"Direct-to-consumer sales have nearly doubled in just two years. The data shows that integrating shipping into the direct channel for international sales is the key to enhancing hospitality, turning every experience into sales and loyal customers."
The numbers speak for themselves: wine tourism could be much more profitable. The data we at Direct from Italy have collected on direct-to-consumer sales paints a clear picture. Considering all private sales, both online and on-site—and we emphasize, with shipping—within Italy and abroad, it is evident that the trend of direct purchases is experiencing significant growth:
- Monthly orders per company: an average of 5 in 2022, 8 in 2023, and 9 in 2024.
- Annual orders per company: 58 in 2022, 95 in 2023, and 111 in 2024—an increase of 91% in two years!
But let’s go further and consider all orders that include shipping. The average order value was: €217 in 2022, €223 in 2023 and €215 in 2024.
This data shows that, when given the option to have the product shipped home, customers are not only willing to spend but, taking advantage of the convenience of shipping, choose to purchase—not just a couple of bottles, but an average of 9 per order. The situation becomes even more interesting when considering that:
- International orders: the average order value increased from €278 in 2023 to €297 in 2024.
- Domestic orders (Italy): in 2024, the average order value stands at €143.
These numbers indicate that foreign visitors—who one might assume would be the least inclined to spend more on home shipping—are actually very willing to buy directly from you, both on-site and remotely, if they enjoy the winery experience. In wine tourism, if the purchasing process is simple and seamless, every visit becomes a concrete opportunity to strengthen the brand and build customer loyalty.
The key is removing barriers. Wine tourism cannot be limited to making visitors dream—it must turn that magic into measurable results. It doesn’t matter if you are a creative hospitality manager, an educator, or an entertainer—if the winery experience does not end in a sale, the journey remains incomplete. It’s not about being overly commercial, but about not wasting the enthusiasm and trust just created. If purchasing barriers remain, you risk losing excited customers—especially international ones—who are willing to spend more when the buying process is smooth.
The data is clear: eliminating these obstacles is essential to making your wine tourism truly complete.
