51 Steps to Take When Starting an Online Store in 2023 [Ultimate Guide]

Starting an online store is really easy. Said no one ever.

Joke aside, starting an online store is no walk in the park. Trust me, I've been there, wrestling with that very dream that you have right now - the dream of opening a winning online store.

And yes, you've read that right. Winning. Not just any online store, but one that thrives and flourishes, setting a gold standard in its niche.

So, what do you need to know in order to sell online?

I remember when I first dipped my toes into the ecommerce world. I was bright-eyed, and full of enthusiasm, but equally filled with questions. How do I set up an online store? What makes an online business successful in 2023? How do I avoid common pitfalls?

These questions led me on a journey of trial and error, countless late-night research sessions, and candid chats with successful ecommerce entrepreneurs. Today, I want to save you from some of those sleepless nights. I've condensed everything I've learned into a comprehensive guide on how to create an online store.

In this guide, you'll find the most crucial points, from defining your niche to providing excellent customer service and beyond. These are more than just bland, technical steps. They're real-life, hands-on tips and advice, mixed with personal anecdotes and stories from my own ecommerce journey.

There's no sugar-coating here, starting an online shop is challenging but armed with the right knowledge, it's a journey that's incredibly rewarding. So, are you ready to take the leap into the thrilling world of ecommerce? Let's dive in. Together, we'll explore these essential points, setting you on a path to create not just an online shop, but a winning one.

Steps To Start an Online Store

1. Market Research – What to Sell?

One of the most defining decisions you’ll make in your ecommerce journey is deciding what you’re selling. This goes beyond simply choosing a product – it’s about identifying your niche. What’s the unique space in the market that your product will fill?

For me, finding my niche wasn’t just about profitability; it was about aligning with my passion and understanding where I could provide the most value.

It’s crucial to choose a product or service you believe in, something that excites you, and something you can speak about with genuine enthusiasm.

This genuine passion shines through in every customer interaction and can be the difference between a one-time purchase and a loyal customer.

If you’re unsure about what products to sell, or if you’re just starting and don’t have your own products, don’t fret.

You can try your hand at a dropshipping business.

With dropshipping, you can experiment, find your niche, and start selling without the upfront cost of stocking products. It’s a great way to dive into the world of ecommerce.

Apps like Oberlo and Spocket can be your best friends here. They offer a wide array of products from various suppliers that you can add to your online store.

In addition, one of the best ways of discovering winning products is by using Dropship.io. This tool can help you find top stores, top selling products and can easily find all potential competitors. You can try it for free with a 7-day free trial.

2. Understanding Customer Pain Points

Understanding your customer’s pain points is the heart of your business.

I spent hours researching to grasp my target audience’s struggles. This understanding helped me tailor my products and services to meet their needs.

When you offer a solution to a real problem, customers keep coming back.

3. Determining your Unique Selling Proposition (USP)

Your Unique Selling Proposition, or USP, is your secret weapon in the competitive ecommerce landscape.

What set me apart from the competition was a combination of my deep understanding of my niche, customer-centric approach, and high-quality product sourcing.

As a small business store owner, it’s crucial to identify and emphasize your USP. It’s your key to standing out and winning customers in a crowded market.

4. Choosing your Domain and Business Name

The choice of a business name and domain name is more than just a label; it’s the first impression of your brand.

When I was choosing mine, I aimed for something memorable, easy to spell, and reflective of my brand’s personality and values.

It’s worth taking the time to brainstorm and research to ensure your chosen name resonates with your target audience and sets the right tone for your online store.

5. Choosing your Color Theme

Color plays a significant role in branding and can impact how customers perceive your ecommerce website.

When choosing my color theme, I considered the emotions and feelings each color could evoke in my customers.

For example, blues can instill trust, while yellows might convey energy and positivity. It’s crucial to choose colors that align with your brand’s message and appeal to your target audience.

You can generate amazing color palettes with Coolors.

6. Generate a Logo

Creating a logo is a pivotal step in establishing your online store’s brand identity.

When I designed mine, I focused on making it simple, memorable, and representative of my brand’s values and USP.

Using design tools like Canva or Adobe Illustrator, or hiring a professional designer on Fiverr, can help bring your vision to life.

Remember, your logo is often the first visual connection your customers have with your brand, so it needs to make an impactful impression.

