Shopify is set to ban vape sales on its platform following pressure from a bipartisan group of 25 U.S. state attorneys general seeking to curb illegal e-cigarette sales online, according to Tobacco Journal .

The move targets a fast-growing market of unauthorized vaping products, many of them manufactured in China and sold in the U.S. despite lacking the required regulatory authorization.

Regulatory Win

The ban would mark a major victory for regulators, who have increasingly focused on disrupting the online channels used to sell illegal vape products.

A Shopify spokesperson said the company has always prohibited illegal activity and takes action against merchants that violate its policies.

Industry Impact

The restriction is expected to apply across the U.S., though its global scope remains unclear. Industry sources said the decision could significantly disrupt online vape sales and have a chilling effect on sellers that rely on e-commerce platforms.

The illegal U.S. vape market is estimated to be worth around USD 9 billion.