Italian wineries are very important to national exports however 65% of producers do not sell their wine online, according to a study: among the 35% who are familiar with e-commerce, 52% sell their wine through their own websites while 22% use specialised websites such as Svinando, Wineverse, Tannico, Vinix, Winetowine and Winezon. Another 27% use both their own sites and specialised sites.
The most active producers selling online are in Tuscany, Lombardy, Abruzzo, and Sicily while in 42% of cases on-line sales represent just 2-3% of annual turnover while in 21% of firms on-line sales make up more than 10% of the turnover.
the main reasons for not selling wine on-line are lack of focus and know-how, a conflict between e-commerce and traditional sales channels and a preference for direct contact with customers.
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