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.