Evino’s mission is to democratize wine in Brazil. Wine is, and has been for a long time, regarded as a rare luxury product in Brazil. On average, Brazilians drink only around two liters of wine every year, compared to the dozens of liters averaged by North Americans and Western Europeans.
Evino seeks to engage Brazilians with easy-to access information and a large range of affordable wine, delivered to their door. When the team got started in 2013, the startup focused on a desktop web presence, growing email lists that became the primary means of engaging with existing users. Envino reached out to customers with offers over email and redirects them to the website to finish the purchase. That’s been the basis of a stable business.
But users began turning toward mobile. Evino currently targets 35-50 year-old Brazilians, a customer segment which increasingly prioritizes mobile devices over desktop computers. Mobile devices can be acquired for a fraction of the price of a laptop or desktop computer, and access to mobile data is cheap. This is especially important in a market where the average monthly income is just over $600 USD. In the six months from October 2015 to March 2016, the share of customers in this segment who exclusively use mobile devices to access the internet increased by two-thirds, while desktop and combined usage tanked. The mobile-only share rose by almost 10 percent overall, to a quarter of all users.
Evino rapidly increased the usage of its mobile app — either through people who had already subscribed to their email newsletters, and were then presented with a much smoother and more seamless experience, or through the new mobile-first customers that were acquired over Brazil’s bustling social networks.
The quarterly average number of weekly active users increased more than seven-fold over the year, starting in Q4 2015.
Amid a heavy growth spurt on all fronts for the wine delivery startup, the share of revenues coming from mobile devices more than tripled over the summer months in 2016. “Revenue share made from mobile devices is one of our key metrics, because it reflects the strength of the mobile app going forward,” says Luis-Daniel Alegria, “Our goal is to generate half of all revenues from the mobile app by the end of 2017.”