from 2017 to 2023 (in liters)

Wine & Champagne

Per capita consumption of wine in Italy 2017-2023

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