Greta's Guns
From marketing site to full e-commerce with 50,000+ products.
Greta's Guns is a Simi Valley firearms institution, an 07 FFL dealer/manufacturer operating since 1994. When they were ready to sell online, we redesigned and rebuilt their entire site on WordPress and WooCommerce, loading a catalog of over 50,000 products and SKUs across firearms, ammunition, accessories, optics, parts, reloading, hunting, and outdoor gear.
The Challenge
Greta's Guns had an existing marketing site, but the business was ready for a bigger move: selling online. That meant going from a handful of static pages to a full e-commerce operation with over 50,000 products and SKUs spanning ten top-level categories, firearms, ammunition, firearm accessories, shooting gear, firearm parts, reloading, hunting & archery, camping & outdoors, knives, and CA-compliant products.
The catalog is deep and complex. Firearms have subcategories three levels deep (rifles → centerfire → tactical centerfire). Ammunition covers centerfire, rimfire, shotshells, air gun, black powder, and blanks. Accessories span optics alone across ten subcategories. All of it needed to be browsable, searchable, and purchasable, while the site still felt like the neighborhood gun shop customers had been walking into for three decades.
The Approach
This was a ground-up redesign and rebuild with the catalog as the centerpiece:
- Redesigned the full site from a marketing-only presence into a conversion-ready e-commerce store
- Built a custom WordPress theme on WooCommerce tuned to a product catalog of this scale
- Structured the category taxonomy to support deep, multi-level navigation without overwhelming the shopper — ten top-level categories, dozens of subcategories, thousands of products per section
- Implemented product search, featured product sections, best sellers, and category-level landing pages to surface inventory that would otherwise get buried
- Maintained the Greta's Guns brand and community feel while building infrastructure that can handle a 50,000+ SKU storefront
What We Delivered
Full Website Redesign
A complete visual and structural overhaul, rethinking the site from the ground up as an e-commerce experience rather than a brochure.
Custom WordPress + WooCommerce Build
A custom theme built to handle a catalog of 50,000+ products without sacrificing load times or navigation clarity. WooCommerce configured for cart, checkout, account management, and product search at scale.
Product Catalog Architecture
A category taxonomy spanning ten top-level categories and dozens of subcategories, structured so shoppers can browse by product type, drill into specifics (e.g., Ammunition → Shotshells → Buckshot Loads), or search directly.
Featured Product Sections
Curated product showcases on the homepage, best sellers, featured pistols, featured ammunition, featured optics, featured lights, and featured builder parts, so high-value inventory gets visibility without requiring a search.
CA Compliance Category
A dedicated California-compliant product section so customers in-state can shop with confidence that listed products meet regulatory requirements.
Custom Builder Program Page
A "Get It Built" page supporting Greta's custom build service, bridging the online catalog with the in-store gunsmithing expertise the shop is known for.
The Result
Greta's Guns went from a static marketing site to a fully operational online storefront with over 50,000 products. Customers can browse, search, and purchase across the full catalog, and the site still communicates the 30-year history and community trust the shop was built on. Delivered under Social Swarm Marketing.
