E-commerce penetration in the alcoholic drinks industry worldwide 2024, by segment

Published by Statista Research Department, Dec 12, 2024

Within the global alcohol e-commerce market, the hard seltzer segment had the highest usage penetration rate (5.6 percent) in 2024, followed by closely by the wine segment. That year, it was estimated that wine e-commerce user penetration was approximately 3.7 percent globally, compared to a penetration rate of 2.5 percent for spirits.

E-commerce user penetration in the alcoholic beverages industry worldwide in 2024, by segment

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Supplementary notes

*Estimates as of August 2024.
Data provided by Statista Market Insights are estimates.

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