How to Sell CBD Online: A Guide for Success Over the last half-decade, sales of cannabidiol — better known by its acronym CBD — has exploded in popularity, becoming one of the fastest growing How to Make Money Selling CBD Oil? The market of CBD oil is expected to expand to over $20 billion by 2024 and looking at the growing popularity of this miraculous compound, we can only agree Navigate the legalities of selling CBD oil online in this complete guide to marketing CBD products and shipping ecommerce store orders.
How to Sell CBD Online: A Guide for Success
Over the last half-decade, sales of cannabidiol — better known by its acronym CBD — has exploded in popularity, becoming one of the fastest growing industries within the United States.
See how BigCommerce can grow your CBD or Hemp business online
Featured CBD Resources
Selling CBD Wholesale
CBD Shipping 101
CBD Banking and Financing Your CBD Venture
How to (Successfully) Sell CBD Online
CBD Marketing 101
Finding the Best CBD Payment Processors
Selling CBD Wholesale
CBD Shipping 101
CBD Banking and Financing Your CBD Venture
How to (Successfully) Sell CBD Online
CBD Marketing 101
Finding the Best CBD Payment Processors
Selling CBD Wholesale
CBD Shipping 101
CBD Banking and Financing Your CBD Venture
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TABLE OF CONTENTS
Over the last half-decade, sales of cannabidiol — better known by its acronym CBD — has exploded in popularity, becoming one of the fastest growing industries within the United States.
The total U.S. CBD product sales jumped from $108 million in 2014 all the way to $1.6 billion in 2021 — with the number expected to reach nearly $2 billion by end of year 2022.
With the coronavirus pandemic affecting industries nationwide, it is no surprise that most of this growth has been driven by online sales, which accounted for by far the most sales of CBD products in the United States in 2020.
The growth of online sales, combined with the increased popularity of CBD in general, presents an exciting opportunity for CBD online businesses — particularly those looking to move further into the world of ecommerce.
In fact, the movement to CBD ecommerce has already begun. In the United States alone, cannabidiol (CBD) sales in the ecommerce channel are forecast to increase to more than six billion U.S. dollars by 2026.
However, for new and growing business owners, selling CBD oil and other CBD-infused products online presents a few obstacles that must be overcome before launching a website and kick-starting the marketing process.
From the legalities and rules that encapsulate the CBD industry to the keyword research, SEO-optimized content and link-building that is required to stand out in this already-saturated market, it is well worth brushing up on your knowledge.
A well-informed business can feel confident about embarking on a digital journey that is sure to be as lucrative as it is enjoyable, so allow some time to further enlighten yourself on the ins and outs of how to sell CBD online.
What is CBD?
Cannabidiol, widely known as CBD, is a popular natural substance reportedly used to help with a wide range of conditions. It is added into tinctures, edible foods like gummies, oils and body products like balms and lotions.
Unlike THC (tetrahydrocannabinol), the primary mind-altering substance in cannabis, CBD is non-psychotropic. The cannabinoid can be extracted from both the hemp and marijuana plants, with industrial hemp plants proving to be the most popular for CBD extraction.
Miraculously, the human body is equipped with something called an endocannabinoid system (ECS). This complex system produces its own cannabinoids and is responsible for achieving homeostasis by receiving and transmitting signals sent by cannabinoids, like CBD. Cannabinoids work by binding with receptors scattered throughout the brain and immune system.
Numerous scientific studies have successfully demonstrated the way in which the ECS reacts when a dose of cannabinoids like CBD is administered. For example, a study published in the journal Neurotherapeutics suggests that CBD may actually inhibit or activate compounds found in the ECS. A prime example of how CBD may benefit the body is by stopping the absorption of anandamide. According to a study on The Profile of Immune Modulation by Cannabidiol(CBD), the plant may also trigger a number of other immune system responses.
Types of CBD.
Prior to starting, businesses will have to determine which type of CBD to sell online. With so many different kinds of CBD out there, deciding on one can be a tricky proposition.
We have narrowed down the number to three main types of ingredients that contain CBD, including:
CBD isolate is widely considered the purest form of CBD, which means no other ingredients are present. It is also refined, lacking any discernible taste or odor.
Full-spectrum hemp differs from isolate most evidently in that it contains all cannabis plant compounds, including other cannabinoids and essential oils.
All of these compounds work together to enhance the potency, producing what is called the ‘entourage effect.’
Broad-spectrum hemp is the middle ground between isolate and full-spectrum CBD. It contains the additional cannabis plant compounds of full-spectrum while also having little or no amounts of actual THC.
Like full-spectrum, broad-spectrum hemp has the ability to deliver the ‘entourage effect.’
CBD Industry by the Numbers
Due to the reported health benefits — partially because of the close affiliation with the cannabis plant — consumer interest around CBD products has been steadily rising since 2016.
In 2018 — considered CBD’s breakout year — the number of US CBD consumers doubled, from 2.6% to 4.8% with Baby Boomers leading the pack.
This number has only increased steadily since, with the projected estimated annual CBD usage rate to jump to an astounding 35%.
According to a January 2020 Consumer Reports survey, almost one-third of U.S. adults tried CBD in the past 24 months. Twenty percent of Americans 65 and older said they’d tried CBD, up from 14 percent in a January 2019 CR survey.
CBD oil is now infused in many different products across the board, especially in the wellness, food, beverage and beauty industries. Consumers now have a bevy of CBD products to explore, from tinctures and topicals to gummies and even lattes.
What makes them tick the most? According to a study by Statista, the leading cannabidiol product types among adults in the United States as of 2020 are:
By 2025, the US’s retail market for CBD products is expected to hit $16 billion, up from $2 billion in 2018. Compound the above with the fact that, among those who are familiar with CBD, 80% support its usage — even if they are not personally using it — and it becomes clear that CBD is an up-and-coming niche for starting an online business.
Conquer the High-Risk CBD Vertical with Influencer Marketing
Marketing in high-risk verticals comes with challenges. Watch Chris Van Dusen of CBDistillery share tips on leveraging influencer marketing, brand ambassadors and more to fuel success.
9 Steps for Starting a CBD Business Online
If you are interested in exploring the high-growth niche of CBD sales, here are the nine main steps for starting an online CBD business:
- Identify your CBD niche and products.
- Understand the laws and regulations around CBD.
