An online firearms retailer affiliated with Donald Trump Jr. could see significant growth if a proposed rule change by the Bureau of Alcohol, Tobacco, Firearms and Explosives (ATF) is finalized. GrabAGun, where Trump Jr. holds more than 300,000 shares and serves on the board, stands to benefit from new regulations that would allow licensed dealers to ship firearms directly to consumers’ homes.

Currently, U.S. federal law requires firearms purchased online to be picked up in person at a licensed dealer, where buyers must complete background checks. The ATF’s proposed rule would permit dealers to ship guns directly to in-state buyers who have undergone an online identity verification and background check, as well as a seven-day waiting period following notification to local law enforcement. The agency projects that nearly half of all gun purchasers—approximately 3.3 million people annually—would eventually use the home-delivery option, potentially boosting online gun sales substantially.

Industry officials, gun shop owners, and advocates expressed divergent views on the proposal. Some warn that direct shipping could pose public safety risks and undermine small, brick-and-mortar retailers who rely on in-person transactions. Others highlight the potential economic benefits, including an estimated $103.7 million in annual consumer savings on travel and processing time, according to the ATF.

GrabAGun chief executive Marc Nemati said the company is evaluating how the rule could affect its operations, which generated around $100 million in revenue last year. Nemati stated neither he nor Trump Jr. were aware of the proposal prior to its announcement, but expressed optimism about the company’s position to capitalize on new opportunities. Trump Jr.’s spokesperson emphasized that he had no involvement in the rulemaking process.

The proposed regulation is part of a broader deregulatory effort by the ATF responding to a 2025 executive order aimed at expanding gun access. ATF chief counsel Robert Leider, who led the agency’s drafting team, said the rule is intended to modernize gun sales practices in line with broader economic trends. Leider acknowledged he was unaware of Trump Jr.’s GrabAGun ties when overseeing the proposal and denied any influence from the White House, which also stated it had no record of interacting with Trump Jr. regarding the rule.

Critics include Marianna Mitchem, a former ATF industry liaison now serving as a senior adviser at Everytown for Gun Safety. Mitchem said the firearms industry had never previously sought such a change and warned that traditional gun stores serve as vital checkpoints in ensuring gun safety, a role she said the new rule risks undermining.

GrabAGun went public last year through a special purpose acquisition company led by 1789 Capital, where Trump Jr. is a partner. The merger raised $119 million and helped elevate Trump Jr. as a prominent figure for the retailer. At that time, Trump Jr. argued that online gun sales were secure partly because guns were shipped only to stores rather than homes, a practice the proposed rule would alter.

The ATF’s proposal is currently open for public comment through early August. Finalization could occur later this year or in early 2027, though the rule could still be delayed, modified, or withdrawn. If implemented, the change would mark one of the most significant shifts in U.S. gun policy in two decades.