Vivino had the highest median order among the compared online-wine merchants
Median online order value in U.S. e-receipts, August 18, 2025–August 18, 2026
Median online order value
Source: YipitData U.S. e-receipt panel. Vivino n=229 buyers and 666 orders. Online receipts miss in-store and grocery or liquor-store purchases; shipping and case minimums can affect order values.
Chart data
| Series | Median online order value |
|---|---|
| Vivino | 200$ |
| Wine.com | 155$ |
| Total Wine | 105$ |
| Naked Wines | 85$ |
Did Vivino’s higher median reflect a broader premium order mix?
Yes. Orders of at least $150 accounted for 67% of Vivino orders, compared with 32% at Total Wine and 17% at Naked Wines. Orders of at least $300 accounted for 26% at Vivino, versus 10% and 2%, respectively. The comparison covers online receipts, so it does not represent Total Wine’s largely unobserved in-store wallet.
How did Vivino’s order values change from 2024 to 2026?
Vivino’s median order rose from $163 in the first half of 2024 to $191 in the first half of 2026, while the share of orders worth at least $150 increased from 55% to 65%. These half-year rates show an increasingly premium observed mix, but the cohorts were not fixed and panel composition may have changed over time.
Were Vivino buyers only making one premium purchase?
No for many buyers. In the trailing-year cohort, 48% of Vivino buyers placed at least two orders and 21% placed four or more. The repeat rate was similar to Wine.com at 45% and Total Wine at 44%. Vivino buyers’ median observed annual spend was $1,266, close to Wine.com’s $1,339, though the panel does not capture every purchase.
Assumptions & Methodologies
We analyzed our U.S. e-receipt panel. Vivino consumer orders were identified from order-confirmation and Wine Club receipts, excluding merchant-side accounts, refunds, and cancellations. The trailing-year comparison covered August 18, 2025 through August 18, 2026; the trend used half-year periods from January 2024 through June 2026. Order value was the receipt total, and repeat rates were measured per buyer. Online receipts miss in-store, grocery, and liquor-store purchases. Vivino’s sample is modest, shipping and case minimums affect baskets, and the trend does not establish causality.