E-commerce and wine: why digital evolution is necessary for wine brands
Between 2021 and 2023, the growth of e-commerce revolutionized the way wine is sold online, creating new challenges and opportunities. The conversation between Giorgia Santinami, commercial manager of Celeste, and Paolo Picazio, national manager of Shopify, at wine2wine Business Forum 2023 touches on innovative strategies to improve the customer experience, integration with social media and the growing importance of social commerce.
The growth of e-commerce in the wine sector
Global e-commerce sales have reached around $3.4 trillion, with 57% of the world's population shopping online. However, the wine sector accounts for only 3.5% of this market, highlighting a huge opportunity for growth. Santinami and Picazio point out that the wine sector is at a turning point, where the expansion of digital channels and a strong online presence can make brands stand out in the market.
The importance of user experience
One of the main challenges in selling wine online is the absence of direct sensory interactions. Not being able to taste the product, customers rely on the presentation and experience of the platform. Picazio highlights that the first point of contact is visual, making the design of aesthetically engaging platforms crucial. Personalization and storytelling are essential to create a deep connection with consumers, compensating for the absence of physical experience in the purchasing process.
Social media integration: the future of sales
The integration between e-commerce and social media is revolutionizing the online sales landscape. Santinami and Picazio analyze how social commerce is transforming the market. Features like Instagram Shopping allow brands to turn social interactions into instant sales. Meanwhile, TikTok's initiatives in the commerce sector are proving to be key to attracting the new generations, allowing brands to expand their visibility and increase conversions.
Single channel strategies for wine brands
In addition to direct-to-consumer sales, the two professionals emphasize the importance of adopting omnichannel strategies. Solutions like Shopify's Point of Sale (POS) allow brands to seamlessly integrate online and offline sales, providing customers with a unified experience.
Giorgia Santinami
Giorgia Santinami is head of the commercial and new business area of Diana Corp. In 2019, she launched dAgency, a division dedicated to Shopify, coordinating over 100 projects. With more than 10 years of digital experience, she has worked in Sopra Steria, contributing to Gucci's e-commerce project, and in Yoox and Net-a-Porter Group, specializing in luxury and online fashion.
Paolo Picazio
Paolo Picazio is Country Manager Italy at Shopify. He joined the company in February 2020 and today leads Shopify's growth in Italy. With over 10 years of experience in the digital sector, he previously developed the Facebook Marketing Partners ecosystem in Southern Europe and contributed to the launch of WhatsApp Business in Italy.