Given the growing demand for high-quality, durable gear, opening a tactical gear store online can be a lucrative endeavor. Whether you are targeting military personnel, outdoor enthusiasts, or law enforcement professionals, an online store can provide you with a wide range of business opportunities.
In this article, I will walk you through the basic steps of launching your own tactical gear business, from choosing the right products to selecting an e-commerce platform and making sure your store attracts and retains customers. Let's build a successful tactical gear store together.
Planning Your Business
1.Identifying Your Target Audience
If you are going to open an online store for tactical gear, you'll first want to know a little bit about your product's target audience. This will give you an idea of the size of the market and who you are selling your product to。
Buyers of tactical products may include:
1.Military personnel and veterans.
2.Law enforcement and first responders.
3.Outdoor enthusiasts, hunters and survivalists.
4.Airsoft or tactical sports participants
They are between the ages of 18-45 and are predominantly male, but increasingly female as well. Geographically, they are concentrated in the United States, Canada, Australia, South Africa and Europe, in both urban and rural areas. You can use Google Trends and you can get an idea of where your customers are now, as shown below:
2. Deciding What to Sell
There are many types of tactical gear, and exactly which product you want to sell is an important question you face.
You can focus on products that are in high demand and have a wide range of uses. Start with EDC gear like tactical backpacks, tactical knives and flashlights. Then add popular accessories such as pouches, gloves and belts.
For advanced users, consider body armor, plate racks and tactical clothing. Prioritize gear that appeals to outdoor enthusiasts, preppers and security professionals.
You can start small, test demand, and scale up based on customer feedback. Also, you can refer to the hot products available on some e-commerce platforms like Amazon. Here is a table of some hot-sell tactical products for your reference.
| Product | Main Features | Target Users |
| Tactical Backpack | MOLLE system, hydration bladder compatible, rugged materials | Military, hikers, survivalists |
| Plate Carrier Vest | MOLLE compatible, adjustable fit, holds ballistic plates | Law enforcement, military, airsoft players |
| EDC Tactical Flashlight | Compact, waterproof, high-lumen LED, rechargeable | EDC users, campers, security personnel |
| Tactical Gloves | Cut-resistant, touchscreen-compatible, reinforced knuckles | Shooters, mechanics, outdoor workers |
| Combat Boots | Waterproof, slip-resistant sole, ankle support | Law enforcement, hikers, military |
| Tactical Belt | Heavy-duty nylon, adjustable, MOLLE attachments | Security staff, shooters, everyday carry |
| First Aid IFAK Kit | Compact, includes trauma essentials, MOLLE compatible pouch | Preppers, campers, tactical medics |
| Tactical Pants | Ripstop fabric, multiple pockets, knee pad slots | Outdoorsmen, military, airsoft players |
| Multi-Tool | Compact, stainless steel, includes pliers, knife, screwdriver, etc. | EDC users, campers, mechanics |
| Drop-Leg Holster | Adjustable straps, secure firearm retention, quick access | Law enforcement, airsoft, tactical shooters |
You can also use the Google Keyword Planner to see the search volume and competition level for some product keywords, as shown below:
Source Your Products
1.Finding Reliable Suppliers
Once you have determined what tactical products you want to sell, the next thing you'll have to do is look for suppliers of those products.
There are many ways to find suppliers of tactical gear, and I am going to show you 3 of them:
You can search for the keyword “tactical gear manufacturer” on Google search engine, so you can find many potential suppliers easily and free of charge. You can also use the keyword “tactical gear manufacturer in China” since most of the tactical gear factories are located in China.
If you have enough money, you can attend some industry trade shows, such as SHOT Show, IWA OutdoorClassics and so on. At these shows, you can meet many good suppliers in person and touch the products.
Another way to find potential suppliers of your products is to use social media. For example, you can search on Linkedin with the hashtags #tacticalgearmanufacturer, #tacticalbackpackfactory. This way you can also find a lot of tactical gear manufacturers.
2.Factors to consider: product quality, pricing, and shipping times.
There are several key factors to consider when you are looking for a reliable tactical gear supplier.
（1）product quality is crucial - you can ask potential suppliers for samples to evaluate materials, stitching, durability and functionality.
（2）Check the supplier's experience and industry reputation, especially when it comes to producing military or tactical-grade items. I would recommend that you choose a factory that has been established for more than 20 years.
