French online wine sales continue to grow

Thursday May 10 2018 by Vitisphere

What drives consumers to buy on the Internet is the price tag (51%), delivery costs (38%) and quality of information (35%).What drives consumers to buy on the Internet is the price tag (51%), delivery costs (38%) and quality of information (35%). - Photo credit : Creative Commons CC0

Retail stores are still the preferred place to buy wines in France, but the internet remains in growth mode. Twenty-nine percent of French people surveyed by Sowine (a sample of 1,009 people representative of the French population) say they have already bought wine on the Internet. This equates to an increase of 19 points compared to 2011. Not surprisingly, the proportion is higher among young people aged 18 to 35, 35% of whom have bought online, compared to 26% for over 35s. According to the Sowine survey, the average basket contains 3 to 6 bottles with an average budget per bottle of between 5 and 10 euros.

Producers’ websites popular

Half of the preferred websites belong to producers, followed by wine merchants (38% of respondents) and e-commerce websites (35%). Consumers are driven to buy on the Internet by attractive price tags (51%), delivery costs (38%) and the quality of information (35%). What stops them from clicking on the "buy" button is fear of receiving broken bottles, the high cost of shipping and the fact that many consumers have simply not considered the possibility of buying online.

The web is also a key influencer. “34% of informed consumers follow pages dedicated to wines and spirits on social media and 70% attach great importance to the information they find there”, stresses Sowine. The role of social media is particularly important among young consumers with one in four millennials having already bought a wine recommended on social media, twice as many as those over 35.

 

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