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Cento Vigne Italia has found the secret to wine e-commerce: tell stories, focus on customers, and educate them on multiple social channels. Gian Piero Staffa, based out of the Italian city of Bologna, could be described as a wine-seller—but that would be telling only a fraction of the story. After a long and lucrative career in marketing and communications, he has created Cento Vigne Italia, a successful e-commerce site that ships wine around the world. And a large part of this success came from his own evolution from traditional sales tactics to building an online community via social media.