Is your vape store still safe on Shopify?
New policy changes are catching businesses off guard. Don’t wait to find out.
Shopify said it no longer supported the sale of Electronic Nicotine Delivery Systems (ENDS). Some merchants were notified and instructed to remove e-cigarette products. Shopify’s decision may apply globally to vape products.
Shopify is moving vape businesses off its platform. JustSell is still taking them on, an ecommerce platform built around vape retail and wholesale operations.
- B2B ordering
- Live inventory
- Trade pricing
- Customer portal
Vape and tobacco businesses already on JustSell
Newvend is a fully Irish owned company that specialises in the Vending and Wholesale Distribution of Cigarettes, Tobacco and Vape products, as well as the installation of vending machines and shop fittings.
OV Distribution is a UK-based wholesale distributor of e-liquids and vape hardware, supplying trade customers with leading vape brands at competitive wholesale prices.
Newvend is a fully Irish owned company that specialises in the Vending and Wholesale Distribution of Cigarettes, Tobacco and Vape products, as well as the installation of vending machines and shop fittings.
OV Distribution is a UK-based wholesale distributor of e-liquids and vape hardware, supplying trade customers with leading vape brands at competitive wholesale prices.
What changed, and what it means for vape businesses
Shopify no longer supports the sale of Electronic Nicotine Delivery Systems (ENDS). Some merchants were notified and instructed to remove e-cigarette products. Shopify’s decision may apply globally. Vape businesses looking for an alternative need to evaluate ecommerce, wholesale, payment and compliance requirements separately.
- Some merchants notified
- Removal required
- May apply globally
Source: Reuters, 10 July 2026.
- What is an ENDS product?
- An ENDS product is an Electronic Nicotine Delivery System: a device or component used to deliver nicotine as a vapour. Categories discussed by reputable sources include e-cigarettes, e-liquids, vaporizers, pods, disposable vapes, coils and accessories.
- What is JustSell?
- JustSell is a B2B and retail ecommerce platform for wholesalers, distributors and retailers, with a wholesale trade portal, customer-specific pricing, real-time inventory and field sales tools. It positions itself for vape retail and wholesale.
Shopify changed its policy on vape products
Shopify stopped supporting the sale of vape products and gave some merchants a fortnight to remove them. These are the facts as reported.
24 June 2026
Merchant notice
Shopify notified some merchants selling Electronic Nicotine Delivery Systems that it no longer supported the sale of these products.
8 July 2026
Removal deadline
Some merchants were instructed to remove e-cigarette products by this date or risk product suspension or store termination.
Global
Possible global application
Shopify’s decision may apply globally, not only in the United States. A spokesperson for California Attorney General Rob Bonta said it applied worldwide.
Broad ENDS scope
Not only illegal products
The restriction covered ENDS broadly: devices, e-liquids, pods, disposables, coils and accessories.
Source: Reuters, “Shopify tells users to remove vapes from online stores”, 10 July 2026, which reported that Shopify confirmed the notice was authentic.
Your vape business is more than a storefront
Your ecommerce platform is part of your business infrastructure. A major platform policy change showed vape businesses how exposed they can be when their store depends on a third party’s category rules.
A storefront is one of seven. When it is the only part your platform understands, the other six are held together by exports, spreadsheets and phone calls.
See how JustSell handles all sevenProducts
Devices, e-liquids, pods, disposables, coils and accessories, across flavours and strengths.
Trade customers
Shops, forecourts, distributors and vending operators, each on their own agreed terms.
Inventory
Stock split across a warehouse, shops and vans, moving faster than a nightly export.
Sales reps
A field team placing orders on site, who need live stock and the right price per account.
Repeat orders
The same buyers reordering the same lines weekly, where friction costs you the order.
Customer relationships
Order history, invoices, statements and the conversations that sit around them.
Compliance
Age verification, product restrictions and record keeping your business is answerable for.
Platform risk, cost and compliance are not the same problem
They are decided on different criteria, by different people at different times, and solving one does nothing for the other two. Any honest platform comparison keeps them apart.
Platform risk
The risk that the company hosting your store changes what it allows you to sell. It is decided by one company’s category policy, it can change without your input, and it affects every merchant on the platform at once.
A different platform changes who holds this risk. It does not delete it.
Cost and lock-in risk
What the platform takes from each sale, what the add-ons cost on top, and how much of your operation is rebuilt around tools you would lose on leaving. It is easy to measure at signup and expensive to reassess later.
The cheapest platform to join is not always the cheapest to leave.
Legal and regulatory compliance
Set by the law in each market you sell into, and enforced against your business rather than against your software vendor. It is the only one of the three that follows you wherever you host your store.
Moving platform does not change a single one of your legal obligations.
Moving to JustSell does not automatically solve legal compliance or what you have already built elsewhere. It changes who holds the first of the three, not whether it exists.
