The United Kingdom was never particularly famed for its wine, but the wine e-commerce market in the country may be telling a different story. In 2024, the UK
was valued at nearly four billion U.S. dollars, placing the country third globally in terms of market size. That year, the wine e-commerce segment captured the
within alcohol e-commerce, indicating that UK wine consumers are not shying away from digital purchasing channels.
Steady gains for the online channel
While brick-and-mortar continues to dominate the wine market in the UK, the
online sales channel has grown steadily over the years, consolidating a five-percent market share by 2029.
Revenues in the wine e-commerce market in the UK were estimated at 480 million U.S. dollars in 2023, and forecast to grow to 727 million dollars by 2029. The wine e-commerce
user penetration was estimated at 22.5 percent in 2024, a figure that dwarfs the global average of 3.7 percent. This makes the UK market one of the most important consumer markets for wine e-commerce worldwide.
Who’s selling wine online? … Well, who isn’t?
Online distribution channels have multiplied, and despite the market stabilizing post-pandemic, there is no shortage in the diversity of offer on the supply side. From large marketplaces like Amazon and Tesco, to pure players like
Naked Wines and third-party delivery apps like Just Eat and Uber Eats… everyone is selling wine online. In 2023, majestic.co.uk was the
leading wine and liquor online store in the UK, generating more than 164 million U.S. dollars in e-commerce sales that year. Naked Wines, Waitrose Cellar, Brewdog and Vivino rounded up the top five. In fact, the United Kingdom was the
second biggest market for Vivino, the Danish online marketplace gaining traction in the global wine e-commerce market.
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