Where to buy wine online in Italy: the big online wine shops compared

Choosing where to buy wine online is a bit like walking into a cellar with the lights off: the sites all look alike, the discounts too, and the real differences lie in things the home page never mentions, such as who is behind the shop, how big the operation is and what happens when a parcel turns up late. This is the first of four instalments. Today we look at the big Italian online wine shops. In the next ones we will cover apps and marketplaces in Italy, then France and Germany, and finally the United Kingdom and the United States.

Vinofilo has not made any test purchases: what you will find here is public data, press reports and the mood among users, summed up in words and without numbers, because reviews are individual experiences, not verdicts. Shipping terms are indicative and were checked in October 2026: thresholds change often, so always check the basket.

Tannico

Tannico is Italy’s best-known online wine shop, founded in Milan in 2013 by Marco Magnocavallo. Its corporate history is the most eventful of the group: Campari came in with a minority stake in 2020, a joint venture between Campari and Moët Hennessy followed in 2021, and in October 2025 the French group Castel-Vins took over 100%. In size it remains the leader of the category: according to Forbes Italia, 2024 turnover was around 60 million euro, down about 7% on the previous year.

On shipping, the official page indicates free delivery above 89 euro and a charge of 9.95 euro below that threshold, with times that editorial comparisons put at around two or three days. Around the catalogue, which exceeds ten thousand labels, there is a personal sommelier service, a school with tasting kits to use at home, gift cards and supplies for restaurants. It also ships to several European countries and beyond.

Users recommend it for its variety, for filters that help you find your way around and for customer service often described as courteous. Doubts almost always concern logistics: courier delays, the odd broken bottle, order errors such as a different vintage from the one requested, slow refunds and shipping costs that feel heavy on small orders. It suits those who want a wide, well-curated offer, with advice and gifts, and who accept a platform that has become very industrial.

Vino.com

Vino.com is based in Florence, began life as Vino75 and has grown through acquisitions, including Vino.it, with institutional investors such as CDP Venture Capital. It looked abroad early: Belgium, Germany and the Netherlands, plus China through Alibaba’s platforms. For the figures we turn to Forbes Italia, which puts 2025 turnover at around 29.9 million, up 7.6%, with a positive net result: in a sector where many are going backwards, that is no small thing.

Shipping is free from 69.90 euro. The site promises delivery in 24-48 hours for in-stock products marked as fast, patented packaging against knocks and temperature swings, and a temperature-controlled warehouse. It also offers sommeliers on call and a section of more sought-after wines.

Those who like it cite the selection, the fast deliveries, a simple site and customer service that, when needed, finds concrete solutions such as refunds or replacements. Some users have reported delivery problems, such as delays, lost parcels or parcels sent to pick-up points far from home, some damage in transit, missing items and a price that looks high for certain labels. It is a sensible choice for anyone looking for a good balance between range, speed and an operator with its accounts in order.

Callmewine

Callmewine was founded in 2010 and is based in Milan. Since 2020 it has been controlled by Italmobiliare, the holding company of the Pesenti family, which came in with 60%, investing around 13 million euro. Revenues grew to over 17 million in 2021 and then eased; the latest figure reported by Forbes Italia is around 11.5 million euro, down. The catalogue holds about ten thousand labels.

The official terms are among the most detailed: free shipping above 69 euro, below the threshold a charge that rises with the number of bottles, delivery in one to three working days by express courier for orders placed before 2 p.m. Bottles are stored lying down in temperature-controlled warehouses and damage must be reported within six months. The service is designed mainly for Italy.

Users recommend it for how easy it is to buy, for wines that can be hard to find elsewhere and for customer service that, when it answers, solves the problem. Some have reported incomplete or wrong orders, delays with few updates, difficulty reaching customer service and refunds offered as vouchers. It suits those who buy in Italy, want clear terms and can put up with a brand that is still settling down.

