Vivino

Wine Marketplace and Discovery Platformvivino.com

Company typePrivate
Founded2010
HeadquartersSan Francisco, United States
Headcount251–500
GTM typeB2C
OfferingDigital Commerce or Content

What Vivino does

Vivino is a consumer wine platform founded in 2010 that combines a mobile-first discovery app, a community-powered ratings database, and an integrated marketplace. The company is headquartered in Copenhagen, Denmark, with additional offices in London, Hong Kong, and San Francisco, and reports 70-74 million registered users across 16-19 million wines from 245,000 wineries. The free core app enables computer-vision-based label scanning, community ratings and reviews, basic personalized recommendations, and limited cellar tracking. Vivino Premium is a paid subscription priced at approximately $4.99 per month or $47.90 per year that unlocks the Vivino Sommelier generative AI assistant, a wine list scanner for restaurant menus, full cellar management with desktop access and drinking window indicators, free shipping on marketplace orders, and guided learning content. The company generates revenue primarily through Premium subscriptions and marketplace commissions from transactions with over 500 vetted wine merchants.

The underlying technology stack combines computer vision for label recognition, a proprietary recommendation engine (Match for You) trained on user rating history and taste preferences, and generative AI features delivered through the Sommelier assistant. Vivino distributes through three primary channels: the in-app marketplace as the core e-commerce surface, mobile app stores (Apple App Store and Google Play), and physical retail via a 2026 partnership with Shell Select convenience stores in Singapore across 49 stations. Customer segments include casual wine drinkers seeking quick guidance, wine enthusiasts and collectors managing cellars and tracking drinking windows, and restaurant diners using wine list scanning. Customer support operations have been augmented with Salesforce's Agentforce AI platform, with the company reporting a 70% reduction in resolution time. Compliance posture includes GDPR and CCPA privacy frameworks given the company's Danish domicile and global user base.

Vivino firmographics

Firmographics

Name: Vivino
Legal name: Vivino ApS
Website: https://vivino.com
Company type: Private
Founded year: 2010
Operating status: Operating
Headcount range: 251–500 employees
Ownership category
akta.pro rank

Vivino industry classification

Industry

Product category: Wine Marketplace and Discovery Platform
NAICS: Beer, Wine, and Liquor Retailers (445320)
akta.pro primary industry: Wine Retail (Bottle Shops & Wine Merchants) (CRANABAB)

Keywords

Wine marketplace
Wine discovery app
Mobile wine scanner
Wine e-commerce
Wine community ratings

Where Vivino is headquartered

Location

Headquarters

HQ city: San Francisco
HQ country: United States
HQ region: North America

Offices4 records

Markets served

Vivino business model

Business model

GTM type: B2C
Offering type: Digital Commerce or Content
Cost components: Technology or R&D, Personnel, Marketing or Sales, Operations, Infrastructure

Revenue model

Premium Subscription: Monthly or annual subscription unlocking advanced features including Vivino Sommelier AI assistant, wine list scanner, enhanced cellar management with desktop access and estimated collection value, drinking windows, and free shipping on orders over minimum basket size. Standard pricing around $4.99/month or $47.90/year in US and European markets.
Marketplace Transaction Fees: Revenue from wine sales through the in-app marketplace connecting users with over 500 vetted merchants. Premium members receive free shipping on qualifying orders.

Pricing tiers

Model	Billing	Price
Subscription	Monthly	Premium subscription - monthly or annual
Subscription	Annual	Premium subscription - annual

Go-to-market motion2 records

Distribution channels3 records

Marketing channels4 records

Vivino product offering

Product offering

Core offering

Vivino operates a mobile and web wine discovery platform that combines a computer-vision label scanner, a community-driven database of over 19 million wines and 335 million ratings, and personalized AI recommendations ("Match for You") to help consumers identify, evaluate, and purchase wine. The integrated in-app marketplace connects users to more than 500 vetted wine merchants for direct purchase and home delivery. A Premium subscription (~$4.99/month or $47.90/year) unlocks the Vivino Sommelier AI assistant, wine list scanning at restaurants, enhanced cellar management with drinking windows and estimated collection value, free shipping on qualifying orders, and guided Wine Adventures learning content.

Product overview

Vivino operates as a unified wine discovery and commerce platform combining a free mobile app with optional Premium subscription. The core Vivino app provides label scanning (via computer vision), community ratings across a database of 16+ million wines, personalized Match for You recommendations, and an integrated marketplace connecting users to 500+ vetted merchants. Vivino Premium is a paid add-on ($4.99/month) that unlocks the AI-powered Vivino Sommelier assistant, complete cellar tracking with desktop access and drinking windows, free shipping on orders, wine list scanner for restaurants, enhanced recommendation precision, and Wine Adventures guided learning. The platform also features curated Top Lists content, My Wines cellar management, and Quick Compare functionality—all unified through the recommendation engine that learns from each user's rating history and taste preferences.

