What MidwayUSA does

MidwayUSA is a privately held, family-owned direct-to-consumer e-commerce retailer specializing in shooting, hunting, and outdoor products, headquartered in Columbia, Missouri. Founded in 1977 by Larry Potterfield, the company operates the midwayusa.com storefront as a self-serve shopping destination spanning 13+ product categories that include firearms, ammunition, gunsmithing tools and parts, reloading supplies, optics, hunting gear, clothing and footwear, knives and tools, fishing equipment, black powder supplies, camping and survival gear, and air guns. The platform is supported by content resources such as a Knowledge Center and Interest Hubs organized by firearm model and use case, with product search, filtering, and customer reviews as the core merchandising mechanics.

The business runs on a unit-pricing, pay-as-you-go model with no subscription or membership fees. Customers receive free shipping on orders over $100 and a low flat-rate shipping option on smaller orders, and a loyalty Rewards Program converts purchases into reward points that can be redeemed as coupons on future orders. MidwayUSA emphasizes operational reliability, publicly claiming over 99.9% order accuracy, and has been a three-time recipient of the Malcolm Baldrige National Quality Award, an A+ rated Better Business Bureau accredited business, and a 2025 Bizrate Platinum Award winner. Distribution is exclusively through the company's own e-commerce storefront with no physical retail locations or third-party marketplace presence, and operations are confined to the United States.

The customer base is segmented across hobbyist and professional gunsmiths, recreational and competitive shooters, hunters and outdoor enthusiasts, and shooting sports organizations served through the Foundation's grant program. MidwayUSA also operates the MidwayUSA Foundation, established in 2007 as a wholly-owned subsidiary that channels 100% of donations into endowments supporting youth shooting sports, with named grant partnerships including USA Shooting's Junior World Championships effort funded through the Lones Wigger Endowment.

Name

MidwayUSA

Legal name

MidwayUSA

Website

https://midwayusa.com

Company type

Private

Founded year

1977

Operating status

Operating

Headcount range

501–1,000 employees

Short description

MidwayUSA is a privately held, family-owned American e-commerce retailer founded in 1977, selling firearms, ammunition, gunsmithing supplies, hunting gear, optics, and outdoor equipment directly to consumers across the United States.

Ownership category

akta.pro rank

Product category

Sporting Goods Retail

NAICS

Sporting Goods Retailers (45911), Sporting Goods, Hobby, and Musical Instrument Retailers (4591), Clothing and Clothing Accessories Retailers (458110)

SIC

Sporting & Athletic Goods, Nec (3949), Retail-Apparel & Accessory Stores (5600)

akta.pro primary industry

Hunting, Shooting Sports & Archery Retail (CRAMABAK)

akta.pro secondary industries

Sporting Goods & Outdoor Inventory-led Online Retailers (CRAFADAJ), Firearms & Ammunition Retail (CRAMAKAA), Reloading & Gunsmithing Supplies Retail (CRAMAKAF), Hunting Accessories & Field Gear Retail (Calls, Decoys, Blinds, Game Cameras) (CRAMAKAE)

Keywords

• Sporting goods retail
• Firearms e-commerce
• Shooting accessories
• Hunting equipment
• Outdoor recreation products

Headquarters

HQ city

Columbia

HQ country

United States

HQ region

North America

Markets served

GTM type

B2C

Offering type

Digital Commerce or Content

Cost components

Supply Chain, Operations, Personnel, Marketing or Sales, Technology or R&D

Revenue model

1. Product Sales: MidwayUSA generates revenue through direct product sales of firearms, ammunition, shooting gear, gunsmithing supplies, hunting equipment, fishing gear, camping supplies, and outdoor accessories. The company operates on a one-time transaction model where customers purchase individual products at listed or discounted prices.

Pricing tiers

Go-to-market motion1 record

Distribution channels1 record

Marketing channels5 records

Core offering

MidwayUSA sells firearms, ammunition, reloading components, gunsmithing tools and parts, optics, hunting gear, clothing, knives, fishing, camping, black powder, and air gun products directly to individual consumers through its own e-commerce website. The company also runs a customer rewards program and supports youth shooting sports through the MidwayUSA Foundation.

Product overview

MidwayUSA is an American e-commerce retailer specializing in shooting, hunting, and outdoor products. The company operates as a single unified e-commerce platform offering a comprehensive portfolio of products across 13 major categories: Gunsmithing & Gun Parts, Ammunition, Shooting Gear, Reloading Supplies, Guns, Optics, Clothing & Footwear, Hunting Gear, Knives & Tools, Fishing, Black Powder, Camping & Survival, and Air Guns. The platform features both the core retail website and a customer loyalty Rewards Program. Products range from individual components like gun parts and ammunition to complete firearms and specialized equipment, serving both hobbyist and professional customers in the shooting sports and outdoor recreation markets.