- Generate a thorough CBD business plan.
- Get your business documents in order.
- Find your CBD supplier.
- Discover the perfect ecommerce platform.
- Build up your site.
- Determine shipping and payment terms.
- Market your business.
1. Identify Your CBD Niche and Products.
A quick sweep through the (digital) shelves of any wellness store will prove that you can now buy CBD anything. Creams and ointments, human and pet chewies, hemp clothes and accessories — when consumer interest is high, entrepreneurs will try to capitalize on the hype.
What should you sell then: the trendy stuff or the “classics”? Well, that’s for you to decide. When assessing the overall market prospects, look into the general niches first.
Here are the most popular ones:
- CBD-infused foods/beverages.
- Supplements/wellness products.
- CBD-based cosmetics.
- CBD pet products.
Next, you should zoom in on your product types. Most of these differ based on the CBD consumption method:
- Drops and sprays: The key ingredient in both is CBD oil, decarboxylated from hemp/hemp flowers and mixed with a carrier oil. Drops and sprays can also include flavoring agents and other compounds that make them more pleasant to ingest.
- Pills and capsules: Wrapping a dose of cannabinoid in gelatin or soft gel capsule makes it more digestible. Also, since many people take CBD as an alternative to over-the-counter medicine, this form may seem more familiar and thus appealing.
- CBD vapes and cartridges: Inhalation products tend to be popular among recreational MJ users and people who enjoy the social aspect of vaping. Also, this method is often preferred by consumers using CBD for pain relief as it gets absorbed faster by the blood system through inhalations.
- Tinctures: Just like medicinal tinctures, CBD-based ones are made by combining cannabinoids with alcohol or another strong solvent. Sometimes CBD tinctures also contain extra herbs. While most may not have great flavor, tinctures are popular with people who want to quickly feel the effects of CBD.
- Topicals and patches: Reportedly best suited for targeted action such as joint, back or menstrual pain, topical ointments and CBD patches appeal to consumers who don’t like hemp flavor or prefer external applications for other reasons.
- CBD edibles: With gummies, candy, chocolate, honey sticks, there’s a wide variety of munchable CBD products on the market. Most of them make hemp look less ‘medicinal’ and more of a wellness treat. In 2019, 3 out of 4 chefs identified CBD-infused food as a hot trend.
2. Understand the Laws and Regulations Around CBD.
Legality is a big part of CBD marketing, and failure to follow the rules — whether it be state or federal laws and regulations — could result in significant penalties.
Classification of the cannabis plant as a Schedule I narcotic has hindered progress in the legal department. FDA regulations pose a concern for CBD merchants, and if you are hoping to start selling CBD online, you may be wondering what your options are in regards to advertising and marketing.
Let’s answer some questions that may be on your mind:
Is CBD Officially Legal Now?
The answer to this question depends on the state in which you reside, whether you want to start selling CBD online that has been extracted from a marijuana or hemp plant, and what products you intend to sell. Only hemp-derived CBD products may be sold online.
The passage of the 2018 Farm Bill did not alter or change the FDA’s authority to regulate food, drug, cosmetic, device, pet food and dietary supplement products. Many states amended their state drug law to remove hemp from their state-controlled substances act while adopting the FDA’s position on selling certain hemp-derived CBD products. Certain states prohibit the sale and consumption of CBD. Other states limit the types of CBD products sold in the state or require a specific license.
If you are selling or planning to sell CBD products online, you must have systems in place to ensure that you are fully compliant with each state’s laws around CBD. Implementing product-based shipping restrictions on your store will help you stay within safe shipping zones.
What Rules and Regulations Do I Need To Follow?
The Farm Bill passed at the end of 2018 legalized the commercial production of hemp in the United States. This means you can grow industrial hemp with a license from the state or the USDA and then sell products containing hemp-derived CBD where state laws and regulations allow.
There are some restrictions, however:
- The hemp you are using to produce CBD cannot contain more than 0.3% THC. Any cannabis plant with a higher concentration of THC is automatically considered a marijuana plant, and stronger regulations kick in. Some states further restrict THC content to 0.0%.
- CBD produced from marijuana plants is legal in 15 states for recreational cannabis usage and in 36 states for medical use when produced and sold through regulated marijuana markets.
When it comes to cannabinoids as a substance, the regulatory matter gets complicated. To date, FDA has approved only one CBD-based prescription drug, Epidiolex. The FDA prohibits making any drug or health claims about CBD products. The FDA also prohibits adding cannabinoids into food or marketing anything with it as dietary supplements.
What about the array of edible CBD products currently on the shelves? Are they illegal?
The answer is that the legal status of CBD products isn’t consistent across federal and state laws and regulations. Certain CBD products, such as foods and dietary supplements, may be legal under some state laws, while the FDA prohibits these product types.
While FDA doesn’t allow CBD in food or to be marketed as a dietary supplement, to date, enforcement actions against CBD sellers have been limited to warning letters directed at sellers that make egregious drug or health claims about their products.
While hemp-derived products with no more than 0.3% THC are no longer considered controlled substances, the FDA prohibits adding CBD to food or marketing it as a dietary supplement. However, enforcement has been limited so long as no drug or health claims are made about the products.
Statewide laws differ. Several states allow the sale of all CBD products, while others may limit the types of products that can be legally sold. Some states prohibit CBD products with any amount of THC, even if it is below the allowed federal limit of 0.3%. There may also be requirements for product labeling and testing, as well as licensing requirements for retailers and registration requirements for products.
It’s best to cross-check with a local legal specialist if there are any restrictions or requirements regarding CBD product sales in each state you plan to sell.
3. Create a Thorough CBD Business Plan.
Jumping into a business without a solid business plan is like driving without a rearview mirror — you can do it, but you may miss an obstacle heading your way.
When it comes to the CBD niche, your business plan is also your navigator for staying on top of changing regulatory policies, conflicting operational priorities and new business opportunities, fueled by market demand. Plus, it’s the document your financial supporters and other stakeholders will want to see.
Here’s what should go into your business plan for ecommerce CBD operations:
- Start with market analysis: The goal of a market analysis is to supply you with sufficient information about your industry size, customers, competitors and other market variables so that you can make more informed decisions regarding your product positioning, pricing and overall go-to-market strategy.
