The cannabis industry has seen a significant shift toward e-commerce as dispensaries seek to meet the demands of an increasingly digital consumer base. This transition is driven by the need to offer convenience, expand market reach, and provide a seamless shopping experience for customers who are accustomed to the ease of online shopping.
However, navigating the e-commerce landscape presents unique challenges for cannabis retailers. The complexities of compliance, rapidly changing technologies, and the distinctive nature of the plant and its products make it essential for retailers to get their online strategies right. Unfortunately, many retailers make mistakes that can significantly hinder their online success.
Let’s take a look at five ways to avoid common e-commerce mistakes.
Ensure mobile optimization
One of the most critical, yet often overlooked, aspects of e-commerce is mobile optimization. According to Statista, about three-quarters of retail site visits in the United States during 2024’s first quarter originated on mobile phones. With that in mind, failing to optimize a site for mobile use can result in a poor user experience, high bounce rates, and lost sales.
To avoid those poor outcomes, sites should be fully responsive and provide a seamless experience on all devices. Make sure navigation is easy, pages load quickly, and the checkout process is streamlined. Regularly test the site on a variety of devices including mobile phones, tablets, laptops, and desktops, and fix issues right away.
Follow SEO best practices
Search engine optimization (SEO) is crucial for driving organic traffic to e-commerce sites, yet many retailers overlook SEO, which results in poor search engine rankings and reduced visibility. To address this, implement a comprehensive SEO strategy that includes keyword research, on-page optimization, quality content creation, and backlink building. Optimize product descriptions, meta tags, and images, and regularly update content to keep it fresh and relevant.
Provide adequate information
Providing insufficient or inaccurate product information can lead to customer dissatisfaction and increased returns. Consumers often seek detailed information about products, including potency, effects, and ingredients. Offer comprehensive product descriptions, high-quality images, and user reviews. Include information about strain types; THC, CBD, and terpene content; and potential effects. Detailed information helps build trust and encourages informed purchasing decisions.
Simplify the checkout process
A complex or lengthy checkout process is a major deterrent for shoppers. If your checkout process is cumbersome, you risk customers abandoning their virtual shopping carts before they complete their purchases. Simplify checkout processes by minimizing the number of steps required to complete a purchase. Offer multiple payment methods. In addition, ensure the process is user-friendly, and regularly test everything to identify and fix any issues.
Leverage customer data
Customer data can provide valuable insight into shopping behavior, preferences, and trends, allowing retailers to tailor their offerings and marketing efforts.
Use analytics tools to track customer behavior and gather data on purchase patterns, product preferences, and demographics. Leveraging this data to personalize marketing campaigns, optimize product recommendations, and improve customer engagement, along with implementing a loyalty program, will help you gather data while rewarding repeat customers.
By optimizing for mobile, adhering to best practices, providing detailed product information, streamlining processes, and leveraging customer data, retailers can achieve e-commerce success and stay competitive in the digital marketplace.
Dan Mondello is co-founder and CEO at Rank Really High, a retail-first ecommerce website developer specializing in dispensary websites. Previously, he co-founded Home & Local Services and Dealer Teamwork—both Google Premier Partners and Microsoft Accredited Businesses. He was a finalist in the 2018 Google Innovation Awards in the mobile ads category and is the owner of multiple software patents.
