“More powerful tools. Stronger guest relationships.”
That's the thinking behind Commerce7's latest Reservations upgrade. The wine industry's leading direct-to-consumer (DTC) platform has introduced 11 new capabilities designed to give tasting room teams more flexibility, functionality and control over their busiest days. The upgrades make Commerce7 Reservations a more powerful solution for wineries looking to manage bookings and deliver great guest experiences.
“A reservation isn't just a booking. It's often the beginning of a customer relationship, and a tasting room visitor can be your customer for the next 10 to 20 years; how that first visit goes really matters,” said Andrew Kamphuis, President of Commerce7. “That’s a lot to ask of a team in the middle of a busy day. They need a reservations system that gives them the flexibility to handle whatever comes up, and customer insights that put what they already know about a guest to work the moment they walk in.”
Those customer insights are one of the advantages of having Reservations connected to the rest of the Commerce7 platform. A reservation may tell a winery who’s coming in, but Commerce7 gives tasting room staff a better understanding of who that person is. Staff can access a more complete picture of each guest, including their purchase history, wine club membership, wine preferences, lifetime value and history with the winery. That context helps teams deliver more informed, personal experiences and build customer relationships that extend well beyond the visit.
The 11 core upgrades to Commerce7 Reservations give wineries more of the functionality and flexibility they're looking for in a reservations solution, including:
Floor Plan Builder
Allows wineries to create an area, drag in a shape for each table, and set how many guests it seats, all in one flow, combining locations and floor plans.Reservation Chits
Enables staff to print a chit on a thermal printer that lists the key customer insights they need when seating guests.Walk-in/Guest Reservations
Staff can start a “guest” reservation for walk-ins and seat them right away. No email address or customer record required.Pending Reservations
Enables staff to see every reservation that was started but not completed in one list and email the guest a link to finish and pay online.Multi-Item Booking
Allows customers to select different options within one experience (for example, one person in the party wants a standard tasting and the second person in the same party wants a reserve tasting).Multi-Tender Payments
Enables guests to combine a gift card and/or loyalty points with another payment method to cover their booking. Enables staff to split a reservation charge across multiple tenders.Multi-Order Changes
Enables staff to accommodate reservation or payment changes and capture the extra amount or issue a refund directly in Reservations.Charge Types
Allows staff to collect payment when the reservation is closed out instead of in advance. Takes staff straight to the POS, where the experience and any add-ons are paid for together.Real-Time Floor Plan Updates
When a reservation is booked, moved, seated, or cancelled on one device, the floor plan updates automatically everywhere else, with no manual refresh needed.Booking Widget Improvements
On a winery's website, days with no available time slots are blocked out on the calendar, so guests see only the dates they can actually book. Date formats also adjust based on country.Timeline View
Lays out the day’s reservations across time, grouped by area and table, so staff can see at a glance which tables are booked, when they free up, and where there’s room to fit in new or walk-in guests.
Since 2018, Commerce7 has helped wineries build lasting customer relationships through personalized, data-driven direct-to-consumer experiences. Its platform connects ecommerce, point of sale, wine club and reservations through a unified customer record, giving wineries the tools and insights to deliver more connected guest experiences.
To learn more about Commerce7 Reservations and its latest upgrades, visit commerce7.com/reservations. To request a demo, visit commerce7.com/demo.
Event Type: Webinar
Location: Webinar, Pacific Time
Date: 11/10/2026 — 10:00 AM to 11:00 AM
More powerful reservations, built into Commerce7
See the latest upgrades to Commerce7 Reservations live, and how they make it easier to manage bookings, keep the tasting room on track and connect every visit to the bigger guest relationship.
Join us for a live look at the upgraded Commerce7 Reservations, with new features that give your team more powerful tools to manage every visit and keep each guest connected long after they leave.
You’ll see how to:
Make booking easier for everyone: Give guests more ways to book and pay, and catch the bookings that would otherwise slip away.
Run day-of service with more flexibility: Seat walk-ins and adjust bookings on the fly, with tools built around how your team works.
Build on every guest relationship: Know who’s walking in, from past visits to club status, and turn every visit into a reason to stay connected.
Keep it all in one place: Run your reservations right in Commerce7, alongside ecommerce, club and POS, with every visit tied to the same guest profile..
Then, bring your questions for a live Q&A with Andrew Kamphuis, President of Commerce7.
November 10, 2026 at 1:00 pm EST
New capabilities let partners and developers connect AI assistants to Commerce7, unlocking over 60 new tools that will allow winery teams to handle club, order, inventory, marketing and reservation work, and ask questions of their own data, in plain language.
