Checked Out Ep 8: DTC in the Hemp Industry: Migration, LTV, and BFCM at Koi
Live Podcast
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August 28, 2026
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25
Min
Key Takeaways
- Running paid ads in a restricted vertical requires platform-specific creative strategy. Koi runs separate funnels for Meta and Google because each platform has different rules on what CBD brands can and can't say.
- Older customer demographics consistently deliver higher LTV. Koi's 55+ average customer has clear needs, disposable income, and once they find a product that works, they stay.
- Regulatory news can function as a BFCM accelerant. Koi's biggest Black Friday ever wasn't triggered by a product launch. It came from a single news item about a potential law change.
Featured speakers:
Shannon O'Boyle
Head of Marketing
Relay Commerce
Eric Autry
SavedBy
Michael Colman
Koi
Partners:
Inside the show
Three lifelong partnerships people turned coworkers decided to start a podcast. Tune in for unfiltered conversations where they let off steam and talk shop with surprise guests from the Shopify ecosystem.
RSVP
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