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May 8, 2025
Building a Better Retail Experience: Why an Online Store Matters More Than Ever
In today’s rapidly evolving retail landscape, firearm businesses face a unique challenge: how to grow sustainably in a digital-first world while navigating regulatory and platform limitations. Josh Weinstein, Director of Sales at Coreware, shares practical advice for retailers looking to build or improve their online presence.
From brand building and local SEO to inventory integration and digital trust, this conversation offers clear, actionable steps retailers can take to grow their business online, without relying on big-box strategies.
Online Stores Are More Than Just a Convenience
Many retailers still operate without an online store, but Weinstein says that’s a missed opportunity. “Even if you don’t stock everything in-store, an online storefront lets you show more inventory, support in-store pickup and keep the sale local,” he explains.
Weinstein gave the example of wanting a P365-XMACRO. “My local shop didn’t have it in stock, but I ordered it through their site for in-store pickup. I still supported the business and they got the sale.”
Beyond product access, having a website boosts legitimacy, allows for clear communication of store hours and events and strengthens overall brand trust.
Integration Should Be Seamless, Not Stressful
Setting up online inventory can be a barrier for retailers just starting out. However, Weinstein emphasizes that the key is choosing an integrated platform that connects POS, website, distributor feeds and customer engagement tools.
“You shouldn’t have to toggle between five systems or contact multiple vendors to solve one issue,” he says. “Everything should work together, so you can focus on customers, not tech headaches.”
Build Trust and Community
While many businesses prioritize standard SEO practices, Weinstein suggests a different starting point: content and engagement.
Here are a few ways to grow your digital presence:
- Text Messaging: Collect phone numbers at checkout and use mass texting tools to promote sales or events.
- Google Reviews: Ask every customer to leave a review and offer a small reward, like a discount, to boost participation. Reviews help your store rank higher for local searches.
- Share Your Story: Avoid blending into the crowd. Many retailers sell the same products, so your personality and local connection are your biggest differentiators.
Keep Content Simple and Sustainable
Retailers don’t need flashy videos or in-house content teams. “You don’t have to be on camera,” Weinstein says. “Content can be a short blog, a customer testimonial, or an email highlighting a new arrival. The goal is to be consistent and authentic.”
Focus on What’s Next, Not What Was
The firearm industry has historically lagged behind in digital adoption, but Weinstein says that’s changing.
“Retailers are realizing that their website isn’t just a product list, it’s a growth engine. But don’t build for where the web was five years ago. Build for where it’s going,” he says.
Whether you’re new to e-commerce or ready to optimize what you already have, the message is clear: the future of retail is hybrid. Retailers who invest in a thoughtful, customer-first digital strategy will have a clear advantage.
Don’t Know Where to Get Started? Join NSSF
From credit card processors to website development and everything in between, NSSF has you covered with partners offering the wide array of services required to run your business. Becoming a member connects you with trusted experts who understand the unique needs of firearm retailers. Learn more at nssf.org.
Will you be at the 2025 NSSF Marketing and Leadership Summit?
Industry professionals are encouraged to mark their calendars for the 2025 NSSF Marketing and Leadership Summit. This premier event offers unparalleled opportunities for networking, learning and strategic planning. Attendees will gain invaluable insights from industry thought leaders like Weinstein, contributing to the continued growth and evolution of the firearm industry.
You may also be interested in:
Unlocking Growth in Firearm Sales: Key E-Commerce Trends Every Retailer Should Know
3 Powerful E-Commerce Strategies to Skyrocket Your Sales This Year
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