E-commerce soared from less than one percent of retail sales at the turn of the century to 16 percent two decades later. COVID-19 lockdowns alone drove online purchasing up six points, from 10 percent in 2019. Wine sales in the healthy $284 billion retail e-commerce market doubled from pre-COVID levels to $3.5 billion, and forecasts show wine revenue increasing by almost 25 percent by 2027. With direct-to-consumer wine sales accounting for nearly 70 percent of an average winery’s sales, taking advantage of this growing channel is critical. Premium wineries have already increased their online sales from two percent in 2019 to nine percent in 2022. However, the online sales opportunity is significant to small to medium-sized wineries feeling pinched between falling consumption and rising costs ― especially given declining sales in other channels. That means having a modern, up-to-date website with a smooth transition from general winery pages to online retail stores without the dig