Global e-commerce market for alcoholic beverages to hit $36 billion by 2028

The global e-commerce market for alcoholic beverages continues to expand and is expected to surpass $36 billion by 2028, according to the latest report from IWSR. After experiencing irregular growth driven by the pandemic, the sector is now entering a more stable development phase, with a projected 20% increase in value over the next five years.

The study, which examines digital commerce in 18 key markets, highlights the role of online platforms not only as purchasing channels but also as tools for consumer discovery and loyalty. According to IWSR's head of e-commerce analysis, the influence of these platforms extends beyond online transactions, as more consumers research products online before making in-store purchases.

The projected $6 billion growth will be led by China and the United States, though markets such as Australia, Japan, and Mexico will also contribute. The spirits segment will be the main driver, with agave spirits and whisky performing particularly well. Wine and beer will also continue to grow, with China and Italy emerging as key markets.

In China, social commerce platforms will gain further traction, with an estimated $1.9 billion increase by 2028. Apps like Douyin are transforming how consumers interact with brands, blending entertainment and shopping into a single experience. Despite a slight decline in the number of online users, China remains the global leader in digital commerce adoption and connectivity.

In the United States, e-commerce for alcoholic beverages continues to expand, with a 4% increase in the proportion of consumers buying online and a 13% rise in weekly purchase frequency. American whiskey, particularly premium categories such as high-end bourbon, rye, and single malts, stands out as one of the most promising segments.

In other markets, growth is expected to be more moderate. In the United Kingdom, online sales have returned to pre-pandemic levels, although a recovery is anticipated from 2026 onward. Italy is emerging as the fastest-growing market, driven by supermarket investments in digital purchasing platforms. In 2024, the number of Italian consumers buying alcoholic beverages online increased by half a million.

The report also indicates that consumers are developing more consistent purchasing patterns. While value-seeking remains a priority due to economic pressures, the desire to discover new brands is fueling online sales. According to the study, 24% of digital shoppers cite the exploration of new options as one of the main reasons for choosing this channel.

Additionally, e-commerce has become a crucial tool in purchase decision-making. A total of 63% of online alcohol buyers conduct thorough research before purchasing a product, a behavior that is also reflected in physical store purchases. Factors such as price comparison and access to product reviews are playing an increasingly significant role in influencing buying decisions across all channels.