Despite ranking #345,389 globally, Firewalls.com commands serious intent. Their top keyword is 'watchguard' with 12,650 monthly searches—more than some SaaS platforms get for their core product. This isn't random traffic; it's procurement teams, MSPs, and IT directors with purchase orders in hand. The 50% organic traffic share suggests they've built lasting SEO authority in a space where most competitors rely on paid ads.

With $5.7M revenue across 35 employees, that's $162,857 revenue per employee—respectable for hardware retail. But here's the kicker: their team includes a Founder, Director of Professional Services, Account Managers, and a Financial Controller. This isn't a drop-shipping operation; it's a technical sales organization with deep expertise. Brian Reed and team aren't just moving boxes—they're likely consulting on firewall selection, making them a hybrid e-commerce/consulting play.

Firewalls.com isn't trying to be everything to everyone. They're not a cloud security platform, not an MSSP, not a VAR with 50 product lines. They're a specialized marketplace for discounted firewall hardware. This narrow focus creates a moat: procurement teams know exactly where to go, SEO is concentrated on high-intent keywords, and they avoid the complexity of selling services. In a world where everyone is pivoting to 'platform,' their purity is their power.