Buying wine online can be daunting. Unlike a bar or wine shop, where a sommelier will point you toward what you may want to drink from the available options, the Internet seems limitless—and without expert guidance. If it were a designer dress or a stand mixer, you could return it. But wine? Once you open it, there’s no satisfaction guaranteed. It’s not surprising, then, that consumers often feel uncomfortable betting on a bottle. 

Read the article from Fortune: Vivino