The MadFish blog
Diving Deep.
Practical thinking on BigCommerce, retail operations, and e-commerce, from more than 25 years in the work.
Why we’re diving deep.
Diving Deep is where we share what we’ve learned building and running online stores since 1998. Every post is written to be useful to someone running a business: how to connect BigCommerce to the systems around it, how to get more from a big product catalog, what’s actually working in firearms and outdoor retail, and where practical AI can take real work off your plate. No fluff and no hype. Just clear explanations, real examples, and advice you can put to work this week, whether you run a growing online store, a gun shop or range, or a business that has outgrown off-the-shelf.
- One Stack for the Gun Store and the Range: How MadFish One, Iron Register and Flxpoint Work Together
A gun store and a range aren't regular retail. Here's how MadFish One, BigCommerce, Iron Register and Flxpoint fit together, and what that means for your counter, your lanes and your website.
October 7, 2026 - Why Generic E-Commerce Platforms Keep Failing Gun Stores and Range Owners
Shopify and WooCommerce weren't built for FFL compliance, age verification, or regulated inventory. Here's exactly where generic e-commerce platforms fail 2A retailers — and what to look for instead.
October 6, 2026 - The Hidden Cost of "We'll Figure Out Pricing As We Go" Web Projects
Open-ended web project scopes don't just blow budgets — they blow launch dates. Here's why hourly billing guarantees scope creep, and what fixed-price pricing actually protects you from.
October 6, 2026 - FFL Transfer Fees, Age Verification, and 7 Other Compliance Traps Killing Your Online Sales
Age verification, FFL transfers, serialized inventory, payment processor risk — here are 9 compliance traps quietly costing 2A retailers both risk exposure and lost sales, and how to fix them.
October 6, 2026 - Payment Processor Shutdowns Are the #1 Threat to Firearms Retailers Online — Here's How to Protect Your Business
Payment processor shutdowns are one of the most common — and most preventable — threats facing firearms and 2A retailers online. Here's how to protect your business before it happens.
October 6, 2026 - Range Bookings, POS, and E-Commerce: Why Your Shooting Range Needs One Connected System, Not Three Disconnected Ones
Separate booking software, POS, and website mean your range is paying a daily fragmentation tax. Here's what a connected system actually solves — and what it's worth to your business.
October 6, 2026 - Independent Thinking, Connected Commerce: What MadFish Solutions Actually Stands For
"Independent thinking. Connected commerce" isn't just our tagline — it's the operating logic behind how we build for 2A retailers. Here's what it actually means in practice.
October 6, 2026