After years of pandemic-driven spikes and subsequent corrections, the latest data from IWSR shows ecommerce sales of alcoholic beverages are forecast to surpass $36 billion by 2028, reflecting a 20 per cent increase in value over the next five years.
The global online alcohol market is entering a new era of sustainable growth, with IWSR’s recently released Ecommerce Strategic Study showing digital channels are significantly influencing offline and online purchasing decisions.
The online market is forecast to increase by 20 per cent in value from 2023 to 2028, adding $6 billion in incremental growth. Although a high proportion is expected to come from the two largest sectors, China marketplaces and US omnichannel, smaller channels including Australia, Brazil, Japan and Mexico are expected to contribute to value.
The study analysed online alcohol channels across 18 key markets (Australia, Brazil, Canada, China, Colombia, France, Germany, Hong Kong, Italy, Japan, Mexico, Netherlands, Nigeria, Singapore, South Africa, Spain, United Kingdom, United States), finding the role of digital platforms in shaping consumer behaviours is evolving – moving from merely a purchasing channel, towards an influential space for discovery and brand engagement.
IWSR head of ecommerce insights, Guy Wolfe, said while alcohol ecommerce has been growing in importance, it is now clear that its influence extends far beyond online transactions.
“After significant volatility over the past five years, global channel dynamics appear to be stabilising. Digital platforms now play a pivotal role in driving offline sales, as more consumers rely on online research to guide their in-store purchases,” said Wolfe.
“For brand owners, maintaining a strong digital presence is crucial. Prioritising the development of robust online strategies and continually refining digital content will be critical to staying competitive and capturing consumer engagement across channels.”
The e-commerce boom aligns with NielsenIQ’s ANZ Mid-Year Consumer Review: Guide to 2025 report, which stated online trends such as Retail Media Networks (RMNs) and Social Commerce would contribute to continued omnichannel shopping growth.
Digital sources like brand websites, product reviews, and delivery apps are becoming integral to purchasing decisions. Price comparison and product discovery rank as the top research drivers, highlighting the growing role of digital ecosystems in influencing consumer choices across all channels.
Value-seeking remains a priority due to economic pressures, but discovery and experimentation continue to drive online purchases. Across the key markets, 24 per cent of shoppers cited finding new brands as a key reason to shop online, emphasising the channel’s potential for innovation and engagement.
Ecommerce has also become a critical tool for research, with 63 per cent of online alcohol buyers conducting extensive research before making a purchase, a trend increasingly mirrored by offline shoppers.
