Vin65 Blog

DTC wine thoughts served up by Vin65

Andrew Kamphuis
August 17, 2010 | Ecommerce, Marketing | Andrew Kamphuis

Creating a Shoppable Wine Website

You’ve had a website for a number of years (at least I hope your winery has a website) and now you want to add an ecommerce store. Here are the key elements to creating a shoppable wine website:

Product Information: Ensure that you have great product pages with rich product information, the product price and the ability to add to cart. Make sure the shopper has everything they need to know about your wine. If your customers are asking the same questions about your wine and that information isn't included on your product page, respond by adding it. Go the extra mile to establish trust by including customer ratings and reviews and enable social sharing. (For more info read our post on The Anatomy of a Great Wine Page)

Professional Wine Bottle/Label Images: The images of your product often make or break the sale. People like to see pictures of the wine they buy. (While we don’t have hard numbers, we can definitely say products with images outsell products without images). Professional crisp images are far superior to pictures taken with a consumer grade digital camera and reflect positively on your brand.

Shipping Rates / Policies: Shipping cost is the number one deterrent to buying wine online. Be upfront with your customers about shipping rates. Try something like Inman Family Wines where they show their shipping on the left side of their product pages. Also ensure that you have the standard shipping policy, privacy policy, and terms of use pages.

Contact Information: Have your contact information everywhere. (We recommend including your phone number right on your website header like Build trust by having both contact us and customer service pages (customers like to know how to contact you if their is a problem with their product).

Frictionless Checkout Process: No online shopping experience is complete without a shopping cart and allowing customers to checkout easily. Build a frictionless checkout by reducing forms to only necessary information and enabling guests to checkout without registering. (For more info read our post on
Reducing Friction Points in Checkout)

Before you launch the ecommerce portion of your site, ensure you have all the necessary elements to make your customers feel comfortable. Inspire confidence and trust by providing all of the information they’ll be looking for without having to search for it.  Try purchasing wine from your own site and ensure the experience is optimized.

P.S.  One of my favorite "shoppable" wine sites we've launched recently is the Inman Family Wines site.  


Larry Chandler's Gravatar
Larry Chandler
@ Aug 17, 2010 at 11:40 AM
It might not be a bad idea to ask your customers to comment on their online shopping experience. Sometimes the navigation or other function of your site is totally obvious to you, yet confusing to the user.

Responding to any comments is helpful both to that user and others. Rewarding that person with a coupon for the next purchase can't hurt either.

Mikd Duffy's Gravatar
Mikd Duffy
@ Aug 18, 2010 at 8:51 AM
Great post. Anyone listening? :-)

php ecommerce's Gravatar
php ecommerce
@ Oct 1, 2010 at 11:33 PM
Thanks for sharing the great ideas. As a beginner in programming this post is really very useful to me. I will keep visiting this site.

Reed Botwright's Gravatar
Reed Botwright
@ Oct 13, 2010 at 10:06 AM
Great post! We are just about to launch a few winery websites ourselves and all of these points are very useful. We have teamed with a professional photographer to ensure all of the bottle shots are of the utmost quality. We use Drupal and Ubercart as our website and ecommerce platform. We tweak both to make the experience as seamless and comfortable as possible for the website owner and the customer, as it sounds like you do as well! Now, if only they would make it easier to ship wine internationally!

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