Vancouver, BC — October 20, 2026 — Commerce7, the leading direct-to-consumer (DTC) platform purpose-built for wineries, today announced the launch of its new Model Context Protocol (MCP) Server that lets partners and developers connect popular AI assistants to Commerce7. Once connected, winery staff can delegate multi-step tasks in plain language instead of clicking through dashboards, tagging customers by hand or exporting CSVs. More than 60 specialized tools cover CRM, wine club, marketing, orders, inventory and analytics.
Winery teams wear many hats, and much of the week goes to repetitive admin: batch member updates, tracking numbers, inventory reconciliations, and report pulls. That load peaks during club runs and harvest, when a manual error can mean a spoiled shipment or a lost member.
These capabilities are delivered through Commerce7’s new Model Context Protocol (MCP) Server, a secure connection between AI tools (such as Claude) and a winery’s Commerce7 account. A partner or a winery’s developer connects the AI tool once – after that, staff simply describe what they need in plain language, and the assistant carries out the steps. Like Commerce7’s APIs, it gives partners and developers a new way to build useful tools into the systems wineries already use.
“Winery teams shouldn’t have to spend their days clicking through software screens or fighting with report builders,” said Andrew Kamphuis, President of Commerce7. “They should be making great wine and building memorable relationships with guests. By giving AI assistants secure access to more than 60 core operations in Commerce7, we’re giving time back to the people who run these wineries, without taking the human touch out of hospitality.”
What this unlocks for wineries
Customers: full histories, account updates, merges, stored billing, tags and segments
Wine club: sign-ups, upgrades, holds, cancellations; pause, skip, or resume shipments
Marketing: build, edit, and duplicate campaigns; create and track coupons
Orders and inventory: modify orders, print packing slips, run compliance checks, search stock across locations, prepare transfers and investigate inventory
Reservations: check availability, place holds, pull guest history
Your own data: ask a question in plain English and get an answer from live Commerce7 data, with no report to build
The Commerce7 MCP Server is available to all customers and partners effective immediately. Learn more about the functionality that this new integration unlocks by reading this blog post. Want a demo of the Commerce7 platform? Get in touch by requesting a demo today.
About Commerce7
Commerce7 empowers wineries with both the tools and the insights to succeed in DTC. Bringing CRM, clubs, subscriptions, ecommerce, POS, and reservations together in one modern system, Commerce7 makes it easier for wineries to sell, serve, and understand their customers. With integrated analytics and reporting, Commerce7 goes beyond transactions to help wineries adapt and grow in a changing market.
Media Contact
Ryan Ashton
Head of Marketing
ryan.ashton@commerce7.com
Ecommerce & The Relationship Gap is available now, with editions for the US & Canada and Australia & New Zealand
[Vancouver, British Columbia, October 7, 2026] — Commerce7, the leading direct-to-consumer (DTC) platform purpose-built for wineries, today released Ecommerce & The Relationship Gap, a comprehensive new data report that gives wineries fresh insight into how their customers buy online and where the biggest opportunities exist to turn first-time buyers into repeat customers.
Built on web order data from wineries on the Commerce7 platform, the report is available now in two editions: US & Canada and Australia & New Zealand.
Ecommerce & The Relationship Gap gives wineries a detailed look at the online channel: who is buying, how often, how much, and when. The data provides benchmarks wineries can use to understand how their own web sales compare with the wider market, while highlighting a common challenge across regions: getting the second order.
Key findings from the US & Canada edition include:
More than 8 in 10 first-time US & Canada web buyers don't return within a year, with an even larger retention gap in Australia & New Zealand.
Repeat customers are worth significantly more, with annual customer value increasing dramatically as order frequency grows.
The second order comes relatively quickly: customers who return typically do so within about two months.
Ecommerce reach varies by market, with US wineries reaching well beyond their home state while Canadian ecommerce remains more locally concentrated.
Customers are buying in larger quantities, with case and half-case orders making up a significant share of web purchases.
Online sales are highly seasonal, with a small number of months accounting for a substantial share of annual revenue.
“The data points to a clear opportunity for wineries: the first order shouldn't be the end of the relationship,” said Andrew Kamphuis, President at Commerce7. “Wineries have already done the hard work of getting that customer to buy. The next step is understanding what it takes to bring them back and ultimately turn a first-time buyer into a long-term customer.”
Availability
The US & Canada edition of Ecommerce & The Relationship Gap is available to read today at https://hubs.li/Q04zhCWq0
The Australia & New Zealand edition is available to read today at https://hubs.li/Q04zhD6G0
Commerce7 will host a live walkthrough of the US & Canada edition on October 16, 2026. Registration is open here.