- Create a Compliance Plan: State and federal laws and regulations surrounding CBD products are changing rapidly. It is important to have a plan in place that will allow your business to stay on top of regulatory changes and maintain compliance with applicable laws and regulations.
- Pick your brand name and confirm product range: Explain how your brand name, along with other brand assets, differentiates you from the competition — recap which CBD niche you plan to target and why. Briefly describe your product range, focusing on the product quality and competitive parameters.
- Determine your financing: Estimate how much cash you’ll need to launch your operations. Break them down as one-time pre-launch investments (e.g., commerce website development, inventory purchase, product design/branding) and ongoing monthly costs ( e.g., inventory restocking, handling/packaging, shipping, marketing, taxes, etc.). Always add extra padding for ‘unplanned’ expenses because these will happen. Then look into how much time and how many sales you’ll need to make to break even monthly. If you are self-financing, estimate how much of a runway you’ll end up having. If you are planning to secure investment later on, prepare figures describing your anticipated expenses vs. profits. You should also set targets for CPA (cost per acquisition), AOV( Average order value), sales conversion rates, customer retention rate, customer lifetime value (CLV).
- Include a realistic marketing plan: A marketing plan details your strategy for growing awareness around your CBD brand, acquiring new customers and fostering repeat purchases. It’s a cornerstone document that should be a) data-backed, b) realistic c) channel-specific. Yes, writing a solid marketing plan will take a ton of time and research. But this early investment pays off in terms of reduced budget waster and better marketing results later down the road.
You can also learn more about business plan writing for ecommerce from our previous guide.
4. Get Your Business Documents in Order.
To sell CBD online, you need to obtain several licenses:
- A regular business license: get incorporated and register a business with your state to start operations. Make sure to request an EIN/TIN for your newly created company from the IRS.
- Reseller license: If you plan to purchase CBD from wholesalers, you may also need to get a Reseller’s license (certificate) from your state. This document is important because it allows you to buy products wholesale without paying sales tax. The license also lets you collect sales tax from your customers afterward.
- CBD distributor license, retailer license and/or product registration: Several states require CBD retailers to obtain a CBD or hemp product license before selling CBD products to consumers in the state. Some states also require individual CBD products to be registered or approved by regulators. These licenses and registrations may be required even if you are selling products online directly to consumers without a physical presence in the state.
5. Find Your CBD Supplier.
Arguably, the most critical step of your ecommerce operations is finding a reliable CBD supplier. There are a few reasons for that.
First, you need to ensure that you are selling CBD derived from hemp plants, not marijuana ones. The latter contains a higher THC dosage, making them legal only in a handful of states when produced and sold through regulated marijuana markets. Federal and state laws require that all hemp grown in the United States be tested for THC concentration. Be sure that any supplier you choose to work with can provide an independent third-party certificate of analysis (COA) for each batch of hemp, hemp-derived ingredients, or a finished product that shows a THC concentration of no more than 0.3%.
Reputable wholesalers typically do lab testing and can provide a COA detailing a product’s THC content and showing that the product is free from contaminants. This is important because several states require that products be tested for various contaminants in addition to THC content. Not being able to provide a detailed COA is a major red flag.
States may require that CBD products be tested for:
- Residual solvents.
- Heavy Metals.
Secondly, your product quality will impact customer satisfaction and your CBD brand reputation. After all, 24% of CBD users named the ability of the product to generate the “desired effect” as their primary purchase driver.
Being able to provide a detailed certificate of analysis for each product sold will increase consumer confidence in your brand. Other buying priorities include ingredients quality, price, concentration and consumption method (e.g., oil, edible, vape).
Considering that CBD production remains underregulated, some products on the shelves may not have the CBD content advertised — there may be some containing no cannabidiol at all.
Such sham brands and manufacturers, speculating on CBD’s sweeping popularity, are making it harder for honest CBD companies to break into the industry. As The New York Times feature on the origins of CDB popularity sums it up:
“As a result, the compound is often caricatured as snake oil, a scam, even as promising research into the full potential of CBD is starting to pick up.”
As a new CBD brand, you don’t want to end up on the sham side. Again, this is another reason you should do careful due diligence when assessing different CBD manufacturers. Beyond requesting or performing independent product testing, also evaluate a potential wholesaler based on the following criteria:
- Hemp sourcing method and origin.
- Required licenses and certifications.
- Use of current Good Manufacturing Practices (cGMP)
- Extraction method.
- Reviews from other entrepreneurs.
- Extra services (e.g., labeling, dropshipping).
6. Discover the Perfect Ecommerce Platform.
Apart from finding a trustworthy CBD supplier, you’ll also need to identify the (best) ecommerce platform for your operations. Just like quality products, your tech infrastructure will positively contribute to your customers’ satisfaction with your brand.
However, not every ecommerce platform allows creating an online CBD store due to CBD’s regulatory status. Still, you have some outstanding options.
“BigCommerce by far has the best solution for selling CBD products online. Their platform, coupled with our FDA compliance solutions for regulated products, has proven to be a success for dozens of Vaping websites and has, in turn, attracted numerous CBD companies to the platform. Simply put, BigCommerce is light years ahead of other platforms when it comes to preparing you with everything you need to sell CBD online.”
BigCommerce offers a bevy of B2C and B2B ecommerce features for CBD retailers, wholesalers and manufacturers. From drag-and-drop page builders to limitless customization opportunities to 0% transaction fees and 99.9% uptime, we provide global CBD businesses with an integrated ecommerce solution they need to start their operations fast and scale— without constraints.
CBD brands and suppliers place their confidence in BigCommerce to properly market their product and reach a broad audience, so why not do the same? Our Saas platform merges everything you need to run an online store. You won’t need to worry about arranging payments, and best of all, you can customize your very own CBD store.
BigCommerce takes out the guesswork by combining everything you might need for an online business to thrive, from branding and design aspects to marketing and optimization. We provide payment gateways for simple online transactions, outstanding support and a mobile-friendly design. What’s more, the BigCommerce platform allows CBD marketers to easily manage returns when selling their products, which can be featured on numerous websites.
If you are eligible, you gain access to a nice set of core commerce features for launching your digital operations, including design templates, integrated shipping, marketing tools and payment processing.
The proprietary Shopify Payment method isn’t available for CBD products, so you’ll need to get approved by a third-party payment processor.