7. Choosing your E-commerce Hosting

Choosing your e-commerce hosting is a crucial step in setting up your online store.

Think of it as the foundation upon which your digital empire is built. The right hosting service can significantly impact your website’s performance, security, and scalability.

It’s not just about having a place on the web; it’s about ensuring your store loads quickly, withstands high traffic, and remains secure against threats.

Your hosting service will also affect your store’s ability to grow – you need a service that can effortlessly scale up as your business expands.

From cost-effectiveness to customer support, many factors need consideration, so choose wisely.

Some of the best hosting providers include Bluehost, WPX, SiteGround, WP Engine, and Kinsta.

8. Setting Up a Professional Business Email

Setting up a professional business email is a must for any ecommerce store. It gives your business credibility and builds trust with customers.

I chose a business email that aligned with my domain name, ensuring consistency across my brand.

With options like Google Workspace or Microsoft 365, you can create a business email that not only looks professional but also offers a suite of helpful features.

9. Choosing the Right eCommerce Platform

The ecommerce platform you choose can make or break your journey to start your business and begin selling online.

I spent a considerable amount of time evaluating different platforms based on my needs, budget, and technical expertise. Shopify, WooCommerce, BigCommerce, and Wix each have their own advantages.

When you’re ready to start selling, it’s important to choose a platform that is user-friendly, adaptable to your business size, and capable of scaling with your growth.

Remember, the right platform can streamline your operations and enhance your customers’ shopping experience as you embark on your business journey.

Here is a curated list of the best ecommerce CMS platforms to build your online store.

10. Securing your Website

In today’s digital age, ensuring the security of your online store is paramount. I prioritized setting up measures such as SSL certification, secure payment gateways, and regular website backups to protect both my business and my customers’ information.

Using a reputable ecommerce website also helps, as they often include security features.

Remember, a secure online store not only protects you from potential threats but also builds trust with your customers.

You can get free SSL with hosting on Bluehost.

11. Understanding eCommerce Product Categories and Taxonomy

E-commerce product categories and taxonomy refer to the structure and organization of your online store’s product offerings.

Just as a brick-and-mortar store is arranged into aisles and sections, your online store should have a clear and intuitive categorization system.

This not only makes it easy for your customers to find what they’re looking for, but it also aids in SEO efforts and helps you track performance on a category level.

For instance, you might have broad categories like ‘Men’s Clothing’ and ‘Women’s Clothing’, and within those, more specific categories like ‘Tops’, ‘Bottoms’, and ‘Accessories’.

Understanding and setting up your product categories and taxonomy is a critical step in building a user-friendly and successful online store.

Here you can find more information on why is product taxonomy important.

12. Choosing a Theme for Your eCommerce Store

Designing your online store is akin to setting up a physical storefront.

It’s about creating an atmosphere that welcomes customers and encourages them to stay.

Whether you choose a custom design or opt for a pre-made template largely depends on your resources and needs.

In my case, I started with a user-friendly template and gradually tweaked it as my business grew. Remember, a well-designed online store not only reflects your brand’s personality but also enhances the overall shopping experience.

13. Writing Content for Standard Pages (About, Contact, FAQ…)

Content is king, even in the ecommerce business.

When writing content for standard pages like ‘About Us,’ ‘FAQs,’ or ‘Contact Us,’ I aimed to communicate clearly and effectively, all while echoing my brand’s tone and values.

Each page should serve a purpose and provide value to your customers.

For example, an engaging ‘About Us’ page can tell your brand’s story and build an emotional connection with your customers. Well-crafted content not only improves SEO but also enhances your customers’ experience.

You can utilize AI tools such as Jasper AI, Content at Scale, or Writesonic to speed up the whole process.

14. Choosing Payment Gateway

Selecting the right payment gateway is crucial for your online store.

It’s about striking a balance between convenience, security, and cost-effectiveness. When I was making my choice, I considered factors like transaction fees, payment methods offered, and integration with my ecommerce platform.

Options like PayPal, Stripe, and Square each have their unique features and benefits.

A good payment gateway not only simplifies transactions for you but also provides a seamless checkout experience for your customers.

15. The Importance of Search and Filters

In an online store, efficient search functionality and effective filters are indispensable tools.