About Commerce7
Commerce7 empowers wineries with both the tools and the insights to succeed in DTC. Bringing CRM, clubs, subscriptions, ecommerce, POS, and reservations together in one modern system, Commerce7 makes it easier for wineries to sell, serve, and understand their customers. With integrated analytics and reporting, Commerce7 goes beyond transactions to help wineries adapt and grow in a changing market.
New reporting capabilities let wineries compare sales, tasting room, and wine club performance against a live peer cohort matched by custom variables, powered by the largest winery data set in the industry.
Vancouver, BC — August 11, 2026 — Commerce7, the direct-to-consumer (DTC) platform built for wineries, today announced the launch of Peers Reporting, a new reporting capability that allows wineries to see how they're performing against a cohort of comparable peers - matched by size, region and other dimensions - across sales, tasting room performance, and wine club metrics.
Wineries have always been able to see their own numbers. What they haven't had is a reliable way to know whether those numbers are good. Today, answering that question means stitching together annual industry reports, informal peer conversations, or gut instinct — none of which reflect a winery's actual size, region, or timeline. That gap makes it hard to tell whether a slow month is a market-wide trend or a winery-specific problem.
Peers Reporting closes that gap. Built natively into Commerce7, it requires no exports, no spreadsheets, and no third-party tools. Wineries control their own cohort (beyond size and region, that can mean similar bottle price or club size) and their own date range, so the comparison fits the exact question they’re asking. And instead of a single average, wineries see where they land against different performer bands in their cohort, such as the top 10% or the top 25%, so they know both where they stand today and what’s realistically achievable.
“Wineries are operating in the toughest market they've ever faced," said Andrew Kamphuis, President and Founder of Commerce7. "Sales numbers alone don’t tell wineries enough anymore — to make an honest and realistic assessment of performance, wineries need to know how their tasting room conversion, club signups, and email capture actually compare to similar wineries. That's the only way to know if they’re really doing as well as they think they are.”
How Peers Reporting Works
With Peers Reporting, wineries can:
Compare sales, tasting room performance, and wine club signups against a peer cohort matched by size, region or other custom dimensions
Control the comparison window and cohort to fit the question they're asking, rather than a fixed report format
View results natively inside Commerce7, with no exports, spreadsheets, or additional logins required
Peers Reporting turns "I think we're doing fine" into "here's exactly where we stand, and here's what's possible."
Peers Reporting is available to eligible Commerce7 customers starting today, with support documentation and in-product guidance available at launch.
Learn more by reading this blog post or request a demo of Peers Reporting by contacting us at commerce7.com/demo.
About Commerce7
Commerce7 empowers wineries with both the tools and the insights to succeed in DTC. Bringing CRM, clubs, subscriptions, ecommerce, POS, and reservations together in one modern system, Commerce7 makes it easier for wineries to sell, serve, and understand their customers. With integrated analytics and reporting, Commerce7 goes beyond transactions to help wineries adapt and grow in a changing market.
New platform capabilities give winery teams real-time guest insights, predictive analytics, personalized recommendations, and automated marketing tools to create better customer experiences and drive more revenue.
VANCOUVER, BC – Commerce7, the leading DTC platform built for the wine industry, today announced the launch of more than 10 new features at C7 Innovate, its largest product launch event to date. The new capabilities span customer intelligence, predictive analytics, personalization, and automated marketing — all designed around a single premise: know your customer, sell more wine.
The event, themed “Intelligence at Every Touchpoint,” underscored Commerce7’s vision for the future of DTC wine commerce: a platform that goes beyond recording transactions to help winery teams understand their guests, anticipate their needs, and deliver hospitality that turns first-time visitors into lifelong customers.
“The future of DTC is intelligence,” said Andrew Kamphuis, President of Commerce7. “It’s having the right data in front of your team at exactly the right moment.”
Release Highlights from C7 Innovate
Guest Intelligence
When a guest walks into a winery for the first time, staff are often starting from zero. Guest Intelligence changes that. An opt-in data-sharing network built across Commerce7’s 3,000+ winery ecosystem, Guest Intelligence surfaces an anonymized, aggregated context about new guests the moment they arrive — whether they’re an active club member elsewhere, how many wineries they’ve visited this year, and their general spending range. No other wine commerce platform can offer this intelligence at this scale.
Ask Pip
A complete rebuild of the former Chat DTC tool, Ask Pip is a conversational AI interface that lets winery teams query their data in plain language and get real answers — instantly, without exports or analyst requests. Built entirely within Commerce7’s environment, Pip is designed to never fabricate a result it cannot support.