3dcart is another ecommerce platform that allows hosting digital CBD and vape-related businesses. They offer similar ecommerce solutions — shopping cart software, embedded ‘buy’ button and full-scale ecommerce website builder, featuring themes, unlimited bandwidth, payment processor support and more.
However, their website backend comes with a learning curve, so 3dcart may not be the optimal choice for non-coding beginners.
7. Build Your Website.
By opting for an ecommerce platform over open-source ecommerce tools, or custom development, you reduce the website development timeline.
Since the solution provider handles hosting, infrastructure, etc., all you have to do to get your CBD operations off the ground is work on your store design and list products.
Customize your design.
Have you ever painted by numbers? Design experience on modern ecommerce platforms is pretty similar to that. Instead of starting with a blank canvas, you rely on a website theme — your set of pointers, pre-mapping the final store look.
You can still be creative, though, changing colors, layouts, fonts and other visual elements or adding new elements to your online store.
When it comes to CBD ecommerce store design, make sure that:
- Key product information has a prominent spot: Most of your customers will want to know the critical product specs: dosage/strength, hemp origin, and extraction method. Make sure all of this information is displayed in a digestible manner for each type of product and ensure that no health or drug claims are made about your products. CBDistillery goes straight to business and highlights product ingredients, and suggested use:
- Mind the navigation: Since CBD is still a somewhat new niche, expect to see an influx of first-time buyers. These folks will need some extra hand-holding, unlike regular users. Design your on-site navigation to accommodate their customer journey. Create descriptive product categories and sub-categories, organizing your products by consumption methods and cannabinoid content. Add products and descriptions.
In the CBD space, your product descriptions should be more than just convincing. They also need to be:
- Accurate and fact-based.
- Devoid of any health or drug claims.
- Cliché and jargon-free.
When it comes to CBD marketing, FDA does not allow businesses to suggest that any of their CBD products can “diagnose,” “cure,” “treat” or “prevent” any medical condition. Even if it’s tempting, don’t go making any big claims. It is also important to note that customer reviews that mention any drug or medical claims about your product are also prohibited. Make sure to monitor any reviews and remove those that make inappropriate claims.
Lastly, don’t write overly complex product descriptions. Not every store visitor will be a CBD connoisseur, familiar with industry jargon. So while you should always provide ‘technical’ product information, avoid niche chemical terms, industry jargon and odd CBD pop culture references.
Shoot and upload product photos.
Ecommerce photos do two important things:
- Act as an extension of your brand.
- Help sway customers’ purchase decisions.
For example, 90% of Etsy shoppers said that product image quality is a purchase trigger. If you have the budget, hire a professional photographer to shoot a series of product-only and lifestyle images for your brand. Those short on cash can also snap amazing ecommerce pictures on a budget.
8. Determine Shipping and Payment Terms.
After designing your store layout and organizing your product catalog, you need to sort out how your products will reach their new owners.
Determine your shipping policy.
Shipping is essential to ecommerce consumers — you don’t want to let them down in that department. To work out the optimal shipping policy for your CBD business, ask yourself these questions:
- What’s the threshold I set for ‘free shipping’? For 79% of US consumers, “free shipping” is a strong prompt to buy online more. But do people get upset when there isn’t such an option? In general, yes, over a third of consumers will be upset if there’s no complimentary shipping for an order valued above £135 ($150). Determine a reasonable threshold for your brand based on the anticipated average order value.
- Do you plan to offer a variable fee? Destination-based or weight-based shipping fees can help a smaller retailer reduce logistics costs. However, they may alienate some customers too: 50% of abandonments happen when the shipping/tax costs are too high. The fix? Provide estimated shipping costs or a delivery calculator option pre-check out if you plan to use variable fees.
- What delivery timeline is feasible? Most people are spoiled by Amazon Prime next-day deliveries, but few smaller brands can pull off the same levels of service nationwide. So choose your battles. Limit same-day delivery to your city/state only. Set the right expectations regarding priority/express delivery if you plan to offer such.
- Which logistics carrier works best? Not all carriers have straight policies regarding CBD shipments. Do your research carefully. For example, while UPS allows shipping hemp and CBD-infused products, they also state that they “reserve the right to dispose of any shipment containing Marijuana, Hemp or Hemp products tendered for shipment which Shippers are prohibited from shipping, which UPS is not authorized to accept, which UPS states that it will not accept, or which UPS has a right to refuse.” That’s not very reassuring.
- Are there legalities around shipping hemp/CBD-based products across state lines that you should be worried about? It is legal to ship CBD oil across state lines as long as it comes from hemp, not marijuana, and has a maximum THC content of 0.3%. However, there are some states where the THC limit is even lower than that. Before shipping across state lines, research each individual state’s regulations. Carriers also have their own requirements in terms of product types and paperwork.
Select an ecommerce shipping solution.
Your next step is to select supporting shipping and fulfillment software — a tool that will help you set shipping rates, manage logistics, print labels and auto-dispatch updates to customers.
To minimize hassle and mistakes, your app should integrate directly into your ecommerce platform. You can discover different shipping and fulfillment apps on the BigCommerce marketplace.
Don’t forget to check if your pick also iterates with the carrier you plan to use.
Choose a payment processor that works with CBD.
The CBD industry is deemed “high risk” due to the ongoing regulatory debacle. Thus, many payment processors choose to exclude CBD sellers to minimize their operational risks.
Despite this, you are not entirely out of options. To accept payments from customers, you can work with a specialized payment processor who knows how to handle high-risk businesses.
For example, BigCommerce lets CBD businesses choose among 65 payment gateways that can be used to do business in over 100 countries, employing some 250 local payment methods. Get to know more about how payment processing works for CBD companies.
9. Market Your CBD Company.
Once you are up and operational, you need to focus on customer acquisition. While the CBD industry is trendy right now, shoppers won’t flock to you on autopilot unless you set yourself up with a solid marketing system.
Focus on content.
CBD products are still largely misunderstood, often due to shady marketing from other brands or bogus medical claims made by self-proclaimed gurus. Build your initial customer base by seeding accurate content.
Educate the interested, but cautious, buyers about:
- Different product types.
- CBD extraction methods.
- Potential side-effects.
- Correct usage/dosage.
- The hemp industry as a whole.
Invite industry experts to create more comprehensive content than your competition. Focus both on your blog and social media, as that’s where most younger consumers go looking for both product inspiration and information.
