“What the firearms industry has to do is catch up with consumer expectations,” Seaverns added.

For smaller brick-and-mortar shops, Gearfire offers a quick, and fairly inexpensive, entry to the online world. Larger operations, with an expanded budget and specialized personnel, may instead opt for a more unique approach to e-commerce with a customized web presence.

One of the downsides of going with a turnkey approach is tied to one of its upsides: The company offers 25 different templates, with the ability to change color schemes and logos. Still, providing every dealer with a unique look is virtually impossible if the goal is to keep prices manageable.

“With over 2,000 dealers, there’s going to be some duplication,” Seaverns acknowledged.