The fast-growing online wine market represents an opportunity for wine producers, wine stores and other retailers. In this article, we cover the requirements for selling wine online in Italy and abroad, including strategies to attract and retain customers.

What's in this article?

• The Italian wine market
  
• Key requirements for selling wine online in Italy
  
• What are the sales channels for wine e-commerce?
  
• Selling wine online abroad
  
• Strategies for selling wine online
  

The Italian wine market

According to the 2024 State of the World Vine and Wine Sector report from the International Organisation of Vine and Wine (OIV), Italy remains the world's top wine exporter by volume. In 2024, Italy exported 21.7 million hectolitres of wine. France led in exports by value (€11.7 billion), driven by high-end wines such as Champagne. Italy ranked second in export value (€8.1 billion).

Italy's domestic production reached 44.1 million hectolitres, a 15% increase from 2023. This was despite recent extreme weather events that severely impacted many wine-producing regions, such as late frosts, heatwaves and hailstorms. In addition, Italy's domestic wine consumption held steady at about 22.3 million hectolitres, despite a slight drop compared to historical averages.

Online wine sales make up a minor – but expanding – share of the online alcohol market. In 2024, the number of people buying alcohol online in Italy rose by around half a million. Non-specialised marketplaces, wineries investing in direct e-commerce and major retailers seeking to enhance their online sales channels are driving this growth. Worldwide alcohol e-commerce is projected to exceed $36 billion USD by 2028, a 20% increase from 2023.

Key requirements for selling wine online in Italy

If you produce, sell or resell wine in Italy, e-commerce represents one of the most promising opportunities to grow your customer base and enhance your brand. To operate legally and successfully, you need to understand these administrative, tax and legal requirements:

Requirements to start selling wine online in Italy

• Private vs. business sales
  Selling wine online as a private individual is allowed only in specific situations. Examples include selling collectible wines through private auction sites or marketplaces or selling to friends and family. These sales can only occur occasionally without regularly scheduled sales, promotions or operations involving websites, ads or logistics. This differs from regular business sales that must meet the requirements below.

• Value-added tax (VAT) number
  If you sell wine regularly as part of your primary business, you must apply for a VAT number. When doing so, you should also select the right Classification of Economic Activity (ATECO) code, such as 47.91.10 for online retail sales or 11.02.10 for wine production.

• Business Register registration
  You should register your business with the Business Register at your local Chamber of Commerce. These requirements apply if you plan to launch an online wine store or convert a brick-and-mortar wine store into an online business.

• Certified Notice of Business Start (SCIA)
  You need to file an SCIA with the municipality where the business is based. You must provide a physical address, including for an online business (e.g. the location where you store the wine). As for all food and beverage businesses, the SCIA must include a health notice. The One-Stop Business Advisory Center (SUAP) will forward the notice to the appropriate Local Health Authority (ASL).

• Italian National Social Security Institute (INPS) registration
  You need to register under the Traders' scheme of the INPS.

• Certified email (PEC) address
  Businesses in Italy are required to have a PEC address.

• Notification to the Italian Revenue Agency
  You should inform the Italian Revenue Agency (Agenzia delle Entrate) of your business' website address and the details of your internet service provider.

• Excise taxes and the Wine Product Accompanying Document (MVV)
  If you produce wine, specific requirements might apply in terms of excise tax. However, wine is not subject to an excise tax in Italy. If you transport wine, the MVV is required under Decree 2 July 2013 of the Ministry of Agricultural, Food and Forestry Policies.

• Compliance with moral and professional requirements
  The business owner or its legal representatives should meet the legal standards of good character required to carry out business activities. Specific professional qualifications are also required to sell food and beverages, including a completed Food and Beverage Administration (SAB) course, relevant degree or related work experience.

• Verification of the minimum age for purchase
  Verifying customers' ages is mandatory. Selling alcohol to anyone under 18 is prohibited.

• Storage facility compliance
  The premises used to store wine must meet specific health and hygiene standards.

What is the ATECO code for selling wine online?

The ATECO code for selling wine online is 47.91.10: Retail sale of any type of product via the internet.

The following codes could also be relevant:

• 47.25.00: Retail sale of beverages. This is the code for businesses that sell alcoholic and non-alcoholic beverages for off-site consumption.
  
• 46.34.10: Wholesale of alcoholic beverages.
  
• 11.02.10: Production of wine, other than sparkling wine and other special wines.
  
