Spain is one of the world’s leading wine producers and consumers. However, despite this cultural and economic relevance, only around 9 % of wine sales currently happen online. Most consumers are still accustomed to purchasing wine in physical stores, where advice, familiarity, and sensory cues play a major role.

This creates a clear opportunity. Online wine sales have grown consistently in recent years, yet the digital experience has not fully adapted to the emotional and social nature of wine consumption.

Market & Desk Research

Spain remains the third-largest wine producer globally, with approximately 31 million hectoliters produced in 2024, and the second-largest exporter by volume. However, the country’s average wine prices remain lower than those of France or Italy, suggesting that value is not being fully captured at the consumer-experience level.

From a digital perspective, the market shows strong momentum. Between 2019 and 2024, Spanish wine e-commerce grew by 131 %, reaching an estimated €1.2 billion in 2024. Although growth peaked during the pandemic (+68 % in 2020), it has since stabilized at around 12 % CAGR, confirming that online purchasing is now part of regular consumer behavior.