They enable your customers to find exactly what they’re looking for with ease.

When setting up my online store, I prioritized incorporating a robust search bar and diverse filter options, considering factors like size, color, price, and more.

Remember, an excellent search and filter system can significantly enhance your customer’s shopping experience, leading to higher satisfaction and potentially, more sales.

Some of the best tools for search and filter are Algolia and Boost Commerce AI Search & Filter.

16. Understanding the Market and Target Audience

Gaining a deep understanding of your market and target audience is the compass guiding your online store’s journey.

For me, this meant not only identifying who my potential customers were but also understanding their behaviors, preferences, and needs.

Market research, competitor analysis, and customer surveys were invaluable tools in this process.

Remember, the more intimately you understand your market and audience, the better you can tailor your offerings, marketing strategies, and overall customer experience to meet their needs and exceed their expectations.

17. Leveraging SEO Tools for Competitor Analysis

Understanding your competition is a vital part of running a successful online store.

I found SEO tools like SEMRush, ahrefs, and Mangools KWFinder incredibly useful in analyzing my competitors’ online strategies.

These tools helped me examine their keyword usage, backlink profiles, and overall website performance.

This analysis not only provided me with valuable insights into their tactics but also helped me identify opportunities to distinguish my own store.

Remember, competitor analysis isn’t about copying; it’s about learning and finding ways to outperform.

18. Analyzing Competitor Ads on Facebook and Google

Studying your competitors’ advertising strategies can provide a goldmine of insights.

Tools like Facebook’s Ad Library and Google’s Ad Transparency Report were invaluable to me.

They allowed me to see my competitors’ ad creatives, their messaging, and their campaign structures.

I was able to learn what kind of promotions they were running, who they were targeting, and how frequently they were advertising.

Remember, understanding these aspects of your competitors’ strategies can help you refine your own advertising campaigns to outshine them.

19. Mastering Product Management

Product management is a crucial aspect of running an online store.

Depending on the scale of your operations, you can choose between different tools like PIM software, Excel / Google Sheets, or even comprehensive ERP systems.

In my journey, I started with Google Sheets, maintaining meticulous records of my inventory, prices, and SKUs.

As my store grew, I transitioned to a dedicated PIM software, allowing for more seamless product information management and synchronization across platforms. Remember, efficient product management helps maintain order, prevent overselling, and ensure a smooth operation.

20. Crafting Compelling Product Content

The way you present your products – through descriptions, attributes, and images – plays a significant role in enticing customers to purchase.

When I was crafting my product content, I aimed to be as detailed and appealing as possible, highlighting the features and benefits of each product.

Tools like Jasper AI or ChatGPT for descriptions proved incredibly helpful. Remember, your product content serves as your online sales pitch – it should be compelling enough to convert browsers into buyers.

There are many great AI writing tools but some of the most notable are Jasper AI, Content at Scale and Writesonic.

21. Translating Your Shop into Multiple Languages

Expanding your online store to accommodate multiple languages is a potent strategy for reaching a global audience.

When I decided to make my store multilingual, I considered factors like my target market’s primary languages and the potential return on investment.

Using translation plugins or hiring professional translators ensured the accuracy of the translations. Weglot is a great tool that can help you on many different platforms including Shopify or WooCommerce stores.

22. Legal Stuff

Legal compliance is a non-negotiable aspect of running an online store.

From privacy policies to GDPR compliance and cookie notifications, it’s essential to have all your bases covered.

I sought legal advice and used template services to ensure I met all legal requirements, preventing potential issues down the line.

Tools like Shopify’s policy generator or services like TermsFeed and A self Guru can be useful starting points.

Respecting your customers’ privacy and rights not only keeps you legally compliant but also builds trust with your customers.

23. Mastering Shipping and Logistics

Shipping and logistics are fundamental parts of your online store’s operations.

When I started, I had to determine the most effective workflow, choose reliable courier services, and set competitive yet profitable shipping rates.

Services like Shippo were beneficial in comparing rates and streamlining the shipping process.

It’s also crucial to communicate clearly with your customers about shipping times and costs.

Efficient and transparent shipping practices enhance customer satisfaction and loyalty.

When starting an online store you can also outsource the whole shipping part of the business with partners like ShipBob.