• 11.02.20: Production of sparkling wine and other special wines.
  
• 11.01.00: Distillation, rectification and blending of spirits.
  
• 11.03.00: Production of cider and other fermented fruit beverages.
  
• 11.04.00: Production of other non-distilled fermented beverages.
  

What are the sales channels for wine e-commerce?

If you're opening an online wine store, selling wine online as a producer or starting a new business, you have three main sales channel options: your own e-commerce site, non-specialised marketplaces and specialised platforms. Each option has its pros and cons and the most effective strategy could be a combined, multichannel approach. Here is more information about each sales channel:

• Proprietary e-commerce website
  Running your own website gives you full control over your brand. This includes how you communicate with customers, so it's a great choice if your aim is to foster customer loyalty over time. Your own e-commerce site also allows for independent and flexible management and can help you stand out from the competition. The most significant drawbacks are the high up-front costs required to build a website, set up a secure payment system, handle logistics and market your business.

• Non-specialised marketplaces
  A non-specialised marketplace gives you instant exposure and access to a wide customer base without significant marketing investments. Drawbacks include limited control over your brand and lower profit margins due to marketplace fees. You could also find it challenging to help your products stand out from competitors. This can be a good option to test the market or sell a limited inventory.

• Specialised platforms
  Specialised platforms for wine sales – such as Tannico, Vino.com, Callmewine, Svinando and others – tend to attract knowledgeable, enthusiastic buyers. They give you access to a targeted customer base and can be a good option if you already have experience in the field (e.g. if you run a traditional wine shop and wish to expand online). These platforms can also help you enter the international online wine market without personally handling the logistics.

Selling wine online abroad

Italian wines are well established on the international market. Export data shows Italy exported nearly 22 million hectolitres of wine in 2024, for a record turnover of over €8 billion. This performance was largely driven by sparkling wines, which made up 25% of exports by volume and 29% by value. This was a 12% increase of volume and 9% increase of value over the previous year. The primary foreign markets remained the US, Germany, the UK and Canada, but countries such as Russia saw strong growth, with a 40% increase.

Based on the Italian wine exports by value in 2024, here are the top 10 importers and percentage of the total Italian wine exports they purchased in 2024:

• US: 23.8%
  
• Germany: 14.6%
  
• UK: 10.5%
  
• Canada: 5.5%
  
• Switzerland: 5.1%
  
• France: 3.7%
  
• Netherlands: 3.2%
  
• Belgium: 2.8%
  
• Russia: 2.8%
  
• Sweden: 3.1%
  
• Other countries: 25.7%
  

The reputation of Italian wine abroad

Italian wines enjoy a strong reputation abroad because of their quality and the diversity of native grape varieties. They also benefit from the appeal of Italian food culture and the Mediterranean lifestyle. Many customers believe Italian wines embody authenticity and craftsmanship, especially in mature markets such as the US and Germany. You can use this image if you plan to sell wine online internationally. The growing popularity of sparkling wines, success of PDO labels and regional identity of Italian wines all contribute to the global prestige of "Made in Italy" products.

Requirements for selling wine online abroad

• VAT Information Exchange System (VIES) registration for sales within the EU
  For cross-border transactions within the EU, you need to register your VAT number with VIES.

• Alcohol licences and excise taxes
  Wine is subject to excise taxes. You need to register with the Italian Customs and Monopolies Agency (Agenzia delle Dogane e dei Monopoli or ADM) as an authorised operator and comply with the regulations related to handling and declaring alcoholic products.

• Multilingual labelling and local regulations
  Every country has its own regulations regarding labelling, ingredients and health warnings. You should customise your labels according to local regulations. For instance, warnings about wine's impact on pregnancy are mandatory in France, while the US requires compliance with Food and Drug Administration (FDA) guidelines.

• Customs and logistics for non-EU countries
  For exports beyond the EU, you need to handle certificates of origin and customs paperwork. You could also be required to partner with local importers. For example, China requires customs registrations and China Inspection and Quarantine (CIQ) certifications.

• Payment service provider (PSP)
  Choose a PSP that can support your growth into international markets. Selecting the right PSP can ensure you manage international payments smoothly and quickly and you offer the most suitable payment methods for your business. Solutions such as Stripe Payments, with its Optimised Checkout Suite, provide flexible cross-border payment options in 195 countries and more than 135 currencies, allowing you to support your customers' preferred payment methods around the world.

