What pitfalls to avoid when buying wine online?

Online wine buying in Belgium boomed after 2020, but the space is full of traps for the unwary.

Trap one: hidden costs. Many sites show attractive bottle prices but add €8-15 shipping per 6-bottle case. Some also charge a 'thermal packaging surcharge' in summer (€3-5). Always calculate the total delivered price.

Trap two: bad transport conditions. Wine shipped in July in an unrefrigerated truck can hit 40°C during transit. Heat-damaged wine tastes flat with cooked, jammy aromas. Insist on climate-controlled delivery in summer, or order between October and April.

Trap three: fake discounts. The crossed-out price trick is everywhere — a wine shown at €25, 'reduced' to €12. The reference price is usually the producer's suggested retail, which nobody actually charges. Check real market prices on Wine-Searcher before biting.

Trap four: misleading descriptions. 'Gold medal at the Brussels Competition' sounds impressive, but these competitions award medals to 30-40% of entries. A gold medal at a minor competition doesn't guarantee quality.

Trap five: untrustworthy sites. Check for a proper business registration number in the legal notices, a physical address in Belgium or the EU, and secure payment options. Google or Trustpilot reviews are helpful, but watch out for reviews all posted on the same date — that's a sign they're purchased.