Publishing well-researched content is key to dominating the search engine results. Especially with the latest Google update called ‘passage indexing.’ By honing its AI algorithms, Google now indexes individual passages from a web page (rather than just the entire page) to help users find needle-in-a-haystack info.
For instance, if I’m googling something like “What’s the best strength of CBD oil?”, I’m redirected to a highlighted result on the page:
This SEO change is an excellent opportunity for CBD businesses to attract top-of-the-funnel customers and convert them with educational content. Since SEO competition around CBD-related keywords is pretty intense, going after long-tail, less-searched keywords can help you build the initial traffic while working on further optimizations.
Partner with influencers.
Much of CBD’s current popularity comes as a direct result of patients’ advocacy.. First-hand stories from people, whom CBD helped cope with chronic pain and seizures, initially spurred the mass interest in the plant both for therapeutic and wellness purposes.
Today, many celebrities and public figures are outspoken fans of the CBD — some of them have even launched their CBD businesses. So finding credible advocates for your brand shouldn’t be an issue. Just ensure that you partner with people who share your brand beliefs and can speak about CBD with authority. Also, make sure no health or drug claims are made about your products and don’t forget about mandatory FTS disclosures. Lastly, keep close tabs on the latest federal laws and regulations as well as individual states’ and local governments’ laws and regulations to ensure your communication aligns with any requirements.
4 Evergreen Issues CBD Businesses Are Facing
While entrepreneurs in the CBD industry can capitalize on the industry’s rapid boom, they should also brace themselves for unique challenges. With a lack of FDA regulation and differences in CBD laws and regulations on the state level, running a CBD business can feel particularly gruesome at times.
This is especially true when it comes to:
1. Banking and financing.
Sadly, CBD businesses are considered ‘high-risk’ by many financial service providers due to the aforementioned gaps in state laws and regulations. Be prepared to do some walking and negotiating when opening a merchant account. Securing additional financing via business loans can be challenging, again thanks to the bad reputation the cannabis industry has among certain FIs.
Don’t despair, though. There are still some hemp-friendly banks and investors in the field too.
2. Payment processing.
The CBD industry is deemed “high risk” due to the ongoing regulatory debacle. Thus, many payment processors — including most major credit cards and Paypal — choose to exclude CBD sellers to minimize their operational risks.
That doesn’t mean you are entirely out of options. To accept payments from customers, you can work with specialized payment processors who know how to handle high-risk businesses.
Payment processors that accept CBD transactions include:
BigCommerce lets CBD businesses choose among 55 payment gateways that can be used to perform business in over 100 countries, employing some 250 local payment methods. Get to know more about how payment processing works for CBD companies.
3. Business insurance.
Insurers are slow to act on the recent legalization of hemp and hemp-derived products. Like conservative banks, they often bar CBD companies altogether or burden them with high premiums.
A solid insurance plan is crucial for your company’s liability, so don’t skim on getting a good plan from a CBD-friendly insurer.
4. Differentiation from the competition.
With a slew of businesses touting ‘cannabis’ as a customer attractor, it may be challenging to stand out even when you sell genuine, high-quality cannabis products.
A 2017 Penn University study found that 70% of cannabinoid products sold online had issues with labeling. Over 42% of CBD products were under-labeled, meaning they contained more CBD than stated. Some 26% were over-labeled — they had a lower condensation of cannabinoids than said.
Such happenings — along with misleading marketing and grossly overstated claims regarding CBD’s effectiveness — can make new customers skeptical of recent market entrants. Gain their trust by being positively different when it comes to:
- Transparency: From telling where your hemp plants grow to display proper analysis certification, explain to your customers what they are about to purchase and munch.
- Accuracy: Avoid unverified scientific statements (even if they look promising for marketing). Check your sources and invite known experts to help you create content and educational brochures. Make sure advertisements, marketing materials, and labels are free of health and drug claims.
- Storytelling: Your unique story, cementing your brand mission and values, can help you build a stronger emotional connection with your target audience. .
4 Core Tips for Nurturing Your CBD Business
New ecommerce companies are very tender. If you want your CBD business to grow, evolve and always be ripe, here are three things you should consider doing.
1. Ask for help.
New CBD business owners will have a lot of their platter between murky regulations and operational issues. While everything is Google-able these days, the information you find may not be accurate. You shouldn’t underestimate the value of a mentor, aka someone who already walked the same walk before you.
“That’s the rub of excelling in the cannabis industry: there’s no model of excellence right now. It’s a fluid and shifting industry that didn’t really exist just a few years ago.” That makes finding a good industry mentor somewhat challenging. Yet, not impossible. Non-profit organizations such as CBD Alliance, National Hemp Association and Vote Hemp are great places to find new industry connections and support.
2. Have patience.
Fast traction is often viewed as a given in the ecommerce industry. You have probably heard of literal overnight success stories where some “$500 Instagram ad drove $50,000 in sales in a day”.
In the CBD industry, paid ecommerce ads are usually not an option. Click-bait marketing can cause compliance issues, while content marketing and SEO both take time to work. There are plenty of restrictions for marketing in the CBD industry, so take a deep breath as you navigate what can work and where.
3. Understand the industry.
Despite (or because of) slow FDA response, the CBD industry keeps evolving in somewhat contradictory directions. While some states like Texas removed the ban on selling edible CBD products in 2019, others banned CBD-infused foods and beverages last year.
Market trends and consumer trends change from week to week too. Subsequently, it can be difficult for any CBD business to stay on top of the latest trends and fads. But they need to keep close tabs on emerging tendencies among their clients, changes in compliance requirements and other major industry happenings.
Thankfully, there are websites that can help you keep up to date with the latest in CBD industry news. These sites include more CBD-based options like Way of Leaf or traditional staples such as Forbes.
4. Listen to your customers.
As you grow your CBD business, make sure that you are still listening to the voice of your customers. Build your brand around what your customers like by asking for feedback and paying attention to social channels to see what users like or don’t like about your products and the industry itself.
The CBD industry is growing fast and quickly becoming a crowded market. Buyers are growing savvier as their options increase. If you want to stand out from the crowd and find success, the best way to do that is by crafting a trustworthy, quality brand that customers can rely on.
Your guide to CBD ecommerce success.
Download The Complete Guide to CBD Ecommerce to learn about industry trends, challenges CBD merchants face online, and how to overcome them.
