In recent years, CBD has emerged as a powerful force in the health and wellness industry, captivating consumers with its potential therapeutic benefits. Simultaneously, the world has witnessed a rapid shift towards online shopping and digital transactions, transforming the way people make purchases, with a notable impact on the burgeoning CBD sales. However, the dynamic relationship between CBD and online payments hasn’t always been a smooth ride, facing regulatory complexities and risk factors.
According to market projections, the CBD market in Europe is anticipated to witness significant growth, reaching an estimated value of €2.6 billion. Furthermore, by the year 2026, the number of CBD users across the continent is expected to soar to approximately 50 million individuals. While in the US it could reach up to $47.22 Billion by 2028. This forecast highlights the increasing popularity and demand for CBD products, along with a notable rise in CBD sales among consumers in Europe and the US.
In the ever-expanding world of CBD, a variety of factors has catapulted the CBD industry to new heights. Diverse product offerings have played a pivotal role, providing consumers with an array of choices like never before. Whether it’s full-spectrum CBD oil, delectable edibles, soothing products, or skincare, the options seem endless. In more detail, the beauty and cosmetics industry stands at the forefront of this CBD revolution, with a plethora of products such as face masks, bath products, lotions, and other similar products already harnessing its power.
But it’s not just the array of choices driving this revolution. The perception of cannabis-related products is undergoing a remarkable transformation. As groundbreaking research and captivating news stories circulate, the once-taboo stigma surrounding CBD is fading away. People are embracing the natural healing potential of this medicinal product, harnessing it for mental well-being.
Challenges
Dispelling common misconceptions, the CBD industry is generally regarded as a low-risk sector. The majority of CBD merchants are classified as food stores, specialty markets, and convenience stores. However, if merchants choose to sell both CBD products and tobacco or vaping items, their risk classification shifts to high-risk. It is, therefore, recommended that merchants evaluate the impact of smoking-related products on their revenue streams. By removing these items from their offerings, they can proactively navigate the difficulties associated with being identified as high-risk merchants
While CBD’s rapid growth, particularly in Europe, was initially promising for online CBD merchants, the industry’s rapid progress has left it in somewhat uncharted territory. Initially, many merchants effortlessly secured a merchant account from acquiring banks. However, as these banks began to grasp the scale of CBD sales and their association with the industry, they grew reluctant to engage in CBD payment alternatives. Despite CBD not being inherently classified as a high-risk sector, it is often perceived as one.
With this perception comes an often heavy handed approach in friction during the payment process with a lot of CBD merchants unable to effectively apply for authentication exemption for their known ‘good’ customers. What this means is that CBD merchants experience a higher abandonment rate during the payment process than traditional e-commerce.
Solutions
Work with your payment gateway to ensure that authentication exemptions are being applied as often as possible, if you are uncertain on how to do this then we are happy to talk you through it here
Ensure that your fraud controls are as tight as they can be without causing too many false positives. In our experience the application of even the most primitive ‘Market-Basket Analysis’ can lead to great results for CBD merchants.
Recognising the diverse preferences of CBD consumers. By integrating multiple payment methods, including credit cards, e-wallets and much more, CBD merchants can cater to a broader audience and maximise their sales potential. This flexibility not only enhances the customer experience but also positions CBD businesses for success in an ever-evolving digital landscape.
