May 29, 2025
7
min read
Navigating the Shift from WineDirect to Commerce7
Take advantage of the WineDirect migration to Commerce7. Discover how to modernize, streamline, and scale your DTC wine operations.
For years, WineDirect has been the go-to ecommerce and DTC platform for wineries, offering everything from online storefronts and wine club management to tasting room POS systems and fulfillment services. It played a major role in helping wineries grow their direct-to-consumer sales and build lasting customer relationships.
But now, the landscape is shifting. With Commerce7's recent acquisition of WineDirect’s SaaS division, wineries using WineDirect are being guided into a new chapter—one that promises greater flexibility, modern ecommerce tools, and a more personalized customer experience. If you’re a winery navigating this transition, here’s what you need to know and how to make the most of it.
What made WineDirect a leader in DTC wine sales?
WineDirect is a comprehensive direct-to-consumer (DTC) platform tailored specifically for wineries, offering an all-in-one solution that encompasses ecommerce, wine club management, point-of-sale (POS) systems, and fulfillment services. Designed to meet the unique needs of the wine industry, WineDirect enables wineries to efficiently manage and grow their DTC sales channels.
All-in-one DTC solution
WineDirect provides an integrated suite of tools that allow wineries to manage their online store, tasting room sales, wine club memberships, and order fulfillment from a single platform. This unified approach simplifies operations and ensures a seamless customer experience across all sales channels.
Customizable e-commerce platform
The platform offers user-friendly website templates and a drag-and-drop page builder, enabling wineries to create visually appealing and mobile-optimized online stores without the need for extensive technical expertise. Features like streamlined checkout processes and modern payment options, including Apple Pay and Google Pay, enhance the shopping experience for customers.
Robust wine club management
WineDirect's wine club tools allow for easy creation and management of wine club memberships, including customizable club options, automated communications, and flexible shipping or pickup arrangements. These features help wineries build and maintain strong relationships with their most loyal customers.
Integrated POS system
The platform includes a POS system designed specifically for wineries, facilitating sales in tasting rooms and at events. This system ensures that inventory and customer data remain consistent across all sales channels, providing a cohesive view of operations.
Comprehensive fulfillment services
WineDirect operates multiple fulfillment centers, offering services such as inventory management, order processing, and shipping. By handling the logistics, WineDirect enables wineries to focus on production and customer engagement.
Advanced marketing and CRM tools
The platform includes built-in marketing automation features, such as targeted email campaigns, personalized promotions, and customer segmentation. These tools help wineries engage customers effectively and drive sales growth.
Data-driven insights
WineDirect offers real-time analytics and reporting dashboards, providing wineries with valuable insights into sales performance, customer behavior, and inventory levels. These data-driven tools support informed decision-making and strategic planning.
Commerce7 acquires WineDirect
In a significant industry move, Commerce7 has acquired WineDirect's SaaS division. As part of this transition, WineDirect's ecommerce platform will be retired, with clients being guided through a migration process to Commerce7's platform. This acquisition aims to combine the strengths of both companies to offer enhanced tools and support for wineries.
Despite this transition, WineDirect continues to support its clients, ensuring that their operations remain uninterrupted during the migration period. The company remains committed to providing the tools and services that wineries need to succeed in the evolving DTC landscape.
For wineries seeking a specialized, end-to-end solution for managing and growing their DTC sales, WineDirect has established itself as a trusted partner in the industry.
Commerce7: the new home for WineDirect clients
With the sunsetting of WineDirect’s ecommerce platform, many wineries are now being guided toward Commerce7, a modern, customer-centric DTC solution built specifically for the wine industry. While the transition may feel like a big shift, it’s one that brings powerful upgrades to the table.
Commerce7 is known for its API-first architecture, which means it’s highly customizable and integrates seamlessly with other tools wineries already use. At its core, the platform is designed to put the customer experience first, making it easier than ever to offer personalized shopping, flexible wine club memberships, and a consistent brand experience across every touchpoint.
Here’s what Commerce7 offers to wineries making the switch:
- Modern e-commerce tools: Create fast, mobile-optimized online stores with streamlined checkout experiences, built-in personalization, and support for subscriptions.
