How Cannabis E-Commerce Challenges are Driving Web Innovation

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Cannabis and ecommerce would complement one another like seed and soil, if only federal law would allow it.

No market, niche or otherwise, will survive without a strong presence in ecommerce. Whether it’s business-to-business (B2B) or business-to-customer (B2C), ecommerce must be a part of any business and marketing strategy. If your business is behind the curve on omnichannel strategies, you’re inviting problems. It’s simply incumbent on any business to optimize the buying experience. And, that means putting price, product, and purchase in front of the customer so the buy decision can be swift and actionable.

Ecommerce will define the cannabis industry

Sears, Kmart, Macy’s and other legacy retailers are closing stores in the hundreds, marking the continuing decline of old-school marketing. Social media, smarter devices, and digital cash have changed shopping. Customers access product instantly, review features and benefits and click to buy. Providers must have a presence on all channels and transaction technology in place if they’re to compete.

The part of the cannabis industry selling what you might call “things” is one aspect of the commerce. But the part of the industry that sells cannabis and derivatives presents a different challenge.

Cannabis things

Cannabis things include hundreds of personal use items such as vaporizers and supplies, bongs and pipes, storage containers and more. If they’re legal, you can buy them readily on Amazon or other major ecommerce retailers.

Of course, there’s also the growth systems, irrigation controls, lights and piping, fertilizers, hydroponics, hothouse supplies, all the things involved in farming and harvesting, and even oil extraction — everything except the seeds and plants.

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