24. Excelling in Customer Service

Customer service is the heart of any successful business, and it’s no different for an online store.

Initially, I managed customer inquiries myself, providing personalized service.

However, as my store grew, I began utilizing customer service software and live chat apps to manage inquiries efficiently.

Tools like Zendesk, Freshdesk, or even AI chatbots like Tidio can significantly improve your customer service efficiency.

Excellent customer service not only resolves issues but also builds relationships with your customers, encouraging repeat business.

25. Implementing a CRM System

A CRM (Customer Relationship Management) system is a tool that I found indispensable as my online store grew.

It helped me track customer interactions, segment my audience, and personalize my marketing efforts. Systems like HubSpot, Salesforce, Monday, or Zoho each offer different features that can cater to your specific needs.

Implementing a CRM system made my relationship management much more efficient and effective.

A good CRM system can turn customer data into actionable insights, helping you serve your customers better and grow your business.

26. Selling on Multiple Channels

To increase your store’s visibility and reach more potential customers, it can be beneficial to sell on multiple channels.

In addition to my online store, I explored options like Amazon, eBay, and even social media platforms like Instagram and Facebook.

Each channel has its unique audience and selling points, and it’s essential to adapt your strategy accordingly.

Selling on multiple channels not only increases your customer base but also diversifies your revenue streams.

27. Using Landing Page Builders

Landing pages can play a critical role in converting your website visitors into customers or subscribers.

When I first started, I used website builders like Elementor, Thrive Suite, or Pagefly to create high-converting landing pages.

These tools offer user-friendly drag-and-drop interfaces and a host of customizable templates, making it easy even for non-techies.

A compelling landing page can greatly improve your conversion rates and play a key role in your sales funnel.

28. Choosing an Invoice Generator App

An efficient invoicing system is crucial for smooth transactions and accounting in your online store.

I used invoice generator apps like FreshBooks, Zoho, or QuickBooks, which simplified the invoicing process and helped me maintain accurate financial records.

These apps allow you to customize invoices, automate billing, and track payments.

A good invoice generator app not only makes your life easier but also enhances your professionalism, leaving a positive impression on your customers.

29. Preparing Transactional Emails

Transactional emails, such as order confirmations, shipping notifications, and password resets, are essential touchpoints in the customer journey.

I ensured that these emails were clear, concise, and reflective of my brand’s voice.

Utilizing email automation tools like Mailchimp, ActiveCampaign or Brevo (former SendinBlue), I was able to automate and personalize these crucial communications.

Well-crafted transactional emails not only provide necessary information but also enhance the customer experience, reinforcing trust in your brand.

30. Installing Google Tag Manager (GTM)

Google Tag Manager became an indispensable tool in my arsenal for tracking and optimizing my online store.

This system allowed me to manage and deploy marketing tags (snippets of code or tracking pixels) on my website without having to modify the code.

This meant I could track customer behavior, monitor form submissions, and understand how people were interacting with my store.

Understanding these interactions can provide invaluable insights into improving your store’s performance.

31. Installing the FB Pixel

Installing the Facebook Pixel was a significant step in improving my online advertising efforts.

This piece of code enabled me to track my website visitors’ actions, helping me understand the effectiveness of my Facebook ads and optimize them for better results.

The pixel data allowed me to create custom audiences for targeted advertising and unlock additional Facebook advertising tools.

Harnessing the power of the Facebook Pixel can significantly improve your ad targeting, leading to more effective marketing and better ROI.

32. Leveraging Google Analytics

​​Google Analytics is a powerful tool that allows me to understand my online store’s performance.

By tracking metrics like visitor behavior, bounce rate, and conversion rate, I am able to gain insights into what was working well and where improvements were needed.

It’s essential to set up your Google Analytics correctly to ensure you’re capturing the right data.

You have to understand that data-driven decisions can help optimize your store’s performance, improve the user experience, and ultimately increase your sales.

33. Creating Product Feeds for Platforms

Creating product feeds for platforms like Google Shopping, Facebook Shop, or Amazon Marketplace became a vital part of expanding my online store’s reach.

These feeds contain detailed information about my products, making them discoverable on these platforms.

Tools like Shopify’s Google Channel or Facebook’s Catalog Manager helped streamline this process. Correctly optimized product feeds can increase your products’ visibility, attract more potential customers, and boost your sales.

