DoorDash's THC, CBD Bet: A Calculated Move into the Cannabis-Adjacent Market

DoorDash, the local commerce behemoth that reshaped how Americans order food, is making a calculated foray into the cannabis-adjacent market with hemp-derived THC and CBD products. The move isn't happening in a vacuum. Globally, major delivery players are testing the waters with cannabis, signaling a growing convergence between the legal weed industry and mainstream e-commerce. In Canada, Uber Eats UBER partnered with cannabis retailers to deliver dispensary-grade marijuana. In Latin America, Rappi hinted at a similar strategy, though details on its execution remain scarce. Now, in the U.S., DoorDash is inching into the space—not with high-THC dispensary products, but with federally compliant hemp-derived alternatives that contain no more than 0.3% Delta-9 THC by dry weight.

"Since 2020, DoorDash has been expanding to new verticals beyond restaurant delivery, including grocery, alcohol, retail and more to meet evolving consumer needs and expectations of convenience," a DoorDash spokesperson told Benzinga in an exclusive interview. "As part of this evolution, DoorDash is facilitating the delivery of hemp-derived THC (no more than 0.3% Delta-9 THC by dry weight) and CBD products via the DoorDash Marketplace." "Our goal is to offer consumers a seamless way to get products they want in a safe and compliant manner while helping local merchants reach new consumers," the spokesperson added.

At first glance, the move fits neatly into DoorDash's broader ambitions. The company has aggressively expanded beyond restaurant takeout, becoming the largest alcohol delivery service in the U.S. while ramping up grocery and retail offerings. Adding hemp-derived THC products to the mix serves multiple business objectives: it diversifies revenue, increases basket sizes and strengthens customer retention, all while keeping DoorDash at the forefront of emerging consumer trends. The numbers back it up. Internal data shows that orders containing hemp products from alcohol retailers tend to be two-thirds hemp and one-third alcohol. That overlap suggests a strong cross-category synergy, something DoorDash is well-positioned to leverage with its extensive logistics network.

Even more significant is the repeat purchase behavior emerging from the pilot phase. Early indicators suggest that consumers increasingly prefer ordering hemp-derived THC and CBD products via delivery rather than making in-store purchases. This shift highlights a growing trend: these products aren't just impulse buys, but rather, they are becoming a routine part of online shopping habits. For DoorDash, this is primarily about keeping pace with shifting consumer preferences, though it also positions the platform to compete in an evolving market among other cannabis-focused delivery platforms. Unlike niche operators, DoorDash can integrate hemp-derived THC and CBD seamlessly into its broader ecosystem, allowing customers to bundle their purchases with groceries, alcohol or restaurant meals using features like DoubleDash. Hemp-derived products appear to complement other categories, driving larger orders, higher sales, and more repeat purchases for small and midsize businesses. This ability to generate incremental revenue across multiple verticals makes the expansion a valuable growth driver.

Regulatory compliance is just as critical as the business opportunity in the cannabis-adjacent space, requiring strict safeguards to ensure legal adherence. DoorDash's entry into the hemp-derived THC and CBD market brings a unique challenge: navigating the complex patchwork of state and federal regulations. To ensure smooth operations, the company has implemented compliance measures similar to those used in alcohol delivery, reinforcing ID verification and merchant oversight. The company requires that all merchants selling hemp-derived products verify compliance with federal and state legal limits, including strict THC thresholds of no more than 0.3% Delta-9 THC by dry weight. Additionally, merchants are expected to have Certificates of Analysis (COAs) for each product SKU, confirming THC content remains within legal limits. To further ensure safety and legal adherence, hemp-derived THC products sold through DoorDash must be manufactured in licensed, cGMP-compliant facilities that adhere to state laws and Current Good Manufacturing Practices (cGMPs). Orders are also subject to rigorous age verification, requiring electronic ID checks similar to those used in alcohol purchases. Only Dashers aged 21 and older are allowed to fulfill these deliveries. At present, hemp-derived THC and CBD products are available in select states, including Georgia, Kentucky, Iowa, Louisiana, and Tennessee, with further expansion planned.

DoorDash's foray into the cannabis-adjacent market is a calculated move that aligns with its broader investment strategy, which emphasizes stability and consistent growth. By diversifying revenue streams, increasing basket sizes, and strengthening customer retention, DoorDash is well-positioned to capitalize on the growing demand for hemp-derived THC and CBD products. However, the company is also mindful of the potential legal and reputational risks associated with cannabis-related products, implementing strict compliance measures to ensure regulatory adherence and maintain its strong reputation. As DoorDash continues to expand its offerings, investors should keep a close eye on the company's progress in this new and evolving market.