Firearms and eCommerce: What’s Changing and Why It Matters

January 17, 2025

Until recently, the shooting industry hasn’t taken advantage of eCommerce to the same degree of others. Before 2020, the SHOT market was driven primarily by in store shopping with a growing online presence. Shoppers would maybe research manufacturers’ websites to scout available hardware, look at details, and then make a trip to the store to see if a gun was in stock or maybe check out alternatives for fit and finish.

The traditional “face-to-face” buying experience included a strong bond between shops and buyers. The in-store process encouraged browsing and buying of non-regulated accessories and soft goods. Local shops were stocked with coveted items, sometimes being the only place stocking high-end specialty items.

COVID changed all of that. First, there was a huge spike in firearms sales during 2020. While there was a major fall off during 2021, today’s sales match 2019. During that same time period, online shopping via eCommerce sites has grown year-over-year, and there’s no end in sight.

Selling firearms and firearm components online is complex but offers opportunities for growth and nurturing your customer base. Jason Dailey, CEO and Founder of Brandography, a digital marketing agency with experience in firearm eCommerce, explores the evolving landscape and the challenges and opportunities facing relevant brands.

Firearms eCommerce and Customer Expectations

Marketing firearms online is uniquely challenging; customer expectations go beyond a typical retail experience. Consumers want an efficient, informative, and secure shopping experience, with assurances that their purchase complies with the law and is responsibly handled.

Digital trust is an important factor. High-quality websites with clear information on legal compliance and secure data handling are helping build trust among consumers, making them more comfortable buying online. Retailers that navigate this eCommerce landscape by balancing convenience with stringent compliance and focusing on building digital trust stand to benefit from a loyal customer base and a competitive edge.

Going forward, the industry will likely see more streamlined tools and platforms built specifically for compliant online firearms sales. By staying ahead of these changes and addressing consumers’ unique needs, you can deliver a valuable, responsible, and efficient shopping experience.

Up Your eCommerce Game at Shot Show

Want to learn more about leveraging eCommerce to grow your sales and build your company? Jason Dailey will speak at Shot University during the 2025 Shot Show in Las Vegas, Nevada.

Register for the 2025 Shot Show here!

Learn more about Jason Dailey and follow him on LinkedIn.

Share with a friend:

Connect with Brandography – Sign Up For the Newsletter!

Recent Posts