The Ultimate Shopify Store Setup Checklist (From Domain to Launch)

Launching a Shopify store can feel like juggling ten projects at once: branding, products, payments, shipping, taxes, SEO, and a hundred tiny settings hidden in different corners. This guide turns that chaos into a single, linear checklist you can follow in a few focused work sessions. It’s written for two audiences at once—true beginners who want plain-language instructions and busy ecommerce operators who need a reliable process that avoids costly mistakes.

How to use this checklist:

• Move step by step—don’t skip ahead. Every step prevents a problem you’d otherwise fix after launch.

• Capture decisions as you go (domain, policies, shipping logic) in a simple doc so future staff can repeat the setup.

• When in doubt, start simple. You can always layer complexity (apps, advanced merchandising, international markets) once revenue justifies it.

Step 0: Foundations that save hours later

Before opening Shopify, align on brand and operations so settings map cleanly.

• Brand kit: logo (PNG/SVG), color palette, fonts, and a short brand voice note (e.g., friendly, expert, playful).

• Product data: spreadsheet with title, description, price, compare-at price, SKU, barcode, weight, variant options, and inventory.

• Visual assets: 3–5 hero images, 6–10 best product photos, and short clips if available.

• Policies and compliance: shipping, returns/refunds, privacy, and terms of service. Draft once, reuse everywhere.

• Basic analytics plan: which metrics will define success in the first 30 days (add-to-cart rate, checkout completion, AOV)?

Step 1: Create your store and choose a plan

• Open your Shopify account, create a temporary store name, and set your legal business information.

• Configure time zone, currency, and measurement units so taxes, shipping, and reports compute correctly.

• Start with the Basic plan unless you already forecast significant volume or need lower transaction fees and extra staff accounts.

Step 2: Connect your domain (trust, brand, SEO)

• Purchase a domain from Shopify or connect a domain from a registrar.

• Update DNS: point A record and CNAME as directed; set your Primary domain in Shopify.

• Enable SSL and verify https loads on all pages.

• If you plan help docs or a wholesale portal later, reserve subdomains now to keep your structure clean.

Pro tip: Keep your root domain for the store and use subfolders (not separate domains) for SEO consolidation, e.g., /blog, /help.

Step 3: Complete core store settings

• Store details: public store name, sender email for notifications, and ship-from address for accurate rates.

• Locations: add every fulfillment point—warehouse, retail store, or 3PL—to keep inventory and shipping zones precise.

• Markets and languages: enable target regions, languages, and currency rules if selling internationally.

• Taxes: decide inclusive vs. exclusive pricing; confirm region-specific tax collection and reporting.

Step 4: Payments that just work

• Activate a primary gateway (Shopify Payments where available) and add PayPal or local options your audience expects.

• Run test mode to verify a full checkout with discount codes, taxes, and shipping fees.

• Publish your refund timelines and support channels; surface them in the footer and near the checkout to reduce hesitations.

Conversion tip: Offer at least one fast wallet (Shop Pay, Apple Pay, Google Pay). It consistently lifts mobile conversion.

Step 5: Shipping, delivery, and pickup

• Define shipping zones for countries/regions you serve.

• Choose a pricing model:

  • Free shipping above a threshold (nudges higher AOV).

  • Flat rates for clarity and predictable margins.

  • Carrier-calculated rates for real-time accuracy if your products vary in size/weight.

• Enter accurate product weights and, if applicable, parcel dimensions.

• Enable local pickup or local delivery if you have store coverage or couriers.

Margin guardrail: sanity-check your typical cart (2–3 items) against your shipping rules so you don’t accidentally lose money.

Step 6: Add products and structure your catalog

• Product pages: clear, benefit-led titles; scannable descriptions; crisp photos; price and compare-at (if running “was/now” offers), SKU, barcode, weight, and inventory.

• Variants: add images per variant (color/size) so shoppers immediately see the selection they chose.

• Collections: build automated collections using rules (tags, vendor, price range) so new products fall into place without manual work.

• Metadata: use tags, product type, and vendor consistently to power filters and reports.

Merchandising tip: Create a “New Arrivals” and a “Best Sellers” collection to guide first-time visitors quickly.

Step 7: Navigation that reduces friction

• Main menu: 5–7 top-level items—Shop, New Arrivals, Best Sellers, About, Contact, and one category if needed.

• Footer: policies, FAQs, order tracking, contact details, and accepted payment methods.

• Filters: enable size, color, price, brand, and relevant attributes.

• Search: confirm visibility on mobile and that suggestions return real products, not dead ends.

Step 8: Theme selection and storefront polish

• Choose a theme optimized for speed and mobile and suited to your niche.

• Customize hero section with one clear value proposition and a single primary CTA.

• Product pages:

  • High-quality media gallery with zoom.

  • Description split into benefits, details/specs, materials, and care.

  • Shipping/returns info above the fold or in tabs.

  • Reviews with photos and related products.

• Performance: compress images, prefer modern formats, and remove unused scripts or heavy apps.

Trust cues: show payment badges and short guarantees near the “Add to cart” button to reduce anxiety.

Step 9: SEO fundamentals for organic traffic

• Set meta titles and descriptions for home, collections, and products using natural phrases customers actually search.

