How to Build a Shopify Store: The Do's and Don'ts of Building a Successful E-commerce Business

For many SMEs, learning how to build a Shopify store seems like a fast track to online success and additional revenue. It's tempting to grab the first Shopify offer, choose the basic plan, and start uploading products immediately, hoping for the best, like playing piñata with your eyes closed. However, building a truly successful Shopify store requires strategic planning, proper setup, and learning from real-world experience. To create a Shopify store, you need to sign up for a Shopify account and choose a unique store name. Essential features for setting up a Shopify store include a customizable, mobile-friendly design, optimized product pages, secure payment gateways, and reliable inventory management. You can organize your products into collections for easier navigation and customer access.

In this comprehensive guide, I'll share the journey we took with our jewellery business, Saras Beads & Jewellery, including the pitfalls we encountered and the strategies that ultimately led to our success. Whether you're wondering how to create a Shopify store or looking to optimise an existing one, this guide will provide practical insights based on real business experience.

Our Journey: From Market Stall to Shopify Success

The Need to Grow Beyond Physical Sales

As market traders for several years with Saras Beads & Jewellery, we reached a point where expansion was necessary for business growth. Online sales topped our priority list, but convincing my wife, Sarah, who founded the business, wasn't easy. She was sceptical about the return on investment and preferred the certainty of face-to-face sales.

Eventually, she agreed to give e-commerce a try, which created an additional challenge: proving that online sales could work for our handcrafted jewellery business. Here's precisely how we approached building a Shopify store and the lessons we learned along the way.

Before & After: Store Evolution (2022–2025)
In 2022 our shop was a simple, product-led page with uneven imagery and limited navigation. By 2025, we’d rebuilt on Shopify with a cinematic hero, clear category paths, consistent image ratios, and trust signals—plus faster load times and cleaner mobile UX. The result is a storefront that feels premium, guides shoppers to collections in fewer taps, and converts better across devices.

Initial Platform Research: Why We Chose Shopify

Initially, we considered building a website using WordPress with an e-commerce plugin. We even tried listing our products directly on a payment gateway we were already using for cashless payments at markets. While this created a visually appealing website, it was too complicated to maintain and failed to deliver the sales results we needed. Once you create an account, customize your store's basic settings, including your store name, time zone, and currency, to ensure a smooth setup process. To process transactions, you must set up a payment method within your Shopify store settings.

The reality is that it's not about looking good, it's about what works and delivers results. This is where Shopify emerged as the excellent option we needed. Secure payment options should include multiple trusted gateways like Shopify Payments, PayPal, Apple Pay, and Google Pay.

Why Shopify Made Sense for Our Business:

• User friendly interface for non-technical users

• Built in e-commerce functionality

• Reliable hosting and security

• Mobile responsive themes

• Integrated payment processing

• SEO friendly structure

• Scalable pricing plans

• Shopify apps are third-party software programs that integrate with the Shopify platform to provide additional features and functionality. The Shopify App Store has more than 8,000 add-ons built to expand the capabilities of Shopify websites. There are thousands of Shopify apps available that cater to different business needs such as page building, marketing, accounting, inventory management, and shipping. Using a page builder app can enhance the customization of your Shopify pages beyond the default theme options. Most Shopify apps offer free trials, so you don't have to worry about spending money upfront.

Shopify offers three main subscription plans: Basic Shopify at $39 monthly, Shopify Plan at $105 monthly, and Advanced Shopify at $399 monthly. Shopify Plus is a variant that costs $2,300 monthly and is designed for larger enterprises. Mid-tier web design costs range from $1,000 to $1,200 according to the services provided.

Step 1: Opening Your Shopify Account & Choosing the Right Plan

When we decided to create a Shopify website, we started with the basic plan to test the waters. This approach worked well for us as a small jewellery business, allowing us to understand the platform without a significant upfront investment. The Shopify Plan has transaction fees of 2.7% + 30¢ per online sale. The Advanced Shopify plan has transaction fees of 2.5% + 30¢ per online sale. The initial cost to develop a Shopify store can vary from $500 to $5,000 depending on the complexity and design of the store. A web design agency charges around $500 to $1,000 for basic Shopify web design, which often uses standard templates.

