The global wine e-commerce market is poised for steady growth, according to the latest data from Statista, a leading global data and business intelligence platform.
Revenue is projected to reach USD 6.73 billion in 2025, with a compound annual growth rate (CAGR) of 2.94% through 2029, when the market is forecast to reach USD 7.56 billion. The United States is expected to lead this surge, generating USD 3.11 billion in revenue in 2025—nearly half of the global total.
Expanding User Base and Increasing Market Penetration
The wine e-commerce landscape is also marked by a rising number of digital buyers. By 2029, the number of users worldwide is expected to climb to 327.8 million. In 2025, user penetration will stand at 3.9%, rising to 4.5% by the end of the forecast period. The average revenue per user (ARPU) globally is expected to be USD 26.61, reflecting moderate spending trends in digital wine retail.
Still Wine: The Main Revenue Driver
Still wine remains the dominant force in online wine sales. Global e-commerce revenue for this segment is expected to hit USD 5.49 billion in 2025, with a CAGR of 2.84%, reaching USD 6.14 billion by 2029. The U.S. will again take the lion’s share of this figure.
Key figures for still wine:
- User penetration: 2.5% in 2025 → 2.9% in 2029
- ARPU: USD 33.29 — notably higher than the market average
- Market volume (2029): USD 6.14 billion
This segment continues to benefit from stable demand, established consumer habits, and the convenience of online delivery, particularly for premium and boutique labels.
Sparkling Wine: Higher Growth, Lower Spend
Sparkling wine, while generating lower total revenue than still wine, is showing a higher growth trajectory. In 2025, global e-commerce revenue for sparkling wine is forecast at USD 944.70 million, growing at a CAGR of 3.40%—the highest rate across all wine segments. By 2029, this figure is expected to reach USD 1.08 billion.
Key metrics for sparkling wine:
- User base: 254.1 million by 2029
- User penetration: 3.0% in 2025 → 3.5% in 2029
- ARPU: USD 4.80 — significantly below that of still wines
This suggests that while more consumers are experimenting with sparkling wines online, they tend to spend less per transaction—possibly driven by promotional offers and a younger, more price-sensitive demographic.
Strategic Implications for the Wine Industry
These figures underscore the critical role of e-commerce in the future of global wine sales. With rising digital penetration, especially in mature markets like the U.S., wine producers, importers, and retailers must optimize their online sales channels, mobile platforms, and personalized marketing strategies to capture and retain digital consumers.
Additionally, the higher ARPU in still wine highlights the value of premium positioning and direct-to-consumer models, while the growth of sparkling wine suggests opportunities for entry-level products, subscription services, and gift-driven sales.
As the global wine industry navigates inflation, shifting demographics, and evolving consumption habits, the e-commerce channel remains one of the most dynamic and strategic growth areas.
Source: WineNews