The world has changed since the COVID-19 pandemic, and so have consumption patterns, with online stores gaining increasing strength.

The wine industry is no exception, and the growing global competition has forced brands to innovate in their consumer engagement strategies, particularly in digital approaches.

According to Webcomum Digital Business & Tech, a specialist in digital transformation with about 20% of clients in the wine sector, online channels are "increasingly a preferred sales channel."

This year alone, the company's data on the digital performance of the wine sector shows "a substantial increase in several metrics," with over four million user accounts reached, more than one million interactions with social networks and online stores, and an additional 40,000 followers across various platforms.

In this context, the shopping experience should be as appealing and seamless as possible to ensure consumer satisfaction. In the wine sector, it should include intuitive navigation, detailed descriptions, pairing advice, and a simplified purchasing journey from selection to payment and delivery.

Filipa Ferreira, Brand Manager at Webcomum, points out that "creating relevant and educational content, implementing appropriate SEO (Search Engine Optimization) strategies, and effectively managing social media play a vital role in building a strong brand image and establishing an emotional connection with consumers," especially since "selling wine today is about selling the experience and the story."

Therefore, incorporating new technologies, such as AI-powered chatbots trained with relevant consumer-directed information, are "gaining ground in e-commerce businesses" and may, in the future, "contribute to increased online sales."

"We help brands promote these experiences in international markets and develop campaigns strategically targeted at markets like the United States, the United Kingdom, Mexico, Angola, Switzerland, among many others," adds the spokesperson.

According to data from the digital agency, more than 50% of consumers use smartphones to make purchases or research products before buying them, so "it is essential that online stores are responsive and optimized for mobile devices."

The agency's portfolio includes brands such as Herdade do Rocim, Niepoort, Luxury Tours Portugal, The Fladgate Partnership (Taylor, The Vintage House, The Yeatman, WOW, Onwine, Fonseca, and Mira Mira), and Wines of Portugal.