The global online alcohol market is entering a new era of sustainable growth, according to latest data from IWSR. After years of pandemic-driven spikes and subsequent corrections, ecommerce sales of alcoholic beverages are forecast to surpass $36 billion by 2028, reflecting a 20% increase in value over the next five years.
Findings from IWSR’s recently released Ecommerce Strategic Study, which analyses the online alcohol channel across 18 key markets (Australia, Brazil, Canada, China, Colombia, France, Germany, Hong Kong, Italy, Japan, Mexico, Netherlands, Nigeria, Singapore, South Africa, Spain, United Kingdom, United States), underscore the evolving role of digital platforms in shaping consumer behaviours, not just as purchasing channels but also as influential spaces for discovery and brand engagement.
Guy Wolfe, head of ecommerce Insights at IWSR, comments, “After significant volatility over the past five years, global channel dynamics appear to be stabilising. While alcohol ecommerce has been growing in importance, it is now clear that its influence extends far beyond online transactions.
Digital platforms now play a pivotal role in driving offline sales, as more consumers rely on online research to guide their in-store purchases. For brand owners, maintaining a strong digital presence is crucial. Prioritising the development of robust online strategies and continually refining digital content will be critical to staying competitive and capturing consumer engagement across channels.”
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