Shopify Plan Recommendations:

• Basic Shopify: Perfect for new businesses testing e-commerce waters

• Shopify: Ideal for growing businesses needing more features

• Advanced Shopify: Best for established businesses with high volume. This plan has transaction fees of 2.5% + 30¢ per online sale.

Shopify's transaction fees vary according to the pricing plan you select. The Basic Shopify plan has transaction fees of 2.9% + 30¢ per online sale.

Our Mistake: We immediately started uploading product pictures of different sizes and resolutions, without proper naming conventions. Each image was randomly named and inconsistently formatted, which hurt our SEO and site performance. Add products to your store through the Shopify admin panel by providing necessary information like title, description, and price.

What We Should Have Done: Complete the foundational setup before adding any products.

Step 2: Essential Legal & Policy Pages

Before you start building your Shopify store, establish a legal foundation that builds customer trust and protects your business. Once all setups are complete, you can remove password protection to launch your Shopify store publicly. Before launching your store, it's advised to test the checkout process to ensure everything works correctly.

Required Pages:

• Privacy Policy: Essential for GDPR compliance and customer trust

• Terms & Conditions: Protects your business and sets expectations

• Return & Refund Policy: Reduces customer anxiety and disputes

• Shipping Policy: Clearly communicates delivery expectations

• Cookie Policy: Required for tracking and analytics compliance

Setting competitive shipping rates is fundamental to avoid losing sales due to excessively high costs at checkout.

Setting up shipping rates is an essential step that needs to be done in your store settings to avoid losing sales.

Pro Tip: Shopify provides standard templates for these pages, and AI tools can help customise them for your specific business needs. Don't skip this step—customers need to understand their rights and your policies.

Step 3: Choosing and Setting Up Your Domain Name

Your domain name is your gateway to the world, so choose wisely. It should represent your brand and be easy to remember.

Domain Options:

• Use Existing Domain: If you already own a domain, you can connect it to Shopify.

• Purchase Through Shopify: A Convenient option that handles all technical aspects.

• Third-Party Purchase: Often cheaper but requires manual DNS configuration

For Saras Beads & Jewellery: We chose sarasbeads.co.uk to reflect our UK focus and make it easy for local customers to find us.

Step 4: Shopify Store Create: Selecting the Perfect Theme

Our Experience: We initially selected a free theme that seemed appropriate for jewellery. However, after a few months of mediocre performance, we researched and invested in a paid theme optimised for speed, design, and conversion rates. Selecting a theme too early without a good understanding of your products can lead to costly mistakes in the store's design. Before choosing a Shopify theme, you should consider your web design budget, the number of products you plan to sell, and your industry. Every Shopify theme includes customisable options, but basic elements like colour and typography can typically be adjusted after selection. Choose your Shopify theme from the available options, including both free and paid themes. Shopify offers many unique themes, both free and paid, on the Shopify Themes Store. The Shopify Theme Store offers themes created by well-known designers, providing a variety of styles and features. After selecting a theme, you can customize the look and feel of your store based on your brand's preferences. Customizing your Shopify theme can include updating your store's color scheme and typography based on your brand identity.

Theme Selection Criteria:

• Loading Speed: Critical for SEO and user experience

• Mobile Responsiveness: Essential as most customers browse on mobile

• Customisation Options: Ability to match your brand aesthetics

• SEO Optimisation: Built-in schema markup and clean code

• Industry Fit: Templates designed for your product type

It's important to plan your store's design around key principles like visual appeal and customer trust.

Free vs. Paid Themes:

• Free Themes: Great for testing, but limited customisation

• Paid Themes ($100-$300): Better performance, more features, ongoing support

When choosing a Shopify theme, prioritise functionality over aesthetics, focusing on features and section layouts rather than just design. You can preview themes in the Shopify Theme Store as you make your selection to see how they will appear on your store.

