Online retailing is growing rapidly and, according to all forecasts, will account for an important percentage of retail sales in the future.
The online wine market can be considered a niche because of its small size: in an international survey, only 17.2 percent of wine consumers made use of this channel, and just a subset of 10.9 percent could be considered regular online wine buyers.
Our empirical research did not include information about the size of the Portuguese online wine purchasing market, but the size of the online market in Portugal was estimated at between 4.3 percent, according to Nielsen (2010) data and 10 percent, according to Eurostat (2008a) data, of the overall consumer market. In any case, this niche remains domestic, even in the European Union, because of legal issues like age verification and because of tax differences and transportation costs.
J. Freitas Santos
J. Cadima Ribeiro
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