Defying the Trend: Commerce7 Wineries See Steady DTC Sales Growth

There has been much discussion about the decline in wine sales. Recently, WineBusiness Analytics, in partnership with SOVOS ShipCompliant, reported that DTC case sales were down 15% in January, with total sales value decreasing by 5% compared to the previous year.

While we believe that to be true for the industry overall, an analysis of wineries using Commerce7 tells a largely different story.

Among the 815 wineries that have been on the Commerce7 platform since before 2023, total DTC sales reached $1,014,337,668 in 2023 and increased slightly to $1,021,884,676 in 2024—an uptick of 0.7%. Looking specifically at January, sales were $43,113,257 in 2024 compared to $44,243,810 in 2025, reflecting a 2.6% increase. Notably, the median winery also experienced growth, indicating that more wineries saw increases than declines.

When wineries transition from legacy platforms to Commerce7, they typically experience significant growth in DTC sales. Large enterprise wineries, for example, have seen increases of over 35% upon adopting Commerce7, driven by the platform’s modern club experience, personalization engine, enhanced eCommerce checkout, and unique point-of-sale capabilities.  But the question was, would that growth decline after the initial bump. 

What stands out, however, is that even after two years—and in a challenging market—Commerce7 wineries are maintaining or even increasing their sales. This underscores the impact of prioritizing customer experience and leveraging modern technology. Commerce7’s ongoing innovation ensures that wineries can continue to grow, even in a shifting market landscape.