The distribution landscape is shifting as enforcement reshapes retail. Here's the channel breakdown for 2026:
| Channel | % of Sales | Trend | Notes |
|---|---|---|---|
| Vape shops (dedicated) | 28% | Declining | ~8,500-10,000 shops, down from 15,000 peak. Flavor bans hurt foot traffic. |
| Convenience stores & gas stations | 24% | Mixed | Authorized products growing; unauthorized declining. Primary counterfeit risk point — see our counterfeit guide. |
| Online (brand websites + authorized retailers) | 18% | Growing | Direct-to-consumer brands growing. Age verification required. |
| Major retail chains (Walmart, Walgreens, etc.) | 12% | Growing | FDA-authorized products only. Vuse, JUUL2, NJOY dominant. |
| Online (marketplaces, social media) | 10% | Declining | Amazon/eBay/TikTok sellers — primarily unauthorized. Platform crackdowns helping. |
| Tobacco shops (smoke shops) | 8% | Stable | Mix of authorized and unauthorized. Transitioning to more compliant inventory. |