The Final Word
CBD is an exciting product to trade. On the one hand, you can make a genuine difference by supplying your customers with life-improving goods. On the other hand, you also need to constantly educate the general public — along with some B2B partners and other stakeholders — about your products’ legal status and lack of connection with THC-dominant marijuana.
That can be a difficult battle, but it looks to be well worth it when you look at the CBD industry sales prospects again. Grandview Research estimates that the CBD market will swell by a compound annual growth rate of 22.2% between 2019 and 2025.
You can also be part of that revenue pool if you launch your online CBD business today.
This material does not constitute legal, professional or financial advice and BigCommerce disclaims any liability with respect to this material. Please consult your attorney or professional advisor on specific legal, professional or financial matters.
How to Make Money Selling CBD Oil?
The market of CBD oil is expected to expand to over $20 billion by 2024 and looking at the growing popularity of this miraculous compound, we can only agree with it! The best part is that CBD is naturally-occurring and this makes this product both available and accessible to anyone who knows where to find it.
Now, we know what you are thinking – can you make some cash out of it? Well, the answer is yes and this is why we are here with this brand-new article! However, if you don’t know the process of marketing and selling your CBD products (keeping the legality intact), then making good money from the CBD business might be a problem for you.
This also means that every problem comes with a solution and this latter has led thousands of people to earn millions by starting their own CBD oil business. When you are informed and confident in yourself, that’s when you know that your business is going to be a lucrative one.
So, if you are contemplating the idea of starting your own CBD oil business, well, then keep reading.
Why are people buying CBD oil?
CBD oil is the product of cannabidiol, popularly known as CBD, which is found in the cannabis plant, amongst numerous other compounds. CBD is unique in a sense that it contains very low quantity of tetrahydrocannabinol or THC, another cannabis compound which interacts with the CB1 receptors of the endocannabinoid system of the body to produce what we call ‘high’ in the brain, which gets you stoned.
However, CBD is the talk of the health and wellness market industry because of its magical healing qualities. Yes, it is known for its therapeutic nature and is helping people across the world in the treatment of their health conditions. What are these problems? Well, you name it and this product is said to be helping people fight it – anxiety, depression, inflammation, insomnia, seizure, epilepsy, even cancer, etc.
So, we understood from the above mentions that CBD has the potential to become a natural medicine, it is non-psychoactive in nature and it is naturally available, which means it is safe to take/consume by both people as well as animals. Now, add this one to the list – the compound has been legalized across all 50 states of the country under the 2018 Farm Bill.
How to make good money selling CBD oil?
CBD is everywhere, we all know it. You must be living under a rock if you are living in America and still haven’t heard of CBD, seriously! It’s great that you have heard of CBD and even better that you are using CBD oil, because someone who is impressed with the positive effects of CBD can only think of starting a CBD business.
So, now that you have decided to make good money by starting your CBD oil business, well, it’s time to know where you can start from-
1. Understanding the legal status of CBD
It is obviously impossible to start any business before learning about the legality of the product in question. This especially applies to CBD oil since it is a hemp-driven cannabis. From FDA regulations to state and country laws, you need to be clear on every law related to manufacturing and selling of CBD oil or else you might get tangled in a serious case of penalties.
So, is CBD officially legal in the US? Well, the answer to that is yes and now. Even though the Farm Bill has legalized CBD in all over the US, it depends on which state you reside in to be absolutely sure whether you can extract, manufacture or sell CBD from there.
There are certain states that have changed their laws to exclude hemp-driven CBD from the controlled substance. There are also a few states that have allowed the sale of CBD-infused products but they require a license to allow the sale. There are also states that have prohibited the sale and consumption of CBD oil and other products. Thus, you have to be completely compliant with the laws of every state before starting your CBD business.
2. Obtain a standard business license
Before selling the products, it is necessary to get your permit or license required by the state you are setting your business in. The permits may be required for keeping your CBD stock, food license for making your own edibles, and re-seller’s license for purchasing products from wholesalers. You can get in touch with a license expert to make sure what all permits and licenses you require to set up your business.
3. Sell High Quality CBD Products
One of the most important things to keep in mind is to choose a supplier which already provides for a high-quality CBD brand like CBDistillery. You can read the review here to know how they maintain their quality.
A lot of customers complain about purchasing fake CBD products . Thus, the first thing after obtaining the license should be building your reputation and do not compromise on the quality of the CBD oil and other products that you are planning to sell.
It is important to thus learn about the manufacturing process, the signs of high-quality products of CBD and how to know whether the product passes the taste of great quality.
4. Research the price, packaging and other important things
Now that you are in the process of establishing your CBD oil business it is also recommended to research the ideal price, packaging and shipping tips, marketing tools, customer-service know abouts, and other important things.
You can take the help of someone who is already in the business game and has years of experience in the field. The competition might be fierce but you should know that there are people in the business who would love to guide you and be a great help to you.
5. Extraction process
There are various methods of extraction process of CBD oil. However, in the current scenario, the best process is known as CO2 Extraction Process, where the final CBD product comes out as purer and contains less chemicals than it does in other methods.
6. Establish genuine connections in the industry
There is nothing better than learning from an expert, who has already made it big in the industry. Thus, it is important to go ahead and attend CBD trade shows and conferences and make your name amongst other people in the industry. When you establish strong connections and work toward developing them, you open yourself to a lot of possibilities. This will also increase brand awareness and you will get to learn new ways to sell your products. You also get an opportunity to analyse your competitors and learn what and what not to do with your business.
7. Grow content online
A successful company requires a strong online media presence. Also, you need to make sure that your website is well-optimized for Google and other search engines to help it come on the top of search engines.
So, you should keep updating your blog regularly and use the right keywords to attract as much traffic as you can, which will have the potential to turn your leads into customers. Thus, it is recommended to hire a good digital marketing company or professional to take care of your online business, since most people rely on online websites to buy their CBD products.
Once you are through the above seven points, you can consider yourself a seller of CBD oil and can keep growing your business.
Do not compromise on the quality and services even after you start earning good money via your CBD oil business. Always remember that customers are your priority and put yourself in their shoes as well. Keep it authentic and you can get success in any field and things are no different in this case. Thus, stay true to your business – work hard, be positive, make connections, and know exactly what you want in your vision. Sooner or later, you will start earning good money from your CBD oil business, more because the world is in need and searching for authentic, high-quality and affordable CBD oil and related products. Who knows, you might be the next big thing in the world of business!
