Smart business owners constantly look for new ways to improve, to thrive, to innovate. And while many small businesses know how to make in-store sales like a pro, it’s important to keep up with the latest trends. For many industries — including the wine industry — that means setting up shop online.
The online alcoholic drinks market generated 17 billion dollars in revenue in 2023, a 143 percent increase from five years prior. E-commerce is no longer a nice-to-have for wine retailers; it is where your customers are increasingly choosing to shop. More than 80 percent of American consumers shop online, and 63 percent of shopping journeys start on the internet even when the final purchase happens in-store. If your inventory is not visible online, you are invisible to a growing segment of buyers.
Smart wine store and beer and wine stop owners are adapting by bringing their selection to customers rather than waiting for customers to come to them. Setting up shop online opens up your store beyond local foot traffic, puts your curated selection in front of buyers across the country, and creates a revenue stream that works around the clock.
But leveraging liquor online sales can feel like a challenge if you have never done it before. There is a lot to figure out — regulations, platforms, inventory management, delivery logistics, and standing out from competitors. This guide walks you through everything you need to know about how to sell wine online, from the key reasons to make the move to the practical steps to get started.
The biggest advantage of taking your wine shop or beer and wine stop online is the ability to reach customers well beyond your local area. People who would never drive past your store can find your curated selection through a simple search, and customers who already know you can shop from the comfort of their homes instead of making a trip in. Convenience is a major driver of online wine sales. Customers can browse your selection at any time, order for home delivery, or choose curbside pickup — a flexible buy online, pick up in-store (BOPIS) experience that works for customers both inside and outside your delivery radius.
But reach and convenience are just the beginning, selling online has a series of benefits:
Getting your wine shop or beer and wine stop online does not have to be overwhelming. Follow these steps to set yourself up for success from the start.
The first step that you need to take before you can sell wine online is to research the laws and alcohol e-commerce regulations in your area. Each state has their own requirements for online liquor and wine sales — including age verification and licensing.
Before you set up shop online, you need to establish a solid foundation. This includes understanding your customers, their behaviors and preferences, and tailoring your online services accordingly.
For example, do your customers prefer rare brews and exquisite wines? Or do they like more mainstream, commercial brands? Do they shop during special occasions, or are they frequent buyers? This will help you anticipate their needs and have ready solutions.
You should also consider your target audience when building your online presence. What is your ideal customer base? Nearly 40 percent of online liquor and wine sales come from millennials and Gen Z, according to Wine Business, so any effective wine e-commerce store should be sure to cater to a younger market compared to most traditional wine retailers.
Bringing your beer & wine stop online is not only about creating a website and listing your products. You need a system that can handle inventory, process payments, manage deliveries, and perhaps most importantly, provide a seamless customer experience. Choosing the right e-commerce platform is a big decision, so it is key to figure out what you want to get out of your online store before choosing a platform.
Let's dive a little deeper into what this look like:
Once your online store is set up, you need a plan for getting orders to customers. There are two main approaches.
The first is in-house delivery, where you hire your own drivers and manage the logistics yourself. This gives you more control over the customer experience and keeps delivery fees in your pocket, but it requires additional staffing and coordination.
The second is partnering with a third-party delivery service like DoorDash. This removes the operational burden — DoorDash handles the logistics and their couriers are trained to check IDs on delivery — but you will pay a commission on each order.
Many wine shops and beer and wine stops start with curbside pickup only, then add delivery once they have a better sense of order volume and customer demand. Starting small reduces risk and gives you time to figure out which model works best for your store before committing.
Before you pull the trigger on an e-commerce platform, make sure it integrates with your point of sale solution. Modern e-commerce platforms (that are supported by your POS software) have the capability to track stock levels in real time, meaning you won’t ever oversell a product. This also affords you the time needed to restock products so that your customers are never disappointed by “out of stock” labels.
Additionally, the best e-commerce platforms for wine stores offer in-depth data analytics so that you can make the best decisions for your business. You can easily find your best- and worst-selling products, making your life easier when inventory planning.
Most e-commerce platforms will integrate with other systems that your wine store may use, including (but not limited to) CRM tools, accounting software, and email marketing services. They also can streamline the order fulfillment process, printing shipping labels and keeping customers informed on shipping status.
Remember that online selling platforms aren't just about sales; they're also about connecting and creating a community with your customers! Think of online reviews and ratings, announcements about new products and special deals — maybe even a blog about various topics like teaching customers how to appreciate craft beers, or how different types of wine grapes produce distinctive varietal characters.
Simply having an online wine store puts you one step ahead of the competition. But you can level up by finding a way to effectively market to your customer base.
There are several ways to do this, such as sending exclusive deals to existing customers via text, or printing off in-store advertisements with a QR code. Consider running “Web Discount Wednesday” or “Thirsty Thursday” promotions to have customers regularly visit your online wine store. You can also run paid ads on Facebook or Instagram targeting your main customer demographic.
Once you do get people to your online marketplace, be sure to make it a memorable experience. Include photos, the story behind your business, and bios on unique products. Consider adding reviews for each product so customers can share their experience with both the wine and your small business.
Still looking for a hand in selling wine online? We’re here to help!
Bottle POS makes it easy to get your wine shop online with our in-house e-commerce platform, BottleZoo.
BottleZoo integrates directly with your point of sale, making pickup and delivery a breeze, giving you full visibility on inventory, and helping you reach new customers who wouldn’t have known about your business before going online.
With over 500 liquor stores listed and one million website views, BottleZoo is a reliable e-commerce solution for any small business looking to sell wine online.
We want to help you make the best decision for your business, so schedule a demo with one of our leading industry experts to see if Bottle POS and BottleZoo are the right solutions for your wine shop.
Bottle POS was designed to be smart and simple. Instead of having hundreds of features that liquor store owners won't use, we concentrate on the features that really make a difference.
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