Stok’d grew online sales by 39%.

01 / THE RETAILER

A strong brand, built around the customer.

Stok’d Cannabis, founded by Lisa Bigioni, is a cannabis retailer that operated four locations across Ontario at the time of this story, 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 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.

02 / THE CHALLENGES

A growing business held back by its online experience.

Despite Stok’d’s success, the team faced several operational hurdles that limited growth.

Recognizing these challenges, Lisa decided to upgrade Stok’d’s technology in 2024. The team wanted to improve eCommerce performance, streamline delivery operations, and create a better customer experience while preserving its brand identity.

03 / ECOMMERCE & SEO

A website shoppers could find, and wanted to use.

After implementing Breadstack’s eCommerce platform, Stok’d saw a 39% increase in online sales within five months. A key driver was the new SEO-friendly website.

Lisa described the improvement in conversion as clear, with growth coming predominantly from organic search. Even after peak tourism season in Niagara Falls, she said the numbers continued to rise.

Before the rollout, daily search impressions were approximately 500 to 1,000, with around 0 to 20 clicks. After implementation, impressions reached 5,000 to 7,000 per day at peak, and clicks reached 100 to 180 per day.

The team described the change as roughly five to seven times more impressions and six to nine times more clicks. These are reported estimates, with the daily ranges showing the scale of the change rather than a like-for-like percentage calculation.

Breadstack’s integrated platform gave Stok’d searchable pages that could appear for local queries such as “dispensary near me” and “weed delivery.” Stok’d reported a No. 1 organic result for “weed delivery Scarborough” and a No. 2 organic result for “weed delivery Niagara.”

Customers could shop directly from the homepage and see live inventory across multiple stores. That made it easier to find a product and choose the store that had it in stock.

“The ability to browse inventory from all three Scarborough stores with just one click was a game-changer.” Lisa Bigioni

Explore Breadstack eCommerce and SEO & Discoverability.

04 / DELIVERY & FULFILLMENT

Less manual coordination. More deliveries.

Stok’d had been handling deliveries manually, which slowed down operations. Breadstack’s integrated fulfillment tools and automated route planning made the operation more efficient.

Orders could be assigned to drivers faster, reducing confusion on busy nights. Real-time driver tracking gave the team better visibility and coordination, while a streamlined driver app made dispatching smoother.

ID verification and digital signatures at delivery also gave Stok’d stronger records of the handoff and supported its approach to fraud prevention.

“Our deliveries were up 27% in the few weeks of Breadstack implementation,” Lisa reported.

Explore Breadstack Delivery.

05 / DIRECT ORDERS & PAYMENTS

Keep more of each online sale.

Stok’d had used Uber to attract delivery orders, paying a 15% transaction fee per order. The retailer still used its own drivers, so it was paying for access to the marketplace while handling delivery itself.

To encourage more shoppers to order directly, Stok’d offered exclusive discounts for direct orders and a larger menu selection on its own website. Breadstack Fulfillment supported those orders with automated route planning, real-time driver tracking, and the driver app.

“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

Breadstack’s e-Transfer payment integration provided another way to reduce online transaction costs. Stok’d reported that 20% of online orders were paid by e-Transfer, with $0 transaction fees on those orders during the period described.

“It’s incredible, our very first Breadstack order was an e-transfer! The savings have been substantial.” Lisa Bigioni

06 / ACTIONABLE INSIGHTS

See how shoppers find the store and what they do next.

Understanding customer behavior helped Stok’d optimize online sales. Breadstack’s connections with Google Analytics and Google Search Console gave the team visibility into search traffic trends, customer shopping behavior, and conversion rates.

The team could monitor rankings for searches such as “dispensary near me” and “weed delivery,” understand how shoppers used the website, and refine its digital marketing efforts as performance changed.

07 / THE RESULTS

More sales, with a stronger business behind them.

Stok’d reported 39% more online sales within five months, more direct deliveries, and stronger search visibility. e-Transfer payments reduced reliance on card processing, while improved fulfillment helped the team coordinate deliveries more efficiently.

Online sales over five months

+39%

Deliveries in the early weeks

+27%

Online orders paid by e-Transfer

20%

Peak daily search impressions

5,000 to 7,000

Reported daily search clicks after rollout

100 to 180

Historical organic ranking, weed delivery Scarborough

No. 1

For Lisa and the Stok’d team, the value was the combination: a website that reflected their brand, stronger discoverability, more efficient fulfillment, and a customer-first shopping experience.