Vivino is one of the leading global digital platforms dedicated to wine, combining a community, user-generated content, personalized recommendations, and a marketplace. According to its official website, it has over 74 million users, more than 19.6 million wines listed, and over 3.26 billion labels scanned.
For Italian wineries, it represents a particularly interesting channel both for strengthening international visibility and reputation, and—where markets are covered—for activating B2C sales through already active merchant partners.
Key Features and Services
Having evolved from a simple label-scanning app into a complete digital ecosystem, Vivino offers:
- Personalized Recommendations (“Match for You”)
Vivino uses data collected through user ratings and behavior to personalize purchase suggestions. In official communications, this system is described as a taste-matching tool based on personalized compatibility logic. - Global Database and Label Recognition
The platform reports over 74 million users, more than 19.6 million wines referenced, and over 3.26 billion labels scanned, making it one of the largest consumer-oriented wine databases globally. - Vivino Premium
Vivino also offers a Premium subscription for end users, providing benefits such as free shipping and exclusive perks, with the goal of increasing purchase frequency and customer loyalty. Conditions may vary depending on the market. - Integrated Marketplace
Vivino does not act as a single retailer for all products but operates as a platform connecting consumers with local merchant partners, enabling the purchase of wines available from third-party operators on the platform. - Dashboard and Insights
For commercial partners and winery programs, Vivino provides monitoring tools and insights to track performance, scans, views, and user engagement. - Brand Presence and Dedicated Content
Wineries can manage their brand presence on the platform through content updates, storytelling, dedicated materials, and brand protection features on wine pages.
Revenue and Business Model
Vivino is a private company and does not publish full financial reports. However, it officially announced a $155 million Series D funding round in February 2021, bringing total disclosed funding to $221 million.
Its business model is primarily based on:
- commissions and revenue from marketplace transactions generated via merchant partners;
- Premium subscriptions for end users;
- paid programs and services for wineries and brands, related to content, visibility, and brand presence tools.
Allowed Products
Vivino is a vertically specialized platform focused on wine. The website and app are organized by wine types, regions, grape varieties, and wine-related content, rather than functioning as a generalist marketplace. Official sources do not indicate a consolidated presence of non-wine product categories comparable to multi-category platforms.
Accessibility for Italian Companies
Access for Italian companies can take place through two distinct and complementary channels:
- Merchant Partner Channel (Direct Sales via Merchant)
This option is more suitable for online wine shops, retailers, or operators already structured for direct-to-consumer sales and shipping. According to the official merchant page, Vivino requires partners to be registered in one of the marketplace countries, have an inventory/order system that can be integrated, keep stock and vintages updated, ensure fast shipping and use a professional logistics service.Technical integration is handled in collaboration with Actenzo and may require an Actenzo subscription as well as an active storefront on specific e-commerce platforms. - Winery / Brand Presence Channel (Profile Management)
Wineries can access dedicated programs for managing their profile, content, and insights, even without operating as merchants. This allows them to maintain brand control, update materials, tell their story, and monitor how their wines are discovered and viewed by users. - Practical Guidance for Italian Wineries
For an Italian winery that does not yet have an international e-commerce structure or well-developed DTC logistics, the most realistic initial approach is brand presence and profile management. The merchant channel is more suitable for operators already equipped to handle technical integration, inventory management, and fulfillment in target markets. This is an interpretative assessment based on Vivino’s published requirements.
Countries and Markets
Vivino has a broad international presence and global platform accessibility. However, product availability depends on the merchants present and the countries they ship to. This means that brand visibility, labels, and ratings can be global, while actual purchasing opportunities depend on commercial and logistical presence in each market.
For Italian wineries, Vivino can therefore serve both as a sales channel in markets where distribution already exists and as a discovery and reputation platform in markets where presence is still being developed.
Costs and Fees
Public information on merchant fees and commissions is not fully transparent: Vivino does not publish a standard pricing table applicable to all partners. However, it is officially stated that merchant collaboration may require an Actenzo subscription for technical integration.
For winery and brand programs, public information refers to monthly or annual fees, with pricing determined based on eligibility and activated services.
In summary, costs may include:
- technical integration costs for merchants;
- subscription fees for brand presence and advanced content programs;
- commercial terms negotiated case by case with Vivino.
Payment Systems
Vivino manages the purchasing experience within its marketplace, but available payment methods may vary depending on the merchant and the country. Public pages do not provide a universal list of payment options, stating instead that they depend on the merchant.
Advertising and Visibility
Vivino offers wineries and brands visibility tools that go beyond organic positioning driven by ratings and reviews.
These include:
- brand management and content/image updates;
- brand protection on wine pages;
- editorial and storytelling content such as “Meet the Winery”;
- dashboards with engagement data;
- materials for owned channels, such as widgets and communication kits.
More advanced tools are typically available within dedicated commercial programs rather than as an open self-service advertising platform.
Logistics Services
Vivino does not operate as a logistics provider with its own warehouses. Logistics remain the responsibility of the merchant partner, who must ensure fast shipping, accurate stock updates, and professional delivery services.
For Italian companies, this is a key consideration: accessing the merchant channel requires an operational structure capable of handling order fulfillment, delivery, and after-sales service in the relevant markets. Without such a structure, the brand presence channel may be more suitable as an initial step.
Customer Service and Seller Support
For general assistance, Vivino directs users to its help center and official support channels. For commercial partners and winery programs, dedicated tools and interfaces are provided, such as the Merchant Dashboard for merchants and engagement dashboards for winery/brand programs. Terms related to Presence services also mention customer success support roles for managing partner relationships.
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