The 5 best online marketplaces to sell wine
The five best online marketplaces to sell wine are Vivino, Drizly, CellarLink, Bid for Wine and Catawiki. Together they cover the United States, Canada, the United Kingdom, Australia, Hong Kong and much of Europe, and they span everything from rated retail listings to live auctions. The right choice depends on which region you want to reach and whether you prefer fixed price selling or bidding.
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How to choose a marketplace to sell wine
Picking a marketplace comes down to three questions: where your buyers are, how you want to sell, and how much support you need with storage, payments and shipping. Some platforms focus on a single country or region, while others ship across continents. The five marketplaces below give you fixed price storefronts, peer to peer listings and curated auctions, so you can match the model to your stock and your goals.
Vivino
Vivino is a wine focused marketplace and app that doubles as a discovery platform for buyers. It was founded in 2009 in Copenhagen, Denmark, and styles itself as the leading wine app in the world. For sellers who want international reach, it is a strong starting point because buyers can browse, rate and purchase wines all in one place.
Vivino ships to the United States, Canada, Brazil, a range of European countries, plus Hong Kong, Australia and Singapore. It runs a five star community rating system in which users score wines from one to five stars, which helps quality bottles stand out. Merchants get a dashboard and analytics to manage their listings, and you can apply through the Vivino merchant signup.
Drizly
Drizly is an online marketplace for alcohol that connects retailers with shoppers in the United States and Canada. It was created in 2012 by two friends who wanted alcohol delivered directly to consumers, and it built its model around a network of local retail partners and fast delivery. If you operate in North America, it is one of the most established routes to online buyers.
Drizly gives its retail partners a suite of digital tools, including training on those tools, a dedicated account manager, a driver app to track deliveries and market insights through its retailer platform. The shopping experience emphasises personalised content and transparent pricing. You can apply to become a retail partner through Drizly to get started.
CellarLink
CellarLink is a vendor management marketplace aimed at sellers targeting the United Kingdom. It was established in 2008 to trade premium Australian wines and has since expanded to sell French, Spanish, Italian, US and other wines into the Australian, UK and Hong Kong markets. It is one of the few platforms that caters to both private and business vendors.
For business vendors, CellarLink offers a wide range of supporting services, including foreign company setup and bank account setup. It also provides fulfilment warehouses, a digital marketing suite covering SEO, paid ads and social media, and a full analytics suite. If you want listing, sales and marketing support concentrated on the UK, you can sign up through the CellarLink vendor portal.
Bid for Wine
Bid for Wine is an auction marketplace for sellers who like the energy of bidding. It offers three ways to sell, so you can match the format to the value and nature of your bottles. It also provides a free online valuation service alongside a premium paid option.
- The Marketplace lets private and trade sellers list a wide variety of wines directly to consumers in a peer to peer model. Bid for Wine's software handles the bidding and lets buyers message sellers, while the seller takes care of payments and shipping. A rating system lets buyers and sellers leave feedback.
- Featured Auctions are online auctions where Bid for Wine experts curate and inspect the listed items on behalf of private and trade sellers. These items are usually stored in bonded warehouses, and the platform handles payments and shipping for the seller.
- Live Auctions are recommended for the most valuable items. They run periodically in a salesroom led by an auctioneer and are streamed live so participants can bid online.
You can register on Bid for Wine to start selling your wines.
Catawiki
Catawiki is a curated auction marketplace, and unlike Bid for Wine it is not limited to wine or beverages. It describes itself as the place where special objects are curated by its team of experts, covering everything from coins and stamps to cars, diamonds and wines. For sellers, that means your bottles sit alongside other collectible categories in front of a broad audience of buyers.
Because every lot is reviewed by experts before it goes live, Catawiki suits sellers with distinctive or collectible wines rather than high volume everyday stock. You can register online as a seller to get started.
The bottom line
Online marketplaces are a powerful way to win new customers and test new markets for your wines. Most give you digital tools for marketing and analytics, and many add logistical support by handling storage, payments and shipping. This list is not exhaustive, and you will likely find more platforms worth trying, so it often makes sense to list on several at once. The catch is that listing on each marketplace by hand is slow, which is why many sellers manage every listing from a single centralised dashboard instead.
Frequently asked questions
- What are the best online marketplaces to sell wine?
- The five covered here are Vivino, Drizly, CellarLink, Bid for Wine and Catawiki. Vivino offers broad international reach, Drizly serves the US and Canada, CellarLink focuses on the UK, and Bid for Wine and Catawiki are auction based.
- Which marketplace is best for selling wine in the UK?
- CellarLink is built around UK sellers and vendors. It offers a vendor management portal, fulfilment warehouses, a digital marketing suite and analytics, and it works with both private and business vendors. Bid for Wine and Catawiki also reach UK buyers through auctions.
- Can I sell wine internationally through these marketplaces?
- Yes. Vivino ships to the United States, Canada, Brazil, a range of European countries, Hong Kong, Australia and Singapore. CellarLink sells into the Australian, UK and Hong Kong markets, while Catawiki reaches a broad international audience across many categories.
- What is the difference between fixed price and auction marketplaces for wine?
- Fixed price platforms like Vivino and Drizly let you list wines at a set price for direct purchase. Auction platforms like Bid for Wine and Catawiki let buyers bid, which can suit rare or collectible bottles where the final value is uncertain.
- How can I manage listings across several wine marketplaces at once?
- Listing on each marketplace by hand is time consuming. Many sellers connect their catalogue to a central management tool so they can publish, update and track listings across multiple marketplaces from one dashboard instead of logging into each platform separately.