Vaping and e-cigarette retail is one of the most heavily regulated ecommerce categories in the UK — age restriction (18+) is a legal requirement, TPD (Tobacco Products Directive, implemented as UK TPD post-Brexit) governs e-liquid bottle sizes, nicotine concentrations, tank capacity, and ingredient disclosure. Shopify is used by significant UK vape retailers, but the platform requires careful configuration for compliance: age verification, product restrictions (no Facebook or Google Shopping for nicotine products), and correct product data structure are all essential. This guide covers the migration from WooCommerce to Shopify for vape retail.

UK TPD compliance overview

The UK Tobacco and Related Products Regulations 2016 (implementing EU TPD2, maintained post-Brexit) applies to all UK vape retailers. Key rules for online retail:

Nicotine-containing e-liquid bottle size limit: 10 ml maximum per bottle for e-liquids containing nicotine
Nicotine concentration limit: 20 mg/ml (2%) maximum for nicotine-containing e-liquids
Tank/pod capacity limit: 2 ml maximum for refillable tanks and pods containing nicotine
MHRA notification: All notifiable vape products must be notified to the MHRA (Medicines and Healthcare products Regulatory Agency) before sale. Products receive a notification number.
Age restriction: Illegal to sell vaping products to anyone under 18. Duty to verify age.
Ingredient disclosure: E-liquid ingredients must be disclosed. MHRA notification covers this.
Shortfill e-liquids: Nicotine-free e-liquids (shortfills) have no volume limit — common format is 50 ml or 100 ml bottles with room for a nicotine shot. Nicotine shots (nic shots) are 10 ml nicotine-containing liquids sold separately.

Product categories

Vape kits (starter kits): Device + tank/pod included. Brand, wattage range, battery capacity.
Vape pens and pods: Simpler devices. Disposable-style (pre-filled, single-use) vs refillable pods.
Disposable vapes: Pre-filled, single-use devices. Puff count, nicotine strength, flavour variants. Heavy regulation and potential bans (UK disposable vape ban under consideration in 2026).
Box mods and advanced devices: High-power devices for experienced vapers. Wattage, temperature control, chipset.
Tanks and atomisers: Sub-ohm tanks, MTL tanks, RDA/RTA/RDTA rebuildable atomisers. Coil size, capacity.
Coils and pods: Replacement coils and pods. Resistance (Ohm), compatible device list.
E-liquids (nicotine-containing): 10 ml bottles, 3 mg/ml, 6 mg/ml, 12 mg/ml, 18 mg/ml, 20 mg/ml. Flavour and nicotine strength variants.
Shortfill e-liquids: Nicotine-free, 50–100 ml bottles. Flavour variant only.
Nicotine shots (nic shots): 10 ml, 18 mg/ml or 20 mg/ml. Plain product — variant is nicotine strength only.
CBD vape liquids: See CBD high-risk merchant guide. Different regulatory framework.
Batteries and chargers: 18650, 21700, 20700 cells. mAh, discharge rating.
Accessories: Coil-building kits, wire, cotton, cases.

Product variants

E-liquid: Variant: Nicotine Strength (0 mg, 3 mg, 6 mg, 12 mg, 18 mg, 20 mg). For shortfills, "0 mg / Nicotine Free" only.
E-liquid: Variant: Size (10 ml, 50 ml shortfill, 100 ml shortfill) — only where multiple sizes exist. Keep nicotine-containing (10 ml) and shortfill (50/100 ml) as separate products where clearer.
Coils: Variant: Resistance (0.15 Ohm, 0.2 Ohm, 0.3 Ohm, 0.4 Ohm, 0.6 Ohm, 1.0 Ohm, 1.2 Ohm) + Variant: Pack Size (1 coil, 5 coils)
Devices: Colour variant where available.
Vape kits: Colour variant for device. TPD compliance information as metafields.

