The challenge: orders arrived, but the work didn't stop there

Before SellStack, Affinity's dispensary customers ordered through a wholesale marketplace, alongside competing cannabis brands.

The marketplace took the order, but someone at Affinity still had to enter every one of them by hand: customer, products, batches, account-specific pricing. That took more than ten hours of a sales rep's week, time spent typing up orders instead of selling.

Affinity wanted its existing customers to be able to order directly, without losing anything its wholesale operation depended on: negotiated pricing per account, batch control, live inventory, and two separately regulated channels.

The solution: a branded wholesale storefront wired into Business Central

SellStack gave Affinity its own wholesale storefront, under its own brand, connected directly to Business Central.

• No manual entry. At checkout, the order is written directly into Business Central as a sales order, with the correct customer, location and lot.
• Live inventory by batch. Products and available batches come directly from Business Central. Buyers see what's actually available, with potency and lab results next to each batch, and can select the lot they want.
• Their prices, automatically. Customer-group pricing, account-specific rates, promotions and coupon codes are applied at checkout, without maintaining a separate ecommerce price list.
• Two channels, one platform. Recreational and medical run side by side, with separate catalogues, pricing and customer access.
• Dispatch, connected. Orders flow from SellStack to SmartRoutes for delivery routing.
• Built for dispensary buyers. Buyers can search and filter the catalogue, see their order history, and have multiple purchasing users under the same dispensary account.

Where Affinity prefers to keep control, it can: lot selection is configurable per product. Buyers can choose the batch, SellStack can allocate one automatically (for example oldest stock first), or the warehouse can decide.

Keeping the marketplace, moving the reorders home

Most operators worry that leaving a marketplace means losing orders. Affinity's experience suggests a different way to see it.

A marketplace is useful for discovery: putting a brand in front of buyers who don't know it yet. But Affinity's existing dispensary customers don't need to rediscover Affinity every time they reorder. For them, a direct storefront is simply a better place to buy: Affinity's catalogue only, their own pricing, batch details and lab results, and no competitors one click away.

For orders placed through its SellStack storefront, Affinity now owns the repeat-order experience: its brand, customer experience and ordering flow, with orders going straight into its ERP.

Results

“Overall, for us, the benefits we have seen are more efficiency internally in the back-office processes.”

Alicia Lincoln, Affinity Grow

95% of recreational orders are placed by buyers themselves

Between mid-September and 25 October, 95% of recreational orders were placed directly by dispensary buyers: they browse, choose batches, build the basket and check out. Affinity's team sees the order once it's already in Business Central.