How to Start an Online Store in 10 Steps (2022)

This post was last updated on November 23, 2020.

Feeling inspired to start an online store? Good timing. Online shopping soared this year due to COVID-19 keeping people home and limiting the option to shop at brick and mortar businesses.

There are plenty of eCommerce stats that show the huge potential to earn money selling products online, which should give you all the encouragement you need to get your business started.

Whether you are an established brick-and-mortar business looking to move online or you want to start an online business from scratch, we’ll provide you all the tools and information you’ll need about how to set up your online store without any previous experience.

Here’s how to start an online store in 10 steps:

  1. Pick an eCommerce platform

  2. Determine your target audience

  3. Choose what to sell online

  4. Partner with a dropshipper

  5. Connect a payment provider

  6. Name your store and get a Domain

  7. Design your site for sales

  8. Create a strong branding strategy

  9. Decide on your business structure

  10. Start your marketing campaigns

01. Pick an eCommerce platform

Your website will be the face of your brand. The platform it’s built on and the eCommerce features it offers will be a huge part of how smoothly you can run your business.

Here are some factors to consider when choosing an eCommerce platform:

  • Tools: Does the platform offer you everything you need to turn your business into a success? Can you use it to create marketing campaigns, manage inventory, sell on multiple channels and get paid? Can you automate sales tax, customize your checkout experience or add online chat? Basically, can the platform grow alongside your business?

  • Specialty businesses: Do you plan on selling CBD, are you looking to create a subscription box business or do you have a different specific niche business idea? Does the platform offer you the capabilities you’ll need to create your ideal store?

  • Pricing: Does the platform have a pricing package that meets your eCommerce needs while making sense financially? Will you be able to upgrade your plan to make use of more professional tools as your business grows? Are the necessary marketing capabilities and business management resources included in the plan?

  • Design capabilities: Does the platform let you create a store that looks beautiful but also functions at a high level? Does it offer a wide variety of intuitive eCommerce website templates to use as a kick-off point? How easy is it to customize your storefront’s design?

  • Mobile view: Does your website builder optimize for mobile? Will shoppers be able to comfortably browse your store on their phones?

To maximize your ability to create, run and grow your online store, choose a platform like Wix eCommerce. It offers competitive pricing as well as a full spectrum of professional tools that’ll help get you started quickly, but also can allow you to grow into a multimillion-dollar business. You can get started on building your site right now by customizing an already made online store template.

02. Determine your target audience

One of the first things to consider when opening an online store is who you’ll be selling to. This is important for determining products to sell, website design, marketing techniques and shipping needs.

If you already have a product idea, use that to determine who the ideal customer of the item would be. If you’re starting an online store from scratch though, consider the audience you want to target. Ask yourself: How old are they? Where do they live? What interests do they have?

Now’s a good time to create buyer personas to nail down exactly who you are aiming to target with your store.

When choosing a target audience, a good idea is to choose one you’re familiar with. In order to successfully create, sell and market products, you’ll need to really get to know and understand your customer base. So if you set out targeting a specific community that you’re already a part of, this process will be easier.

For example, if you’re a middle-aged mom living in rural Mississippi, create an online business that targets your demographic. This way you’ll have a good sense of what products your customers need, how to speak to them in a language they’ll connect with and what will drive them to buy.

03. Choose what to sell online

A crucial element to starting an online store is choosing what to sell. One way to do this is based on your target audience.

What product or service can you offer this population that isn’t yet on the market? What pain points can you solve? What service already exists but can be offered better? What can you sell that can help or excite your customers?

However you choose your product to sell and whatever the product is, check that it fulfills a need.

Here are some other tips when choosing products to sell online:

Look out for an untapped market.

Do you have a service or product idea that isn't yet on the market? Have you designed an item that will solve a pain point among a specific target audience? This can be a huge opportunity for success.

In 2015, Wix user Crystal Etienne realized that there was a gap in the market for feminine hygiene products. In the short time since she has turned Ruby Love into a $22M business.

Optimize a popular product.

Take what you know works and make it better. Check leading brands’ reviews to see what customers like and what they’re missing. For example, if you want to sell backpacks, read up on reviews for North Face, Herschel and Fjallraven bags.

Follow the trends.

In 2020, it was no secret that there was a huge need for face masks and work-from-home tools. But what new trends are growing? Here are some ways to try and pinpoint upcoming demands in the market:

Once you start to narrow down on a product idea, you’ll want to make sure your product will allow your business to succeed.

Here are some tips to take into account when launching a new product:

Sell items that are easy to ship. With eCommerce, it’s best to stick with products that are non-fragile, lightweight, and contain few moving parts. Shipping gets complicated when batteries or magnets are involved, so try to avoid those as well.

Check that you’ll make a profit. Estimate your ROI (return on investment). First, look at your competitors to determine your approximate pricing. Then calculate how much you’ll need to sell to cover your business costs.

Think about the manufacturing process. If you’re creating a new product, you’ll need to find a manufacturer to create your inventory. There are many aspects to consider when choosing your manufacturer, but you’ll find everything you need to know in our guide on finding manufacturers.

04. Partner with a dropshipper

If you want to launch an online store and start selling quickly, think about creating a dropshipping business. Besides being quick to set up, a dropshipping business includes some other key perks, like letting you minimize upfront costs, inventory management and order fulfillment.

What is dropshipping and how does it work?

Dropshipping is an easy-to-start-and-run retail business option that lets you sell products without having to stock, manage or ship any inventory.

