Gun Dealers: A Complete Guide to Selling Firearms Online
Selling firearms online is a polarizing topic. It can be jarring to the uninformed public that weapons are available for sale on the internet. However, selling firearms online is a great way for manufacturers and dealers to provide their products to qualified citizens that would otherwise be unable to get access to them through their local gun dealer. But, it’s not as easy or simple as ordering toilet paper on Amazon. Manufacturers know that they must continue to follow strict laws and regulations while selling firearms on the digital frontier; however, 3rd party policies can make setting up your online firearm store difficult and can greatly affect your strategy and grow your business.
If you’re not selling online because you don’t understand the process, are worried that the changing tides of digital dealings may be a risk to your business, or that adding this revenue stream could be cumbersome to your staff, it’s important to look at the business model as a whole and weigh your options. While adding an online store to your firearms manufacturing business is work, it can help you grow your business and allow you to take advantage of some unique opportunities.
Why is Selling Your Firearms Online a Winning Strategy?
If you’re already working with a distributor, it can be a fine line to walk when deciding to sell your firearms direct-to-consumer. Obviously, you’re going to be making higher margins selling at retail than you are at wholesale, but you do need to take into account your distributor and dealer relationships before you wade into these waters. Selling directly to your customers is a great way to ensure the qualified citizens that want your firearms are able to buy them, but you do not want to compromise wholesale or retailer relationships to pick up a few low-volume, high-margin sales. Not all dealers sell, carry, or have access to every firearm you make, however by including local FFL’s in the logistics, a customer will be able to pick up their firearm locally and provide a sale to the dealer through ancillaries like ammo, cases, cleaning kits, etc. By setting up an online store for your firearms, you may increase your reach and open an untapped revenue stream.
Who can Sell Firearms on the Internet?
Independent gun store owners and manufacturers can sell their firearms online. The process, for the customer, is hardly different than buying a firearm in a brick and mortar gun shop. The only real difference is where the transaction takes place. Internet firearm sales follow a highly regulated pipeline.
The firearm is bought directly from the seller’s eCommerce website by the customer.
The customer must provide the seller with a valid FFL, Federal Firearms Licensed dealer at the point of sale.
The seller will then ship the firearm to the licensed gun dealer.
Once the firearm arrives at the dealer’s shop, the customer must go to the gun store, perform a background check, and adhere to any mandatory wait periods that may exist. These wait periods are dependent on state laws and the type of firearm purchased.
Once approved, the customer may return to the gun store and take their newly purchased firearm home.
If you are an independent gun store or manufacturer with an eCommerce store the process is identical to transferring a gun to another gun store. Understand that it is on the buyer to provide the FFL. Make it a required field in your checkout process.
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