Case Study: Stok’d Cannabis
About Stok’d
Stok’d Cannabis, founded by Lisa Bigioni, is a thriving cannabis retailer with four locations across Ontario, including three in Scarborough and one in Niagara Falls. With a bold brand, a strong community presence, and an innovative approach to retail, Stok’d has built a loyal customer base.
Lisa’s journey into cannabis retail began in 2019 when she became one of Ontario’s first lottery winners to open a dispensary. She later transitioned from her first store to building Stok’d, a brand focused on customer experience and operational efficiency
Challenges Stok’d Faced
Despite Stok’d’s success, the team faced several operational hurdles that limited growth:
Inefficient Delivery Management
Before Breadstack, deliveries were managed manually, causing inefficiencies in dispatching and fulfillment.
SEO Limitations
Their previous eCommerce platform, Dutchie, restricted SEO capabilities, making it difficult for potential customers to find them online.
Clunky Customer Experience
The previous shopping interface was unintuitive, making it harder for customers to browse and purchase products.
High Third-Party Fees
Stok’d partnered with Uber for deliveries, but high commission fees reduced profit margins.
Lack of Online Brand Differentiation
Despite having a strong brand, Stok’d struggled to stand out online as their website looked very similar to competitors.
Recognizing these challenges, Lisa decided to upgrade Stok’d’s tech stack in 2024, seeking an all-in-one solution to enhance eCommerce performance, streamline delivery operations, and improve customer experience—while preserving their unique brand identity. That’s where Breadstack came in
How Breadstack Transformed Stok’d Cannabis
1. High-Performing, SEO-Optimized Website
After implementing Breadstack’s eCommerce platform, Stok’d saw a 39% increase in online sales within 5 months. A key driver? Their new SEO-friendly website.
100% the conversion on the site is better. It's predominantly organic search. Even after peak tourism season in Niagara Falls, our numbers have continued to go up." - Lisa Bigioni
Checkout this graph showcasing website traffic after Breadstack implementation
"We took a giant leap forward implementing this new Stokd website with Breadstack. We did see overnight results and it just continues to get better and better" - Lisa Bigioni
Before Breadstack
- Impressions: Approximately 500-1,000 per day
- Clicks: Around 0-20 per day
After Breadstack
- Impressions spiked to 5,000-7,000 per day at peak
- Clicks surged to 100-180 per day
Growth Impact:
- Impressions increased by ~5x to 7x ( grew by 400% to 600%) after implementation.
- Clicks increased by ~6x to 9x (grew by 400% to 800%), peaking around 9x the initial traffic.
Unlike Dutchie’s iFrame-based menu, Breadstack’s fully integrated, SEO-optimized platform enabled Stok’d to be discovered online allowing them to rank higher for searches like “dispensary near me” and “weed delivery (city).”
As a result, their site now ranks #1 organically for “weed delivery Scarborough.”
Customers could now shop directly from the homepage and see live inventory across multiple stores, removing friction from the shopping experience. See the screenshot example of a 7g product availability below.
“The ability to browse inventory from all three Scarborough stores with just one click was a game-changer.” — Lisa Bigioni
2. Smarter, More Efficient Delivery Operations
Stok’d had been handling deliveries manually, which slowed down operations. With Breadstack’s integrated fulfillment tools and automated route planning, deliveries became significantly more efficient.
The result?
- Improved efficiency: Orders were assigned to drivers faster, cutting delivery times and reducing confusion on busy nights.
- Seamless tracking: Stok’d now had real-time visibility on drivers, ensuring better co-ordination and management.
- Stronger fraud prevention: With ID verification and e-signatures at delivery, chargeback risks decreased.
"Our deliveries were up 27% in the few weeks of Breadstack implementation" - Lisa Bigioni
3. Driving More Direct Deliveries & Reducing Costs
Stok’d previously relied on Uber for deliveries, incurring a 15% transaction fee per order. However, due to Ontario’s delivery laws, Stok’d still needed in-house drivers, meaning Uber essentially functioned as a menu provider rather than a full-service delivery solution.
To drive more direct orders, Stok’d implemented targeted incentives, such as:
Exclusive discounts for direct orders
A larger menu selection on their website
With Breadstack Fulfillment, Lisa and her team optimized deliveries with:
Automated route planning for efficiency
Real-time driver tracking, improving coordination
A streamlined driver app, making dispatch smoother
"Our deliveries are up, but we want them even higher. The challenge is marketing and promoting the fact that we deliver—but Breadstack is helping us get there." — Lisa Bigioni
Cost-Saving Payment Integration
Breadstack’s e-transfer payment integration provided an alternative to high credit card fees, saving costs on online transactions.
Results
20% of online orders now processed via cost-saving e-transfers
Reduced third-party costs, increasing profit margins
Lower transaction fees to $0, significantly improving revenue per order
"It’s incredible—our very first Breadstack order was an e-transfer! The savings have been substantial." — Lisa Bigioni
4. Actionable Insights That Drive Growth
Understanding customer behavior is crucial for optimizing online sales. Breadstack integrates seamlessly with Google Analytics and Google Search Console, providing real-time visibility into:
Search traffic trends
Customer shopping behavior
Conversion rates
Key Takeaways from These Insights:
✅ Improved search rankings for key terms like “dispensary near me” and “weed delivery”
✅ Better understanding of customer behavior, leading to strategic optimizations
✅ Continuous website performance tracking, refining digital marketing efforts
Key Results Since Switching to Breadstack
⬆️39% increase in online sales within five months
⬆️More direct deliveries, reducing third-party fees
⬆️5x-7x increase in impressions (400%-600% growth)
⬆️6x-9x increase in clicks (400%-800% growth)
⬆️Better margins on online orders via e-transfer
⬆️#1 organic ranking for “weed delivery Scarborough”
⬆️#2 organic ranking for “weed delivery Niagara”
Why Stok’d Chose Breadstack
For Lisa and the Stok’d team, Breadstack is more than just an eCommerce platform—it’s a growth engine. With seamless SEO, powerful fulfillment tools, and a customer-first experience, Breadstack helped Stok’d overcome operational challenges and drive revenue growth.
