Starting an online store feels overwhelming until you break it down into manageable steps. I have helped more small businesses launch e-commerce sites than I can count at this point, and the fundamentals stay the same whether you are selling handmade jewelry or wholesale auto parts. Here is what actually matters when setting up e-commerce for your small business.
Platform Selection
Shopify dominates for good reason – it handles payment processing, inventory, and shipping without technical headaches. Plans start at $29 monthly plus transaction fees (waived if using Shopify Payments). For most small businesses starting out, this is where I point them first.
WooCommerce on WordPress offers more flexibility and lower ongoing costs but requires more setup and maintenance. You will pay for hosting separately and handle updates yourself. I recommend this route for people who already have WordPress sites or who need specific customizations Shopify cannot handle.
Square Online works well for businesses already using Square for in-person sales. Free tier available with limited features. If you are already swiping cards with Square at a farmer’s market, this is an easy extension.
Pick based on your technical comfort and growth plans. Most small businesses do fine with Shopify’s simplicity, and there is no shame in that.
Payment Processing
You will need a way to accept credit cards. Stripe and Square power most small business transactions. Both charge around 2.9% + $0.30 per transaction. The fees sting at first, but they are table stakes for online selling.
PayPal remains popular despite its quirks. Many customers prefer it because they do not need to enter card details on unfamiliar sites. I personally find PayPal frustrating as a merchant, but customers like it.
Offer multiple payment options. Some customers abandon carts when their preferred method is not available. Buy-now-pay-later options like Klarna increase average order value. I have seen 15-20% increases for clients who added these options.
Product Photography
Terrible photos kill sales before customers read a word. I cannot stress this enough. You do not need a professional photographer, but you need consistent, well-lit images that make your products look appealing.
Natural light near a window beats most artificial setups. White or neutral backgrounds keep focus on products. Shoot from multiple angles – front, back, detail shots, scale reference. Show people what they are actually buying.
Smartphones take adequate product photos now. Clean the lens (seriously, wipe your phone camera), stabilize the shot, edit for consistency across your catalog. Your photos do not need to be perfect, but they need to be good enough that they are not losing you sales.
Product Descriptions
Features tell. Benefits sell. “100% cotton” matters less than “stays cool on the hottest days.” Connect product attributes to customer outcomes. What problem does this product solve? Lead with that.
Include everything needed to make a purchase decision: dimensions, materials, care instructions, compatibility. Unanswered questions lead to abandoned carts or returns. Both cost you money.
Use customer language, not industry jargon. Read reviews of competing products to learn how real buyers describe what they want. Then use those exact words in your descriptions.
Shipping Strategy
Free shipping increases conversions – but someone pays. Build shipping into your product prices or set a minimum order threshold. “$5.99 shipping” feels expensive when Amazon offers free delivery. Customers know this is not really free, but psychology wins over logic.
Offer tracking. Customers expect to know where their order is. Most shipping integrations provide this automatically. “Where’s my order?” inquiries will consume your customer service time otherwise.
Calculate costs before pricing products. Dimensional weight for large but light items catches many sellers off guard. I have seen businesses lose money on every sale because they did not account for shipping costs properly.
Inventory Management
Start simple. A spreadsheet works until it does not. Most platforms track inventory automatically once you enter starting quantities. You do not need fancy software on day one.
Set low-stock alerts. Running out of popular items during peak season hurts more than the lost sales – customers go elsewhere and may not return. Stockouts erode trust.
Sync inventory if selling through multiple channels. Double-selling the same item creates customer service nightmares. Telling someone their order is canceled because you already sold the item to someone else is a bad look.
Legal Requirements
Every e-commerce site needs a privacy policy explaining what data you collect and how you use it. Terms of service protect you legally. Return policies set customer expectations. These are not optional.
Sales tax complexity increased dramatically over the past few years. Software like TaxJar or built-in platform features handle calculations, but you are responsible for registration and remittance in states where you have nexus. This is the least fun part of e-commerce.
Consult an accountant before you start selling. Getting tax structure wrong from the beginning creates expensive problems later. A few hundred dollars for professional advice upfront saves thousands down the road.
Launch Checklist
Before going live:
- Place a test order through the complete checkout process
- Verify payment processing deposits into your account
- Check all product pages for missing information
- Confirm shipping calculations work for different locations
- Test on mobile devices – most customers shop from phones
- Set up basic analytics to track what is working
- Prepare customer service responses for common questions
What Actually Matters
Fancy features matter less than execution. A simple store with great products, clear photos, honest descriptions, and reliable shipping beats a sophisticated setup that frustrates customers every time.
Start small. Launch with your best products rather than everything you could possibly sell. Learn what works before expanding. You can always add more later.
Customer experience trumps all. Fast responses to questions, quick shipping, easy returns – these create repeat customers worth far more than one-time buyers. The lifetime value of a happy customer dwarfs any single transaction.
