Consumer reviews have become a pivotal factor influencing purchasing decisions. As the market expands and diversifies, consumers increasingly rely on peer feedback to navigate the plethora of available products and brands.
The Influence of Peer Reviews
Consumer reviews serve as a form of social proof, providing potential buyers with insights into product quality, effects, and overall satisfaction. Platforms like Leafly and Weedmaps have capitalized on this trend, offering extensive databases of user-generated reviews that help consumers make informed choices. Leafly, for instance, boasts over 1.5 million consumer product reviews, reflecting the growing importance of peer feedback in the cannabis purchasing process.
A study highlighted in the Journal of Cannabis Research identified product recommendations from friends and dispensary employees as significant factors influencing cannabis purchase choices. This underscores the weight consumers place on trusted opinions, whether from personal acquaintances or knowledgeable staff.
Digital Platforms and E-Commerce
The rise of e-commerce in the cannabis sector has further amplified the impact of consumer reviews. Online retail platforms often feature customer feedback prominently, allowing shoppers to assess products based on the experiences of others. This digital shift not only broadens access to cannabis products but also enhances transparency and trust through readily available user reviews.
Moreover, positive reviews can significantly boost a dispensary’s visibility in local search results. Search engines often consider customer feedback in their ranking algorithms. As a result, dispensaries that maintain high ratings and actively engage with their customer base tend to see improved foot traffic, online engagement, and sales conversions.
Consumer Behavior and Preferences
Modern cannabis consumers are more discerning than ever, driven by wellness goals, product knowledge, and brand trust. Studies show that when it comes to edibles, for instance, potency and form factor are among the most influential attributes affecting purchase decisions. Flavor, duration of effect, and discretion also weigh heavily—often reflected in detailed customer reviews.
Additionally, consumers seek clear labeling, consistency, and safety assurances. Reviews that speak to these topics—such as whether a product delivered the intended effect or had accurate THC/CBD content—can be more influential than brand marketing or packaging. Negative reviews that mention poor effects or misleading labeling often deter first-time buyers.
Economic factors also matter. In competitive markets with high product variety, cannabis consumers often seek the best balance of price and quality. Reviews that highlight products with good “value for money” or mention comparative quality versus more expensive options play a major role in consumer decision-making. Many budget-conscious buyers now search specifically for highly rated products within mid or low price tiers.
Brand Loyalty and Long-Term Impact
Cannabis businesses that proactively manage reviews tend to foster greater customer loyalty. Responding to reviews—whether positive or negative—shows attentiveness and builds trust. Brands that thank customers for their feedback or offer resolutions to complaints signal that they care about the consumer experience. Over time, this creates a sense of community and customer ownership, where consumers feel their voices shape product offerings and service improvements.
The influence of consistent positive reviews also extends to brand recognition. A product that becomes known for a certain trait—like calming effects, flavor, or fast onset—can build a reputation entirely through consumer word-of-mouth. In fact, some emerging cannabis brands have gained traction without large advertising budgets simply by encouraging reviews and letting satisfied customers promote them online.
The Role of Transparency
Transparency in consumer reviews is crucial for credibility. Consumers are more likely to trust feedback that appears unbiased and authentic. Disclosures about whether a reviewer received a product for free, is affiliated with a brand, or is a verified purchaser can influence how the review is interpreted.
Research shows that when incentives are disclosed, readers are more cautious about taking the review at face value. Platforms that allow verified purchaser badges or restrict reviews to customers who actually bought the product help maintain integrity. Additionally, a balance of positive and negative reviews often appears more trustworthy to consumers than an all-perfect rating, which can arouse suspicion.
Business Strategies for Leveraging Reviews
Cannabis businesses looking to leverage the power of consumer reviews should consider several strategic approaches:
- Encourage feedback at the point of sale or delivery – Sending automated review requests via SMS or email after a purchase can significantly increase the volume of reviews.
- Incentivize without compromising integrity – While offering discounts or loyalty points in exchange for a review is common, it’s essential to avoid requiring positive feedback and to clearly disclose the incentive.
- Use reviews as marketing material – Highlighting positive reviews in newsletters, product pages, or social media ads reinforces trust for prospective customers.
- Monitor for trends and insights – Frequent mentions of a product feature (e.g., “hits smooth,” “great for sleep”) can guide marketing language or product improvements.
Final Thoughts
As the cannabis industry continues to grow in complexity and reach, consumer reviews will remain a critical part of the marketplace. For consumers, they provide real-world insights into product quality, safety, and experience. For businesses, reviews serve as both a marketing tool and a feedback mechanism that can influence branding, innovation, and sales performance.
In an industry where legal advertising is limited and personal trust is essential, the voices of everyday cannabis users are not just valuable—they are shaping the future of the industry, one review at a time.