Developing your winery's ecommerce presence in 2016
2016 is the perfect time to expand your online wine store. According to Business 2 Community, data from eMarketer found ecommerce sales are estimated to grow to $440 billion by 2017.
Wineries must meet consumer demand
While it is certainly true that wine is an experiential good that enhances real-life encounters and relies on the senses for purchase decisions, more consumers are turning to digital channels to buy this product. In fact, ABC Australia shared data from Wine Intelligence that found 79 percent of people who drink wine use the Internet.
Further, the American Wine Consumer Preference Survey launched by Sonoma State University and the Wine Business Institute revealed 6 percent of wine drinkers purchase their favorite wine online. While this number may seem small, it is rapidly climbing, and large ecommerce companies like Amazon are tapping into this trend by launching shopping features that allow customers to purchase wine on the Internet.
Most importantly, the majority of consumers prefer to have the option to make purchases from their homes. Business 2 Community cited data from Econsultancy that underscores this fact, noting 51 percent of consumers like knowing they can shop from the comfort of their homes.
Ecommerce lengthens brand reach
Creating an online wine store is also an opportunity to increase your winery's reach and brand awareness. Often times, wine drinkers are unable to experiment with new varietals due to their location, which means some wineries are missing out on potentially loyal fans. By establishing an ecommerce presence, you can make our product more accessible to a larger group of people. Additionally, ecommerce is heavily tied to social media. ABC Australia also pointed out that, according to Wine Intelligence, one in four adults under age 35 was influenced to purchase wine based on a post theysaw on social media. By creating an online wine store, you can increase sales through social sharing and increase brand awareness for your winery.
As online shopping continues to grow in popularity in the U.S. and globally, it is important to keep your winery relevant. Growing your online wine store is an important step for growth in 2016.