The multi-channel commerce platform Shopify is rolling out new features to help merchants sell hemp and hemp-derived cannabidiol (CBD) products online and in physical stores wherever it is legally allowed, Shopify said in a press release on Tuesday (Sept. 17).

Retailers in the U.S. can scale their businesses by merchandising select hemp or hemp-derived CBD products using the Shopify platform, which handles more than 800,000 retailers around the world.

“Shopify has unmatched expertise in emerging industries, along with the resources merchants need to be successful in the fast-growing market of hemp-derived CBD products in the U.S.,” said Harley Finkelstein, Shopify COO. "Shopify's reliable technology and extensive partner network means that businesses can ride the wave of demand for these products and give consumers more choice.”

Shopify is striving to help U.S. sellers succeed in the flourishing but regulated CBD industry. The platform offers a host of tools to make the process easier and more profitable. Merchants can take advantage of marketing tools, payment and shipping partners and over 2,500 apps to help with inventory management, accounting and more.

“This is an exciting time for the CBD skincare industry. Consumers are eager to connect with us and try our Skin Dope products. Until recently, we didn’t have a simple solution to manage and sell our CBD Oil and Hemp Seed Oil assortment online,” said Roger Wason, director of eCommerce for Josie Maran Cosmetics. “Shopify has helped us focus more on our relationships with our consumers and growing our business.”

Shopify has been helping merchants sell CBD products in Canada since 2018.

The CBD industry continues to grow despite increasing regulatory and political scrutiny, with almost 7 percent of Americans saying they use the substance. That growth is providing opportunities for various companies involved in digital payments and commerce. For instance, Square, the digital payments company, recently said it is getting into the CBD market, launching a payment processing service for the industry.