Our Tools
True Shot Ammo, a premier Inc. 5000 ammunition retailer and one of the largest online ammunition retailers in the U.S., faced the challenge of managing two separate WordPress sites for their wholesale and retail operations. They partnered with Brandography to consolidate these platforms into a unified Shopify store.
It wasn’t just about merging two stores. Brandography created a first-of-its-kind app that made it possible to sell ammunition and gun accessories on Shopify, all while meeting the strict requirements for Federal Firearms License (FFL) compliance. It’s something that’s never been done before.
The Hurdle:
Combining two sites (a wholesale and retail site) into one Shopify site while integrating the existing platforms of Finale and Shipstation to continue TrueShot’s shipping and packaging operations.
The Challenge:
TrueShot has been operating since 2016 and established Finale as its platform for inventory management and ShipStation for packaging. With highly customized inventory and pricing processes, it was difficult for them to integrate with Shopify while also meeting FFL requirements. Brandography needed to build custom connectors to ensure TrueShot could keep using their current platforms for inventory and packaging.
The Results:
After launch:
14%
Key Events increased
14%
First-time Purchasers increased
9.4%
Total Purchasers increased
Our Approach
Brandography’s developers built two custom connectors for Finale and ShipStation, allowing TrueShot to continue its warehouse operations without disrupting its established processes.
Through a strong relationship and high level of technical synergy, we were able to eliminate the redundancy and provide True Shot with a unified Shopify environment. These customized applications have turned a complex, multi-layered operation into a seamless and intuitive workflow that empowers the True Shot operations team members and the marketing team alike.
- Darian Wall, Website Project Manager
As an ammunition retailer, TrueShot must also comply with laws in states where ammunition, automatic knives, and body armor are highly regulated. Brandography utilized custom shipping profiles to help manage compliance messaging, so if a customer tries to purchase from a state that doesn’t allow it, the interaction will be blocked. Additionally, the system identifies which state the customer wants to ship to, runs the cart products against the compliance list, and gives specific messaging regarding those products.
The new site allows FFL holders to submit their documentation, which is held on file with an expiration date. As a user's expiration date approaches, the Shopify site automatically notifies True Shot so they can obtain updated information from the FFL holder.
This functionality benefits retail customers as well. When a customer lives in a state that requires ammo and gun accessory purchases to go through an FFL, the system allows them to enter the address of a nearby FFL holder who can receive the products on their behalf. The FFL licensee then completes an FFL transfer to the end customer for a seamless transaction.
Brandography also worked with the National Association for Gun Rights (NAGR) to carry over membership discounts to the new Shopify site. We also transferred customers’ Wrapped gift cards so they could use their existing platforms.
During the build, we also used the YotPo content marketing platform. This tool allowed users to keep the reward points they’d already acquired in their accounts during the platform transfer, ensuring customers maintained all the deals they’d already earned.
Central to this success was the development of custom applications, including a Shopify-to-Finale connector for inventory management (scaling down from 18,000 product variants to 9,000 after launch) and a margin-based pricing calculator.
Brandography developed a custom shipping application that bypassed Shopify's native functions to enforce state-level regulations on firearm sales. This collaborative effort resulted in a robust, centralized storefront. By bridging the gap between standard e-commerce features and specialized industry requirements, Brandography successfully transformed True Shot’s digital presence into a clean site that allows customers to make purchases easily.
Before
After
Ready for Results On Your Site?
Get in touch with our team to learn how we can help your business grow through digital marketing.