Meet JustSell: ecommerce built for vape retail and wholesale
JustSell is a B2B and retail ecommerce platform for wholesalers, distributors and retailers. It already positions itself for vape retail and wholesale, with age-verified online ordering and a trade portal built for accounts rather than anonymous checkouts.
The difference is what the platform understands natively. A vape wholesaler running on JustSell is not bolting a trade portal onto a retail store.
- Vape retail and wholesale positioning, not a generic retail template
- Age-verified online ordering for trade and retail buyers
- Reps, the warehouse and the office working from the same live data
Built for vape trade, joined up, and connected to your systems
Built for trade, not bolted on
Customer-specific pricing, minimum order quantities, trade credit and a wholesale portal are part of the product rather than extensions you assemble and maintain.
Retail and wholesale in one
One catalogue and one stock pool behind your public storefront and your trade portal, so a shop customer and a trade buyer are never served from two disconnected systems.
Connected to what you already run
ERP, EPoS and accounting integrations, plus flexibility across payment providers, so the platform fits your operation instead of asking your operation to change shape.
A dependent storefront, or an operating model for the whole vape business
Neither column names a vendor. They describe two ways of arranging the same vape business, and what each one asks of you.
| JustSell | Feature | Dependent store model |
|---|---|---|
| Part of the platform, not an add-on | Wholesale portal | Added on top, via apps or a higher plan tier |
| Per-account price lists, volume tiers and order minimums | Trade pricing | Per-customer rates need third-party extensions |
| One live stock figure across locations and channels | Inventory | Counted separately by the store, the warehouse and the till |
| A field app on the same live data as the office | Sales reps | Working from exported price lists and stock reports |
| History, invoices, statements and credit notes | Customer accounts | Little more than a delivery address on file |
| Supported integrations as part of the product | ERP and EPoS | Joined up with bespoke middleware you maintain |
| Published under your own brand | Customer app | No branded ordering app of your own |
| Built for flexibility across multiple providers | Payments | Options shaped by the platform’s preferred processor |
Comparing JustSell and Shopify feature by feature? See the full JustSell vs Shopify comparison.
Your vape trade customers order themselves, at their own prices
- Order history, invoices, statements and credit notes on demand
- One-click reorder from any previous order
- Real-time delivery updates on open orders
- Quote-to-order for enquiries that need a price first
Every vape trade account sees the terms you agreed with them
- Customer-specific price lists per account
- Tiered volume discounts that apply as quantities rise
- Minimum order quantities enforced at the basket
- Retail and trade pricing from one catalogue
One stock figure the vape shop, the warehouse and the portal all trust
- Live stock synchronisation across multiple locations
- One stock pool behind retail, wholesale and marketplaces
- Variant-level tracking for flavours, strengths and pack sizes
- Low-stock visibility before a line runs out on you
Your vape sales reps sell from live stock, not last week’s export
- Live stock and pricing per customer account
- Quote-to-order without a trip back to the office
- Customer map for planning the day’s route
- Offline ordering that synchronises when signal returns
A vape ordering app under your brand, on your buyers’ phones
- Published under your own brand on iOS and Android
- Account pricing and order history carried across from the portal
- Reorder a previous delivery in a few taps
- The same catalogue and stock as every other channel
Your choice of vape payment provider stays a commercial decision
- Works with multiple payment providers, not one fixed processor
- Card, digital wallet, direct debit, open banking and cash on delivery
- Trade credit and account terms alongside card payment
- No platform commission on your orders
The rest of the vape operation, on the same platform
Every capability listed here is part of the current JustSell product.
ERP, EPoS and accounting integrations
Connects to the systems already running your business, so stock, orders and customer records stay consistent between the platform and your back office.
JustSell EPoSTrade credit
Credit limits, payment terms and account statements for trade customers, visible to them in the portal and to you in the back office.
Delivery management
Delivery management with real-time delivery updates, so buyers can follow an order without calling your office to ask where it is.
Sales and margin analytics
Reporting across customers, products and channels, so you can see which lines and which accounts are actually carrying your margin.
Marketplace selling
List the same catalogue on marketplaces alongside your own storefront and trade portal, without keeping a second stock list by hand.
Email and SEO tools
Built-in email marketing and SEO tooling for the retail side of the same catalogue, rather than a separate subscription to wire in.
Moving from Shopify doesn’t have to mean starting again
A migration is a project with stages, not a switch. Each stage has a deliverable you can check before the next one starts.
Your current store
Vape ecommerce platform
What a migration covers
The audit stage looks at each of these and confirms what can be moved from your existing platform. Scope is agreed with the implementation team before build work begins, rather than promised in advance.
- Catalogue
- Customers
- Orders
- Pricing
- Inventory
- URLs
- SEO
- Integrations
Step 1: Audit
Review your catalogue, customers, orders, pricing rules, inventory and integrations, and establish what can be exported from your current platform.
Step 2: Plan
Agree the scope, the URL and SEO mapping, and the sequence of work, so everyone knows what is moving and what is being rebuilt.
