The value is in the cost saving and increased convenience with...

The value is in the cost saving and increased convenience with the B2B. You have the choice to pay a middle man (distributor) 30%+, or you can pay winedepot 10% using their platform. Couple that with potential to automatically reorder the same quantities next time around, time organised delivery and credit facilities offered etc it becomes a substantial benefit to most businesses. To say that just because businesses currently use so and so fulfilment models so will never change I don't think is sensible, if given good reason to change they will pivot to the better option