More Than 80% of First-Time Winery Web Buyers Do Not Reorder Within a Year

Most buyers do not return within a year

New Commerce7 data indicates that more than 80% of people making their first purchase through a winery website do not place another order within the following year. Put another way, more than four in five new online winery customers make no repeat purchase during that period.

The figure covers the 12 months after an initial transaction. It does not mean that those customers will never buy again, nor does it explain why a second order does not occur. The available summary provides no details about the wineries studied, the value of the purchases, or whether customers remained active through other sales channels.

Two regional editions released

The finding appears in Commerce7’s report, “Ecommerce & The Relationship Gap.” The publication is available in separate editions for the United States and Canada, and for Australia and New Zealand. The announcement was published on October 7, 2026, and is associated with Vancouver, British Columbia.

The supplied information does not clarify whether the figure of more than 80% represents a combined result across both regions or comes from one of the editions. The source excerpt also gives no regional breakdown, comparative benchmark, or trend covering earlier periods.

A significant but limited metric

The one-year repeat-purchase measure places customer retention at the center of winery ecommerce. It distinguishes the acquisition of a first online order from the development of an ongoing purchasing relationship. However, the figure alone does not identify which communication, technology, or commercial measures might change the outcome.

The publicly available summary does not include the sample size, research methodology, observation dates, definition of a customer, or breakdown by type of winery. Without those details, the result is best read as a broad indicator rather than a benchmark that can automatically be applied to every wine business.

The title of the report suggests a focus on the relationship gap following an ecommerce transaction, but no specific conclusions or recommendations are included in the material provided. Further interpretation would require the full regional reports and their supporting methodology.

The original information was published by Wine Industry Advisor.