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E-commerce of wine, the 2022 Boom in Italy and Beyond

The wine e-commerce sector in Italy has seen a significant boom with the pandemic and restaurant closures. Although the industry may still be relatively small (with approximately 200 million euros in total turnover, according to estimates by Nomisma), it has emerged as a crucial channel for small wineries that are unable to access large-scale distribution. Furthermore, wine e-commerce portals serve as communication tools that allow producers to connect with consumers and provide training, such as wine culture and food matching. This sector’s importance is evident in the figures provided by WineNews, which show that important realities such as Tannico,,, and Xtrawine have recorded turnovers of 82 million euros in 2020 (with a growth of over 80% on 2019).

Tannico, in particular, has grown significantly, with a turnover of 37.5 million euros and thanks to Campari Group’s investment of 23.4 million euros. Similarly,, formerly Vino75, has nearly doubled its turnover to 30 million euros. The CEO of, Andrea Nardi Dei, explains that the platform’s success lies in providing an experience for customers through discovery and navigation systems. Xtrawine’s sole director, Alessandro Pazienza, believes that the online wine sales sector is still in its infancy, with enormous potential for growth in both Italy and around the world. also grew significantly, with a turnover of 12 million euros, and was recently acquired by Italmobiliare for 13 million euros. Finally, Winelivery saw a monstrous growth of 600% in 2020 to a total turnover of 7.5 million euros.

These investments demonstrate that the future of wine e-commerce is bright, even at a worldwide level. Vivino, the most used wine review and sales app in the world (with 50 million users), recently raised $155 million in funding to improve its technology platform and artificial intelligence and expand into markets such as the United States, Germany, the United Kingdom, Japan, Portugal, and Italy.

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