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  • Writer's pictureHolly Berrigan

2023 Wine eCommerce Industry Report

Updated: Feb 20

A Year of Dynamic Trends and Growth

Hello everyone! As we look back at 2023 in the wine eCommerce sector, it's been a year of fascinating developments and varied performances. This report delves into data from a wide range of eCommerce accounts in the wine industry, offering a snapshot of the diverse and dynamic landscape. We took a sample size of 13 accounts across our portfolio that best represented every section of the wine eCommerce industry to bring some of the data from 2023 to life.

From Small Beginnings to Major Players:

Our study spans a spectrum of eCommerce stores, from those just starting out in 2023 to long-established names in the market. The array includes smaller, niche brands with sales under $100k and major players with multi-million dollar revenues. This range, allows any trends seen across the market to be captured without biasing towards one kind of store.

Diverse Engagement and Sales Strategies:

We've looked closely at how different brands have engaged with their audiences and translated that engagement into sales. By analyzing conversion rates, we're able to see the effectiveness of various wine digital marketing strategies across the spectrum. Some brands worked with the appeal of popular trends, while others took more traditional approaches.

Balancing Order Volume and Sales Value:

In our analysis, we also explore how brands balance the number of orders with the total sales value. It's about understanding the relationship between attracting a high volume of smaller orders versus fewer, higher-value sales. This aspect is crucial in evaluating the overall health and strategy of a brand in the digital marketplace.

A Wide Array of Brands:

Beyond exploring diversity in time in the market, this report includes brand diversity as well. From those that cater to specific niches to as those with a broader market appeal. This variety allows us to present findings that are relevant and insightful for different segments of marketing campaigns.

In summary, 2023 has been a year of growth, challenges, and opportunities in the wine eCommerce industry. From emerging trends to enduring strategies, the insights from this report offer valuable guidance for wine businesses navigating this evolving landscape.

Section 1:Insights on Average Order Value, Total Orders, and Total Sales

In 2023, the wine eCommerce industry witnessed a varied landscape in terms of Average Order Value (AOV), Total Orders, and Total Sales. These metrics provide crucial insights into the market strategies and customer engagement of different wine brands.

The chart below shows an overlay of total sales relative to the number of orders placed. The higher the purple is from the red line, the higher their AOV.

Total Sales and Number of Sales Per Account

Understanding Average Order Value (AOV):

  • Diverse AOV Spectrum: The AOV across brands in 2023 showed significant variability, reflecting a range of customer purchasing behaviors and product pricing strategies.

  • Indicators of Market Strategy: Higher AOVs often suggest a focus on premium, possibly exclusive bottle of wine offerings, whereas lower AOVs are indicative of brands catering to a broader, more price-sensitive audience.

The AOV is a critical indicator of how different brands position themselves in the market, whether aiming for premium niches or mass appeal.

Analyzing Total Orders:

  • Indicator of Brand Reach: A high number of total orders signifies strong market penetration and suggests an effective reach to a broader customer base.

  • Reflecting Market Strategy: Lesser total orders might not necessarily point to underperformance but could indicate a focus on niche, higher-value products or a still-growing brand presence.

Total orders offer a lens through which we can gauge the market reach and loyal customer base size of each brand.

Evaluating Total Sales:

  • Primary Success Metric: Total sales figures are the ultimate measure of a brand's market success, influenced by both AOV and total order volume.

  • High Sales = Strong Market Presence: Brands achieving high total sales typically demonstrate effective sales strategies and perhaps a more extensive distribution network.

  • Modest Sales and Market Potential: For newer or smaller brands, modest sales figures are not inherently negative but may represent growing market recognition and potential for future growth.

Total sales are the culmination of a brand's efforts in pricing, marketing, and customer engagement, serving as the ultimate barometer of success.

Key Takeaways

The 2023 data underscores that there's no uniform success formula in a digital marketing plan for wine. Brands need to balance AOV, total orders, and total sales, adapting their strategies to their unique market positions and customer preferences. Understanding these metrics collectively helps brands in tailoring their approaches for long term growth and market relevance.

Section 2: Effectiveness of Conversion Rates in Driving Sales

In 2023, conversion rates in the wine eCommerce sector have been as crucial and telling as ever. Much like a vital sign of a brand's online health, these rates provide insight into the effectiveness of each brand's digital presence and wine marketing strategies.

