Vivino – does it benefit merchants?

Within ten years of being launched, Vivino has become one of the most important wine apps in the world – not only for the 43 million users who use it as a personal sommelier and social network, but also for merchants who, since 2017, have been able to sell through the platform.

It started off life as a straightforward label-recognition app. When I first reviewed it in 2014, it was outperformed by arch-rival Delectable, but one year later, the tables had turned, and since 2016 it...