What’s Changed in Online Gun Sales in the Last 2–3 Years
Most UK-based registered firearms dealers haven’t changed how they run their businesses, yet many dealers say the same thing: online selling feels different to how it did a few years ago.
It is different, but not because of one big change; it’s the result of several quieter shifts in how buyers discover listings, assess dealers, and decide when to make contact.
Social media has shifted from selling to signalling
Two to three years ago, social media was still a usable sales channel for many dealers, but today it rarely is. Gun-related content now has limited organic reach, faces inconsistent moderation and
cannot be promoted reliably. As a result, social media has become less about selling stock and more about signalling legitimacy and building community.
Dealers use it to show:
- The business is active
- The shop is real
- Knowledge and experience are present
Sales still happen, but usually elsewhere.
Social media now starts the journey but it rarely finishes it.
Buyers research quietly before making contact
Another clear change is how buyers behave before enquiring.
Buyers now browse listings repeatedly, compare multiple dealers and decide who looks credible before making contact.
Many sales are effectively decided before the enquiry is sent.
This explains why some dealers see:
- Fewer enquiries
- But similar or better conversion rates
The research phase has moved earlier and become quieter.
Multi-channel exposure builds familiarity
A good example of this approach is EK Archery, a crossbow manufacturer whose video content created by Gunstar has now generated over 50,000 views across just 2 videos.
Those videos aren’t designed to force an immediate sale. They exist to:
- Keep the brand visible
- Support product recognition
- Reinforce credibility while buyers research
When buyers later see listings or banner placements, the product already feels familiar.
Familiarity reduces hesitation.
Interested? Take a look at our video packages here.
Buyers trust marketplaces more than individual posts
Another shift is where buyers feel comfortable starting their search.
Many now prefer to browse established marketplaces in their spare time, compare multiple listings side by side and use familiar environments they trust.
Individual dealer posts or websites still matter, but marketplaces have become the place where buyers feel confident narrowing choices.
This has changed how dealers allocate effort:
- Social for presence
- Marketplaces for conversion
What this means in practice
Taken together, these shifts explain why online selling feels different.
- Buyers decide faster
- Enquiries come later
- Presentation matters more
- Attention is harder to win
The sale hasn’t become harder, but the margin for error has shrunk.
Small improvements now make a bigger difference than they did a few years ago.
Where Gunstar fits
Gunstar PRO Business is built around how dealers and buyers behave today.
It supports:
- Clear, professional listings that stand up to quiet buyer research
- Visibility into what’s live, what’s expired, and what needs improvement
- Tools such as ad completion percentage to help listings do more of the selling upfront
- Flexibility or structured packages that reduce time spent managing visibility
For dealers adapting to faster decisions and tighter attention spans, these details matter.