（3）Confirm that they hold relevant certifications (e.g. ISO, NIJ armor certification) and can meet your country's import requirements.
（4）Evaluate their MOQ (minimum order quantity) and customization options (if you plan to make branded gear).
（5）Examine their production capacity and lead times to ensure they can meet your business needs.
（6）Examine communication efficiency and customer support - reliable suppliers should respond quickly and clearly.
Setting Up Your Tactical Gear Store
Choosing the right e-commerce platform is crucial when you are setting up your tactical gear online store. Here are some of the popular platforms and their features:
1. Shopify
Easy to use and ideal for beginners. Offers powerful product management tools, payment integrations, and mobile-friendly themes. Supports inventory, shipping and marketing apps.
2. WooCommerce (WordPress)
Free plugin for WordPress. Highly customizable and cost effective. Best suited for those familiar with website management. It has great flexibility with thousands of plugins for search engine optimization, payments and design.
3. BigCommerce
Powerful platform for growing businesses. Offers built-in features such as search engine optimization tools, multi-channel selling (Amazon, eBay) and no transaction fees. Ideal for stores with large product catalogs.
4. Magento (Adobe Commerce)
Powerful enterprise-grade platform. Highly customizable but requires specialized skills. Ideal for large organizations that need total control and scalability.
| Platform | Best For | Pricing | Key Features |
| Shopify | Beginners & fast-growing stores | $29/month (Basic) & up | All-in-one platform, mobile-friendly, great support, app store, fast setup |
| WooCommerce | WordPress users & developers | Free (but hosting costs apply) | Full control, plugin-rich, SEO-friendly, flexible product management |
| BigCommerce | Medium to large businesses | From $39/month | Built-in SEO, multi-channel selling, no transaction fees, scalable |
| Magento | Large/enterprise stores | Free (Open Source); Paid plans | Highly scalable, advanced features, full control, best for custom large-scale stores |
If you don't know how to build your tactical gear store, you can pay someone on Fivver to build it for you
Marketing and Branding
If you want to effectively market your online tactical gear store and build your brand, focus on strategies that resonate with your target audience of outdoor enthusiasts, law enforcement, military, and survivalists, and gain insight into their needs for reliability and functionality.
1.Branding:
Define Your Identity: Create a strong brand story that emphasizes durability, quality and trust. For example, highlight Mil-Spec materials or partnerships with reputable suppliers that use 1000D Cordura.
Logo and Design: Develop a bold, minimalist logo (e.g., incorporating tactical icons such as a backpack or crosshairs) with a consistent visual across the site.
Unique Selling Proposition (USP): emphasize what sets you apart, such as customization options, fast shipping, or veteran-owned credentials, to build loyalty.
2.Marketing:
Search Engine Optimization and Content: optimize your site for keywords like “best tactical gear”or”tactical backpacks”. Plus you can utilize blogs about gear guides or survival tips to drive organic traffic.
SOCIAL MEDIA: You can use rugged, action-oriented content - gear demos, user reviews or behind-the-scenes vendor quality checks - on platforms like X and Instagram. Use hashtags like #TacticalGear or #OutdoorSurvival.
Email Marketing: Send targeted promotions or new product launches and utilize abandoned cart recovery to increase conversions.
Influencer Partnerships: Partner with outdoor or tactical influencers like YouTubers or airsoft enthusiasts to showcase the durability of your gear and tap into niches you have considered.
Paid Advertising: Ensure cost-effectiveness by targeting your audience's points of interest with Google Ads or Meta Ads for high-intent keywords.
Community Involvement: Participate in forums or events such as SHOT Show to build credibility as you value your vendor network.
I have compiled the above information into a table that I hope will be useful to you if you are planning to open a tactical gear store.
| Aspect | Details |
| Target Audience | Military, law enforcement, outdoor enthusiasts, survivalists |
| Key Products | Tactical apparel, gear, accessories, consumables |
| Startup Costs | $5,000–$20,000 (inventory, website, legal fees) |
| Legal Requirements | EIN, sales tax registration, permits for restricted items |
| Ecommerce Platforms | Shopify, WooCommerce, BigCommerce,Magento |
| Marketing Strategies | Social media, YouTube reviews, influencer partnerships, targeted ads |
| Compliance | Adhere to regulations for firearms accessories, body armor |
| Community Engagement | Participate in forums, sponsor events, collaborate with influencers |