• Keep URL handles short, readable, and consistent: /collections/t-shirts, /products/oversized-cotton-tee.

• Add alt text describing each image’s content or product.

• Use 301 redirects when renaming URLs to preserve link equity.

• Start a helpful blog that answers buying questions and how-to use cases.

• Connect Google Search Console and submit Shopify’s auto-generated sitemap.

On-page tip: Write product copy in your customers’ words (from reviews, support tickets, or social comments). That’s built-in keyword research.

Step 10: Must-have content pages

• About: your story, mission, and what makes your process or materials different.

• Contact: working form, official email, business hours, address (if applicable), and social links.

• FAQ: shipping times, regions served, returns, and warranty basics.

• Policies: shipping, returns/refunds, privacy, and terms of service. Link from footer and checkout.

Step 11: Keep apps lean and purposeful

• Email/SMS: order notifications, welcome series, and abandoned-cart flows.

• Reviews: collect and display reviews (with photos for credibility).

• Analytics/ads: GA4 and your Meta/TikTok pixels for funnel tracking.

• Search/merchandising: only if your theme lacks critical filtering or recommendations.

Rule of thumb: If an app won’t pay for itself in 30–60 days via revenue or insights, don’t install it yet.

Step 12: Measurement and compliance

• Install GA4 and ad pixels; verify your domain on ad platforms.

• Track key events: view_item, add_to_cart, begin_checkout, purchase.

• Cookie consent: add a banner and a clear privacy policy matching regulations in your markets.

Step 13: Pre-launch QA (no skipped steps)

• End-to-end test orders: multiple payment methods, shipping options, discount codes; verify tax calculations.

• Notifications: check email/SMS templates for language, branding, and working tracking links.

• Mobile UX: test on common screen sizes; CTAs must be large, sticky “Add to cart” helps.

• Speed: audit homepage, a large collection, and a heavy product page; compress or defer assets as needed.

• Accessibility: adequate color contrast, alt text, labeled forms, keyboard navigation.

• Broken links: crawl menus, footers, and “related products.”

• Forms: submit Contact and Newsletter; confirm messages reach the correct inbox.

Step 14: A 7-day launch plan you can copy

Day -3 to -1:

• Final inventory sync and product statuses set to active.

• Prepare launch offer (discount code or free shipping threshold) and matching hero banner.

• Schedule two emails: “We open tomorrow” and “We’re live”—plus social posts.

Launch day (Day 0):

• Remove storefront password and switch payments from Test to Live.

• Place one real low-value order to validate the full purchase flow.

• Monitor live analytics for add-to-cart, checkout errors, and high-exit pages.

• Keep support coverage active for fast responses to early questions.

Days 1–7:

• Share customer photos/reviews as they come in.

• Tweak the homepage hero and collection order based on early click patterns.

• Re-send a lighter “missed you” email to non-openers of the launch announcement.

Launch communications toolkit (templates you can adapt)

Subject: We’re live—your new [product] just got easier to buy
Body: We just opened our Shopify store. To celebrate, enjoy [X% off] or [free shipping over $Y] through [date]. Explore best sellers here: [link].

Subject: Last call: launch offer ends tonight
Body: Quick reminder—our opening offer ends at midnight. Popular picks are running low. Shop now: [link].

On-site hero copy:
Headline: Quality [category] without the markup
Subhead: Thoughtful materials, honest prices, fast shipping.
CTA: Shop best sellers

First 30 days: optimize with real data

• Funnel review: banner CTR, add-to-cart, checkout completion, and product page exits.

• Channel view: which source (ads, social, email, organic) drives profitable orders—not just traffic.

• Shipping math: adjust thresholds using your average order value and margin.

• Content: expand FAQs from actual questions; rewrite underperforming product descriptions; add comparison charts where shoppers get stuck.

• Social proof: email post-purchase at day 7 for a photo review, include a small thank-you code.

Common pitfalls and how to avoid them

• Too many apps too soon: each adds code and latency. Install only revenue- or insight-positive apps.

• Over-complicated navigation: if everything is important, nothing is discoverable. Keep it simple.

• Unclear returns policy: hide it and conversion drops. Show it near the CTA.

• Skipped mobile testing: most visitors are on phones. Validate taps, forms, and speed on mobile first.

• Ignoring redirects: changing URLs without 301s costs traffic. Map changes before launch.

Printable summary checklist

1. Domain connected with SSL

2. Settings complete: time zone, currency, ship-from address

3. Payments active and a successful live test order placed

4. Shipping zones/rates correct; local pickup/delivery configured if needed

5. Products finalized: titles, descriptions, media, variants, inventory

6. Collections and navigation set; search and filters working

7. Theme polished: hero value prop, clean grids, strong product pages

8. SEO: meta tags, short URLs, alt text, redirects, Search Console connected

9. Content pages live: About, Contact, FAQ, Policies

10. Essential apps only; GA4 and ad pixels tracking core events

11. Pre-launch QA done: mobile, speed, forms, notifications, links

12. 7-day launch plan scheduled; offer and comms ready

This is the same setup process veteran operators run - just written in plain language. Follow it once, document your choices, and you’ll have a repeatable playbook for every future store or product line you launch.

Install Shopify and start doing online business

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