Step 3: Build
Set up the storefront, the trade portal, price lists, volume discounts and minimum order quantities for your accounts.
Step 4: Integrate
Connect your ERP, EPoS and accounting systems, and your chosen payment providers, so data flows the way it does today.
Step 5: Test
Check pricing per account, stock synchronisation, ordering, checkout, redirects and reporting before anything is pointed at live traffic.
Step 6: Launch
Go live with redirects in place, then monitor orders, indexing and integrations while your team settles into the new system.
A new platform doesn’t remove your business responsibilities
Changing ecommerce platform changes where your store is hosted and what it can do. It does not change what the law requires of your business.
These remain yours to meet, whichever platform you sell on:
Age verification. Verifying the age of buyers online and in store, to the standard your market requires.
Product restrictions. Which products, strengths, volumes and flavours you may lawfully list and sell.
Local laws. The rules of every jurisdiction you sell into, which differ market by market.
Shipping. Carrier policies and legal restrictions on shipping nicotine products, at home and across borders.
Tax. Duty, excise and sales tax treatment for the products and territories you trade in.
Payment requirements. The conditions your payment provider sets for processing payments for nicotine products.
Authorisation requirements. Notifications, registrations, licences or authorisations that apply to your products where applicable.
JustSell provides ecommerce infrastructure. Merchants remain responsible for complying with applicable laws and regulations.
This page is general information about ecommerce platforms, not legal advice. Take advice on the rules that apply to your products and the markets you sell into.
Don’t wait for another platform decision to affect your business
See how a vape retail and wholesale operation runs on JustSell: trade portal, account pricing, live stock and field sales in one walkthrough with someone who knows the category.
Book a call with an expert
Schedule a free, no-obligation demo with our retail specialists and see how JustSell can transform your business.
Shopify vape ban and JustSell: frequently asked questions
The Shopify ENDS restriction, what it covered, and what moving to JustSell does and does not change.
No. Shopify notified merchants on 24 June 2026 that it no longer supported the sale of Electronic Nicotine Delivery Systems (ENDS), and instructed them to remove e-cigarette products by 8 July 2026 or risk product suspension or store termination. Reuters reported on 10 July 2026 that Shopify confirmed the notice was authentic. Selling ENDS on Shopify now runs against its stated product policy.
Shopify’s 24 June 2026 notice cited changes in legal restrictions on the sale of Electronic Nicotine Delivery Systems (ENDS). Reuters reported that the move followed pressure from United States state and city law enforcement authorities over sales of illegal vapes through websites hosted on Shopify. Shopify confirmed the notice was authentic but declined to comment further, so no fuller public explanation exists.
No. The restriction covered ENDS broadly rather than only disposable vapes, and rather than only illegal products. Categories discussed by reputable sources include e-cigarettes, e-liquids, vaporizers, pods, disposable vapes, coils and accessories. A general retailer carrying a small ENDS range was therefore caught by the same policy as a specialist vape store.
Yes. Reuters reported that a spokesperson for California Attorney General Rob Bonta said Shopify’s decision applied globally rather than only in the United States. Merchants outside the US were covered by the same policy, whatever their own local regulations permit. If you sell ENDS anywhere in the world, the notice applied to your store.
There is no single best answer, because vape retail, vape wholesale and mixed B2B and B2C operations need different things. Assess any alternative on four separate points: its stated policy on ENDS products, its B2B and trade functionality, how freely you can choose a payment provider, and how well it fits your existing stock, ERP and sales processes. JustSell is an ecommerce platform built around vape retail and wholesale operations.
Yes. JustSell is a B2B and retail ecommerce platform whose wholesale features include customer-specific pricing, tiered volume discounts, minimum order quantities, trade credit, quote-to-order, a customer portal carrying order history, invoices, statements and credit notes, one-click reorder, and a sales rep app with live stock and pricing. The JustSell wholesale and vape industry pages cover this in more depth.
Yes. JustSell runs retail and wholesale from one platform. A trade buyer signing into the customer portal sees their own agreed pricing and minimum order quantities, while retail customers see your public catalogue. Stock synchronises in real time across channels and locations, and orders from both sides reach the same back office rather than two disconnected systems.
Yes, JustSell runs a guided migration. It covers catalogue, customers, orders, pricing, inventory, URLs, SEO and integrations. What can actually be moved depends on the data you are able to export and on how your current store is configured, so the implementation team confirms the scope during the audit stage before any build work starts.
No. Changing ecommerce platform does not change your legal obligations. Age verification, product restrictions, local laws, shipping rules, tax and any authorisation or registration requirements that apply in your market remain yours to meet. JustSell provides ecommerce infrastructure. Merchants remain responsible for complying with applicable laws and regulations.
Yes. JustSell is built for payment-provider flexibility rather than tying you to one processor. No ecommerce platform can approve you for card processing, though: payment providers run their own underwriting and set their own policies on nicotine and vape products, so approval is a separate conversation between your business and the provider you choose.
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