They spend on average 14€ more per bottle, they buy more often, they are more competent and more International than those who buy wine in a traditional manner.
Read for you by Donatella Cinelli Colombini
The profile of the online buyer comes from Vente-privee.com (reproposed by WineNews) an e-commerce giant with 18 million rapports all over the world and 30 million in the wine business during 2012. The sector, according to them is just starting, and seems destined to expand enourmously.
The wine lover who orders bottles through the virtual wine stores buys and
drinks, in other words he does not store the bottles in his cellar. He or she is less faithfull and more international (actually preferring Italian Freanch and Spanish wines, but also appreciating those from South Africa and Chile) and spends more even when the wine is to be a gift (9€). This aptness for expensive buying depends maybe on the possibilità of compring the price with all else on offer around the world so those buying are actually sure that they are getting a bargain. The online wine client loves mostly red wines and half the time they are women (49%). Through this commercial chanel women are present a lot more than in traditional channels where they decrease to 35% of those buying. Once again women wine lovers confirm that they are ahead of times and able to use technology-
The most promising market of the wine ecommerce is China where 27% of sales already take place via Internet. To btter understand we should listen to Stevie Kim the super expert from Vinitaly. 80% of the sales renard bottles fromi 6 ai 12€ and only 5% of wine sold online in China costs mosre than 25€. The strongest website is Alibaba‘ through which about half the online sales in China go , followed by Yesmywine which is considered the web site in the world for wine ecommerce.