"To us as an e-commerce company with customers in Australia and around the world using our service 24x7, being able to expand in a seamless fashion rather than in large physical chunks is much smoother," he said. "At the end of the day we are all about providing the highest level of service to customers."

Witt is confident the reliability of a virtualized solution, built with VMWare Inc.'s virtual infrastructure, will be higher than the physical machines and will not be disrupted by it because Bulletproof is monitoring the systems.

"Performance remains to be seen because it's early days, but I'm convinced it's likely to be a better solution because it's easier to dial up a higher level of performance," he said.

Witt claims Cellarit is not a typical wine e-commerce company because at its core is a sophisticated, secure, temperature-controlled storage facility equivalent to an online bank account where customers log on and see their entire inventory of wine.

The application also allows customers to list their wine for sale through the e-commerce facility.