It works by integrating your online store with a dropshipping supplier and choosing products from their catalog that you want to sell to your customers. You can determine how to price, market, and offer these products. Then, when you start dropshipping, customers buy the product from your site and you forward the order info to the dropshipping supplier who fulfills and ships the order.

Here’s a play-by-play of how it works:

  1. You choose the products you want to dropship and set your own prices

  2. A shopper purchases one of the products by paying on your site

  3. You forward the customer’s order and pay the supplier

  4. The supplier ships the product directly to your customer’s address

If you create your eCommerce site with Wix, you’ll be able to integrate your store with a dropshipping service like Modalyst or Spocket in just a few clicks. Then you can create product catalogs in your store with items from the suppliers. When customers buy from you, the supplier will manage inventory and fulfillment of your orders—you’ll only need to handle your online storefront and marketing.

05. Connect a payment provider

When it comes to starting an online store, what matters most is how you’ll get paid. This is an important step to make sure your business can smoothly and securely accept payments online.

First, decide what payment methods you’ll want to accept. It’s a good idea to offer your customers multiple payment methods so they have the payment option they like and use most. Depending on your location, you can usually choose one or multiple payment methods, such as:

Then, choose your payment provider. A provider processes every transaction for your business, like payments you receive from customers. Remember, whichever one you choose will be the provider you’ll use to process all credit card payments. You’ll need to get verified by your provider to begin accepting money through your eCommerce website.

If you build your site with Wix, choose Wix Payments as your payment provider to manage all your store orders and payments from a single, integrated dashboard, personalize your payout cycles and more. To learn how to set up Wix Payments, check out this video:

06. Name your store and get a domain

Once you know what you’re selling, who you’re selling to and how you’re selling it, it’s time to work on creating a memorable name for your business.

Brainstorm words associated with your product, industry, values or what makes your brand unique. Use this word bank to put together your brand name. You can also use a business name generator to gain some more ideas.

To guide your business name choice, consider SEO. Find terms shoppers are using by checking related online searches and Google Trends. For more tips on keyword research, learn about SEO.

Include your product category or a specific product in your name so shoppers know what you offer right away. For example, if you’re selling hats, you can include the word “accessories,” “fedoras” or “caps”.

Above all, make sure your business name stands out and is not already being used.

Here are some ways to choose a unique brand name:

  • Research your direct competitors

  • Search your name ideas on Google and social media

  • Check your local business registration service

Once you’ve decided on a business name, get a professional domain for your site. To choose the best domain name, match your store name exactly. This will help your customers find you online. Note how much a domain name costs: in most cases, you’ll pay around $10-$15 per year.

With platforms like Wix eCommerce, you can register and connect a domain name directly from your site. In fact, when you sign up to be able to accept payments on your store, you’ll have the option to get a free domain name for the first year.

07. Design your site for sales

Now’s a good time to really get into designing your online storefront and making sure that the design is optimized for conversions. While it’s important that your eCommerce website looks good, you also want it to guide customers seamlessly through the buying and checkout process.

Here are some pointers to take into account regarding designing your site:

Use an eCommerce template. There’s no need to reinvent the wheel. Wix offers plenty of online store templates that can be adjusted and customized to make sure your store looks entirely unique. But at the same time, these templates will include all the key features your store will need so you won’t have to create it all from scratch. Check out these 9 top eCommerce website templates.

Clarify what you sell. Unless you’re a name brand that needs no explanation, your site visitors will want to know immediately upon arrival what you offer. Don’t keep your shoppers guessing; make it clear exactly what you sell to anyone who visits your store. Pro tip: Update your site’s metadata to include the type of store you are. For example, if you’re a t-shirt business called PlopTee, your site’s meta title should read “PlopTee | T-Shirt Store”.

Write clear CTAs. At every stage throughout the buying process, your customers should know what they need to do next. Make sure the CTAs’ text is intuitive and makes it clear where the customer will be led when they click. Start from the very beginning. Add a large and prominent Shop Now button on your site’s homepage that leads to the catalog. On each product page include a prominent Buy Now and/or Add to Cart option.

Organize your store’s structure. Create a navigation bar at the top of your site that leads customers where they need to go. If you’re selling clothes, create tabs for men’s or women’s attire, as well as one for sale items.

Let customers easily track what they have in their carts by adding a shopping cart link in the top right corner of your site. Include key links in your site’s footer, including your eCommerce shipping and returns policy, links to your social media pages and your contact info.

Use high-level imagery. Product photography is an extremely important aspect to selling online. Customers want to see what your product looks like up close and they need to feel confident they know what the product will look like before they buy. Use professional photos and videos to showcase the product’s looks, feel, size, dimensions, weight, etc.

08. Create a strong branding strategy

Make your eCommerce store unforgettable with strong eCommerce branding. Branding includes everything from your business’ name, logo, color palette and tone of voice. Your business’ brand should strongly relate to the type of company you are and who your target audience is.

Start off by playing with colors in order to create your brand palette. Make sure the colors are relevant to your products, like blues and greens for environmentally friendly water bottles. Choose around 3-4 colors and keep them saved so you’ll have them as you move forward.

Create a logo for your business with simple shapes and clearly legible words. You’ll want to create an image that’s instantly recognizable, whether it’s on a small social icon or a part of your packaging. Your logo will define your business in a glance, so take your time with this and try to create something special.

Another important aspect to your brand is the tone of voice you use when creating content. This should be taken into account when writing your product descriptions, your social media posts and your emails.

Ask yourself: Who are my customers and what kind of language and messaging will they relate to? Should it be playful? Serious?

Once you decide on your brand palette, logo and content style, use them when designing anything your business creates, including:

  • Website

  • Emails

  • Invoices