Las Vegas in January is usually a mix of questionable decisions and overpriced buffets. But for many, the 2026 SHOT Show was an annual reminder that a generic, “one-size-fits-all” website is the fastest way to lose a customer who just wants to know if a holster fits their specific weapon.
Our CEO, Alexis Priddy, spent time navigating the 19 acres of floor space. As an Army veteran, Alexis has a fairly low tolerance for gear that doesn’t work—a philosophy that translates surprisingly well to web development.
The Client Lineup
YellowWebMonkey spent the week catching up with the people making the hardware that keeps our digital team busy:
Urban Carry Holsters & CYA Supply Co: Reminding everyone that “concealed” shouldn’t mean “uncomfortable.”
Nightstick: Because doing anything in the dark is a bad idea, especially in this industry.
Spec Ops Brand: Tactical nylon designed to survive a deployment, not just a trip to the range. “Battle-Proven” kit for people who actually leave the pavement.
Your Website is a Liability (Unless It’s Built for Stability)
Walking the floor at SHOT Show 2026, one thing became crystal clear: the digital landscape for the outdoor industry has never been more complex. For our clients, a “standard” website is a liability.
To give our clients an unfair advantage, we lean into the Shopify ecosystem. It provides the rock-solid uptime and security necessary to keep a brand online when it matters most. We specialize in building fitment-first Shopify stores that handle:
Advanced Fitment Logic: Custom-integrated search and filter tools that ensure a customer finds exactly what fits their specific weapon—eliminating the “will this fit?” friction that kills conversions.
Ecosystem-Backed Compliance: Leveraging Shopify’s robust infrastructure to manage shifting state regulations—like the 2026 mandates in California—ensuring your store is agile enough to adapt to new laws instantly.
High-Risk Merchant Integration: Seamlessly connecting industry-friendly payment gateways into the Shopify checkout to ensure your funds stay accessible and your business remains stable.
Automated Verification: Custom scripts that handle age and ID verification within the checkout flow, keeping you compliant without slowing down the sale.
In this space, your website has to be as reliable as your gear. We build digital tools that act as a stable foundation, protecting our clients from technical instability and “fitment fatigue” so they can focus on their mission.
The Veteran Advantage
YellowWebMonkey is back from Vegas with more data and less patience for subpar tech. We’re committed to helping our fellow veteran-owned and industry-leading businesses dominate their digital space. If you want a “vibe,” go to a lifestyle coach. If you want a website that survives the current regulatory and retail climate, you know where to find us.
