Populum operates as a direct-to-consumer brand, selling its high-quality CBD oil products online through its website, populum.com. By focusing on transparency, quality, and customer experience, Populum has built a successful online retail presence. The e-commerce model allows Populum to reach a broad customer base without the need for physical storefronts, leveraging its online platform to manage sales, customer interactions, and distribution efficiently. This approach has enabled the company to grow to an annual recurring revenue of approximately $3 million, despite the challenges of operating in a niche market with restrictions on traditional advertising platforms.

To generate recurring revenue and enhance customer retention, Populum has implemented an automated subscription platform. This allows customers to receive regular shipments of their favorite CBD products hassle-free, contributing to a stable monthly recurring revenue stream. The ease of subscription aligns well with the daily wellness routines that Populum aims to be a part of, offering convenience and consistency to consumers. This business model supports Populum's growth and scalability by providing predictable income and fostering long-term customer loyalty, which is especially valuable in the competitive wellness market.

Populum has established affiliate partnerships as a strategic method to scale its reach without relying heavily on traditional advertising, which faces limitations in the CBD space. By collaborating with blogs and forums, Populum leverages these platforms' audiences to drive traffic to its website through affiliate links. This strategy not only helps increase sales but also enhances brand credibility through endorsements from trusted sources within the community. The affiliate model provides a cost-effective way to expand marketing efforts while overcoming the advertising challenges prevalent in the industry.