In legal cannabis, shoppers are no longer satisfied with catchy strain names and a big THC number on the shelf tag. They want proof. Across U.S. markets, consumers increasingly expect hard data on potency, terpene profiles, and contaminants, and they reward retailers who make that information easy to see and verify. A recent Colorado study found nearly half of tested flower products overstated their THC content, raising serious questions about labeling accuracy and trust in licensed dispensaries.
That pressure is reshaping cannabis retail. Modern shoppers want to scan a QR code on a package and instantly pull up a batch-specific certificate of analysis (COA) with cannabinoids, terpenes, and test results for pesticides, heavy metals, microbes, and residual solvents. Lab and packaging guidance increasingly treats “scan to COA” as a baseline, not an extra perk, and some states like Florida explicitly expect QR codes that link to lot-level lab reports and key product data. Retailers who lean into that traceability send a clear message: nothing to hide.
For consumers, transparency is first about safety. Third-party labs explain that COAs verify that products are free of dangerous contaminants and confirm the actual levels of THC, CBD, and other cannabinoids so people can dose accurately. But shoppers are also learning to look beyond potency. Accurate terpene profiling is becoming a selling point, with labs and manufacturers noting that detailed terpene data supports strain authenticity and helps patients and adult-use customers better predict effects. Educated buyers increasingly ask to see these profiles before committing to a new flower, vape, or edible.
Data expectations extend to how testing itself is done. Reports of “lab shopping” for inflated THC scores and inconsistent standards across states have eroded confidence, pushing the industry toward higher, voluntary benchmarks like the “Trust in Testing” certification and other national standardization efforts. In this environment, retailers who choose reputable labs, spot-check COAs, and refuse to chase cartoonishly high potency numbers can differentiate themselves as the grown-ups in the room.
Behind the scenes, test data is also the backbone of compliant inventory and honest marketing. Seed-to-sale platforms such as Metrc rely on validated lab results to populate labels and track products from cultivation to point-of-sale; incomplete or inaccurate entries can trigger product holds, rejections, or recalls. Retailers that treat data quality as seriously as physical security are better positioned to avoid disruptions that damage consumer trust.
Transparency is increasingly commercial, too. Consumer surveys show that clear communication about product decontamination and quality controls directly boosts brand loyalty and purchase intent. Market-intelligence firms such as BDSA now build full businesses around retail, pricing, and consumer-behavior data, helping brands and dispensaries understand what customers actually want and which product attributes drive repeat visits.
On the sales floor, this demand for data shows up in simple ways: shoppers asking to see lab dates, wondering why one eighth costs more than another, or pulling out their phone to check a QR code before heading to the register. Menus that show test dates, terpene highlights, price-per-milligram, and tax-inclusive totals feel honest; menus that only shout THC percentages feel dated.
For cannabis retailers, the message is clear. Consumers are voting with their wallets for transparency, verification, and data they can understand. Stores that invest in trustworthy labs, robust tracking systems, scannable COAs, and staff training on how to explain those results will keep earning that trust. Those that cling to vague labels and marketing buzzwords risk falling behind in a market where informed, data-hungry customers are quickly becoming the norm.