The Chinese market is the biggest market by value for Australian wine. Exports to mainland China contributed 60% of the growth in the value of all Australian exports at $10 and above per litre FOB in the twelve months to September 2016. A huge one-third of Australian wine exported in this price segment is now exported to mainland China. This is now a market where the oft discussed potential is becoming reality. One clear part of the opportunity in China is in eCommerce. While online sales currently contribute just 11% of total retail sales in China, this is a much higher rate than many Western countries. And online retail sales in China are growing at a rate of over 50% every year. Let’s take a look at the opportunity that this presents for the Australian wine community and how they can take advantage of this key distribution method.

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