Club Churn Prediction and Club Signup Prediction
Commerce7 now predicts both ends of the club membership lifecycle. Club Churn Prediction uses behavioral engagement signals across 43 customer touchpoints to estimate the likelihood of a member cancelling within 30 days, with 74% accuracy. Club Signup Prediction applies the same framework to identify customers who are most likely to join the club — giving tasting room staff and marketing teams the right signal at the right moment.
Automated Emails
A native Commerce7 email automation tool built around event-triggered templates. Available today: abandoned cart, order confirmation, and birthday emails — with club anniversary, reservation completed, order pickup reminder, and reservation reminder coming very soon. Each automation includes configurable conditions, personalization options, and send timing, so wineries can act on the data they're already collecting without adding another tool to their stack.
Rebuilt Product Recommendations
Commerce7’s personalization engine has been rebuilt with a new model that draws on the full customer relationship and cross-customer purchase patterns to generate more accurate product recommendations. A new related products feature surfaces contextual suggestions on product pages, and a new Dynamic Cart Upsell carrot type surfaces the most relevant product at checkout — all without any manual curation from the winery.
Additional features released include SMS marketing consent collection, Likes & Dislikes, Zip Code Radius Search, Reservation Standups, Email Enhancements, and unified Campaign Reporting in WinePulse. A full overview of every feature is available at commerce7.com/product-updates.
“Wine is personal. It’s tied to anniversaries, special moments, families, and stories,” Kamphuis added. “When you really know your customer, you create experiences people remember. Everything we built is designed to help wineries create those moments.”
Availability
All features announced at C7 Innovate are available to Commerce7 customers immediately. Documentation has been updated and is live at commerce7.com . Wineries interested in learning more or requesting a demo can visit commerce7.com .
About Commerce7
Commerce7 is the leading DTC platform purpose-built to help wineries succeed by truly knowing their customers. The only DTC platform that puts the customer experience at the center, Commerce7 spans CRM, point of sale, wine clubs, reservations, ecommerce, and more, giving wineries the tools, insights, and intelligence to build lasting customer relationships and grow their business.
More Intelligence. Deeper Connections. Bigger Growth.
Technology is changing what's possible for wineries. The ones that continue to grow will be the ones with the smartest tools behind them.
Join us on June 2, 2026 for C7 Innovate, a one-hour live reveal of 10+ new features, built to bring more intelligence to every touchpoint. These tools will help you know your customers better, predict what comes next, automate operations, and reach the right people at exactly the right moment — in ways only Commerce7 is capable of.
See what's launching straight from the Commerce7 team, ask your questions live, and leave knowing how to put it all to work.
Register Now
Event Type: Webinar
Date: 6/2/2026 — 10:00 AM to 11:00 AM
More Intelligence. Deeper Connections. Bigger Growth.
Join us for the reveal of the latest Commerce7 features built to help your winery know your customers better, work smarter, and grow faster. See what's coming straight from the Commerce7 team, ask your questions live, and leave knowing exactly how to put it all to work.
June 2nd, 2026 | 10am PDT
Register Now
On June 2, we're launching 10+ new features , built to bring more intelligence to every touchpoint.
From AI-fueled personalization to predictive insights and everything in between, we're putting more power into your team's hands.
Know your customer better
Every interaction is an opportunity. We’re giving you a richer, more complete picture of who your guests are and what they love, ensuring every touchpoint feels intentional.
Predict what happens next
Stop reacting and start anticipating. Your team will get the insights they need to make smarter decisions before the moment passes.
Communicate at the right moment
The right message at the right time makes all the difference. You’ll be able to reach your customers exactly when they’re most likely to engage without adding to your teams workload.
Reach the right people
Not every customer is the same. Finding exactly the right audience and connecting with them wherever they are is about to get a whole lot easier.
Event Type: Webinar
Date: 5/15/2026 — 10:00 AM to 11:00 AM
Join Commerce7 and RedChirp on May 15 at 10am PT/1pm ET for a practical conversation on email and SMS strategies built for wineries. Whether you're just getting started with digital outreach or looking to sharpen what you're already doing, you'll walk away with ideas you can put to work right away.
Coursey Graves had been operating Commerce7 for several years, but its potential was largely untapped. Once they paired a modern digital marketing approach with a high-converting website, and began using Commerce7 more intentionally as the backbone for reservations, segmentation, and customer data, they were able to move quickly, test what was working, and turn insight into real growth. We recapped all of it — every tactic, every tool, every lesson learned — in a full blog post.
Read it here: https://hubs.li/Q04fB7SK0