Up until a few months ago, the cannabis industry was primarily fueled by brick-and-mortar retail sales. Although relying on physical foot traffic was arguably not the most modern approach to drive sales, retailers and brands were often encumbered by strict delivery or online marketing regulations and needed physical storefronts to educate customers about their products and services. These industry idiosyncrasies were upended nearly overnight when COVID-19 forced dispensaries across the country to move their operations online. By now, most retailers have successfully transitioned to e-commerce platforms and are embracing new tech-driven solutions to engage with potential customers. By forcing retailers and brands to move online, the pandemic has fortuitously pressured the industry to face key obstacles to growth head-on and find inventive ways to boost sales.