Xtrawine

Xtrawine is a case apart because of its international vocation. Founded in Forlì in 2009 and based in Brescia according to official records, since 2021 its majority shareholder has been the Made in Italy Fund of Quadrivio and Pambianco. The latest public turnover figure we found dates from 2020: around 10.8 million euro, with more than half coming from exports. It is an old figure and should be read as such. Today the catalogue exceeds ten thousand labels.

It ships to about fifty countries, including the United States, the United Kingdom and Japan, and allows multiple shipments to several recipients, handy for gifts. Costs are calculated at checkout. For defective products, returns are accepted within 14 days at the company’s expense, and there is direct collection from the warehouse on set days.

Users recommend it for its wide choice of Italian wines, for prices with taxes and customs already included even outside Italy and for protective packaging. Some have reported doubts about courier delays, shipments sent out during hot weather without confirmation and email replies that are sometimes slow. It makes sense for those who live abroad or give gifts abroad, and for those who want a deep catalogue more than an advisory experience.

Bernabei

Bernabei is the oldest of the group: the first wine shop opened in Trastevere, Rome, in 1933, and today the fourth generation runs the company. E-commerce began in 2014 and made Bernabei a case of steady growth. According to Forbes Italia, turnover in 2024 was around 31 million euro, up.

Shipping is free above 49 euro, the lowest threshold among those we found. The site promises same-day delivery in Rome and 24-48 hours in the rest of Italy; there is an app and a platform for business customers. The catalogue ranges beyond wine, with beers and spirits, and promotions are frequent.

Users recommend it for speed, for careful packaging, for competitive prices and for a simple site. Some have reported failed deliveries without notice, customer service that is slow to respond on cancellations and refunds, products damaged on arrival and a few hiccups with registration. It suits those who want speed, a low threshold and the app habit, especially in Rome and its surroundings.

Signorvino

Signorvino is the exception of the group: it did not start as an online shop but as a chain of wine shops with restaurants, founded in 2012 and owned by the Veronesi family. In 2023 it had 36 venues, including Prague and Paris, and a turnover of around 72 million euro. The online channel is small, around 1.5 million in the same year, but growing, and works in synergy with the shops.

Standard shipping costs 9.90 euro with delivery in about 72 hours, and is free above 119 euro. Collection at one of the shops is also free, in about four or five working days. The courier is Poste Italiane and the site warns of possible delays in peak periods.

On Signorvino, user comments specifically about the online shop are scarce, and we prefer not to generalise from isolated reports. What can be said is that its strength is the hybrid: order online and collect in the shop, or taste in person before buying. It suits those who live near a venue and want a more guided purchase, less so those looking for the vastest catalogue.

At a glance

Shop	Size	Shipping	Best for
Tannico	About 60 million euro (2024)	Free above 89 euro	Wide catalogue, advice, gifts
Vino.com	About 29.9 million (2025)	Free from 69.90 euro	Balance of choice and speed
Callmewine	About 11.5 million (latest figure)	Free above 69 euro	Buying in Italy, clear rules
Xtrawine	10.8 million (2020, dated)	Calculated at checkout	Abroad, multiple shipments
Bernabei	About 31 million (2024)	Free above 49 euro	Speed, app, Rome
Signorvino	72 million for the chain (2023)	9.90 euro, free above 119	Shop collection, guided buying

Our take

There is no shop that is right for everyone, and size says less than it seems: the strongest accounts do not guarantee more punctual parcels, and almost all of users’ doubts concern couriers and customer service rather than the wine. Those who want the widest choice and a little advice can start with Tannico or Vino.com. Those who buy in Italy and like clear rules will find Callmewine convenient. Those who ship from or live outside Italy will look at Xtrawine, those who want speed and a low threshold at Bernabei, those who prefer to see and touch at Signorvino. One piece of advice holds for everyone: on a first order, keep the spend modest, to understand how the shop really works.

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