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While ecommerce has become a prominent feature of retail wines sales for some years, the scale of retailer sales is probably much smaller than the impact of online sales for wineries, especially in California. According to Whole World Wines 92% of wineries have a website, with 70% of those using a secure shopping cart to sell online. On average these wineries conduct 15% of all Direct to Consumer (DTC) sales over the internet. The VinQuest survey for 2009 puts the total DTC sales at $3 billion, which suggests around $450 million in internet sales. Wineries have been much more successful than retailers at gaining access to ...
To run a successful e-commerce site, you need to focus on two kinds of audiences – humans and search engines. One of the most effective ways to influence both audiences is with your product descriptions. Fortunately, it is possible to write great product descriptions that appeal to real customers and to search engines at the same time. The worst thing you can do (other than to have no description at all) is to use one provided by the manufacturer to all of their retailers. Canned copy on multiple sites doesn’t impress the ranking algorithms, and often you can improve upon ... Read More
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