Wine e-commerce in the U.S. – statistics & facts
The United States is home to one of the biggest markets for wine production and consumption worldwide. Americans consumed approximately 33 million hectoliters of wine in 2023, more than any other country in the world. This puts the United States in a unique position in the wine e-commerce industry globally, particularly because the country also boasts one of the most mature e-commerce markets in the world.
The company’s success stems from its emphasis on its distinct range of choice: by focusing on fine wine hailing from every single wine-producing region in the world, their website offers customers the possibility to buy wine from Moldova, Slovenia, Georgia, Armenia, or even Lebanon.
Unabated growth
According to estimates, more than 29 million people were wine e-commerce users in the United States as of 2024. With an estimated nine percent of the population buying wine online, e-commerce revenues in the U.S. wine industry more than doubled in recent years, increasing from a mere one billion U.S. dollars in 2017 to some 2.8 billion U.S. dollars in 2024. This impressive growth is partly due to the impact of the COVID-19 pandemic on promoting the adoption of digital purchasing channels. In fact, revenue growth in wine e-commerce peaked at 40.7 percent in 2020, confirming the hypothesis that the pandemic significantly propped up the industry.Zooming in on Total Wine
As the pandemic came to an end and stores opened their doors again, some consumers still maintained the habit of shopping for their favorite wine bottle online. In October 2024, totalwine.com had around nine million visitors to its website, a web traffic that exceeds some wine stores’ monthly foot traffic by far. With more than 330 million U.S. dollars in e-commerce net sales, Total Wine was also the leading wine and liquor online store in the U.S. in 2023.The company’s success stems from its emphasis on its distinct range of choice: by focusing on fine wine hailing from every single wine-producing region in the world, their website offers customers the possibility to buy wine from Moldova, Slovenia, Georgia, Armenia, or even Lebanon.
