Wine Depot

A Guide to Online Marketplaces: The Key to Wine Sales Success

Mobile phone apps

It’s no secret that direct-to-consumer (D2C) sales are the wine industry’s largest revenue generator with cellar doors as the leading channel. But what happens when wineries are forced to shut their doors from visitors? 

Whether it’s caused by bushfires or a lockdown due to a pandemic outbreak, uncertainties surround the alcohol industry all the time. Now more than ever, it’s essential for companies to adapt and invest in building their digital presence to thrive. 

In 2020, wine sales online skyrocketed and increased by 49%, according to Wine Australia. To capitalise on this booming channel, brands need to look outside of their standard platforms. While websites and social media platforms are important in building brand awareness, online marketplaces can help boost your sales significantly.


Weighing the Pros and Cons

Selling on D2C marketplaces gives you a much wider reach, potentially attracting millions of customers across the country. Unlike with your own website, you don’t have to spend too much time and money driving traffic to your store. Demand is there and customers are already on the platform with 97% of Aussies shopping on at least one marketplace. 

Why do people like buying from marketplaces? It’s because of the ease and convenience. They can discover and compare products and prices without leaving the site. Plus, online marketplaces have built trust with these buyers which leads them to trust your brand as well.

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Online marketplaces are additional channels to market and sell your products, but they also have some drawbacks you need to consider. It’s no different from handling sales from your own ecommerce channel. You’ll have to spend a considerable amount of time to build and maintain it. 

If you’re looking to sell in multiple marketplaces, it’s a lot of work to list all your products on each platform. You must also be on top of your inventory and may even need to invest in additional storage when you see a large increase in sales volume.

More importantly, you’ll need to make sure you abide by the high service standards set by each marketplace which includes meeting fulfilment and delivery expectations and delivering excellent customer service. For example, sellers who don’t respond to buyer questions, or don’t handle returns and refunds on time are often penalised.  

The Simple Way to Boost D2C Sales

Luckily for wine producers and distributors, there’s an easy way to navigate around the challenges of online marketplaces. This is where WINEDEPOT DIRECT comes in. It allows you to expand your reach by listing your brands and products across a broad range of online consumer channels. 

With its seamless integration capabilities, you can push your products to Australia’s leading online D2C marketplaces with just a single click, with no set-up and integration fees. Customer service and returns are also taken care of so you can focus more on growing your business. More importantly, orders are handled, fulfilled, and delivered for you so you can just sit back, relax, and watch the sales come through.

Amazon van

What sales channels are available on DIRECT?

  • Vivino 

With more than 800,000 Australian users, Vivino may not have a large customer base but it’s a well-positioned and designed wine marketplace. This means you can be sure that the users on the platform are interested and looking to purchase some vino and nothing else. 

Another advantage of Vivino is that it has an active global community that are constantly sharing honest reviews which influence buyer purchases. 

  • eBay

eBay is the most popular online marketplace in the country with approximately 75 million monthly website visits, 14 million of which are unique visitors. Even big global brands from various industries such as Sony, Dyson, and Kathmandu trust and sell on the platform. 

eBay allowed selling alcohol in 2016 and since then, the category has continued to grow with sales volume up by 243% the following year. 

  • Amazon 

Amazon is the second largest e-commerce site in Australia. The online marketplace saw significant growth in 2020, including an additional 55 million visits in the last quarter compared to the same period in the previous year. 

To help support local producers and brands, the platform also recently launched a store specifically for wines, beers and spirits with more than 125 million products listed.


Whether you’re a large or boutique winery; a new or experienced producer, online marketplaces should be a key part of your e-commerce strategy. If you have limited resources, give WINEDEPOT Direct a click.

Interested to know more? Contact us so one of our account managers can walk you through our suite of solutions tailored to your needs.