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Millennials driving tech innovation as Vivino launches online wine store

Published:  13 October, 2016

Leading wine app Vivino has become the next wine company to launch its own online store, allowing customers to purchase wine for the first time through its app and via the website.

Vivino Checkout aims to provide merchants and producers with a platform to sell to web and mobile shoppers through the Vivino app or at

The new service marks a shift for the company which previously focused on its database of prices, stores, regions, grapes and reviews which consumers can access by scanning wine labels with their mobile phones.

Unsurprisingly, millennials are largely behind the decision to launch an on-line store, as a young wine drinkers turn more and more to the web and to their mobiles to purchase and learn about wine.

"Vivino Checkout gives wine producers and merchants an effective method of communicating with and selling to this key target demographic by allowing them to complete the journey from finding great wine, to purchasing it in an easy two-click process," a spokesperson said.

"Merchant partners get the benefit of incremental orders to their business without paying for advertising that doesn't convert, while app users only have to input their payment and delivery details once in order to make instant purchases of their favourite wines."

This is the first time that Vivino has sold wine via the app and through its own website.

In the past, Vivino has partnered with retailers to link to their own websites, but according to the company, this proved to be "less effective" as it depended on websites of varying quality.

Millennials are leading innovation in the technology sector, with a third of 18 to 34 year-olds shopping through apps on a regular basis.

According to a survey commissioned by Vivino, which polled 2000 people in the UK, one in six millennials have downloaded a wine app in the last year and one in four are likely to download a wine app within the next six months - not a small number when 20% of millennials are buying wine two to three times a week.