Mira Commerce keeps the human in the digital experience


When the COVID-19 pandemic hit in 2020, online shopping took over retail sales. Wineries, like any other business selling consumer products, needed e-commerce solutions that could handle volumes and experiences beyond anything they had offered before, and they needed them fast.

Mira Commerce, a leading e-commerce agency, suddenly had many clients asking to create digital selling solutions that combine the physical experience of in-person shopping with the immediacy and convenience of shopping online.

“With over 18 years of experience, we pride ourselves on creating personalized and innovative digital channels and delivering best-in-class, well-integrated e-commerce solutions. We strive to remove friction from the online shopping experience with merchants’ customer in mind as well as their merchant operators,” said Sergei Ostapenko, CEO and President of Mira Commerce. “As developers, we focus on a concept and a vision that we call Human trade. We constantly strive to stay ahead of the innovation curve, launching next-generation solutions and developing new channels. From early Covid challenges implementing solutions such as curbside pickup, “buy online, pick up in store” to the most recent launch of augmented reality for shopping, the Mira team is developing innovative technical solutions that support the complete buyer journey. »

Now that consumers are back to in-person shopping and real-life travel, wineries are once again looking to improve their online experience. They want to create an enjoyable online experience while planning tours, booking events, offering seasonal discounts, integrating their loyalty programs, and connecting their online and offline channels.

“For wineries, everything is experiential,” Ostapenko adds. “It’s not like buying a television. When a consumer visits a tasting room, they hear the brand story, interact with the winemaker, taste the wine, and then buy the brand. We help wineries translate the unique way they host a party and make the consumer feel special in online experiences that create stronger brand connections. »

Mira Commerce can add functionality such as mobile apps with augmented reality and location-based functionality onto wineries’ existing website technologies. They can also help a winery gather more information about consumer touchpoints, making marketing more personalized. From both points of view, this is a clear difference with the 3-level distribution system, which separates the cellar and the buyer.

“Wineries are on a spectrum,” says John Fandel, strategy consultant at Mira Commerce. “There is a context and nuances in each winery. Is this winery part of a worldwide collection of brands, or are they independent? Are they serving the high-end market with limited distribution, or are they trying to generalize? The key is that “one size does not fit all”. You need to understand the context of each winery to design a solution that communicates their craft, the work of their love, in a way that engages them and compels their purchase.

Even though Mira Trade builds solutions in the digital space, they keep the human at heart. Be sure to stop by the Mira Commerce booth to learn how they can make the process easier for you and your customers.

Mira Trade
WIN exhibition stand:

WIN Expo exhibitors by category:

Business Management

Human ressources






production department


Tasting room



North Coast Wine Industry Show – WIN Expo – at the Sonoma County Fairgrounds in Santa Rosa, Calif., on Thursday, Dec. 1, 2022.

Complete list of exhibitors | Register to attend


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