The (Relatively) New World of Online Retail — and How to Make Money at It, or at Least Survive
Nearly 13 years ago to the day, I quit my job. Cashed out what money I had in my 401K and put it all into my then new online retail company. I had been working overtime there in addition to coming home and working evenings packing and shipping. Not trying to step on anyone’s toes, but if you aren’t willing to put in 80, sometimes even 90 plus hour work weeks to start, owning a business might not be for you. The “must be nice” people never see that part, just the new ride or vacation that you got to take years later. We will call that step one, which pretty much counts out about 85 percent of everyone even thinking about business ownership.
But back to my story, I laid a decent ground work and set out to sell vintage gun parts mostly on Amazon and eBay. A short time later both Amazon and eBay went very anti anything gun related and let’s just say it complicated matters. Clever wording, new listings, we worked around it for a while, but eventually, even things like cleaning kits would get taken down. God forbid you should list a firing pin!
Step 2: Evolve and adapt
Coupled with the harsh anti-gun environment and a quickly drying up of the surplus gun parts we were selling, tried some aftermarket stuff. Which worked well for a while, until our wholesaler-manufacturer began to compete with us in the same marketplace! New products were needed. We branched out, opened an actual gun store, we sold everything from gun cleaning supplies to Coleman lantern mantles. If it made a dollar, we would ship it to your door.
Somewhere after we discovered Tannerite® and worked to formulate our own brand of exploding target, of course known as Outlaw X exploding targets. We marketed this on our own website, since Amazon and eBay strictly forbid it, and have slowly worked our way into the marketplace. We aren’t in TSC, Walmart or any other big box store. I’m sure this would enhance our sales, but honestly, we are pretty happy doing what we do. And this allows us to sell directly to you the consumer without a third party getting a cut. Another reason why Outlaw X targets cost roughly 65 percent less than Tannerite. While still providing high quality components. Walmart, Amazon, TSC — none of them get a cut. I’m not saying we won’t ever do big box, but for the time being, outside of a few local stores here in Arkansas, we self distribute direct to you.
Step 3: Sourcing
So I have to do a step 3. Just in case anyone is still reading. That step is sourcing. You can’t sell what you don’t have. And it’s not just sourcing the product, we have to source packaging, boxes, bags, tape, labels. Then of course you need shipping contracts in place with UPS or FedEx for the good rates. You need to be educated about labeling so you don’t get fined for shipping an item the wrong way and on and on. The online retail education I have gotten has been a long ongoing endeavor.
It’s been a lot of fun and a lot of stress, I’ve no regrets on following the dream to reality. That being said, it never stops changing. With the advent of AI and endless changes to SEO, Google ads, etc. It’s a real challenge to just stay even and not regress.
All that being said, it’s been great talking to everyone along the way, providing a quality American made product and some jobs to folks that need them right here in the USA. So when you buy a target from us, whether Tannerite® or Outlaw X, know you’re supporting some great people right here at home — and you’re going to have a good time doing it!