Differentiator

Problem solved

Functional benefit

Products and services

Vivino App

Quantifiable outcome

Cutting resolution time by 70% using Salesforce AI agents

Companies that use Vivino

Customer profile

Named customers2 records

Segments3 records

Ideal customer profiles3 records

Vivino technology and API

Technology

Technology focussed Yes

API detail

Has API: No
API docs
API detail

Core technology

AI maturity

App detail

Integration7 records

AI capability7 records

Feature5 records

Vivino partnerships and signals

Strategic signal

Partnerships

Two partnerships are on record, tiered core.

Shell SelectcoreChannel Partner/ Reseller/ Distributor · 11 February 2026Shell's refreshed convenience stores in Singapore feature Vivino wines at petrol stations. Vivino products are available in 49 Shell stations with plans to expand to more of Singapore's 57 Shell stations. Shell is also exploring partnerships with Vivino in other Southeast Asian markets.
SalesforcecoreTechnology or IntegrationVivino uses Salesforce's Agentforce AI platform for customer support operations. Vivino reported cutting resolution time by 70% using the AI agent technology, demonstrating significant operational efficiency gains.

Scale indicators10 records

Recent moves6 records

Expansion highlights5 records

Vivino competitors and assessment

Company assessment

Direct peers

Wine-Searcher: Wine-Searcher is the leading global wine search and price-comparison platform, listing millions of wines from retailers worldwide. It competes most directly with Vivino's marketplace and label-scanning discovery experience, serving the same consumer base of wine buyers comparing prices and ratings.
Delectable: Delectable is a wine app and community that combines label scanning, professional and user ratings, and wine recommendations. It targets the same mobile-first wine enthusiast use case as Vivino, including food pairings, community reviews, and discovery features.
CellarTracker: CellarTracker is the dominant cellar-management and wine community platform, serving serious collectors with tasting notes, drinking windows, and inventory tracking. It overlaps with Vivino Premium's cellar tracking, drinking-window, and community-rating features for the wine collector segment.
Wine.com: Wine.com is the largest direct-to-consumer online wine retailer in the US, offering an extensive catalog, recommendations, and delivery. It competes directly with Vivino's marketplace in the US, offering similar discovery-to-purchase flows for casual and enthusiast wine buyers.
Winc: Winc is a wine subscription and direct-to-consumer brand that combines personalized recommendations with its own label wines. It overlaps with Vivino Premium's subscription model and marketplace personalization engine, targeting similar casual-to-enthusiast wine drinkers.
Snooth: Snooth is a wine search, ratings, and marketplace platform aggregating wines from multiple merchants. It overlaps with Vivino's core discovery and marketplace offering, providing community ratings, professional reviews, and price comparison across retailers.
Naked Wines: Naked Wines is a community-funded wine subscription and marketplace that connects consumers directly with independent wineries. It competes with Vivino Premium's subscription model and marketplace, serving wine enthusiasts seeking curated, direct-from-winery bottles.
Firstleaf: Firstleaf is a personalized wine subscription service that uses a taste-quiz and rating history to recommend wines. It is comparable to Vivino Premium as a subscription-driven personalization play, targeting similar casual and enthusiast wine drinkers.

Emerging players

Wine Folly: Wine Folly is a wine education and content platform with visualization-led guides, courses, and curated recommendations. It is adjacent to Vivino's content marketing and Wine Adventures premium learning features, reaching similar wine-curious consumers but without a marketplace.

Broad incumbents

Total Wine & More: Total Wine & More is the largest US specialty retailer of wine, beer, and spirits with both physical superstores and a national e-commerce site. It is a broad incumbent whose omnichannel retail and growing online assortment increasingly compete with Vivino's marketplace discovery and purchase flow.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

Vivino compliance and trust

Trust signal

Compliance2 records

Vivino financial estimates

Financial estimate

Revenue estimate

Valuation estimate

Vivino leadership team

Management profile

Number of profiles

Profiles10 records

Vivino funding detail

Funding detail

Funding overview

Funding rounds7 records

Investors12 records

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

Vivino M&A and investment

M&A and investment

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Vivino

What does Vivino do?

Is Vivino a public or private company?

Vivino is a private company. It is classified as venture growth investor backed and is currently operating.

When was Vivino founded?

Vivino was founded in 2010. It employs 251 to 500 people.

Where is Vivino based?

Vivino is headquartered in San Francisco, United States, in the North America region.

How does Vivino make money?

Two revenue lines are on record. Premium Subscription is the primary driver. The others are marketplace Transaction Fees.

Who are Vivino's main competitors?

Direct peers on record are Wine-Searcher, Delectable, CellarTracker, Wine.com, Winc, Snooth, Naked Wines and Firstleaf. Wine Folly is listed as an emerging player. Total Wine & More is listed as a broad incumbent.

Does Vivino have an API?

No public API is recorded for Vivino.

What industry is Vivino in?

Vivino's product category is Wine Marketplace and Discovery Platform. Its primary akta.pro industry code is CRANABAB, Wine Retail (Bottle Shops & Wine Merchants). Its NAICS code is 445320.