How to Sell CBD Online: Information and Tips on Selling CBD From Home
The cannabis industry continues to legalize and explode before our eyes. And it didn’t take long for its more legal archetype, Cannabidiols (otherwise known as CBD), to become a hot commodity.
You can find CBD products in nearly every large retailer these days, including Walgreens, CVS, Ulta, and even teen brands like American Eagle and Abercrombie & Fitch. But just as fast, it’s become a viable ecommerce solution for those who want to sell and buy it online.
If you follow ecommerce product trends, you know that CBD is everywhere — for humans, for pets, in your drinks, in your chapstick. It seems as though there is CBD-infused everything.
Of course, it’s not as simple as throwing up a website and watching the buyers flood in. If you decide to sell CBD at all — let alone online — you’ll face a complicated industry with complex legal and marketing challenges.
Before you start selling CBD products online, you should know exactly what to expect and how to prepare. Read on to get the full rundown on how to navigate building a CBD income stream in today’s climate.
Note: This article is solely for informational purposes and does not constitute legal advice.
What is CBD?
You may hear CBD being described as “cannabis oil but without THC,” and that’s close but not entirely accurate. CBD, or Cannabidiol if you’re using the scientific term, is an active component of Cannabis — a small, effective part of the larger whole.
Cannabis is made up of different cannabinoids. Cannabidiol is one of them. According to users, this is the ingredient that helps alleviate an array of symptoms, including pain, anxiety, and even epileptic seizures.
What helped CBD boom into its own segment of the larger cannabis market though is the fact that it doesn’t contain THC (tetrahydrocannabinol). THC is the ingredient in cannabis that causes the widely-known psychological effects: the euphoria, short-term memory loss, increase in appetite, paranoia, and more.
THC is the ingredient that many governments around the world have fought to keep illegal, whereas CBD is the ingredient that simply acts as a natural medicine without any psychological effects.
Because of this, CBD is ahead of the game in the cannabis industry in the sense that it’s more widely accepted and legalized — in most cases.
The CBD market is booming
The number one rule of going into business is “Go where the market is.” One clear way to tell that is by gauging where consumers are already spending their money.
You might look at the explosive evolution that the CBD industry has undergone in the past couple of years and find yourself intimidated by market saturation and competition. Fret not — there are still plenty of pieces of the pie for everyone who wants to try and partake.
Just how big is the opportunity, exactly?
The CBD market is worth billions
The CBD industry is projected to be worth $20 billion by 2024. To put this into perspective, ice cream was only worth $2.27 billion in 2018. CBD is well on its way to being a household item for frequent buyers who will come back again and again as long as you can fulfill the product.
But it’s not that simple. What about the legalities of selling CBD products?
New legal terms for CBD oil
CBD has definitely undergone its share of legalization battles and still has some opposition, but there has been major progress along the way. The 2018 Farm Bill legalized hemp production across the US, which is great for sellers because CBD is produced from industrial hemp.
The bill essentially states that as long as your CBD product has less than 0.3% THC in it, you’re free to sell it, with caution.
Legality of selling CBD
For obvious reasons, the legalization of CBD has been widely disputed across the board. As long as it’s a controversial topic, you’ll want to prescribe to your favorite news channels and set up alerts for updates to CBD laws. With that being said, a plethora of laws have been put in place that you need to be aware of, both federally and at the state-level.
In the United States, there aren’t any concerns at the moment other than making sure your products contain less than 0.3% THC. CBD is otherwise legal nationally. It is recommended that you stay aware of the state of legalization as laws can always be overturned.
It’s worth noting that the FDA has stepped in on occasion to call out unapproved products that market false health claims.
Statewide laws will of course vary by state. Some states allow marijuana-produced CBD, while others only allow industrial hemp-produced CBD. Your best bet is to simply sell the industrial hemp-sourced CBD, as it won’t have high THC levels and is accepted across the nation. Otherwise, you’ll want to get in touch with local representatives or research laws in your state to see what you’re allowed to sell.
From that information, build a list of products that you know are legal for you to sell and stick with your regular inventory to avoid any legal mishaps.
How to start selling CBD oil online
Once you’ve dialed in your legal allowances, it’s time to start setting up shop. There is a simple game plan you can follow to get set up and start selling online. From there, you can start refining your product, marketing, and ecommerce fulfillment strategies to grow your business.
1. Obtain licenses
In order to sell CBD, you’ll need to get a couple of licenses. One is a business license. Usually, small businesses go for an LLC. Research your preference at your local government website. Registration usually costs about $100 in most cases.
You’ll also want to get a resale license if you plan to purchase your product from wholesalers. Much like business licenses, resale licenses and permits are handled at the state-level, which can be handled differently state-to-state. Discover what your state requirements are to determine if you need a resale license and how to acquire one.
2. Find a certified supplier
You’ll want to find a reputable supplier that will sell you high-quality products (such as tinctures, oils, hemp products, and more) and is also certified to sell by the state or federally. They’ll also need to get regular tests performed by third-parties to make sure the quality is assured and you’re selling quality products. Many CBD companies have their own hemp farms.
3. Build your website
Now that you have the paperwork and selection process out of the way, it’s time to build your website. First, you need a domain name (or a “www.yoursitename.com” web address).
One of the most popular platforms to buy domains from is GoDaddy.com. But you can just as easily get your domain name from most web building platforms. There’s no shortage of platforms out there that make it incredibly easy for you to build an ecommerce site.
For example, BigCommerce offers full-featured solutions for merchants of all sizes, with no additional fees for selecting your own payment gateway.
Be careful to cover the terms of service and community policy to make sure you’re advertising and selling your products within the boundaries set by the platform.
You’ll need to find reliable credit card payment processing, which can be tricky for CBD products as the payment gateway landscape has been changing a lot in this industry.
CBD is not currently approved by all payment processors (e.g., PayPal), so you’ll need to make sure you’re working with a company that can do this. Note: Credit card fees with CBD gateways may vary by merchant based on a risk assessment done by the processor.
4. Market your CBD products
Now that your website is live, it’s time to bring in the buyers. You might think the “build it and they will come” mantra rings true here. Sorry to say, that’s not the case.
