Guns.com Defies Market Trends with Record 16% Growth in 2025

BURNSVILLE, MN – January 19, 2026 – As the broader American firearms market showed signs of cooling in 2025, online retailer Guns.com announced it had achieved its most successful year to date, reporting a 16% surge in annual sales. This double-digit expansion stands in stark contrast to industry-wide data, which saw a projected 3.8% decline in total gun sales for the year, suggesting a significant shift in how consumers are purchasing firearms.

The company, which launched its retail platform in 2018, also welcomed over one million new customers in 2025, a new record for its annual customer growth. This influx, combined with a strong base of repeat buyers, has solidified Guns.com's position as a dominant force in firearms e-commerce, outperforming the general market by leveraging a unique, partner-focused business model.

"In just seven years, we have become one of the nation's leading platforms for buying and selling firearms, suppressors, ammo, optics, and more,” said Greg Minkler, Co-CEO and CMO of Guns.com. “The customer experience on Guns.com has become a benchmark in the industry, and we are proud to be the best online shopping experience in the firearm industry."

A Digital Lifeline for Main Street?

At the core of Guns.com's strategy is its symbiotic relationship with a growing network of over 2,000 local, brick-and-mortar Federal Firearms License (FFL) holders. Rather than competing directly with these small businesses, the platform acts as a digital storefront, expanding their reach from a local clientele to millions of potential buyers nationwide. The company reports that in the fourth quarter of 2025 alone, over 1,100 dealers on its marketplace saw a collective sales increase of 47% compared to the same period in 2024.

This model appears to be a crucial growth engine for many independent shops. According to the company, more than 400 of its partner dealers surpassed $50,000 in annual sales on the platform, experiencing over 30% growth in 2025. One such success story is David Caperton, owner of Caperton’s Guns, Ammo, Knives.

"Guns.com has played a huge role in the growth of my business,” said Caperton. “In 2022, we were a small gun store operating out of a strip mall. By 2026, we’ve grown into a full warehouse operation with a revived retail storefront, and Guns.com was a key part of making that possible. Guns.com isn’t just a sales channel, it’s a growth tool."

By creating a marketplace that excludes large, big-box retailers and non-storefront FFLs, the platform aims to help local shops maintain higher margins. It provides them with tools to simplify inventory management, order processing, and customer service, effectively lowering the barrier to entry for robust e-commerce operations.

Forging Strategic Alliances

Beyond its dealer network, Guns.com has aggressively pursued partnerships with firearm manufacturers, more than doubling these alliances in 2025. This includes a 60% increase in partners using its “Buy Now” feature, a tool that links directly from a manufacturer's website to in-stock product listings on Guns.com, fulfilled by its network of local dealers.

This strategy provides a direct-to-consumer feel while ensuring sales are funneled through the traditional, legally mandated FFL channel. Brands like Smith & Wesson, Glock, FN America, and Colt leverage the platform not only for sales but also for marketing and real-time data analytics.

“Guns.com stands out as an exceptional partner in the industry,” noted Smith & Wesson Director of Brand Marketing, Vince Perreault. “They deliver outstanding reach to millions of enthusiasts, making it easy to spotlight new launches to educate shoppers, all while keeping our core products front and center for sustained growth and customer engagement.”

For emerging brands, the platform can be transformative. Michael Narus, Vice President of Sales and Marketing for Banshee Brands, reported a 300% year-over-year sales increase after integrating the “Buy Now” button and marketing to the Guns.com audience in mid-2025. "Guns.com has become a valuable partner and provides useful and up-to-date sales and marketing data," Narus stated.

Navigating the New Digital Frontier

While Guns.com is identified as one of the top three online firearms retailers, it operates in a crowded and competitive space alongside platforms like GunBroker.com, Palmetto State Armory, and Brownells. Its distinct focus on supporting brick-and-mortar dealers is its primary differentiator.

The consumer experience, a critical component of digital trust, appears generally positive. The company holds a 4-star rating on Trustpilot from over 3,400 reviews, with many customers praising the site's vast selection and the seamlessness of the FFL transfer process. However, the feedback is not uniformly positive. Some customers report mixed experiences with customer service and occasional discrepancies in the condition of used firearms versus their online descriptions, highlighting the inherent challenges of a marketplace model where fulfillment is handled by hundreds of different dealers.

Despite these hurdles, the platform's success points to a broader trend. With 74% of firearm purchasers now conducting online research before buying, a user-friendly, content-rich, and legally compliant digital experience is no longer optional but essential for survival and growth in the industry.

Regulatory Tailwinds and Market Shifts

The company's momentum heading into 2026 is bolstered by a shifting regulatory landscape, particularly concerning items regulated under the National Firearms Act (NFA). A significant legislative change set to take effect on January 1, 2026, eliminates the $200 federal tax stamp required for the purchase of suppressors, short-barreled rifles, and other NFA items. While registration and ATF approval remain mandatory, the removal of this financial barrier is expected to dramatically increase consumer demand.

This change aligns perfectly with Guns.com's recent expansion into suppressor sales, positioning the company to capitalize on a newly accessible market. The move demonstrates a keen awareness of policy shifts and their commercial implications. This forward-looking strategy, combined with its robust growth in a tepid market, underscores the company’s influence. As it enters 2026, Guns.com is not just selling firearms; it is actively shaping the digital infrastructure of the entire industry.