E-commerce alcohol sales are expected to reach $40B by 2026, with whiskey-based products leading online purchases.
The Shopping Index 2023 Alcohol E-Commerce Benchmarks and Insights Report by MikMak reveals that e-commerce alcohol sales are still strong and growing despite a shift back to pre-pandemic purchasing habits.
- Alcohol e-commerce sales surged during the pandemic.
- The average alcohol shopping cart contains 5.9 items, with varieties of whiskey appearing most commonly among the top 10 products.
- Instagram remains the top social platform for alcohol e-commerce in 2023, with the highest Purchase Intent (PI) rate for alcohol at 16.7%.
- Drizly drives the most in-market traffic for alcohol brands, followed by Walmart and Instacart.
- Alcohol shoppers are likelier to buy mid-week during evening hours, with Thursdays generating the highest PI clicks at 14.8%.
- Brands can win market share with alcohol shoppers by advertising on a mix of channels, especially Instagram, and being available at various retailers, especially Drizly.
