RETAILER SUCCESS STORY
How 1922 Cannabis grew online sales by 422%.
1922 already offered fast, free, and green delivery. Better SEO, a simpler checkout, and stronger customer communication helped turn that service into a growing direct sales channel.
Reported during the first 4.5 months after launch. About these results
THE RETAILER
Customer-first retail. Fast, free, and green delivery.
Founded by Mike Dunn and Brooke, 1922 Cannabis built its Toronto business around a customer-first retail model. From the beginning, the founders treated delivery as a growth driver, well before many cannabis retailers saw it as essential.
They invested in eco-friendly e-bikes to bring that vision to life. Instead of adding more cars to downtown traffic, 1922 used a sustainable delivery model to offer fast, free, and green cannabis delivery.
That approach connected with the values of urban shoppers while reducing delivery costs, strengthening margins, and building brand loyalty in one of Canada’s most competitive cannabis markets.
The service was a point of difference. Their website needed to help more customers discover it, order easily, and come back.
Inside 1922 Cannabis
STORE & DELIVERY
THE CHALLENGES
The challenges holding back online sales.
1922 had a clear customer promise, but its digital tools made that promise harder to deliver. The problems will be familiar to retailers trying to grow online orders.
No SEO Visibility
Their old platform left the website poorly indexed. Mike described being buried on “page 40” for delivery searches such as cannabis delivery Toronto. Shoppers looking for a service 1922 already offered were unlikely to find the store directly.
Uber became their main source of new customers. It brought orders, but high fees squeezed margins and the marketplace controlled the customer relationship.
Poor Online Shopping Experience
The old eCommerce setup required nine clicks from product discovery to checkout. Customers found it easier to stay on Uber than order through 1922’s own website. Even when shoppers found the store, the buying process gave them a reason to leave.
Limited Customer Communication
1922 lacked the tools to keep shoppers informed about deliveries, recover abandoned carts, and follow up meaningfully after a purchase. Mike knew that earning repeat business required better communication throughout the customer journey.
“I needed a vendor who could execute my vision, not limit it.”
For years, Mike felt constrained by platforms that could not support the customer experience he wanted to build. He needed a technology partner that could help him put that vision into practice.
THE SOLUTION
The three problems Breadstack solved.
Breadstack focused on the same three areas Mike had identified: search visibility, the online shopping experience, and customer communication.
Better SEO visibility. More shoppers finding 1922 directly.
Indexable product pages helped 1922 move from poor search visibility to prominent Google results.
Breadstack’s SEO-first eCommerce platform made individual product pages discoverable in search. A September 2025 screenshot shows 1922 first in Google Places for “cannabis delivery downtown toronto.” That gave shoppers searching for products and local delivery a way to find and buy from 1922’s own website.
A simpler checkout. Nine clicks reduced to four.
The journey from product discovery to checkout dropped from nine clicks to four.
With five fewer clicks, shoppers had less work to do before completing an order. The new experience helped improve conversion and made buying directly from 1922 more convenient. Its website could now support the ease of service that customers already expected from the store.
Better communication. More reasons to order again.
Automated cart recovery and reorder reminders helped bring shoppers back.
Abandoned cart emails followed up with shoppers who had left an order unfinished, while reorder reminders encouraged repeat purchases. Live chat gave customers a way to ask questions, and real-time delivery tracking kept them informed after checkout. Together, these tools helped 1922 provide a more connected experience from the first visit to the next order.
Explore marketing automationTHE RESULTS
422% sales growth in 4.5 months.
In the first 4.5 months after launch, 1922 reported growth in online sales, completed orders, and repeat purchases. The results included:
- Online sales growth
- +422%
- Online order growth
- +440%
- Average order value
- $76.85
- Customer reorder rate
- 61%
- Failed transactions with Cova Pay
- 0
The customer examples show what repeat business looked like in practice: one customer placed 52 orders in five months, and the case study also recorded $3,595 spent by one customer.
These are individual examples rather than customer averages. Alongside the reorder rate, they illustrate the value of making it easy for shoppers to return.
CUSTOMER OWNERSHIP
From Uber dependence to an owned sales channel.
Before Breadstack, Uber played a central role in 1922’s growth. The orders were valuable, but marketplace fees left thin margins and 1922 did not own the customer data or relationship.
With Breadstack, 1922 built a branded eCommerce channel it controlled. It could offer the convenience customers expected while managing its own storefront, customer data, and follow-up communication.
That channel generated $110,000 in online revenue through Breadstack in less than five months. For 1922, the change created a stronger foundation for direct sales and ongoing customer relationships.
REPEAT BUSINESS
61% reordered. Without discounting a single product.
Many cannabis retailers rely on promotions to bring shoppers back. Mike reported that 1922 achieved its 61% reorder rate without discounting products.
Customers had other reasons to return: fast, free delivery, an easier buying process, and useful communication before and after their order. The experience gave them a reason to choose 1922 again while helping the retailer protect its margins.
For other retailers, the lesson is practical: before relying on the next promotion, look at whether your website and delivery experience make a second purchase easy.
THE PLATFORM DECISION
Why 1922 chose Breadstack.
Mike was looking for technology that supported his customer-first model. Four capabilities mattered:
SEO that supports organic growth.
An SEO-first website with indexable product pages, giving shoppers a way to discover 1922 directly through Google.
A shorter path to checkout.
A simpler buying journey that removed five clicks between product discovery and completing an order.
Ownership of customer data.
Control over customer relationships and store data, without third-party control or resale of that data.
Reliable payments.
Cova Pay supported the new shopping experience, with zero failed transactions reported during the first 4.5 months after launch.
The partnership mattered as much as the tools. Mike described finally finding a vendor, after five years, that cared about the business and could help turn his vision into an experience customers wanted to use.
LESSONS FOR RETAILERS
What other cannabis retailers can learn from 1922.
1922’s story connects the customer experience to the economics of running a store. These are four places to look for the same opportunities in your own business.
Build your own source of customers.
Marketplaces can introduce shoppers to your store, but direct traffic gives you more control over fees, customer data, and repeat purchases. Start by checking whether your products and delivery service appear in relevant local searches.
Remove unnecessary checkout steps.
Try placing an order on your own website from a phone. Count the clicks, look for confusing steps, and compare the experience with the channels your customers already use.
Earn repeat orders through the experience.
Review cart recovery, order updates, and reorder reminders. Make each message useful, and give customers a reliable service they will want to use again.
Treat delivery as a growth channel.
1922 invested in delivery early and built its operations around customer convenience. Assess how your delivery coverage, costs, speed, and communication could help you win more orders while protecting margins.
THE INTERVIEW
Hear the story from Mike Dunn.
Watch the interview with 1922 Cannabis co-founder Mike Dunn to hear his perspective on growing the business with Breadstack.
