Vape brands largely compete on what is inside the device. Potency, flavour, extraction methods, and cannabinoid profiles drive product development and marketing decisions across the category. But that is only part of the equation.
As retailers manage increasingly crowded assortments and consumers gain access to more choice, brands are being evaluated differently. Success is no longer determined by what drives the first purchase. It is increasingly determined by what drives the second, third, and fourth.
That shift is changing how operators think about product development. Hardware performance can no longer be viewed as a secondary consideration. It is a significant driver of consumer trust, retailer confidence, and long-term brand loyalty.
These are conversations iKrusher has every day. The global vape technology company has worked with more than 1,500 cannabis brands, supporting hardware development, in-house manufacturing, customization, packaging, fulfillment, and product testing. As brands face increasing pressure to launch products efficiently and scale without disruption, the company continues to expand its support and operational capabilities across North America with a strong investment in Canada.
ADCANN spoke with Christian Swanson, Vice President of Sales, East at iKrusher, about why hardware reliability is a business priority and what brands should be thinking about as the vape category continues to mature.
The vape category has become increasingly crowded. Why is differentiation more challenging today than it was a few years ago?
The biggest difference is that consumers now have hundreds of choices across formats, price points, and brands. And retailers are facing the same reality. They are managing more products than ever before and making increasingly disciplined decisions about what earns shelf space. That changes what differentiation means.
Most brands can access quality oil. What is becoming harder to replicate is consistency. Consumers are paying closer attention to whether a product performs the same way every time they buy it. Retailers are paying closer attention to whether products continue moving six months after launch.
”We work with brands at every stage of growth, from emerging operators to established multi-market companies, and across the board, we are seeing brands think more strategically about the role hardware plays in retention. The conversation is shifting from "What device should we use?" to "What experience are we creating, and can we deliver it consistently at scale?"
Christian Swanson, Vice President of Sales, East at iKrusher
You mentioned consistency. Why has that become such an important topic?
Consistency has become one of the strongest competitive advantages left in the vape category. Brands invest significant resources to generate awareness, secure listings, and drive trial, but none of that matters if the consumer experience is inconsistent.
Consumers are not evaluating a product once. They are deciding whether they trust a brand enough to purchase it again. A reliable experience creates confidence. Confidence drives repeat purchases. Repeat purchases create loyalty. That same principle applies at retail. Products that generate fewer complaints, fewer returns, and fewer performance issues build stronger retailer confidence.
The brands that consistently meet expectations are usually the brands that earn long-term support from both consumers and retailers.
Has the industry become too focused on winning the first purchase instead of the second?
The first purchase is important, but it is only the beginning of the relationship. The brands creating the most long-term value today are thinking beyond launch performance. They are evaluating channels and looking closely at purchasing behaviour, customer feedback, and product satisfaction.
A product can generate strong initial demand because of marketing, pricing, or curiosity. But none of those factors guarantees a second purchase. If consumers have a negative product experience, there are plenty of alternatives available. That means repeat purchasing has become one of the clearest indicators of whether a brand is consistently delivering on its promise, including the role hardware plays in that outcome.
How much of the product experience is influenced by hardware?
Significantly more than many operators realize. Hardware is often discussed as a component, but consumers experience it as part of the product itself. They do not separate the cartridge, device, battery, airflow, or heating system from the brand on the label. If a product clogs, leaks, burns inconsistently, or fails prematurely, that reflects on the brand regardless of where the issue originated.
That is why more operators are spending time evaluating compatibility, performance testing, and reliability before products ever reach the shelf. Brands are becoming less focused on sourcing a device and more focused on reducing risk. They want confidence that products will perform consistently across production runs, that inventory will be available when they need it, and that their hardware partner can support growth without creating operational bottlenecks.
What role does customization play in differentiation today?
The most effective customization starts with a business objective. Sometimes that objective is creating stronger brand recognition or improving usability. Sometimes it is supporting a particular product strategy or consumer segment. The common theme is that brands want products that feel intentional.
Customization is no longer just about aesthetics. It is increasingly being used as a way to strengthen product identity, support performance goals, and create experiences that consumers remember and retailers feel confident about.
As the category becomes more competitive, brands need more ways to create distinction. Customization gives operators another tool to reinforce what their brand stands for.
What misconceptions still exist around vape hardware?
One of the biggest misconceptions is that hardware decisions are primarily procurement decisions. Hardware decisions influence consumer retention, retailer confidence, operational efficiency, and brand perception, so when brands focus exclusively on unit cost, they can overlook the much larger cost of inconsistent performance.
A product that creates avoidable complaints, support issues, or lost repeat purchases can become far more expensive over time than the difference in hardware cost.
The strongest operators are evaluating inventory availability, supply chain reliability, customization capabilities, and whether a partner can support repeat production runs as the business grows.
Looking ahead, what do you think will separate successful vape brands from the rest of the market?
The category is moving toward greater accountability. Consumers have more information, and retailers have more data. Both groups are becoming more selective about the products they support. The brands that succeed will be the brands that consistently deliver on their promises, which means paying attention to performance, reliability, usability, consistency, and every touchpoint that shapes the consumer experience.
At iKrusher, we’re seeing brands approach product development more holistically than they did a few years ago. They are focused on reducing risk and creating products that consumers feel confident purchasing again. In a mature market, loyalty is earned through consistency. That is where sustainable growth comes from.
For more information about iKrusher, visit ikrusher.com.
