Food and beverage is Spain’s largest industry: according to FIAB, in 2025 it reached production of €137,188 million and exports worth €52,564 million. It comprises more than 27,800 companies, mostly SMEs, that rely heavily on distributors and large retailers to reach customers.
Selling online, directly to consumers and trade buyers, lets you win back margin, data and the customer relationship. Here are the keys to doing it well.
1. Brand and origin: your edge over big retailers
Consumers who buy online from a producer are looking for something they can’t find on the shelf: story, origin, quality and a direct relationship. Tell it on your website with photography, video, recipes and content about how it’s made.
2. Logistics that respect the product
Cold chain, breakage, best-before dates and weights. Set up shipping options by product and zone, delivery days and suitable packaging. Offer free shipping above an order value that protects your margin.
3. Consumers and trade buyers on the same website
Consumers buy by the unit; bars, restaurants and gourmet stores buy by the case, with their own pricing, minimum order and payment terms. With a single platform and one catalog, each customer sees their own store. You can see an interactive example on our food & beverage sector page.
4. Digitize the HORECA channel
Orders via WhatsApp, price lists in PDF and last-minute calls. A B2B portal with reorders, delivery routes and a connection to your ERP saves hours every week and reduces errors.
5. Mandatory information and regulations
Distance selling of food requires giving consumers the mandatory food information before purchase: product name, ingredients, allergens, net quantity, storage conditions and operator details, among others. Design complete product pages from the start and review the applicable requirements with your advisor.
6. Seasonal and gift campaigns
Christmas, corporate gifts, product seasons. Hampers, baskets and bundles prepared in advance, with Google Shopping, social media and email.
7. Repeat purchases and customer club
Olive oil, coffee, canned goods or wine get used up and replenished. Reminders, subscriptions and a customer club with perks turn one-off buyers into long-term customers, with marketing automation.
Conclusion
Selling food online means combining brand, logistics, complete information and a digital trade channel. Brands that achieve it depend less on intermediaries and grow with better margins.
At TRILOGI we are a marketing and eCommerce agency for the food & beverage sector and have worked with brands such as Torrons Vicens, La Quinta, Quely, Garcimar and Conservas Ortiz. If you want to sell direct, let’s talk.