Step 5: Product Setup - The Foundation of Success

This is where we made our biggest initial mistakes, and learning from them transformed our business.

Product Organisation and Variants

Our Initial Mistake: We created separate products for each jewellery piece variation (different sizes, colours, materials), cluttering our store and confusing customers.

Better Approach: Group related items using Shopify's variant system:

• Single Product: "Sterling Silver Turquoise Bracelet"

• Variants: Different sizes (Small, Medium, Large) and stone colours

• Benefits: Cleaner catalogue, better inventory management, improved SEO

Image Optimisation - Critical for Success

What We Did Wrong:

• Different image sizes and resolutions

• Generic filenames like "IMG_001.jpg"

• Inconsistent styling and backgrounds

• Missing alt text

What You Should Do:

• Consistent Sizing: Use uniform dimensions (e.g., 1024x1024px)

• WebP Format: Faster loading times and better Google ranking

• Descriptive Filenames: "sterling-silver-turquoise-bracelet-main.webp"

• Alt Text: "Handcrafted sterling silver bracelet with turquoise stone"

• Multiple Angles: Show different perspectives and details

Using high-quality product images can help build trust and improve conversion rates.

Product Descriptions That Convert

Our Learning: Simple product listings don't sell. Customers need compelling descriptions that address their needs and concerns. It's important to communicate what makes your products unique to stand out from the competition.

Effective Product Description Structure:

1. Compelling Headline: Include primary keyword

2. Key Benefits: Why this product solves customer problems

3. Technical Details: Size, weight, materials, care instructions

4. Emotional Connection: How it makes the customer feel

5. Social Proof: Customer testimonials or reviews

Example for Our Jewelry:

Handcrafted Sterling Silver Turquoise Bracelet - Mediterranean Elegance

Experience the calming energy of genuine turquoise with our handcrafted sterling silver bracelet. Each piece is uniquely created by skilled artisans, featuring:

• Genuine turquoise stones believed to bring wisdom and protection

• Hypoallergenic sterling silver perfect for sensitive skin

• Adjustable sizing (16-18cm) for comfortable all-day wear

• Gift-ready packaging with care instructions included

Materials: 925 Sterling Silver, Natural Turquoise Weight: 15g | Adjustable Length: 16-18cm

SEO Optimisation for Products

Critical SEO Elements:

• Meta Title: Keep to 60 characters, include primary keyword

• Meta Description: 160 characters maximum, compelling and keyword-rich

• URL Structure: Clean, keyword-focused (maximum five words)

• Heading Tags: Use H1, H2, H3 strategically

• Internal Linking: Connect related products within descriptions

Example SEO Setup:

• URL: /sterling-silver-turquoise-bracelet

• Meta Title: "Sterling Silver Turquoise Bracelet | Handcrafted Jewellery"

• Meta Description: "Beautiful handcrafted sterling silver bracelet with genuine turquoise. Made in London. Free UK delivery over £35. 30-day returns guarantee."

Step 6: Essential Shopify Store Settings

Payment Gateway Configuration

Our Setup:

• Shopify Payments: Primary gateway for seamless integration

• PayPal: Alternative for customers preferring PayPal

• Apple Pay/Google Pay: Fast checkout for mobile users

Shipping Configuration

UK-Focused Shipping Strategy:

• Free Shipping: Orders over £35 to encourage larger purchases

• Tracked Delivery: Build customer confidence

• International Options: Expand market reach

• Express Options: Premium service for urgent orders

Tax Settings

Ensure proper VAT configuration for UK sales and international compliance.

Advanced Shopify Store Building Strategies

Conversion Rate Optimisation

Key Elements That Improved Our Sales:

• Trust Badges: SSL certificates, security seals

• Customer Reviews: Social proof and credibility

• Clear Return Policy: Reduce purchase anxiety

• Multiple Payment Options: Accommodate different preferences

• Live Chat: Immediate customer support

SEO and Content Marketing

Content Strategy for Jewellery Business:

• Blog Content: Jewellery care tips, styling guides, gemstone meanings

• Product Stories: Artisan features, creation process

• Customer Spotlights: User generated content and testimonials

• Seasonal Content: Holiday gift guides, trend articles

High-quality, professional product photography can help improve a store's visual appeal and trustworthiness.

