BY MIRABEL ODETA
Donald Trump Jr., a shareholder and board member of online firearms retailer GrabAGun, could see his investment benefit significantly from a proposed policy change by the U.S. Bureau of Alcohol, Tobacco, Firearms and Explosives (ATF) that would make it easier for licensed gun dealers to ship firearms directly to buyers’ homes.
The proposal, if finalized, would mark one of the most significant changes to U.S. firearms regulations in nearly two decades. Industry experts, gun store owners, and gun-control advocates say the move has the potential to dramatically reshape the firearms market by accelerating online gun sales and changing how millions of Americans purchase firearms.
Under the proposed rule, federally licensed firearms dealers would be allowed to ship guns directly to customers living in the same state after completing an online identity verification process, passing a federal background check, and observing a mandatory seven-day waiting period following notification to local law enforcement. Current federal rules generally require online buyers to collect firearms from a licensed gun dealer in person, where they must complete a face-to-face background check unless they already possess a qualifying permit.
Supporters argue that the proposal modernizes firearm sales by bringing the industry in line with the convenience consumers expect from online shopping. Critics, however, warn that eliminating in-person pickups could increase security risks, make illegal firearm transfers more difficult to detect, and place additional pressure on small independent gun stores that rely on transfer fees and customer visits for a significant share of their revenue.
GrabAGun, founded in 2010, has become one of the largest online-focused firearm retailers in the United States. Donald Trump Jr. owns more than 300,000 shares in the company. Although those shares are currently valued at more than $700,000, their worth has fallen considerably from a peak exceeding $5 million last year following a sharp decline in the company’s stock price.
Andrew Surabian, a spokesperson for Trump Jr., said the president’s son had no involvement in developing or influencing the ATF proposal.
“Don is a lifelong businessman and vocal advocate of our Second Amendment rights,” Surabian said in a statement. “He does not interface with the Federal Government as part of his role with any company that he invests in or advises and had zero involvement in this particular decision.”
GrabAGun Chief Executive Officer Marc Nemati also said neither he nor Trump Jr. had advance knowledge of the proposed rule before it was announced. While the company continues evaluating the potential financial impact on its roughly $100 million annual business, Nemati previously expressed confidence that GrabAGun is well-positioned to benefit if the rule eventually takes effect.
According to ATF estimates, approximately half of all firearm buyers—nearly 3.3 million people each year—could eventually choose direct home delivery under the new system. Several firearms industry executives believe actual adoption could be even higher because consumers increasingly prefer online purchasing across nearly every retail category.
Robert Leider, the ATF’s chief counsel, said he led the team responsible for drafting the proposal and described it as an effort to modernize federal firearms regulations while maintaining safeguards. He said the agency estimates consumers could collectively save more than $103 million each year in travel costs and processing time by eliminating mandatory visits to gun stores.
Leider also said he was unaware of Donald Trump Jr.’s connection to GrabAGun until questioned about it and maintained that Trump Jr. had no influence over the proposal. He declined to comment on whether the White House participated in developing the rule, while the White House stated it had no record or knowledge of any discussions involving the president’s son on the issue.
The proposal is one of 34 deregulatory measures introduced by the ATF this year following a February 2025 executive order aimed at expanding access to firearms and reviewing existing federal gun regulations.
Gun-control advocates have voiced strong opposition. Marianna Mitchem, a senior firearms industry adviser at Everytown for Gun Safety and a former ATF official with more than two decades of experience, said firearm dealers have traditionally served as an important safeguard by interacting directly with customers before completing a sale.
She argued that in-person transactions allow trained employees to identify suspicious behavior, including potential straw purchases in which someone legally buys a firearm for an individual prohibited from owning one.
GrabAGun gained national attention last year when it became a publicly traded company through a special purpose acquisition company (SPAC) merger that raised approximately $119 million. The SPAC was backed by 1789 Capital, where Donald Trump Jr. serves as a partner.
The company’s shares, which trade under the ticker symbol PEW, have fallen roughly 85% over the past year. The reasons behind the decline have not been clearly established, though the stock’s performance has significantly reduced the value of many shareholders’ investments.
Before the ATF proposal emerged, Trump Jr. publicly defended online firearm sales by noting that purchases were still delivered to licensed gun stores rather than directly to buyers’ homes. He also argued that an online marketplace could make firearm shopping more comfortable and accessible for customers, including women and younger buyers who may feel less inclined to visit traditional gun stores.
“People buy everything online,” Trump Jr. said during a television interview last summer, emphasizing the growing role of e-commerce in nearly every retail sector.
The ATF proposal is currently open for public comment until early August. After reviewing feedback, the agency could revise, withdraw, or finalize the rule, with any final decision not expected until late 2026 or early 2027.
Organizations including Everytown for Gun Safety, Brady, and Giffords argue that allowing millions of firearms to be shipped directly to residences could increase opportunities for mail theft, illegal gun trafficking, and straw purchasing despite online background checks and identity verification.
Aneesa McMillan, a spokesperson for Giffords, said that even the strongest virtual screening process cannot fully replace the judgment of trained employees interacting with customers in person before completing a firearm sale.
The proposed ATF rule also comes as the U.S. Postal Service considers lifting its long-standing prohibition on mailing handguns, a change that would further expand options for firearm delivery if approved.
Justin Anderson, director of online sales at Hyatt Guns, one of the country’s largest firearm retailers with a storefront in North Carolina, said physical gun stores remain an important safeguard against prohibited individuals obtaining firearms. While Hyatt Guns would likely participate in home delivery if the rule is approved, Anderson acknowledged he still has concerns about the broader safety implications.
Smaller firearms dealers are also worried about the economic impact. Many independent gun stores depend on transfer fees—typically around $30 per firearm—for processing online purchases that require in-store pickup. Those visits often generate additional sales of ammunition, accessories, and other equipment that help support small businesses.
Chrystal Santos, who manages operations at Bow & Barrel Sportsmen Center in Missouri, submitted comments opposing the proposal. She said experienced employees can often identify suspicious customer behavior during face-to-face interactions, something she believes online verification systems cannot replicate.
“It opens a whole can of worms,” Santos said. “Places like GrabAGun and others are the problem. They make it harder for shops like us.”
Leider defended the proposal, saying the identity verification system envisioned under the rule could be even more secure than the current retail process. He argued that critics often overestimate the effectiveness of in-person transactions and noted that some firearm dealers function primarily as paperwork processors rather than active safeguards.
As the public comment period continues, the proposal is expected to spark an intense debate over balancing consumer convenience, business interests, constitutional rights, and public safety. If implemented, the rule could fundamentally change how firearms are bought and delivered across the United States, reshaping both the online gun market and the traditional network of local firearm dealers.
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