Is Your E-Commerce Platform up to Scratch?
Posted on Mon 13th Jul 2015 at 09:16
If you’ve been meaning to upgrade your online wine sales system, then now is the perfect time. The Wilson Drinks Report has just released data suggesting that online wine sales will increase to 15% by 2018.
Online sales already account for £725m, with around half that volume coming from major grocers, while the rest is split between wine clubs, independents and direct sales. In terms of sales segmentation, the WDF data highlights the fact that red wine performs best online. In particular, wines from France, Spain and Australia were most popular, with the premium end of the market performing particularly well. By contrast, white wines and Champagne in particular were under-performing, as Harpers reports: “sparkling also (saw) a fall of 6%, due to the decline of promotional activity on champagne, which makes up a large proportion of sales.” Not only should retailers look to extend their online promotional activity around sparkling wine to reverse this trend, but they should also look to refine their mobile websites when reviewing their overall online strategy. As data from this report and elsewhere demonstrates, sales completed on smartphones are growing at a rapid pace, and those without sites optimised for mobile use may find they’re missing out on an ever-increasing number of sales. We look forward to seeing how the digital sales of wine expand and evolve over the next few years, and working with retailers to provide support in their digital endeavours wherever possible.