TPD and product metafields

product.metafields.vape.mhra_notification_number (single_line_text) — MHRA notification ID for TPD-notifiable products. Required for e-liquids and nicotine-containing items.
product.metafields.vape.nicotine_mg_ml (single_line_text) — "0", "3", "6", "12", "18", "20" — nicotine concentration in mg/ml
product.metafields.vape.bottle_volume_ml (single_line_text) — "10", "50", "100" — liquid volume
product.metafields.vape.is_shortfill (boolean) — true for nicotine-free shortfill e-liquids
product.metafields.vape.vg_pg_ratio (single_line_text) — "70/30 VG/PG", "50/50 VG/PG", "Max VG" — affects cloud production and throat hit
product.metafields.vape.flavour_profile (single_line_text) — "Fruity", "Menthol", "Tobacco", "Dessert", "Drink-inspired"
product.metafields.vape.device_wattage_range (single_line_text) — for device products "5–80W"
product.metafields.vape.battery_mah (single_line_text) — "1500 mAh", "3000 mAh"
product.metafields.vape.tank_capacity_ml (single_line_text) — "2 ml" (TPD max for nicotine tanks)
product.metafields.vape.coil_resistance_ohm (single_line_text) — for coil products "0.4 Ohm"
product.metafields.vape.compatible_devices (multi_line_text) — compatible device list for coils and pods
product.metafields.vape.age_restricted (boolean) — always true for all vaping products

Age verification (18+)

All vaping products are age-restricted to 18+ in the UK (Nicotine Inhaling Products (Age of Sale and Proxy Purchasing) Regulations 2015).
Online age verification: At minimum, require date of birth at checkout. Robust compliance requires verified age-check at delivery.
Shopify age verification apps: AgeChecker.Net (integrates with Shopify checkout), Agify, Real ID. Some UK-specific services integrate with postal delivery age checks.
Delivery age check: instruct carrier to require signature from person aged 18+. DPD and DHL offer "age verification" delivery services.
Age gate on site entry: an age gate (date of birth input on site landing) is common in vape retail, though it is not a robust age verification method on its own.
Tag all vaping products: use an "age-restricted-18" tag. Use Shopify checkout extensions or apps to apply age verification logic to orders containing these products.
WooCommerce age verification plugin data: if your WooCommerce store had an age verification plugin with stored customer age data, this data cannot be migrated to Shopify. All customers will re-verify on their first Shopify purchase.

Advertising restrictions

Google Ads: nicotine and vaping products are prohibited from Google Shopping and most Google display advertising. No product feed integration for nicotine products.
Facebook/Meta: vaping products are prohibited from Facebook and Instagram Shopping and paid advertising.
Shopify sales channels: do not enable Google Shopping or Facebook Shop channels for a vape store with nicotine products — account suspension risk.
SEO/organic: primary traffic channels are organic search, email marketing, and loyalty programmes. Invest heavily in SEO content (flavour guides, device reviews, beginner guides).
Loyalty programme: vape customers are highly repeat-purchase oriented — invest in a loyalty app (Smile.io, LoyaltyLion). Points per purchase, referral rewards.

Disposable vape compliance note (2026)

The UK government announced a ban on single-use disposable vapes, which may have taken effect in 2026. Check current MHRA and DHSC guidance before stocking or migrating disposable vape products.
If disposable vapes are sold, ensure each product has the MHRA notification number in its metafield and complies with the 600-puff limit under UK TPD regulations for nicotine-containing disposables.

Vape migration checklist

Create vape metafield namespace: mhra_notification_number, nicotine_mg_ml, bottle_volume_ml, is_shortfill, vg_pg_ratio, flavour_profile, age_restricted, compatible_devices
Tag all vaping and nicotine products as "age-restricted-18"
Install age verification app and configure for all age-restricted-18 tagged products
Ensure all nicotine-containing products comply with TPD: 10 ml max, 20 mg/ml max
Populate MHRA notification numbers as metafields for all notifiable products
Add age restriction notice to all product pages
Do NOT enable Google Shopping or Facebook channels
Set up loyalty programme (Smile.io or LoyaltyLion)
Set up nicotine strength filter in Search & Discovery for e-liquid collection
Set up flavour profile filter (fruity, menthol, tobacco, dessert)
Set up VG/PG ratio filter
Configure coil compatibility display (compatible_devices metafield)
Test: nicotine product at checkout → age verification step appears
Test: e-liquid nicotine strength variant selection → correct SKU to cart

TPD compliance data — specifically MHRA notification numbers — is the most important data to migrate correctly from WooCommerce to Shopify. These numbers must be associated with the correct product and must be visible on product pages; trading standards inspectors check for them, and selling a notifiable product without its notification number displayed is a compliance violation. Collect all MHRA notification numbers from your WooCommerce product data before migration, verify each one at the MHRA submissions portal, and import them into the vape metafield namespace as part of the product migration. This is not glamorous data migration work, but it is the work that keeps a vape retailer trading legally. The stores that handle compliance meticulously — notification numbers displayed, age verification robust, TPD bottle limits enforced at product level — build the reputational trust that differentiates them from the many informal operators who cut corners, and who eventually face trading standards enforcement action.

Migrating a vaping & e-cigarette store from WooCommerce to Shopify (2026)