Bordeaux - Online wine sales accounted for a mere 5% of global sales of whites and reds and roses last year, but are expected to rise sharply, according to a study released at France's Vinexpo wine fair.
Cellars and stores still account for the vast majority of wine purchases worldwide but online sales, amounting to €5.3bn, have become a crucial channel for sales with about a sixfold increase since 2006, said Bordeaux's Kedge Business School.
There were vast differences worldwide, the study said,pointing out that online wine sales accounted for 4% of the wine market in the United States, the globe's top market in value and volume, 9% in France, 11% in Britain and 20% of wine imports in China.
In the same countries, the number of wine buyers online was lowest at 23% in the United States, at 25% in France, 26% in Britain and more than 30% in China.
Researcher Gregory Bressolles who headed the study said 2015 would be a turning point as "the online market will no longer be driven by wine-cellars. It will no longer depend on them," he said. "It now depends on buyers."