The MSR Distribution Connection
Our MSR Distribution integration runs against the same WooCommerce data model as the rest of MFS Exchange — meaning MSR inventory shows up alongside your local stock and your other distributor feeds as one unified catalog. That same catalog is what gets pushed out to your GunBroker listings, so the products you sell on every channel pull from a single source of truth.
- Full catalog sync — product data, attributes, images, and categories pulled from the MSR feed.
- Near-real-time inventory — stock levels reflect MSR's availability on a ~20-minute sync cycle, with configurable buffers to prevent overselling between syncs.
- Live pricing with markup rules — percentage or fixed markup, MAP enforcement, and per-product overrides.
- MSR SKU prefix — every MSR product imports under the MSR prefix, so distributor stock is instantly distinguishable from your local SKUs and your other feeds.
- Dropship routing — MSR-fulfilled orders are flagged and routed to them automatically; mixed-cart orders split correctly.
- NFA / SOT dropship support — MSR is one of the distributors who'll dropship NFA / SOT inventory, and our integration handles it the same way as the rest of the catalog.
- Home-based dealer friendly — MSR supports home-based FFLs, so selling their catalog is open to dealers without a storefront.
- Distributor-aware routing — every MSR product is tagged so reporting, shipping, and GunBroker logic all know it's distributor stock.
- GunBroker syndication — list MSR inventory directly to GunBroker with auto-detection of distributor vs. local stock.
One Catalog. Every Channel.
When a customer buys an MSR-stocked product on your site, your POS knows. When a counter sale moves your local copy of an item, their feed handles the next one. When you list to GunBroker, you can choose to syndicate local stock, MSR stock, or both. The point of the unified data model is that you stop thinking about which silo each unit lives in — the system handles it.
What We Need To Wire MSR Up
MSR Distribution runs on the same FFL Cockpit feed layer as the rest of our distributor integrations. The one setup step is on MSR's side: they need to create an API user for your account before we can connect the feed.
What you need to do at MSR
Reach out to your MSR contact and ask them to create an API user for your account:
[email protected]
Ask Bruce to set up an API user for your account so it can connect to MFS Exchange.
What we need from you
- The API user credentials MSR creates for you
Included With MFS Exchange
The MSR Distribution integration is included at no additional cost. Your FFL Cockpit subscription is bundled into the $300/mo platform fee — you don't pay separately for the feed, for the integration, or for the unlimited distributor connections that come with it. MSR charges no signup fee to connect, so there's no distributor-side cost to get started.