34. Building Your Tribe: Running Social Network Communities

Running a social network community became a key part of my brand’s online presence.

These platforms allowed me to interact directly with my customers, answer their questions, and foster a sense of community around my brand.

I found it beneficial to share product updates, run special promotions, and even collect feedback on these platforms.

Tools like Hootsuite or Buffer helped manage and respond to all enquiries. An engaged and active community can significantly boost brand loyalty and turn customers into advocates.

35. Content Scheduling tools

Content scheduling tools played a crucial role in maintaining a consistent and engaging online presence for my store.

Tools like Buffer, Hootsuite, or Later allowed me to plan and schedule content across multiple platforms in advance.

This not only saved me time but also allowed me to post when my audience was most active.

Consistency is key in content marketing, and scheduling tools can help ensure you’re always visible and engaging to your audience.

36. Creating Ads for Instagram, Facebook, and TikTok

Creating compelling ads for platforms like Instagram, Facebook, and TikTok became a significant part of my online store’s marketing strategy.

These platforms each have their unique audience and content style, so I learned to adapt my ads accordingly.

For creatives, I used tools like Canva for design and InVideo for video editing. For ad campaigns, I leveraged each platform’s ad manager for targeting and tracking performance.

Well-crafted ads can attract potential customers, increase brand awareness, and boost your sales.

37. Using AI tools for Creating and Running Ads

Automating my ad campaigns through tools like Madgicx and Jasper made a significant difference in my marketing efforts.

These platforms use artificial intelligence to optimize ad performance, saving me time and improving results.

Madgicx, for instance, offers fully automated ad strategies, while Jasper can generate compelling ad copy.

Automation in advertising can free up your time for other business aspects, enhance ad performance, and ultimately boost your ROI.

38. Leveraging Tools Like Surfer SEO and Jasper

Creating engaging and SEO-optimized blog content became a lot easier with tools like Surfer SEO and Jasper.

Surfer SEO helped me identify the best keywords and provided real-time SEO suggestions as I wrote, ensuring my content was primed for search engine success.

Meanwhile, Jasper proved invaluable for generating content ideas and writing drafts when I was short on time or inspiration.

Quality blog content not only drives traffic but also positions your brand as a thought leader in your niche.

39. Choosing the Right Email Marketing Software

Investing in robust email marketing software like Klaviyo or ActiveCampaign was one of the best decisions I made for my online store.

These platforms helped me design engaging emails, segment my subscribers, and track the performance of my email campaigns.

They also provided automation features, allowing me to send timely and personalized emails to my subscribers. Effective email marketing can drive traffic to your store, increase customer loyalty, and boost your sales.

40. Spreading the Word: Implementing Referral Strategies and Apps

Referral strategies became a vital part of my marketing arsenal, turning my happy customers into brand ambassadors.

I implemented a referral program that incentivized existing customers to refer their friends, expanding my customer base organically.

Tools like ReferralCandy or Yotpo made it easy to set up and manage such programs.

A well-executed referral program can significantly boost your customer acquisition and retention, promoting a loyal and engaged customer base.

41. Setting Up Customer Reviews

Customer reviews are a form of social proof that can significantly influence a prospective buyer’s decision.

I set up a system where customers could easily leave reviews for the products they purchased.

Tools like Yotpo or Trustpilot not only made collecting reviews easier but also allowed me to display them prominently on my product pages.

Remember, positive customer reviews can build trust, enhance your brand’s reputation, and drive more sales.

42. Leveraging Social Media with Linktree

Social media platforms have become not just a place for marketing, but also direct selling.

I found tools like Linktree extremely helpful in this regard.

Linktree allowed me to overcome the ‘one link in bio’ limitation on platforms like Instagram, giving my followers access to multiple links, such as my online store, special promotions, or new blog posts.

Making it as easy as possible for your social media followers to reach your products can lead to increased traffic and sales.

43. Mastering CRO (Conversion Rate Optimization)

Conversion Rate Optimization (CRO) became a pivotal part of my strategy to turn website visitors into paying customers.

I regularly tested and tweaked various elements on my site, from the layout and color scheme to product descriptions and call-to-actions.

Tools like Hotjar or Smartlook provided insightful data about visitor behavior, helping me make informed changes.