Conversion rates per wine ecommerce account in 2023

Understanding Conversion Rate Dynamics:

  • Variability Across Brands: Conversion rates showed a wide range across different brands, reflecting the diversity in digital marketing for wine effectiveness.

  • Effective Engagement: High conversion rates indicate a brand's success in not only attracting but also convincing visitors to make a purchase.

This metric is key to understanding how well brands are translating their online traffic into actual sales.

Conversion Rates as Indicators of Strategy:

  • Marketing Efficacy: These rates are a direct reflection of how effective a brand's marketing and online user experience are.

  • Potential Customer Interaction: They also highlight the quality of customer interaction on the winery website - from product presentation to the ease of the checkout process.

In essence, conversion rates offer a window into how brands are navigating the digital marketplace and their efficiency in converting interest into sales.

Scatter plot of conversion rates, aov, and total sales in wine ecommerce for 2023

Conversion Rate and AOV:

The relationship here is mixed. Some brands with higher-priced products (higher AOV) still maintain good conversion rates, suggesting that price isn't always a barrier to purchase if the product is appealing.

Conversion Rate and Total Sales:

There's no clear pattern between conversion rates and total sales. Some brands with moderate conversion rates still achieve high sales, indicating that factors other than just conversion rate (like brand strength or customer loyalty) play a significant role.

AOV and Total Sales:

In some cases, higher AOV correlates with higher total sales, implying that selling wine that is more expensive can positively impact overall sales, especially if the brand and its products resonate well with their target audience.

In summary, these insights show that successful wine eCommerce isn't just about one factor like price or conversion rate; it's a combination of various elements working together.

Understanding conversion rates helps brands identify areas for improvement in their online strategy, aiming to enhance the customer journey from landing on the site to completing a purchase.

Section 3: Mobile vs. Desktop Usage and Its Impact on Sales

For the third section of our 2023 wine eCommerce report, let's delve into the analysis of Mobile vs. Desktop Usage and how it influences sales patterns. In today's digital age, understanding the preferred platforms of your customers is as crucial as knowing their taste in wine.

mobile vs desktop on wine ecommerce platforms in 2023

Mobile vs. Desktop Usage:

  • Balancing Act: Examining the split between mobile and desktop usage provides insights into consumer behavior and preferences. It's essential to understand how customers prefer to browse and shop.

  • Platform-Specific Strategies: Different usage patterns may necessitate tailored strategies for each platform, ensuring optimal customer experience whether they're on a mobile device or a desktop.

The way customers interact with eCommerce platforms on different devices can significantly impact their purchasing decisions.

Implications on Sales:

  • User Experience and Conversion: A seamless and responsive user experience on both mobile and desktop is key to maintaining high conversion rates.

  • Adaptation to Consumer Behavior: Adapting to the dominant platform among your customer base can lead to more effective marketing and potentially higher sales.

Understanding the dynamics of mobile and desktop usage helps in fine-tuning the marketing approach and user experience, aligning them with the preferences of the target audience.

Key Observations:

  • Even Distribution: Across the board, the numbers indicate an almost equal distribution between mobile and desktop views. This suggests that consumers are as comfortable shopping on their mobile devices as they are on desktops.

  • Varied Dominance: Interestingly, each brand within the sector exhibits a clear preference for either mobile or desktop. This variance underscores the unique customer base and behavior associated with each brand.


  • Monitor Trends Closely: Given the dynamic nature of consumer behavior and technology, it's crucial for brands to continuously monitor these trends. Keeping an eye on how these preferences evolve can help in making informed decisions.

  • Optimize for Both Platforms: The data strongly recommends that wine eCommerce platforms should be equally optimized for both mobile and desktop. This ensures a seamless and engaging shopping experience, regardless of the customer's device of choice.

In conclusion, as the wine eCommerce sector moves forward, a dual-focus approach catering to both mobile and desktop users is essential. This balanced strategy will enable brands to effectively engage with their diverse customer base and adapt to shifting trends in digital consumption.

Section 4: Email Marketing Effectiveness in Wine eCommerce

In this section, we'll explore the effectiveness of email marketing strategies across various anonymized wine eCommerce brands, focusing on metrics like open rates, click rates, revenue per recipient, and unsubscribe rates

email marketing metrics for wine ecommerce in 2023

Open Rates - First Impressions Count:

  • Brands with higher open rates (e.g., Account J, Account H) demonstrate an ability to capture the attention of their audience right from the inbox.

