When most people think of cannabis, they picture leafy green buds, maybe rolled into a joint or packed in a pipe. But ask any serious user or budding entrepreneur where the real growth is happening, and you’ll hear a different answer: concentrates. Dabbing—once a niche habit for die-hard enthusiasts—is now shaping an entire segment of the cannabis economy. And products like shatter are leading the charge.
With demand climbing, consumer preferences evolving, and online platforms getting smarter about distribution, the cannabis concentrates space is no longer an experimental sideline. It’s a serious business opportunity—and the numbers prove it.
While the broader flower market remains dominant, a growing number of consumers are looking to buy shatter online or try other high-potency extracts that promise more bang for their buck. That shift is changing how dispensaries stock their shelves, how producers refine their methods, and how investors size up the next wave of profitability in cannabis.
Photo by RDNE Stock project from Pexels
What Exactly Is Dabbing—and Why Does It Matter?
Let’s get one thing out of the way: dabbing isn’t just a flashy consumption method. It’s a highly efficient way to experience the effects of cannabis. Dabbing involves vaporizing concentrated cannabis extracts—like shatter, wax, or live resin—using a heated surface and inhaling the vapor.
These concentrates typically contain between 70% and 90% THC, making them some of the most potent products available. For users seeking fast relief, strong effects, or a cleaner experience with fewer byproducts, dabbing offers real advantages over traditional smoking.
But from a business perspective, the appeal goes even deeper:
- Higher margins per gram for producers and retailers
- Longer shelf life for online sellers
- Strong brand loyalty from experienced users
- Scalable production techniques once mastered
In other words, dabbing isn’t just trendy—it’s economically strategic.
The Concentrates Market by the Numbers
According to Headset, a cannabis analytics firm, sales of concentrates in legal U.S. states have grown steadily year over year, often outperforming the growth rate of traditional flower. Shatter, in particular, remains a top performer thanks to its stable form, recognizable texture, and ease of storage and shipping.
Globally, the cannabis concentrate market was valued at over $3 billion in 2023 and is projected to exceed $10 billion by the end of the decade. Several factors are fueling that climb:
- Product innovation (e.g. solventless rosin, high-terpene extracts)
- Legalization momentum across North America and parts of Europe
- Evolving consumer sophistication, especially among Gen Z and Millennials
- Increased digital access via eCommerce platforms and delivery services
And while vape cartridges may dominate convenience-focused users, shatter and similar concentrates are becoming staples for those who prioritize purity and precision over portability.
Why Shatter Still Holds a Premium Spot
Among the many types of dabbable products, shatter remains one of the most recognizable—and reliable. Its name comes from its brittle, glass-like texture, and it has earned a loyal following for several reasons:
- It’s consistent. Unlike softer extracts, shatter holds its form well and is easy to portion.
- It travels well. Because it’s stable at room temperature, it ships more easily than gooier concentrates.
- It’s familiar. For many longtime dabbers, shatter was their intro into concentrates, and the brand loyalty has stuck.
From a business standpoint, shatter’s simplicity makes it a cost-effective and scalable product for producers. It also tends to command slightly higher prices than similar THC-percentage waxes due to its clarity and perceived purity.
The eCommerce Shift: Concentrates Go Digital
The days of only buying cannabis in person are fading fast. Legal restrictions are loosening, and consumer expectations are shifting toward seamless online ordering and discreet delivery. That’s especially true with products like shatter, which are often more niche and benefit from direct-to-consumer education and reviews.
Retailers that specialize in concentrates—rather than trying to offer a little bit of everything—are beginning to stand out. They offer:
- Curated product selections
- Education on proper dabbing equipment
- Transparent sourcing and lab results
- Loyalty perks for repeat buyers
These are the same playbook moves used by high-growth eCommerce brands in other verticals: narrow focus, deep expertise, and high-quality service.
Who’s Buying? The Modern Dabber Profile
The idea that dabbing is only for hardcore stoners or cannabis veterans is outdated. As concentrates become more accessible and better understood, the audience has widened dramatically. Today’s average dabber is:
- Between 25 and 40
- Health-conscious and prefers vapor over smoke
- Interested in value per dose, not just raw price
- Educated about terpenes, cannabinoids, and dosing
- Comfortable with tech (and online shopping)
This profile is great news for digital sellers and product developers, because it means the concentrate market aligns closely with the behaviors of modern, high-LTV consumers.
From Counterculture to Commerce: Dabbing Goes Legit
What once felt like an underground hobby is now a core part of the cannabis economy. Retailers, processors, and manufacturers alike are investing heavily in this space, betting on:
- Better extraction equipment
- Cleaner input materials (e.g. organic flower, solventless techniques)
- Marketing tailored to concentrate users
- Wholesale and private-label deals for scale
Some producers even launch with concentrate lines first, rather than flower, to differentiate early and build reputation around quality. It’s a reversal of the “start with flower” mindset that dominated early legalization.
Business Risks and Regulatory Considerations
Of course, there are still speed bumps ahead. The potency of dabs makes them a point of concern for regulators, and many regions treat concentrates differently than flower in their legal codes. This impacts:
- Packaging requirements
- Purchase limits
- Marketing claims
- Labelling and safety warnings
For businesses looking to enter or expand in the concentrates space, understanding these nuances is critical. But the complexity is also a barrier to entry—meaning those who do it right can enjoy first-mover advantages and strong brand insulation.
The UK Angle: Legal Loopholes and Market Curiosity
Although the UK’s cannabis laws remain relatively strict, interest in dabbing—and cannabis in general—is quietly growing. CBD concentrates have created a kind of legal preview of what the THC market could look like, and savvy consumers already seek out ways to explore concentrates responsibly and discreetly.
As reform discussions continue across Europe, early education and exposure through online platforms could give forward-thinking businesses a head start. By the time regulation catches up, brands with a proven concentrates portfolio—especially in areas like shatter—may already have a loyal audience.
Final Thoughts: More Than a Trend, It’s a Transformation
Dabbing isn’t a fad—it’s a fundamental shift in how cannabis is consumed, sold, and valued. Products like shatter represent the intersection of chemistry, culture, and commerce. And while the high may fade, the business potential is only getting stronger.
For cannabis entrepreneurs, concentrate brands, and curious investors, the question isn’t whether dabbing will stick. It’s how your strategy will.