• International e-commerce platforms
  To sell wine online internationally, you can set up your own e-commerce website or use a marketplace with built-in logistics. This can make it easier to penetrate complex markets.

Strategies for selling wine online

Online wine sales keep expanding, with global revenues expected to reach $7.5 billion USD by 2029. Here are some strategies to stand out in this competitive market and offer your customers a fresh, engaging experience:

Analyse the market

Study the market to identify which products are most in demand. Overall wine market trends show a slight drop in consumption with more emphasis on quality. The popularity of white wines and sparkling wines is on the rise, with prosecco remaining popular in Italy and abroad. The demand for organic and natural wines is also growing. Customers increasingly place a premium on product origin, sustainability and production transparency. Wine producers using environmentally friendly methods should highlight these practices.

Offer subscriptions and tasting boxes

Monthly subscriptions and tasting boxes provide a varied wine experience and can boost customer loyalty. A tasting box can include bottles selected according to a specific theme, such as "Italian red wines", "bubbles of Europe" or "organic wineries". These boxes allow customers to discover new labels without searching, which can make the purchase a guided and engaging experience.

Make the experience interactive

Interactive features allow you to share your wine's story in a compelling and engaging way. For instance, place a quick response (QR) code on the label that customers can scan to learn about your grape variety, vineyard's location, production methods and more. Storytelling can foster a connection and enhance customer trust.

Organise virtual tastings

Host virtual tastings for your customers. You can discuss the wine's features, explain how to enjoy it and suggest food pairings.

Combine online and offline sales

Selling wine online shouldn't prevent you from offering your products in person. For example, you can team up with restaurants or use pop-up stores to showcase and promote your wines.

Advertise online

Advertising wine is allowed in Italy, but it is strictly regulated. Ads must comply with Article 13 of Law No. 125 of 30 March 2001. This article was designed to protect customers, particularly minors. Here are the main restrictions:

• No advertising to minors: Language, visuals or endorsements that appeal to a younger audience are unlawful. It's mandatory for online stores and ads to state clearly that sales to individuals under 18 are prohibited. Verifying the customers' age at checkout is mandatory.
  
• No false claims: Tying wine to physical or psychological benefits is prohibited. For example, you can't claim that drinking wine boosts performance or that it cures stress or anxiety.
  

The Italian Competition Authority (AGCM) and the advertising standards authority (IAP) can take action if they find ads to be misleading or unfair. Penalties can include fines or suspensions of advertising campaigns.

In addition to following advertising laws, you should also make sure your campaigns comply with the rules of the e-commerce platforms you use.

Use email marketing

Email marketing can help you maintain a connection with your customers, build trust and tell your brand's story. Here are some examples of how to use this strategy:

• Monthly or seasonal newsletters: These can feature new vintages, special offers, pairing suggestions and stories about the vineyard or the winery.
  
• Automated emails: Use these to welcome new subscribers with a discount code, remind customers about abandoned baskets or prompt customers to make purchases after a certain time period.
  
• Segmented contact lists: You can section your contact list by purchase type (e.g. red wines, white wines, organic wines, tasting boxes, etc.) and send offers customised for each group.
  

Promote your business on social media

Social media is a valuable tool to tell stories about your wine and spark the interest of potential customers. Beyond driving sales, social media can help shape and strengthen your brand identity. Here are some tips:

• Share your story: Create short videos about the vineyard or winery. You can use this medium to share your wine's origin story and educate customers about its craftsmanship.
  
• Promote your wine: Share event promotions, informative content, special offers and links to your online store.
  
• Create exciting content: Post reels and videos that feature harvests, tasting boxes or toasts with your customers.
  
• Develop connections: Use targeted hashtags and consider partnering with local micro-influencers or wine bloggers.
  
• Monitor effectiveness: Track the sales your social media content generates.
  

Use word of mouth

A happy customer is more likely to return and recommend your wine. Here are some strategies you can use:

• Referral programme: Create a programme offering discounts or rewards to customers who refer someone.
  
• Online reviews: Ask customers to leave reviews on popular review sites, your website or platforms dedicated to wine.
  
• Participation on social media: Encourage customers to tag you when they open a bottle, join an online tasting or respond to user-generated content.
  
• Unique packaging: A beautifully designed box – possibly with a handwritten note – can inspire customers to talk about your wine without being prompted.