Online Brazilian Wine Store is the First to Arrive on Facebook

Sunday, May 22, 2011

SAO PAULO, May 24, 2011 -, a Brazilian e-commerce operation, opened the first Facebook
online wine store in the world this week, launching a new phase of e-commerce
actions aimed especially at users of social networks.

The online wine store at on Facebook has been set up to offer
a new buying experience and facilitate the decision process for users who
frequent this social network and share common interests.

The concept is to extend the experience of selecting, recommending,
selling and also delivering wine to the digital ecosystem of Facebook, which
now has 19 million users in Brazil. The objective of is to get
users to perform all the operations of visiting and purchasing in a safe,
convenient, comfortable and rapid manner, without their having to leave the
environment - the environment of Facebook, that is.

The new store, available at the "Wine Vinhos" page (click on "W Loja") -
which was developed by Giran (, based on a solution
created by the Canadian company Elastic Path, "technology partner" of Oracle
- has the same platform and process for service, selection and recommendation
as the store. launched its first store on
the web in January of 2009, and became the biggest online wine operation in
Latin America in less than two years. made its début on Facebook less than a year ago. The initial
aim was to understand the movement of social networks and learn how to
interact effectively with network users. The first step was to post a series
of relevant items of content on wine as tips on harmonizing and suggesting
different wines. As a result of this work, by April of 2011, the "fan Page"
of on Facebook had won over more than 4,500 users who "liked" the
page. Soon, users began to interact and buy wine at the Wine store. But to
put through the purchase, they had to leave Facebook and go to another
address on the Web (

"The Wine F-Store (name of the application) offers new experiences in
buying and making the decision process easier for clients, who can receive
recommendations from friends on which wines to try, and even make their
purchases without leaving the social network. Now, in addition to continuing
to offer relevant content, we are also going to facilitate buying in this new
environment and reduce the physical and psychic energies required in any
purchasing operation," says Anselmo Endlich, director of IT and marketing at

Ellen Bileski, +55-11-3065-8419, ellen at

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