Until recently, the shooting industry lagged behind many other retail categories in making the shift to eCommerce. Firearm eCommerce regulations are strict, which helps explain why so many brands hesitate to adopt an online sales presence. But it’s not just about laws. The firearms industry has always been rooted in a face-to-face buying experience. This has made eCommerce less popular, even for accessories and soft goods that don’t face the same regulatory scrutiny.
That started changing in 2020, with countless brands opening online stores to maintain sales during the COVID-era lockdowns. Due to a combination of social unrest and economic instability, firearm sales also surged in 2020, creating an unprecedented demand in the industry.
While gun sales have returned to pre-pandemic levels in recent years, eCommerce has become a permanent part of the firearms industry. Understanding the shifts in consumer behavior and sales regulations is crucial for brands looking to succeed in online firearm sales.
Customer Expectations for Firearms eCommerce
One of the most essential strategies for firearms and tactical ecommerce is understanding what customers actually want. It’s hard enough for an experienced retailer to understand the complexities of selling firearms and accessories online, let alone customers.
No matter what you’re selling, confusion creates friction that limits your sales. This is even more true for the firearms industry, where consumers may hesitate if they don’t understand the legalities of buying from you.
Customers expect convenience from any online store. But for gun store eCommerce, you also need to provide clarity on laws that may affect their purchase decisions.
Online gun buyers want:
- Clear explanations of the legal transfer process through a Federal Firearms License (FFL) holder.
- Up-to-date information on changes in the law, such as the recent elimination of the $200 federal tax on suppressors.
- A smooth buying experience that makes it easier to purchase from you online versus going to a competitor’s store in person.
- State-specific shopping experiences that enable them to get through checkout with confidence.
- Even greater security in how you handle their personal details and payment data.
- Transparency about timelines, documentation, and what happens after checkout.
Given the number of laws and regulations, buyers of firearms and accessories are often more informed than the average consumer. However, they still expect firearms retailers to provide their expertise to create a safe, clear, and compliant shopping experience.
Choosing a Platform for Online Firearm Sales
As a firearms retailer, you already have a deep understanding of the laws and regulations you must comply with. The challenge is finding a platform that allows you to sell your products while providing the robust features you need.
Many platforms prohibit the sale of firearms and certain accessories, limiting your options. Historically, BigCommerce, Magento (now Adobe Commerce), and WooCommerce were your best choices. But recent policy changes have also made it easier to sell firearms on Shopify.
The landscape of selling guns on Shopify is still nuanced, but the platform no longer has a blanket ban on firearms and related accessories. Here are a few things to know:
- You can’t use Shopify’s native payment gateway, Shopify Pay, for firearms transactions.
- You must integrate an FFL-compliant payment processor to accept payments.
Selling firearms, ammo, and accessories on Shopify Plus requires a specialized setup, but it is possible. Brandography recently helped one of our clients implement this setup by configuring a compliant payment solution. This allowed our client to create a Shopify storefront without violating platform policies or facing payment restrictions.
How We Created a Custom App for True Shot
Marketing Firearms with Advertising Restrictions
While some eCommerce platforms have relaxed their rules, advertising platforms have not. Meta, Google, and TikTok have consistently banned paid ads for firearms, ammo, and numerous accessories. With more automated detection tools and flagging systems, non-compliant ads are actually more likely to be blocked or removed, meaning loopholes are shrinking for paid ads.
This makes paid promotion increasingly risky and difficult for brands. More than ever, digital marketing for firearm brands needs to lean into organic strategies like:
- Writing educational blog content.
- Search engine optimization (SEO) and generative engine optimization (GEO).
- Building an email list for newsletters, sales, and product launches.
- Producing educational video content, such as tutorials or product walkthroughs.
Growing Your Firearms Brand in a Digital Landscape
Firearms eCommerce is no longer experimental. It has become foundational for brands that want to stay competitive. Regulations, platform policies, and advertising restrictions continue to shape how firearms can be sold online, while consumer expectations for convenience, transparency, and education are increasing.
The brands that succeed will be those that treat compliance as part of the customer experience rather than a barrier. Firearms retailers who invest in compliant infrastructure and customer-centric experiences will be in the best position to grow.
Navigating this landscape is daunting, but Brandography can help. If you need customized apps that streamline your checkout experience or a compliant website that puts customers first, let’s talk.
Firearms eCommerce FAQs
What should I consider when building a firearm ecommerce website?
When setting up a store for online firearm sales, compliance should guide every decision. Clear explanations of state-specific laws, FFL transfers, and other restrictions build trust with your customers while avoiding platform violations. You’ll also want to prioritize site security, accurate inventory management, and a smooth checkout that reduces friction and abandoned carts.
Can I sell guns on Shopify?
Yes, but only under specific conditions. Firearm sales are allowed on Shopify plans as long as you use a third-party, FFL-compliant payment processor, which may require a specialized setup with a Shopify expert.
Is it worth setting up a firearms eCommerce store?
With the number of regulations and complexities, many brands hesitate to create a digital store. However, this can limit sales as more consumers in the industry look for online resources. As more brands go online, you may risk losing your market share.
How do I handle out-of-state firearm sales for an online store?
All firearms sold online must comply with federal laws and the laws of the buyer’s state. In many cases, firearms and certain accessories must be shipped to an FFL licensee in the buyer’s state. Keep in mind that some jurisdictions still require in-state purchases to be processed through an FFL.
Ready to Get Started?
If you want to work with the Brandography team on a firearms eCommerce site, reach out. We’d love to connect and show you what’s possible.
