(TDB) - Wine review app Vivino has topped sales of wine worth over US$40 million within a year of launching its e-commerce site, it said, as it predicts a shift to ‘disruptive’ e-commerce models.

Speaking to CNNMoney this week, founder and CEO Heini Zachariassen said that wines worth more than $40 million have been sold through the site, with around 425 million labels scanned, 72 million ratings and nearly 12 million bottles of wine rated since launch.

The time was ripe for disruption in the wine market, he added, likening the potential of such a move to the way that Amazon challenged traditional bookshops and changed the sale of books.

“Wine is a $300 billion industry and if you look at the online part of wine, e-commerce, it’s still very, very small,” Zachariassen told the American news site. “Suddenly it’s better to buy it at home than in the store, and that shift is going to happen in wine too.”

“This data has never been available before; now it is, so that’s going to change.”

Research by ShipCompliant and Wines Vines Analytics shows that currently less than 4% of US wine sales are shipped direct to consumers, worth around $2.4 billion, although, according to Wine Intelligence it is a growing channel, rising 17% on the previous year, and up 70% since 2011, with online wine clubs doubling in the last two years.