Online sales channels in the German wine market
Analysis of the Current Situation and Outlook on Future Trends in Online Distribution Channels in the German Wine Market (2019)
This thesis provides an overview of the current situation and an outlook on online sales channels in the German wine market. For this thesis, five wineries from the Palatinate region were surveyed via questionnaire-based expert interviews. This was not a representative study; the results are intended to provide a general overview.
Online retailers (e.g., “Geile Weine”) resell products from the wineries in exchange for a commission. They handle marketing and order fulfillment. The platforms (e.g., “Wir Winzer”) function as marketplaces where sellers can offer their entire product range in exchange for sales fees. The wineries are responsible for shipping and marketing. Only a few wineries currently operate their own online stores. The complex legal issues should be addressed with the help of attorneys. Regardless of setup costs, the profit margin is highest for an online store. In the future, online wine sales through an online store will have growing potential, partly due to trends such as “social commerce.” Because of the emotional appeal of wine and tourism, it will never replace direct sales.
Having a dedicated online store is not a must for a winery. To maintain an online presence, the winery should at least provide information about its products on its website and allow orders to be placed via email. The first step into e-commerce can then be taken through an online platform or a trial version of the winery’s own online store. Subsequently, a dedicated online store can be set up.
The author was awarded the Innovation Prize in the “Business Administration/Marketing” category at the 2020 Weinbautage for her bachelor’s thesis.