  • Effective subject lines and audience targeting are crucial in achieving high open rates.

Click Rates - Engaging Content is Key:

  • Accounts with high click rates (e.g., Account D, Account I) show that their email content is not just opened but also interactively engaged with.

  • These rates reflect the success of the content and calls-to-action within the emails.

Revenue per Recipient - The Financial Impact of Emails:

  • Certain accounts (e.g., Account D) exhibit high revenue per recipient, indicating their email campaigns are not just engaging but also effective in driving sales. You can see that higher CTR can be associated with higher RpR, but not always.

  • This metric provides insights into the direct financial returns of email marketing efforts.

Unsubscribe Rates - A Measure of Content Relevance:

  • Higher unsubscribe rates (e.g., Account I) may signal a need for adjustments in content relevance, frequency, or audience segmentation.

  • Keeping unsubscribe rates low is essential for maintaining a healthy and engaged email list.

The effectiveness of email marketing in the wine eCommerce sector varies across brands, with some excelling in engaging their audience while others might need to fine-tune their strategies. The insights from these metrics are crucial for understanding customer preferences and tailoring email content to enhance engagement and drive sales.

Reflecting on the vibrant and evolving landscape of 2023 in the wine eCommerce sector, we've gained substantial insights across a range of metrics, painting a detailed picture of the industry's current dynamics and possible future trends.

Key Conclusions from 2023 Wine eCommmerce

Diverse Average Order Value (AOV):

The significant variance in AOV across brands indicated a wide spectrum of customer spending habits and product pricing strategies, with each brand finding its niche, whether in premium or more economical segments.

Total Orders and Sales:

The data showcased the different successful approaches of the brands, with some focusing on market penetration (evidenced by high total orders) and others on higher-value sales (reflected in high total sales).

Conversion Rates:

The varied conversion rates across brands underlined the importance of effective website design and customer engagement strategies in driving sales.

Mobile vs. Desktop Usage:

The nearly equal split between mobile and desktop usage in shopping experiences suggested that both platforms are crucial in customer engagement and sales, necessitating optimized strategies for each.

Marketing Effectiveness:

The analysis of email marketing metrics demonstrated varying degrees of success and underscored the need for engaging content and tailored marketing approaches to maintain customer interest and drive sales.

Predictions for 2024:

Increased Focus on Mobile Optimization:

With the growing trend towards mobile use, more emphasis will continue to be placed on mobile optimization in 2024 to enhance the customer experience and engagement.

Growth in Niche Markets:

The trend towards specialization in specific types of wines or experiences is anticipated to continue, catering to distinct customer preferences and tastes. We've seen continued interest in natural wines, country specific wines (in particular lesser found regions like Canada, Croatia, etc), and wine education focused clubs.

Enhanced Personalization with AI:

The use of Artificial Intelligence in wine eCommerce is expected to significantly advance in 2024. AI technologies will play a crucial role in offering personalized recommendations to customers, enhancing their shopping experience. This could involve sophisticated algorithms analyzing customer preferences, past purchases, and browsing behavior to suggest wines that align perfectly with their tastes. One area that will have many changes from this will be search engine optimization (SEO), which we will address in a future report.

Advancements in SMS for Wine eCommerce:

SMS is poised to become a more significant marketing tool in 2024, offering direct and personalized communication with customers, driving engagement and sales. While it has been difficult to leverage in the bev-alc eCommerce space to date, we're seeing more companies open this offering and laws loosening to allow brands to better leverage this channel.

Post-COVID Market Correction:

As the industry moves further away from the COVID-19 pandemic, we predict a normalization or correction in eCommerce sales, overcoming the slump experienced during the height of the pandemic.

Social Media and Influencer Marketing:

While social media is not addressed in this report, it is something that we run and track as a channel. The potential to grow a brand via social media marketing combined with micro-influencers is a tecnique we have seen work for some brands, but not the majority.

With new tools and leveraging affiliate programs combined with influencers, we see this as a viable channel in 2024.

Looking ahead to 2024, the wine eCommerce industry is expected to continue its evolution, with digital technology and customer-centric strategies playing pivotal roles in shaping consumer experiences and preferences. Brands that quickly adapt to these changes, focusing on personalized and technologically-advanced marketing strategies, are likely to thrive in the coming year.

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