Vivino – does it benefit merchants?

Buying wine on Vivino

How does the world's most popular wine app make money behind the screens?

Within ten years of being launched, Vivino has become one of the most important wine apps in the world – not only for the 43 million users who use it as a personal sommelier and social network, but also for merchants who, since 2017, have been able to sell through the platform.

It started off life as a straightforward label-recognition app. When I first reviewed it in 2014, it was outperformed by arch-rival Delectable, but one year later, the tables had turned, and since 2016 it...