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Gold Canna has sold cannabis online since 2017: THCA flower, concentrates, hash, vapes, pre-rolls, and edibles. Its customers range from someone buying their first eighth to wholesale buyers ordering by the pound.
The business had outgrown its website. ATTCK researched the market, built a brand voice around trust, rebuilt how the catalog is organized, and designed and developed a new Shopify store that makes a large, complicated catalog easy to shop with confidence.
Selling cannabis online requires working within a complex framework. Hemp rules, age limits, state-by-state shipping restrictions, and FDA disclaimers all shape what the store can show, say, and sell.
We treated compliance as a design and development requirement from day one. It shaped everything from the age gate, product pages, and checkout, to every line of copy.
Cannabis is a highly price-sensitive market and many retailers’ websites feel improvised and unprofessional, which erodes trust. We set Gold Canna apart with a clean, cohesive brand built on trust-based language and iconography, in three parts.
A brand voice built on confidence and clarity.
An information architecture with an intuitive category hierarchy and structured product data, making it simple to find exactly what you need.
A design system that enforces consistent visual style, typography, iconography, and color.
Before any pixels were drawn, we had to fully restructure how products were categorized, named, and described. Much of the catalog commingled industry shorthand labels like “AAA” with internal names like “Classic Reserve”, as well as flattening taxonomies making finding the perfect strain an arduous task.
We designed simple conventions built around obvious categories that incorporated industry-standard language. Highly granular product details became structured data, powering navigation, filtering, sorting, search, and recommendations.
Every product card shares the same underlying information architecture, a modular set of product data that can be shown, hidden, or rearranged depending on where it appears. The same structure powers the primary product grid, featured best sellers, recommendations, bulk and advanced search results, and the concise versions shown in the Virtual Budtender.
These information dense cards are designed to display products across all categories, cannabinoid groups, strain name lengths, strain types, optional variant choices, discounts, and dark and light modes.
The new navigation offers four ways in: by product type, by strain (Sativa, Hybrid, Indica), by cannabinoid (THCA, THCP, CBD, Delta-8/9), and by bulk.
Search has three modes. Simple is for quick browsing, Advanced filters by strain, grow method, and bud size, and Bulk serves wholesale buyers.
Not sure what to buy? The Budtender will be your guide. Taking your experience, desired effects, flavor, grow method, potency, etc., the Budtender finds your perfectly matched strains, the way any good budtender would in person.
Every step is tracked in analytics so the team can understand customer preferences and preference priorities, see where they drop off, and use that information for things like discounts and targeted upsell marketing campaigns.
The Budtender immediately and permanently increased time on site by over 40%.
Earthy and musky
MyrceneEarthy, Musky, Cloves, Herbal, subtle fruity, hops
HumuleneEarthy, Woody, Spicy, hops, cloves, sage
Citrus and fruity
LimoneneLemons, limes, oranges, citrus rind, juniper
OcimeneSweet citrus, herbaceous, basil, mint, juniper, woody
TerpinoleneFloral, herbaceous, citrus, pine, complex
Spicy and peppery
CaryophylleneWarm, spicy, peppery, black pepper, cloves, cinnamon
SabineneSpicy, peppery
Piney and woody
PineneFresh, piney, woody, forest, conifers, herbal: rosemary
Humulenesame as above
Floral and herbal
LinaloolSweet, floral, lavender, coriander, mint
Bisabolollight, sweet, floral
Terpineoldelicate floral, lilac, citrus
Geraniolfloral, rose
Cannabis products have a wide range of attributes, each of which both can impart very different effects and have strong customer preferences.
The flower category alone includes variants of terpenes, grow methods, bud sizes, potency levels, and strain types, including sub-types like sativa-dominance that even experienced buyers may not recognize.
The biggest source of confusion is cannabinoids. Most people know THC and CBD, but few have heard of THCA or THCP.
Education, as a result, was a core requirement. Gold Canna needed to explain clearly how its hemp-derived products relate to the THC products customers already know, while staying within the regulations that govern how they can be described.
Helpful tooltips, terpene effect descriptions and graphs, and plain-language guidance wherever a property appears, exist site-wide to make the shopping experience informative and approachable.
The slide-out cart shows progress toward the next reward, offers one-tap add-ons like vacuum sealing and cold packs, and recommends products that fit what’s already in the cart, separated for retail and bulk shoppers.
Free gifts unlock at four tiers: a gift at $75, free shipping at $100, and gifts at $150 and $250. They’re added and removed automatically, shoppers can swap them, and pricing is enforced by Shopify so it can’t be changed in the browser.
Around 80% of Gold Canna’s visits happen on mobile, but the store wasn’t designed for phones first. It was designed for every screen. A dozen horizontal and vertical breakpoints shape the layout, and each component is built to respond on its own, so the composition holds up on every device, from a small phone to a wide desktop monitor.
Wholesale buyers get their own path through the same store: bulk collections, weekly bulk staff picks, a bulk search mode, a wholesale contact flow, and bulk FAQs. Retail and bulk pages link to each other, so nobody hits a dead end.
Distributors also get something retail shoppers never see: a private, distributor-only price list that shows real-time inventory for every bulk category, synced directly from Shopify. It’s part of a larger suite of tools we built alongside Gold Canna’s Product Inventory Management (PIM) application.
Color carries meaning across the store: strain types, grow methods, the Exotic marker, and a 13-color terpene palette. An AI-generated terpene icon set and custom Budtender icons give every product attribute a visual cue. The imagery combines real product photo shoots with AI-generated layouts and backgrounds, so every page shares one look.
AI-rendered scenes built around the real product set the mood across the store.
An AI-generated terpene icon set gives each aroma family its own symbol.
The primary palette, day/night usage labels, and an 8px spacing system form the base of every screen.
Strain and grow-type colors let shoppers read a product at a glance.
Every page, template, and component have individual content structure and visual layout rules. A comprehensive UI library was created that includes every variation across every screen size in both dark and light modes.
Tap areas, color contrasts, font sizes, tab order, tabbed content highlights, and alt attributes all provide a high degree of accessibility compliance.
Every page, especially the product detail and product category pages are specifically outfitted with every trick in the book to ensure maximum search engine and LLM penetration.
We strategically launched 49 SEO-optimized subcategory pages, each with its own hero copy, rich body content, and FAQs to help LLMs understand Gold Canna’s catalog more precisely.
We spent extensive time hardening the store. Cutting layout shift on the product page from 0.45 to near zero, made images and fonts lighter, removed render-blocking scripts, and audited every third-party tag to prevent malicious attack vectors.
Code changes go through rigorous, recursive self-learning CI testing process and staging theme deployment for review before going live.
Total revenue
+47.6%
LAUNCH
Months from launch
User activity
+221%
28-day active users
LAUNCH
Months from launch
Active users
+55.5%
LAUNCH
Months from launch
Returning users
+48.2%
LAUNCH
Months from launch
Google Analytics 4. Six roughly 30-day periods before (Aug 27, 2025 – Feb 23, 2026) and after (Feb 25 – Aug 24, 2026) launch on February 25, 2026. Revenue and users are per-period totals; user activity is 28-day active users at the end of each period. Dashed lines: period averages.
The new Gold Canna launched on February 25, 2026. Compared with the six months before launch, the six months after saw total revenue grow 47.6%, active users 55.5%, and returning users 48.2%, while 28-day user activity more than tripled. Shoppers find the right product faster, buyers of every size have a clear path, and the store has room to grow. ATTCK continues to work with Gold Canna on new features, conversion, and performance.
Credits
Designer
ATTCK
Development
ATTCK