In a land where it’s difficult to market CBD using a lot of popular methods (as Facebook Ads, YouTube Ads, and other common ecommerce marketing channels ban these products from their advertising platforms), there are still two viable options that have the potential to bring in a lot of profit if you play your hand right.
The first is SEO, or the art and science of getting Google to rank your site above others in search results to show potential buyers your website first. In order to succeed with SEO, you’ll want to get an SEO professional to audit your site. They can make sure that Google views things like your site speed, meta data, image optimization and other components favorably. These things help Google trust that your website is worthy to show visitors.
You’ll also want to start a blog, master the skill of keyword research, and put out fresh content that captures the intent of what people are searching for. Make sure you’re targeting terms that bring in potential buyers and not just visitors looking for information on the topic.
Once you start getting organic website visitors through your SEO efforts, you’ll want to start an email list and use your website to grow it. In exchange for an email address, you can offer discounts or even free informational PDFs and trainings on CBD.
When visitors provide their email address for your freebies, they’re giving you permission to nurture the relationship and inform them of more promotions moving forward (e.g., having a sitewide sell for 4/20 or a Black Friday/Cyber Monday deal).
You can also look elsewhere and try partnering with marketplaces like CBD Oils, Ganjapreneur, and Pot.com, or CBD-specific ad platforms like Traffic Roots.
5. Fulfill and ship customer orders
You’ll need a system for warehousing your CBD products and managing inventory over time. When you’re first getting started, this may be done in your home. After experiencing growth, you’ll want to expand into a fulfillment center by either signing a warehouse lease or outsourcing fulfillment.
Just make sure your fulfillment technology syncs up well with your ecommerce platform, payment processor, and other software. For example, ShipBob is tech-enabled fulfillment company with warehouses across the US to help you spend less time worrying about packing and shipping orders and more time on growing your brand.
“Our fulfillment is on autopilot. ShipBob saves us so much effort, and the opportunity cost savings has been substantial. ShipBob’s platform is easy to use and navigate, the interface is intuitive, and the analytics are very clearly laid out. Today, our health and wellness brand sells three CBD products in the United States.”
Yannick Crespo, Co-Founder & President of Pot d’Huile
Take CBD company Nature’s Ultra. Last year, they started to experience a surge in orders. They were managing CBD shipping and logistics themselves but didn’t understand just how massive and difficult retail fulfillment was. They were getting so deep into the logistics and supply chain side that they didn’t have time to focus on their core products.
They knew they’d be doubling and then quickly tripling their order volume, so they wanted to get help on the front-end to ensure a long-term relationship with a lot of room for scalability. They searched for companies that could give them something similar to Amazon’s delivery capabilities for their website orders, so they partnered with ShipBob.
“Now that we’re working with ShipBob, we can easily ship to all 50 US states with ease. We use ShipBob’s fulfillment centers in Dallas, Texas, Chicago, Illinois, and Bethlehem, Pennsylvania. They help us to maximize our shipping and ultimately our growth potential.”
Andrew Hardy, COO of Nature’s Ultra
Challenges of selling CBD online
Once you get your CBD store up and running, you will likely face a new set of challenges as you grow. Here are a few considerations to help you break through the crowded space and set your business up for success.
Standing out in the market
In a saturated market, you must consider your competitors. Think through the following:
- Which keywords are your competitors ranking for and how can you write better content to outrank them?
- What kinds of products are they providing and how can you stand apart?
- What can you do differently from your competition that your customers will love?
Think through the entire customer experience to uncover where you can differentiate, whether that’s selling unique products, providing custom packaging or a branded insert, or even offering free 2-day shipping.
As mentioned earlier, you’ll want to go through the proper state channels to figure out what your regulations are so you can abide by them. Your best bet is to take inventory of any regulations, rules, and restrictions, and create company policies around them to make sure you’re following them. With the industry continuing to evolve, be sure to stay updated on these regulations.
As selling CBD becomes more widely accepted, you may eventually be able to sell internationally, ship to other countries, and build out an international shipping strategy. In the mean time, don’t ship products to destinations where they’re not allowed.
Without the proper support and systems in place it can become really difficult to fulfill your orders especially as demand picks up. When you can no longer go at it by yourself, you’ll need to find a solution that will ensure you’re able to deliver the products your customers buy in a timely fashion.
“We place considerable expectations and pressure on shipping so we can get close to what Amazon does. With ShipBob, 100% of our orders are going out via 2-day shipping. We see that people are far more likely to order and keep ordering from us when 2-Day Express Shipping Program is an option.”
Andrew Hardy, COO of Nature’s Ultra
Ecommerce shipping can be very challenging and order fulfillment boils down to three common options. What works for one business may be cost-prohibitive or inefficient for another.
There are plenty of CBD brands that fulfill orders by themselves. They keep inventory at home and run to the post office, or use local warehouse space to pack and ship each order by investing in the infrastructure and running operations. This option is often best when getting started or if order volume isn’t too much to handle. As your store grows, you need to scale seamlessly and find a more streamlined solution.
Dropshipping is when a manufacturer handles both product procurement and shipping orders. All you do is market the product without touching inventory. This can work well for some products, but is often difficult for CBD oil because you have less control over quality, product selection, and speed of shipment.
3PL (third-party logistics) solutions
3PLs are a happy medium as you don’t have to purchase land or hire a team to pack boxes, but you still have control over selecting a manufacturer. The 3PL is the middleman that stores your inventory close to your end consumers, while helping you quickly and seamlessly get the products shipped out.
“We were shipping a dozen orders per day, and now we ship hundreds per day. ShipBob has allowed us to scale up and become successful — we have gone from $70,000 in sales in 2018 to over $7 million in sales in 2019. When it comes to delivery, accuracy and timing are the most important to us, and ShipBob helps us execute on that.”
Andrew Hardy, COO of Nature’s Ultra
Starting an online CBD business might have some legal and marketing challenges involved, but with the growth of the industry and continued legalization, now is the time to get in. Since it’s still a young industry, you can still get ahead of the curve.
Already running a CBD store or anticipating a huge launch? Get in touch to learn how ShipBob can handle your CBD fulfillment so you can focus on your brand — not packing boxes . Request fulfillment pricing today.
Kristina is the Director of Marketing Communications at ShipBob, where she writes various articles, case studies, and other resources to help ecommerce brands grow their business.