- Next-gen wine club management: Customize clubs, offer build-your-own options, and allow members to easily manage their preferences—all while boosting retention.
- Unified customer data: Commerce7 unifies data across ecommerce, POS, and wine club sales, giving you a clear picture of every customer’s journey and preferences.
- Tasting room POS integration: Designed for wineries, the POS syncs with online and club data, so staff can offer personalized service and upsell more effectively.
- Built-in tools for growth: From targeted promotions to upsells and loyalty programs, Commerce7 includes marketing features that help drive repeat purchases and increase average order value.
Thanks to Commerce7’s API-first architecture, wineries can now more easily integrate powerful third-party tools that enhance the customer experience. One such tool is the Grappos product locator—an essential addition for wineries selling both online and through retail channels. With Grappos, customers can quickly find your wines at nearby stores, restaurants, or online retailers, all without leaving your website.
Learn more: Commerce7 for Wineries: Features, Benefits, and Alternatives →
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Next steps for wineries using WineDirect
If your winery is currently using WineDirect, now is the time to start preparing for the transition to Commerce7. While WineDirect continues to offer support during the migration period, proactively managing the shift will ensure your operations and customer experience stay seamless. Here’s what to prioritize.
Start your migration planning early
Reach out to your WineDirect account manager or Commerce7’s support team to understand your timeline. The migration process includes data transfers, software configuration, and staff training, so the earlier you begin, the smoother the switch.
Audit your current setup
Take stock of your current ecommerce, wine club, and POS workflows. What features are essential? What integrations do you rely on? This will help you identify areas where Commerce7 can match, or improve, your setup.
As you assess your current tech stack, consider whether your website includes a product locator. If not, this is the perfect time to implement one. Grappos offers a seamless, brand-aligned locator experience that integrates beautifully with your website and supports both DTC and retail sales. It’s especially valuable for wineries looking to drive traffic to brick-and-mortar accounts while maintaining an online-first presence.
Explore Commerce7’s capabilities
Spend time reviewing the platform’s features, tutorials, and partner apps. Commerce7 offers more flexibility in personalization, subscriptions, and automation, so it’s a great opportunity to level up your DTC strategy.
Communicate internally
Keep your marketing, DTC, and tasting room teams in the loop. From customer emails to tasting room tech, everyone will need to adapt to the new tools and interfaces.
Update your customer communications
Once your migration date is confirmed, plan to notify your wine club members and regular customers. Set expectations about any brief downtime, password resets, or account changes so they’re not caught off guard.
Support both DTC and retail sales with a product locator
As wineries modernize their DTC platforms and migrate to Commerce7, it’s easy to focus on ecommerce and wine club features, but supporting your retail and on-premise accounts is just as important.
Even in today’s digital-first world, the majority of wine purchases still happen offline. Grocery stores, restaurants, and local wine shops remain key discovery and sales channels. That’s why having a product locator on your website is essential; it ensures customers who aren’t ready to buy online can still find your wine nearby.
This is where the Grappos product locator shines. Designed for wine brands, Grappos integrates seamlessly with your winery’s website, helping customers find your wines at retail stores, restaurants, or online retailers—all while keeping them within your brand experience. It’s especially useful during and after your transition to Commerce7, as the platform’s open architecture makes it easy to integrate tools like Grappos for a fully connected customer journey.
By making it easy for customers to find your wine wherever it’s sold, you’re not just boosting sales, you’re strengthening relationships with the accounts that carry your products. A good product locator helps you connect online traffic to offline purchases, increase velocity at retail, and support long-term distribution partnerships.
A new chapter for DTC wine
The transition from WineDirect to Commerce7 marks an opportunity for wineries to modernize, streamline, and scale their DTC operations with a customer-first approach. By starting the migration process early, exploring the advanced features of Commerce7, and preparing your team and customers, you can ensure a smooth handoff and even uncover new ways to grow your business.
And while you focus on DTC, don’t overlook the power of your retail channels. A product locator like Grappos helps connect your online presence with in-store sales, making it easy for customers to find your wine wherever it’s sold.
Ready to modernize your tech stack and support your accounts along the way? Request a Grappos demo and see how our product locator can elevate your omnichannel wine strategy.
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