Wine.com is a virtual storefront aiming to “promote the wine lifestyle, through innovation” (Wine.com, 2016a). These innovations include a website incorporating Next Generation Catalogue (NGC) features (Yang & Hoffman, 2010; Yang & Hoffman, 2011), design elements and calls-to-action that foster user engagement (Simonson, Smaldino, Albright, & Zvacek, 2012). However, critical departures from web design best practices undermine some aspects of accessibility (Simonson et al., 2012; Taylor & Jourdrey, 2009; Yang & Hoffman, 2011; Zhang, 2016a, 2016b). Other innovations include inventory more extensive than typical wine retailers, combined with a distributed shipping network specialized in handling volatile products and responsive to state/interstate shipping regulations (Wine.com, 2016b). The Wine.com website combines design elements, interactive features and discovery/engagement tools that effectively replicate the in-person shopping experience for users (including direct access to experts), and, importantly, redefine shopping experience by enabling users to engage in new ways not possible offline (Puentedura, 2014).