(ANSA) Rome, May 15 - Italian wineries are a mainstay of
national exports but as many as 65% of producers of the
peninsula's grapes do not yet sell their wine online, a study
found Friday.
Among the 35% who have adopted e-commerce, 52% sell their
wine through their own websites while 22% use specialised
websites such as Svinando, Wineverse, Tannico, Vinix, Winetowine
and Winezon, according to the survey of 450 wineries across the
country carried out by Grs Research and Strategy for Wine2wine,
a branding company of the Verona trade fairs.
A further 27% use both their own sites and specialised
sites.
The most active producers on the web are in TUscany,
Lombardy, Abruzzo and Sicily and in 42% of cases on-line sales
represent just 2-3% of annual turnover while in 21% of firms
on-line sales make up more than 10% of the turnover.
Lack of focus and know-how, a conflict between e-commerce
and traditional sales channels and a preference for direct
contact with customers were the main reasons for failure to sell
wine on-line though many wineries said they are preparing to
launch sales on the web.
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