Online wine platform Vivino has emerged as one of the major success stories of the pandemic, more than doubling its global sales over the past year. The app, which began as a wine-rating tool in 2010, now boasts more than 50 million users worldwide and has become the largest wine e-commerce platform on the planet.

Founded by Heini Zachariassen and Theis Søndergaard, Vivino was created to simplify the often-overwhelming wine-buying experience, especially for novice drinkers. “I would go to the supermarket to pick out a bottle but find myself at a loss when confronted with the wall of wine,” Zachariassen said. That early frustration inspired him to build what is now widely seen as the ultimate "sommelier in your pocket."

With UK sales up 114% year-on-year and global sales climbing 103%, Vivino is capitalising on a significant and likely permanent shift in consumer behaviour. And with plans to expand its reach even further, the brand is betting that wine lovers across the globe will keep embracing the convenience of buying wine online.

From label scanner to personalised wine shop

Vivino started as a free app that allowed users to scan wine labels and access information such as scores, tasting notes, pricing, and reviews. That core function remains central to the experience, and since its launch, the app has recorded over 1.5 billion wine scans. But it has since evolved into a sophisticated retail platform, offering users curated recommendations and seamless online purchasing.

One of Vivino’s standout features is its ‘Match for You’ algorithm, which uses machine learning to suggest wines based on a user’s past preferences. “No one else in the wine industry is harnessing this kind of approach and technology,” Zachariassen explained, highlighting that the platform uses a database of 75 million user reviews to refine suggestions.

The app’s ability to learn from individual preferences and tailor recommendations—much like Netflix does for movies—has made it a hit with consumers, many of whom are seeking more personalised experiences when shopping online.

Pandemic shifts consumer habits for good

Vivino’s extraordinary growth during the pandemic came as much of the wine trade struggled with lockdowns and on-trade closures. Initially unsure whether the surge in online wine buying would last, Zachariassen has since become convinced it represents a lasting change.

“At first we thought it was just a temporary uplift, like stockpiling toilet paper,” he said. “But the trend continued, and we could see that people had changed their habits.” He believes the convenience and efficiency of Vivino’s model will continue to attract consumers even as restrictions ease.

One major shift Vivino has tracked is consumers buying wines across a broader range of price points, including budget-friendly bottles typically purchased at the supermarket. This trend has helped convert many casual users of the app into active wine buyers.

Expanding global partnerships and future ambitions

Currently, Vivino partners with over 700 retailers in 17 countries, enabling a vast and varied selection of wines to be available to its global user base. As part of its expansion strategy, the company is investing heavily in key markets including the UK, US, Japan, Germany, and Italy.

Zachariassen believes that continued growth will come from increasing both the size of Vivino’s user base and the proportion of users who purchase wine through the app. The company is working to fine-tune its technology and deepen its understanding of regional preferences as it scales up.

As wine e-commerce continues to evolve, Vivino is uniquely positioned to lead the way. With its combination of user-friendly tech, community-driven data, and expanding global partnerships, the Vivino wine app is not only changing how people buy wine—it’s helping shape the future of wine retail itself.