Differentiator

Problem solved

Functional benefit

Products and services

• Gunsmithing & Gun Parts Complete range of gunsmithing tools, gun parts, and supplies for hobbyists and professionals, including screwdrivers, punches, calipers, micrometers, gun parts (AR-15 complete uppers, rifle parts, handgun parts, magazines, shotgun parts, recoil pads), silencers/suppressors, and firearm-specific tools.
• Ammunition Wide selection of ammunition including handgun, rifle, rimfire, and shotgun ammunition in various calibers and brands, available for individual and bulk purchase.
• Shooting Gear Shooting accessories including holsters, range gear, tactical gear, gun storage, gun cleaning supplies, bipods, and safety equipment for sport and recreational shooters.
• Reloading Supplies Reloading components and equipment including bullets, primers, brass, smokeless powder, reloading dies, presses, and case preparation tools for ammunition reloading.
• Guns Firearms including rifles, handguns, and shotguns across various action types such as bolt action, lever action, semi-auto, pump action, and revolvers from multiple manufacturers.
• Optics Optical products including rifle scopes, red dot sights, thermal imaging, night vision, binoculars, rangefinders, and scope mounting accessories.
• Hunting Gear Hunting equipment including archery supplies, treestands, hunting blinds, game cameras, decoys, game calls, scents, and game processing tools.
• Clothing & Footwear Outdoor clothing and footwear including outerwear, shirts, pants, base layers, boots, waders, and accessories for hunting and outdoor activities.
• Knives & Tools Cutting tools including fixed blade knives, pocket knives, multi-tools, axes, hatchets, machetes, swords, and sharpening accessories.
• Fishing Fishing equipment including lures, rods, reels, terminal tackle, boating accessories, ice fishing gear, and fly fishing supplies.
• Black Powder Black powder supplies including muzzleloaders, flintlocks, percussion caps, powder measures, and black powder substitutes for muzzleloading and historical firearms use.
• Camping & Survival Camping and outdoor survival gear including backpacks, camp kitchen equipment, sleeping gear, navigation tools, lights, and emergency supplies.
• Air Guns Air rifles, air pistols, pellets, BBs, and air gun accessories including airsoft guns and blowguns.

Segments4 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

One partnership is on record.

• USA ShootingminorStrategic or Co-development PartnerUSA Shooting received a cash grant from MidwayUSA Foundation to support youth development programs. The grant covers ammunition, targets, entry fees, travel, and participation in Junior World Championships in Suhl, Germany. The funding is sourced through the Lones Wigger Endowment, which allocates 5% of its balance annually to USA Shooting youth programs. MidwayUSA Foundation directs 100% of donations into the endowment with zero operating expenses.

Scale indicators2 records

Recent moves4 records

Expansion highlights4 records

Direct peers

• Sportsman's Warehouse: Multi-category outdoor/sporting goods retailer with strong firearms, ammunition, and hunting exposure. Closest direct comparable in product mix, with the key difference being physical store network vs. MidwayUSA's DTC e-commerce model.
• Cheaper Than Dirt: Online-only retailer focused on firearms, ammunition, and shooting supplies. Closest direct e-commerce peer, competing head-to-head on price, ammo availability, and shooting accessories SKUs.
• Brownells: Long-standing firearms-focused retailer and gunsmithing supplier operating as a direct-to-consumer e-commerce brand. Closely comparable on gunsmithing parts, reloading supplies, and shooting accessories SKUs.
• OpticsPlanet: Large online retailer specializing in optics, shooting gear, hunting, and tactical equipment. Comparable as a category-specialist e-commerce player overlapping with MidwayUSA on optics, holsters, and shooting accessories.
• Natchez Shooters Supplies: Direct-to-consumer retailer specializing in shooting supplies, reloading components, ammunition, and gun parts. Closely comparable catalog focus with a similar DTC-only fulfillment model.

Broad incumbents

• Bass Pro Shops: Largest U.S. specialty outdoor retailer (acquired Cabela's), offering firearms, hunting, fishing, camping, and outdoor apparel with both massive store footprint and e-commerce. Comparable category breadth but at vastly greater scale and omnichannel maturity.
• Academy Sports + Outdoors: Public big-box sporting goods retailer offering firearms, hunting, fishing, and outdoor products across physical stores and e-commerce. Broad incumbent with overlapping hunting/shooting assortment but at general-merchandise scale.
• Dick's Sporting Goods: Largest U.S. sporting goods chain with significant firearms, hunting, and outdoor exposure. Broad incumbent that competes on hunting and shooting categories but with a much wider general sporting goods footprint.

Emerging players

• Palmetto State Armory: Vertically integrated AR-platform manufacturer and direct-to-consumer retailer. Increasingly competitive on AR-15 parts, complete uppers, and firearms pricing — directly intersecting with MidwayUSA's gunsmithing/parts catalog.

Others

• GunBroker: Online firearms and accessories marketplace. Not a direct retail peer but a competing channel where MidwayUSA's potential customers browse for firearms and accessories — relevant for demand dynamics and price discovery.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/midwayusa
• Facebookfacebook.com/officialmidwayusa
• LinkedInlinkedin.com/company/midwayusa

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Subsidiaries1 record

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A1 record

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about MidwayUSA