The categories succeeding in the ecommerce channel

IWSR explores the category leaders in the ecommerce channel, as well as the categories that have further opportunities for growth.


As published previously, China remains by far the biggest online market for alcoholic drinks, with a turnover that’s over three times the size of the next largest markets, France and the US.

Wine leads in most ecommerce markets, but there are some categories that are clearly dominating as well. Chris Young, IWSR’s Head of Pricing and a Market Analyst, notes, “within spirits, the growth of Malt Scotch across all markets cannot be ignored, and Cognac sets the tone as a model for driving online sales in China especially. Brands globally can learn from the examples Champagne has set in Japan, rum in France, or mixed drinks in the US.”

Our second video in our Ecommerce video series explores the category leaders, as well as the categories that have further opportunities for growth within the ecommerce channel.


These insights were taken from our Global Ecommerce 2019 Strategic Study.

This Strategic Study gives you an in-depth understanding of the ecommerce channel in Australia, Brazil, China, France, Germany, Italy, Japan, Spain, the UK and the US. Click here to learn more about our Global Ecomerce 2019 Strategic Study. 


To learn more about the global ecommerce channel, watch Part Two of our Ecommerce video series via the link below:

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