- Stage one: decide what you'll sell and to whom
- Stage two: choose how you'll get products
- Stage three: set up the business side
- Stage four: choose your platform
- Stage five: build pages that sell
- Stage six: shipping and stock
- Stage seven: launch and the first month
- Payments and checkout
- A simple weekly routine
- Mistakes that sink new stores
- Frequently asked questions
To start an online store, test that people want your product, choose how you'll source it, register the business, pick a platform, build strong product pages, plan shipping and launch on one marketing channel first.
Starting an online store has never been easier on the technical side. You can have a working shop live in an afternoon. The hard part is everything around it: choosing products people want, getting the first visitors, shipping reliably and keeping the paperwork in order. Most new stores that fail don't fail because the website broke. They fail because nobody visited or because the numbers didn't add up after shipping and returns. This guide walks through starting an online store in the order that saves you the most wasted effort, from testing the idea to the first month after launch, with checklists you can use as you go.
Stage one: decide what you'll sell and to whom
Write one sentence: "I sell [product] to [person] who wants [result]." If you can't fill it in, you're not ready to build a shop. Then test the idea before you spend on stock or design.
- Search for your product and see who already sells it. Competition is a good sign that demand exists.
- Read reviews of competing products to find complaints you could solve.
- Ask ten people who fit your customer description whether they'd buy, and what would stop them.
- Pre-sell or take deposits from a small group if your product allows it.
- Check whether the product is heavy, fragile or seasonal, because each affects shipping and cash flow.
Stage two: choose how you'll get products
| Model | How it works | Good for | Watch out for |
|---|---|---|---|
| Make it yourself | You create every item | Crafts, food, art and personalised goods | Your time limits how much you can sell |
| Buy stock wholesale | You buy in bulk and ship orders yourself | Control over quality and packaging | Cash tied up in stock and storage space |
| Dropshipping | A supplier ships each order for you | Testing products without holding stock | Less control over delivery times and quality |
| Print on demand | Items are printed when ordered | Designers and creators with artwork | Thinner margins and limited quality checks |
| Digital products | Customers download a file | Templates, courses, guides and presets | Needs strong marketing and protection from copying |
If you're considering dropshipping, my guide to the best dropshipping suppliers explains how to vet one before you list a single product.
Stage three: set up the business side
- Choose a business name and check the domain and social handles are free.
- Register the business in the way your country requires, such as a sole trader or a company.
- Open a separate business bank account so your shop money stays apart from personal money, and decide early whether your books will use cash or accrual accounting.
- Find out whether you need to collect sales tax or VAT, and in which places.
- Check product rules, such as safety labels for toys, cosmetics or electricals, and food hygiene rules for edible products.
- Write your policies: delivery, returns and refunds, privacy and terms of sale.
Consumer law gives online shoppers specific rights in many countries, including the right to cancel some orders. Read the official guidance where you trade before you write your returns policy, rather than copying another shop's.
Stage four: choose your platform
These are the platforms most new store owners look at. They're listed in alphabetical order and are not a ranking. Each has strengths for different kinds of shop, so try the free trial of two before you commit.
- BigCommerce: a hosted store builder aimed at growing businesses.
- Etsy: a shopping site for handmade, vintage and craft items, with its own audience.
- Shopify: a hosted store builder with a large app store.
- Squarespace: a website builder with commerce features and strong design templates.
- Wix: a website builder with an online store option.
- WooCommerce: a free plugin that turns a WordPress website into a store.
| Question | Why it matters |
|---|---|
| Do you want an audience built in, or your own site? | Selling on a platform with shoppers already there brings visitors faster, while your own store gives more control |
| How many products will you have? | Some builders suit a few products, others large catalogues |
| Do you need special features? | Subscriptions, bookings, custom products or wholesale pricing may need apps or plugins |
| Who will maintain it? | Hosted builders handle updates and security; self-hosted options need more care |
| Which payment methods do your customers expect? | Cards, digital wallets and pay-later options vary by platform |
Stage five: build pages that sell
Your product pages do the selling while you sleep, so give them the most attention. Each one needs clear photos from several angles, a description that answers the questions customers ask, sizes or dimensions, delivery times and the returns policy in plain view. Reviews and trust signals help nervous first-time buyers, and I've covered what works in my guide to trust signals on online store product pages.
- Write descriptions around the result for the customer, then list the details.
- Show the product in use, not only on a white background.
- Answer the top three objections on the page, such as fit, durability or delivery time.
- Make the add-to-basket button easy to find on a phone.
- Keep checkout short, with guest checkout allowed.
Stage six: shipping and stock
Shipping is where many new stores lose money without noticing. Weigh and measure each product in its packaging, compare carriers for your usual parcel sizes and decide whether to offer free delivery above a basket size or charge for it. Shipping software can compare carriers and print labels in bulk, which I've compared in my roundup of shipping software for small businesses. If you hold stock, set up a simple system from day one so you don't sell items you don't have; my guide to inventory management software covers tools that sync stock with your shop.
Stage seven: launch and the first month
- Place test orders with real payments and refund them, to check every email and step.
- Ask friends to try the checkout on their phones and tell you where they got stuck.
- Announce the launch to your own network, email list and social followers.
- Pick one marketing channel to focus on first, such as search, social media, email or a partner shop.
- Ask every early customer for a review and feedback.
- Track visits, conversion rate, average order value and returns each week.
Don't expect a flood of orders on day one. Most stores grow through steady weekly work on one or two channels, improving product pages based on what customers ask and building an email list from the start.
Payments and checkout
Customers abandon checkouts that feel slow, unfamiliar or unsafe. Offer the payment methods your customers already use, which usually means cards plus at least one digital wallet, and show the total including delivery before the last step. Make sure your shop runs on a secure connection, send a clear order confirmation by email and test what happens when a card is declined. Each payment provider charges its own fees, so include them when you work out what each sale leaves you after costs.
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A simple weekly routine
- Monday: check last week's orders, returns and questions.
- Tuesday: improve one product page based on those questions.
- Wednesday: create content for your main marketing channel.
- Thursday: email your list with something useful, not only offers.
- Friday: review stock, suppliers and cash, and plan next week.
Mistakes that sink new stores
- Spending months on design before testing whether anyone wants the product.
- Forgetting shipping, payment fees and returns when working out margins.
- Copying another shop's photos or descriptions.
- Launching with dozens of products instead of a few strong ones.
- Ignoring tax and product safety rules until a problem arrives.
Make an ecommerce platform or store tool? See how to get it featured on this list.
Frequently asked questions
How do I start an online store?
Decide what you'll sell and to whom, test demand, choose how you'll source products, set up the business side, pick a platform, build strong product pages, plan shipping and launch with one marketing channel.
What is the best platform for a new online store?
It depends on your products and skills. Hosted builders suit people who want simplicity, WordPress with WooCommerce suits people who want control and craft shopping sites suit handmade goods. Try two free trials before you commit.
Do I need a business licence to sell online?
It depends on where you live and what you sell. Check your local registration rules, sales tax or VAT rules and any product safety or food rules before you launch.
Can I start an online store without stock?
Yes. Dropshipping, print on demand and digital products let you sell without holding stock, with trade-offs in control, margins and quality checks.
How do I get my first customers?
Start with your own network, pick one marketing channel to focus on, build an email list from day one and ask early customers for reviews.
How long does it take to start an online store?
The website can be live in a day or two. Testing products, setting up the business side and planning shipping usually take longer, so plan a few weeks.
