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Recent numbers from Wells Fargo have nailed down the US e-cig market at $2.5 billion this year. Of the total, $1 billion comes from the sales of smaller, disposable or semi-disposable electronic cigarette units (those sold primarily in gas stations and convenience stores). This means a whopping $1.5 billion is currently in the hands of the intermediate and advanced “open system” market — open system being larger, customizable, and more advanced personal vaporizers commonly called mods.

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We all kind of knew it was going to happen pretty soon. Open systems offer a great deal more variety wherein users can tailor-make the experience that suits them. At the same time, they offer vapers the opportunity to act like fanatic hobbyists that absolutely burn money on crazier mods, new liquids, electronics, do-it-yourself kits, and more. Despite this, the habit still often saves money over that spent on continued traditional cigarette smoking.

What’s more, the natural progression for most smokers-turned-vapers seems to be moving away from smaller, simpler devices to mods. And while the profit margin on a $60 cigalike starter kit or a $10 disposable might be better than that of e-liquids, custom cartomizers, and batteries, the real money is in getting long-term customers — even if those customers got their start on gas station e-cigs.

The rapid growth of vape shops in the nation — there are now believed to be something like 1,500 to 2,000 of them — only helps open system devices further overtake the smaller stuff. Even some gas stations and convenience stores are starting to carry and sell more advanced, re-fillable units.