Vivino, the global online wine marketplace, has launched a new feature which it says is specifically designed to help the wine trade.

The Vivino Market feature, which appears on the app and website, is aimed at helping wine retailers increase their digital customer reach and boost wine sales.

The company said the concept acts like the “Netflix or Amazon of wine”, which it does by collating its retailer partners’ wines into one centralised shopping forum where users can browse and purchase from their list of customised recommendations.

Vivino Market uses its community data to offer bespoke wine recommendations, which in turn should increase sales and repeat purchases. The company said that retailers that partner with Vivino have exposure to 1.3m UK wine enthusiasts and 23m global users who rate, review and search wines to buy online.

Heini Zachariassen, founder and CEO, commented: “This is a great opportunity for retailers in the UK to partner with us and increase sales to Vivino’s massive community of wine lovers. We see ourselves as the Netflix of wine; we use historical preference data and the power of our growing community to provide recommendations that wine drinkers can feel confident about, without even needing to taste test before purchase.”

There is no sign-up fee to become a Vivino Market partner. Merchants pay a flat percentage commission fee only on orders shipped.