Dispensaries are expected to offer online ordering, but the path to setting it up isn’t always clear.
Terms like website, menu, ecommerce, and marketplace are often used interchangeably, but they refer to very different tools with different outcomes. Mixing them up can lead to the wrong setup, missed sales, and a poor customer experience.
Online ordering is more than a convenience, it’s a revenue driver.
The structure of your online experience directly affects your bottom line.
In this guide, we’ll define the key terms, break down the three most common online ordering setups in cannabis retail, and help you choose the right fit for your store.
Flowhub data shows that ecommerce orders bring in 87% more revenue on average than walk-ins.
The structure of your online experience directly affects your bottom line.
In this guide, we’ll define the key terms, break down the three most common online ordering setups in cannabis retail, and help you choose the right fit for your store.
Key Terms to Know
Website
Your digital home base. Usually includes your logo, contact information, store hours, location, and links to things like your online menu or ordering system. A website by itself typically does not offer ecommerce functionality.
Ecommerce Site
An online shopping experience that allows customers to browse products, add them to a cart, and place an order for pickup or delivery. Ecommerce sites can live on your own domain or be hosted externally. They differ from menus by allowing full checkout functionality.
Online Menu
A digital list of your products. Menus are often pulled from your POS system and can be embedded into your website or linked externally. While they show what you sell, they don’t always offer shopping cart or checkout capabilities.
Marketplace
A third-party platform where multiple dispensaries list their menus. Customers visit these sites to browse and order from a variety of stores in one place. Think of them like the cannabis version of DoorDash or Amazon.
3 types of online ordering setups for dispensaries
1. iFrame or embedded menu on your website
How it works:
A third-party menu is displayed on your website using an iFrame—essentially a window that loads external content inside your site. Customers browse your products, but the functionality and layout are controlled by the third party.
Pros:
Fast to set up
Appears integrated into your site
Keeps customers on your domain during browsing
Cons:
Limited customization
Poor for SEO (search engines can’t crawl iframe content)
Still reliant on external systems for updates and performance
Often lacks full ecommerce features like cart-building or checkout
Best for:
Dispensaries that already have a website and want to quickly display live inventory without investing in full ecommerce.
2. Native ecommerce website
How it works:
Your products, cart, and checkout flow live directly on your own domain. Customers browse, shop, and place orders entirely within your site. This setup is typically integrated with your POS to keep inventory and order info up to date.
Pros:
Full control over branding, layout, and customer experience
Improved SEO and mobile performance
Real-time inventory and pricing updates (if connected to your POS)
Enables features like order-ahead, prepayment, loyalty integration, and bundling
Cons:
Requires setup and some technical support
May involve upfront or ongoing costs to manage
Best for:
Dispensaries looking for a long-term solution that supports brand-building, customer loyalty, and operational efficiency.
3. Marketplace listing
How it works:
You list your products on a third-party marketplace like Weedmaps, Leafly, or IHeartJane. Customers browse the marketplace, compare local dispensaries, and place orders directly through the platform.
Pros:
Built-in consumer traffic
Simplified onboarding
Can drive new customer discovery
Cons:
You don’t own the website, experience, or customer data
You’re listed alongside competitors
Some customers may not even realize they're shopping from you
Limited ability to customize appearance or upsell products
Best for:
Getting exposure and new customers—especially useful for newer stores or those in high-traffic areas. Many dispensaries use marketplaces alongside their own ecommerce site or embedded menu to balance discovery with control.
How to choose the right setup for your dispensary
When evaluating your options, consider these questions:
Do you want to own the customer experience, or use a third-party platform?
Are you looking for a quick and simple setup, or one that scales with your business?
Is SEO or brand control important to your long-term marketing strategy?
Do you want to collect customer data, offer loyalty programs, or manage your own promotions?
Are you hoping to reduce manual updates and keep inventory synced in real time?
The right setup depends on your goals, your team’s bandwidth, and how hands-on you want to be with the customer journey. Many dispensaries choose a hybrid approach: they use a marketplace to gain visibility while also investing in a branded, owned ecommerce experience for long-term loyalty and growth.
Ready to build an online ordering experience that actually grows your business?
Flowhub’s ecommerce solution helps dispensaries streamline operations, boost revenue, and give customers the seamless shopping experience they expect.
Book a demo to see how it works and get expert guidance on setting up the right model for your store.
