Celerant Partners with Master FFL to Simplify Online Firearm Sales and Transfers. New integration delivers a smarter FFL locator, automated transfers and reduced compliance friction. Iselin, N.J. – Celerant Technology today announced a new partnership with Master FFL to help firearm retailers improve online conversion rates while significantly reducing the time and effort required to manage FFL transfers.
The new integration enhances Celerant eCommerce with two core capabilities: a modern, continuously updated FFL Directory that improves the checkout experience, and an optional automated transfer workflow that removes manual steps from the compliance process.
"Firearm retailers want to grow online sales without adding complexity or risk," said Michele Salerno, Chief Growth Officer at Celerant. "By integrating Master FFL directly into Celerant eCommerce, we're improving checkout conversion while eliminating the manual work that slows down FFL transfers."
A Modern, Highly Accurate FFL Directory
The first capability is a new FFL checkout experience that delivers immediate improvements in data accuracy and dealer selection through a modern, daily updated directory of FFL dealers. This ensures that dealers presented during checkout are open and fully licensed, significantly reducing time spent validating receiving FFL information.
Celerant eCommerce sites will now leverage Master FFL's comprehensive dealer data, replacing flat, static dealer lists with enriched, timely, and highly accurate information that better supports the customer checkout experience.
This FFL checkout experience is available at no additional charge for all Celerant firearm dealers using Celerant eCommerce.
For retailers seeking a more advanced checkout experience, a second capability is available.
Custom FFL Checkout Solution with Automated Transfer Workflows
Retailers can deploy a premium, fully customized FFL checkout experience that presents shoppers with a curated list of dealers tailored to the retailer's preferred level of service. This option allows retailers to show or hide FFL dealers based on specific attributes (such as retail storefront versus home-based FFLs) ensuring customers are guided to dealers best aligned with the retailer's fulfillment standards.
This enhanced checkout experience also supports more robust dealer profiles within the locator, extending beyond basic name, address, and phone number details. These additional insights improve buyer confidence during checkout and help drive higher conversion rates.
Automated FFL Transfers Save Time and Reduce Compliance Friction
The premium checkout is coupled with automated FFL transfer workflows that remove the time-consuming manual steps from the transfer compliance process.
Once a customer completes checkout, Master FFL automatically contacts the receiving FFL dealer to manage transfer acceptance and securely exchange license documents, and verifies them with eZ-CHeck - automatically, behind the scenes.
Retailers using our automated transfer workflows can:
- Eliminate manual emails, calls, and document follow-ups, saving up to 30 minutes per order.
- Reduce risk and administrative overhead with a best-of-class process engineered for scalable compliance.
FFL Checkout and Automated FFL transfers will soon be available as an optional add-on for Celerant Cumulus Retail and Stratus Enterprise eCommerce dealers.
"Our mission at Master FFL is to scale and simplify compliance and transfers for the firearms industry," said Jeff Bridges, Founder and CEO of Master FFL. "Partnering with Celerant allows us to bring that simplicity directly into the retailer's eCommerce workflow, saving time and creating a better experience for both dealers and customers."
Giveaway at SHOT Show
To celebrate the partnership, Celerant and Master FFL are hosting a giveaway for all dealers at the 2026 SHOT Show. Attendees can enter for a chance to win a Maxim Defense SDX-RFLX or a Q Honey Badger. Simply stop by any of the following booths to enter: Booth #42502 – Main Venetian, Booth #11277 – Venetian or at the SHOT University. For dealers not attending SHOT, you can also enter to win by claiming your profile at www.masterffl.com/claim-your-profile during the promotion window.
No purchase required. All terms and conditions apply.
About Master FFL
Master FFL delivers the most advanced FFL checkout on the market complimented by automated transfer workflows that reduce compliance friction and administrative effort for firearm retailers, manufacturers as well as store compliance agents.
About Celerant
Celerant has supported the archery and outdoor sports industries since 1999 with innovative retail software, enabling dealers to expand their business in-store and online. As a preferred software provider for the ATA, NSSF, NRA and NASGW, Celerant provides point of sale, eCommerce, distributor integrations, A&D/e4473, range and membership management, marketplace integrations, and more. For more information, visit www.celerant.com/firearms.