Downrange
A full e-commerce build for a Minnesota firearms retailer — and the debut of VibePress, a git-native WordPress platform where every change is a plain-English, version-controlled commit that deploys itself.
- Role
- Design + Build + Platform
- Year
- 2025
- Scope
- E-Commerce · Platform
- Domain
- downrangemn.com
An online gun store, and the platform to run it.
Selling firearms online is a compliance and logistics minefield — age gating, dealer transfers, payment processors that drop high-risk merchants without warning, and inventory that has to stay perfectly in sync. Downrange needed a storefront that handled all of it without feeling like a compliance form.
We built it on VibePress — our proprietary platform that turns a WordPress site into something its owner can genuinely extend on their own. The entire site lives in a repository, so the client isn't boxed into swapping text and images: they can describe an advanced, custom feature in plain English and have it built, version-controlled, and deployed in under a minute. Day-to-day content still runs through a familiar WordPress dashboard, while the bespoke functionality lives as code — pinned in the repo, safe from the database, and reversible by design.
From git push to live site, fully automated
Custom commerce features — age gate, AI-automated marketing, back-in-stock & more
Git-versioned — every change tracked and reversible
Plugin bloat — every custom feature ships as our own code
Built to scale, secured by default.
- VibePress git-native CMS
- Push-to-deploy CI/CD
- Fully managed hosting
- WooCommerce
- Custom Tailwind theme
- Unified product search
- Age verification
- Firearms-friendly payments
- Klaviyo & back-in-stock
- Dockerized build
- Redis object cache
- Cloudflare + persistent volumes