In a reflection of its efforts to maximize mobile sales, eBay is rolling out a new digital shopping destination for wine enthusiasts powered by mobile application Drync, enabling consumers to browse a wider selection of bottles from the alcohol platform’s network of retailers.

The peer-to-peer marketplace is introducing eBay Wine, a new hub designed to let consumers browse a plethora of wine types, filter them based on price point and enjoy a seamless checkout experience on smartphones or desktops. EBay’s collaboration with wine app Drync will offer shoppers additional choices throughout their shopping processes in a bid to grab a larger portion of sales.

“We know that consumers shop and browse in many different ways: online, offline and – more than ever before – on their mobile devices,” said Alyssa Steele, divisional merchandising manager of home and garden at eBay. “We’re constantly listening to our customers to deliver experiences that meet their evolving mobile and shopping needs, resulting in 314 million downloads of eBay, Inc. apps across the globe.”

Fostering better connections
EBay is expanding its digital offerings by rolling out a mobile-optimized destination for wine lovers featuring several pertinent categories, including collectible, rare and everyday bottles. Consumers can visit eBay.com/wine on their mobile devices or desktops to browse the new products, which have been curated with the help of the Drync mobile app.

Drync enables users to shop available products, take a photo of a desired bottle of wine using the app scanner and have purchases shipped directly to their homes.

Individuals shopping on eBay Wine’s mobile site may spot a banner in the middle of the screen informing them of the Drync collaboration. EBay customers can leverage the commerce hub to buy and ship wine to nearly any location in the United States, making it an ideal one-stop shop for users seeking last-minute gifts.

Wine can be filtered based on price format – such as auction for rare types, or “Buy it Now” options – and delivery, allowing consumers to choose in-store pick-up or home shipping.

Additionally, site visitors will be able to access several expert guides and tips from winemaker André Hueston Mack and lifestyle expert Maureen Petrosky, who will highlight seasonal trends and must-have wine accessories in a bid to make the shopping process even more approachable for customers.

Several available guides include topics such as distinguishing between dry and sweet wines, as well as identifying the characteristics of a good Bordeaux.

EBay Wine offers bottles from 30 countries and more than 500 worldwide regions, suggesting that the online marketplace is angling to cement a stronger stake in the beverage business as it relates to mobile commerce.

The Drync-eBay partnership could prompt other retailers or marketplaces to join forces with alcohol delivery apps if they are enticed by the notion of offering real-time inventory from a slew of retail partners to a wider audience.

“EBay is always looking to collaborate and partner with companies to provide consumers with a seamless and positive experience on the marketplace,” Ms. Steele said. “Recently, we have partnered with top brands such as Shyp to help simplify shipping, Sotheby’s to create a unique experience in the live auction space and BigCommerce to streamline online selling across multiple channels.”

Staking out mobile
EBay’s unique move to foray into the alcohol business could inspire on-the-go consumers or last-minute gift shoppers to peruse its offerings instead of rushing to a nearby liquor store.

Moreover, including original content – such as the expert-curated guides – gives consumers additional incentives to visit the digital shopping hub and educate themselves about the world of wine, a tactic that could boost sales for eBay.

The peer-to-peer retailer has been innovating more heavily within mobile in recent months.

An eBay executive at Forrester’s Marketing 2016 Forum claimed that the online marketplace continues to optimize its mobile offerings from both transactional and research-oriented standpoints in the hopes of giving more control to its buyers and sellers (see story).

Meanwhile, in March, eBay simplified what is usually a complicated process for its sellers by expanding its partnership with mobile app Shyp to provide users with streamlined shipping (see story).

“We’ve always had wine available on eBay but it was generally limited to very rare, expensive or hard-to-find bottles that were primarily shopped by collectors,” Ms. Steele said. “With the new dedicated destination and the addition of Drync’s network of retail partners to eBay, our shoppers will enjoy a simple and intuitive way to discover new wines, and browse and buy from more than 10,000 listings featuring an unparalleled selection of international and domestic wines.

“EBay shoppers will also find eBay Wines offers a seamless, curated experience that sets us apart from other online wine retailers.”