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In the distribution of wine sales in Italy in 2019, the large-scale retail made up ** percent of sales revenues, while the Ho.Re.Ca. (hospitality, restaurants, and catering) channel followed with **** percent. Sales on online marketplaces made up only *** percent of the total. However, this small market segment has a slightly higher relevance for fine wines, which have a price higher than ** euros per bottle. In Italy, *** percent of these wines produced by big companies is sold online.

Online wine shoppers

A poll conducted in May 2020 showed that nearly one in five Italian consumers used to buy wine online, with the two main channels being e-commerce marketplaces (** percent), and supermarkets’ websites or apps ( percent). Among the e-commerce platforms, Amazon was chosen by ** percent of Italian respondents of all of ages, while individuals between 18 and 34 years showed an even a higher preference rate (** percent)

Italian wine marketplaces

The growing popularity of online shopping for wine led to an increase in the revenues of online wine retailers. Vino ** recorded the highest growth, as its revenues increased by ** percent, if compared to 2018. Bernabei followed with a percentage increase of ** percent, while revenues of Tannico, marketplace partially acquired by Campari, grew by ** percent.