Optimizing your conversion rate can significantly increase your sales without needing to attract more traffic.

One of the best sources for learning CRO and getting an audit of your store is Conversionwise.

44. Leverage Personalization

Implementing personalization in my online store drastically improved the customer experience.

Tools like OptinMonster, Nosto or Dynamic Yield allowed me to tailor the shopping experience to each visitor, with personalized product recommendations, targeted emails, and dynamic content.

Personalization can make customers feel valued, enhancing their shopping experience and increasing their likelihood to purchase and return.

45. Establishing a Loyalty Club

Establishing a loyalty club was a great strategy to cultivate repeat customers and brand loyalty.

By rewarding customers for their repeat purchases with points, discounts, or exclusive offers, I encouraged them to keep coming back to my store.

Tools like Smile.io or Yotpo made managing these loyalty programs easy.

A loyalty club not only improves customer retention but also fosters a community of dedicated fans for your brand.

46. Understanding the Sales Funnel

Understanding the sales funnel was a game-changer for my online store’s marketing and sales strategy.

This model outlines the customer’s journey from awareness to purchase, helping me identify where I needed to focus my efforts.

For instance, I might need to increase awareness at the top of the funnel or improve my product pages to boost conversions at the bottom.

Understanding and optimizing each stage of your sales funnel can lead to more efficient customer acquisition and higher sales.

47. Mastering the Art of Upselling

Mastering the art of upselling became a powerful strategy in boosting my store’s average order value.

By offering higher-end alternatives or relevant add-ons at the point of purchase, I was able to encourage customers to spend more.

Tools like Shopify’s Bold Upsell made creating and managing upsell offers a breeze.

Remember, effective upselling can significantly increase your revenue without needing to attract more customers.

48. Valuing Long-Term Relationships: Calculating the Lifetime Value of a Customer

One of the most revealing metrics I learned to calculate was the Lifetime Value (LTV) of a customer.

This metric gives you an estimate of the total revenue a single customer can bring to your business over the course of their relationship with you.

Knowing the LTV helped me strategize my customer retention efforts and determine how much I should spend on customer acquisition.

Focusing on increasing the LTV can lead to more sustainable and profitable growth for your online store.

49. Continuous Optimization

One of the most powerful ways I discovered to improve my online store was through continuous optimization, particularly using A/B testing.

This involved testing two versions of a webpage, email, or other marketing assets to see which one performs better.

Tools like VWO Testing or Optimizely made setting up and analyzing these tests much easier.

Regular testing and optimization can lead to significant improvements in your conversion rates and overall sales.

50. Website Speed and Caching

Website speed became a crucial aspect of my online store’s user experience and SEO performance.

A slow-loading website can frustrate potential customers and affect your rankings on search engines.

I ensured my website was well-optimized and used caching, a technique that stores a version of the website to serve to users, speeding up load times.

Tools like GTmetrix or Google PageSpeed Insights were invaluable in analyzing and improving my website speed.

A fast-loading website can enhance user experience and boost your SEO performance.

51. Image Compression

Optimizing images on my online store was an important aspect of maintaining speedy load times without compromising on quality.

Compressing images helps to reduce their file size, allowing the pages to load faster. I used tools like TinyPNG or CompressJPEG, which made the process of image compression straightforward while maintaining image quality.

Well-optimized images can significantly improve your website speed and overall user experience.

Wrap Up

Embarking on an ecommerce journey is no small feat, but it’s an exhilarating adventure that can lead to great rewards. From sourcing the perfect product to aligning your brand with your passions, setting up a winning online store involves a series of strategic decisions. And while this may seem daunting at first, with the right tools and guidance (and hopefully, this comprehensive guide), the process can be quite manageable and even enjoyable.

Remember, starting your business isn’t just about financial gain; it’s about creating value, building relationships, and most importantly, pursuing something you truly believe in. It’s about the thrill of turning an idea into a product and a product into a business.

So, whether you’re considering dipping your toes into the ecommerce world or gearing up to launch your online store, I hope that these 99 tips can provide you with a roadmap to success. And remember, every successful online store started from square one, just like where you are now.

Here’s to your journey – may your online store not only survive but thrive in the dynamic digital marketplace. I can’t wait to see where your ecommerce adventure takes you.