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Dealer Applications
Catalog Engagement
Locator Searches
Dealer Order Value
Guntec USA is an American firearms parts manufacturer based in Scottsdale, Arizona, producing 100% USA-made AR-15, AR-308, and AR-9mm components since 1989. With over 2,500 products and clients including the U.S. Marine Corps, Army, and Air Force, they needed a wholesale e-commerce platform that could handle their massive catalog, manage dealer applications and approvals, and provide end consumers with a dealer locator to find authorized retailers. Their existing site couldn't scale with their growing product line and lacked the B2B features their dealer network required.
We built a comprehensive Shopify-based wholesale platform with a structured dealer registration and approval workflow, an organized catalog spanning three major AR platforms, a geographic dealer locator for end consumers, and a product gallery showcasing custom builds. The site serves as both a B2B ordering portal for approved dealers and a brand authority hub for the broader shooting community.
Analyzed Guntec USA's unique B2B model where all purchases require dealer approval, designing a registration workflow that collects business credentials and resale certificate information for manual review.
Organized the 2,500+ product catalog into intuitive categories across AR-15, AR-308, and AR-9mm platforms, with subcategories for handguards, bolt carrier groups, muzzle devices, stocks, barrels, and complete kits.
Built a dealer locator tool with radius-based geographic search, allowing end consumers to find the nearest authorized Guntec retailer and driving traffic to their dealer network.
Created a product gallery showcasing custom builds in vivid anodized finishes, serving as both inspiration for builders and demonstration of Guntec's manufacturing capabilities.
Implemented role-based access control so only approved dealers can view wholesale pricing and place orders, while the public-facing site builds brand awareness and drives consumers to dealers.
Set up analytics tracking for dealer registration funnels, product catalog engagement, and dealer locator usage to optimize the platform's performance over time.
Integrated blog content showcasing new product launches, technical specifications, and industry updates to support SEO and dealer communication.
Dealer registration applications increased 185% after the streamlined digital application process launched.
Product catalog page views increased 320%, with dealers spending 4x more time browsing the organized collections.
Dealer locator usage averaged 1,200+ searches per month, driving qualified traffic to authorized retailers.
Average dealer order value increased 42% through improved product discovery and cross-category browsing.
Organic search traffic grew 240% for tactical parts and accessories keywords.
Site performance improved to sub-2-second load times despite the large catalog, reducing bounce rate by 38%.
Philippe
Guntec USA
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