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E-commerce user penetration in the alcoholic beverages industry worldwide in 2026, by segment

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Supplementary notes

*Estimates as of March 2026.
Data provided by ÀÖ²¥´«Ã½app×îа汾 Market Insights are estimates.

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E-commerce penetration in the alcoholic drinks industry worldwide 2026, by segment

Published by ÀÖ²¥´«Ã½app×îа汾 Research Department, May 18, 2026

Within the global alcohol e-commerce market, the spirits segment had the highest usage penetration rate (*** percent) in 2026, followed by closely by the wine segment. That year, it was estimated that wine e-commerce user penetration was approximately 8.8 percent globally, compared to a penetration rate of 7.7 percent for beer.

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