Convenience isn’t capability: the hidden risks of all-in-one DTC platforms.
The holiday season is always a good time to pause, reflect, and prepare for another busy year ahead. For me, that means reviewing goals versus achievements—and keeping a close eye on what’s happening across other platforms in our space.
Since OrderPort’s acquisition in 2025, the landscape has shifted. They’ve been staffing up—a smart move if they aim to compete with platforms like Commerce7. Both offer reservations modules, but no system can truly excel at everything.
This reality was evident when we pioneered the idea of reservations—what would ultimately become CellarPass—within our Submerce DTC platform back in 2006. Within months of announcing the reservations module, demand for this feature skyrocketed. We quickly realized that guest management couldn’t be an afterthought—it needed to be its own comprehensive solution, far beyond what other platforms offer today. It also needed a dedicated marketplace where consumers could peruse and find wine tasting events and experiences nearby.
This insight has guided us ever since: wineries need solutions that do more than just record a booking. They need tools that drive engagement, support growth, and create seamless experiences for guests. Yet many “all-in-one” platforms remain transactional at their core. With tourism projected to continue its decline in 2026, this is a real vulnerability. Systems that only process transactions don’t help wineries grow. They may provide a sleek interface, but at the end of the day, what’s the point of a whizz-bang system if it can’t partner with you to increase demand?
Another risk that’s often overlooked is uptime and single points of failure. Centralizing your DTC, events, and guest management in one platform can seem efficient—but if that platform goes down, the impact can be catastrophic. Sales halt, events stall, and onsite operations can grind to a stop. That’s where CellarPass comes in. Our platform is designed to step in seamlessly, facilitating onsite wine sales and guest management even in critical moments, so wineries never have to worry about lost revenue or frustrated guests.
Looking ahead, the key takeaway is clear: convenience doesn’t always equal capability. All-in-one platforms may look attractive on the surface, but for wineries looking to scale, optimize guest experiences, and safeguard operations, a specialized solution like CellarPass is not just an option—it’s essential.
The past year has been a powerful reminder that innovation in DTC isn’t just about building new features—it’s about understanding the unique needs of wineries and providing tools that solve real-world challenges. As we enter 2026, the goal is simple: help wineries not only survive, but thrive, no matter what the market brings.
💬 I’d love to hear from others in the wine industry
What have been your biggest challenges with all-in-one DTC platforms, and how have you adapted? Let’s share insights and ideas as we head into the new year.
