IWSR predicts global online sales of alcoholic drinks will increase by 42% this year. It came to that conclusion after crunching the numbers in 10 key markets – Australia, Brazil, China, France, Germany, Italy, Japan, Spain, UK, and the US – which collectively represent more 90% of total alcohol ecommerce value. It said that also focused on 10 up-and-coming markets: Mexico, Colombia, Argentina, Netherlands, Israel, Nigeria, Kenya, South Africa, Singapore, and the Philippines. IWSR believes the total value of alcohol ecommerce will exceed US$40bn by 2024 in those 20 markets.

“Consumers’ increasing proclivity for online purchasing has been driven by necessity in recent months, but these purchasing behaviours are here to stay,” says strategic insights manager Guy Wolfe. “As brand owners increasingly invest in the channel, markets must be assessed on their own merits with a bespoke strategy developed. This is especially important as government regulations for alcohol ecommerce may evolve as the channel continues to grow. “The forecast size and growth of ecommerce means it can no longer be viewed as merely an interesting niche. Online is now a market in its own right, and one that the IWSR forecasts to equal the Indian beverage alcohol market in value by 2024. The channel should therefore be given an equivalent level of focus and be fully integrated into route-to-market strategies.”