Global online alcohol sales forecast to surpass US$36B by 2028, IWSR 

GLOBAL – The global online alcohol market is set for sustained expansion, with e-commerce sales projected to exceed US$36 billion by 2028, according to the latest findings from IWSR.  

The sector is expected to grow by 20 percent in value between 2023 and 2028, adding US$6 billion in incremental growth. This signals a shift from the pandemic-driven volatility of recent years to a more stable and predictable growth trajectory. 

According to IWSR’s Ecommerce Strategic Study, future market growth will be largely driven by two key sectors: China’s online marketplaces and the U.S. omnichannel. Other smaller but notable contributors include markets in Australia, Japan, and Mexico. 

“After significant volatility over the past five years, global channel dynamics appear to be stabilizing,” said Guy Wolfe, Head of Ecommerce Insights at IWSR. “While alcohol e-commerce has been growing in importance, it is now clear that its influence extends far beyond online transactions.” 

China’s marketplaces are expected to remain the dominant force, contributing US$1.9 billion in value growth by 2028. The rise in online alcohol sales is attributed to the increasing use of social commerce platforms by Chinese consumers.  

Meanwhile, the U.S. market continues to grow, with the proportion of alcohol buyers shopping online rising by four percentage points over the previous year, according to IWSR’s Q3 2024 consumer survey. Weekly online alcohol purchases in the U.S. have also increased by 13 percentage points. 

The spirits category is anticipated to lead the expansion of online alcohol sales, with agave-based spirits and whisky emerging as the strongest-performing subcategories. 

Wine and beer will also continue to grow steadily, fueled by demand in China and, in the case of wine, Italy. 

In less developed e-commerce alcohol markets, channel usage has largely returned to pre-pandemic levels. The UK, which saw an online sales boom during the pandemic, will experience a decline before resuming growth in 2026. 

Beyond China and the U.S., markets such as Japan, Australia, and Brazil are expected to make significant contributions.  

Italy, which currently has a relatively small online alcohol sector, is projected to expand at the fastest rate. This growth will be driven by supermarkets increasing investment in online grocery capabilities. 

IWSR’s research indicates that online alcohol shoppers are adopting more consistent purchasing habits. Economic pressures continue to make value-seeking a priority, but discovery and experimentation remain key factors in consumer behavior. 

According to the study, 24 percent of shoppers across key markets cited finding new brands as a primary reason for shopping online. This highlights e-commerce’s potential as a platform for brand discovery and innovation. 

“Digital platforms now play a pivotal role in driving offline sales, as more consumers rely on online research to guide their in-store purchases,” Wolfe added.  

“For brand owners, maintaining a strong digital presence is crucial. Prioritizing the development of robust online strategies and continually refining digital content will be critical to staying competitive and capturing consumer engagement across channels.” 

Sign up HERE to receive our email newsletters with the latest news and insights from Africa and around the world, and follow us on our WhatsApp channel for updates.