© Le Coq Sportif
Who buys alcohol online and how?
July 24th 2024
While global e-commerce wine sales saw a 6% decrease in value in 2023, this shift marks a new phase of market maturity and exciting opportunities for growth. The online wine market is evolving, with increased competition from spirits, beers, ciders, and ready-to-drink beverages, driving innovation and diversity.
Millennials, who are enthusiastic online wine buyers, will play a pivotal role in the future of this channel, especially in emerging markets. Established markets like Europe and Australia, with their loyal base of Boomers and Generation X consumers, continue to show strong support for online wine purchases.
Younger consumers are driving trends with their preference for special occasion purchases and fast delivery options, while older consumers bring stability with their focus on value and quality deals.
The variety of devices used for online shopping highlights the adaptability of the market: younger consumers favor smartphones and tablets, while older consumers appreciate the convenience of specialized websites and online supermarkets.
Delivery expectations are also evolving positively: younger consumers are willing to invest in faster delivery, reflecting their dynamic lifestyles, while older consumers enjoy the flexibility and cost-effectiveness of standard delivery options.