Email Marketing Integration

Automated Email Sequences:

• Welcome Series: Introduce new subscribers to your brand

• Abandoned Cart Recovery: Recover lost sales

• Post-Purchase Follow-up: Encourage reviews and repeat purchases

• Re-engagement Campaigns: Win back inactive customers

A solid email marketing strategy can improve customer retention and boost sales for your Shopify store.

Common Mistakes to Avoid

Technical Mistakes

1. Poor Image Optimisation: Slow loading times hurt conversions

2. Weak Product Descriptions: Generic content doesn't convert

3. Ignoring Mobile Experience: Most traffic comes from mobile devices

4. Missing Legal Pages: Creates trust issues and compliance problems

5. Poor Navigation: Customers can't find what they're looking for

Marketing Mistakes

1. No SEO Strategy: Products won't be found in search results

2. Ignoring Social Media: Missing opportunities for engagement

3. No Email Collection: Losing potential for repeat customers

4. Poor Photography: Images don't showcase product quality

5. Inconsistent Branding: Confuses customers and weakens brand identity

How to Make a Shopify Website That Converts

Design Best Practices

Visual Hierarchy:

• Clear, prominent call to action buttons

• Easy to read typography and colour schemes

• Logical navigation and category structure

• Quick loading times across all pages

User Experience Optimisation:

• Simple Checkout Process: Minimise steps and form fields

• Guest Checkout Option: Don't force account creation

• Clear Shipping Information: Transparent costs and timelines

• Product Filtering: Help customers find precisely what they need

Performance Optimization

Technical Performance:

• Image Compression: Use WebP format and proper sizing

• App Management: Only install necessary apps to maintain speed. Installing only a few Shopify apps can slow your store down instead of improving its performance.

• Theme Optimisation: Choose performance-focused themes

• CDN Usage: Shopify's built-in CDN ensures fast global loading

Performance Proof: PageSpeed Insights (Mobile)

On 3 Sept 2025, our mobile homepage scored 93 Performance, 100 Accessibility, 96 Best Practices, and 100 SEO in Google’s PageSpeed Insights. These gains come from consistent WebP images, minimal apps, and a lightweight hero experience. We’ll keep monitoring Core Web Vitals to maintain fast, stable pages.

Measuring Success and Continuous Improvement

Key Metrics to Track

E-commerce KPIs:

• Conversion Rate: Percentage of visitors who make purchases

• Average Order Value: Revenue per transaction

• Customer Lifetime Value: Total value per customer relationship

• Cart Abandonment Rate: Lost sales opportunities

• Traffic Sources: Where your customers are coming from

SEO optimisation is crucial for driving organic traffic to your Shopify store.

Tools for Analysis

Analytics Platforms:

• Shopify Analytics: Built-in reporting and insights

• Google Analytics: Detailed traffic and behaviour analysis

• Google Search Console: SEO performance monitoring

• Facebook Pixel: Social media advertising optimisation

Our Results: From Scepticism to Success

After implementing these strategies systematically, our results spoke for themselves:

Year 1 Achievements:

• Successfully convinced my wife that online sales work

• Expanded customer base beyond local markets

• Increased average order value through better product presentation

• Built an email list of engaged customers

• Achieved consistent month-over-month growth

Customer retention strategies are essential to maximize a customer's lifetime value.

Building an email list early can facilitate marketing campaigns and enhance customer relationships.

Key Success Factors:

• Patience with the learning process

• Focus on customer experience over quick profits

• Continuous testing and improvement

• Quality product photography and descriptions

• Building genuine customer relationships

Getting Started: Your Shopify Action Plan

Building Your Shopify Store Journey: Step-by-Step Overview

This table summarizes the key phases and activities involved in building a successful Shopify store, helping you visualize the journey from setup to growth.

Conclusion: Building Success Takes Time and Strategy

Learning how to build a Shopify store successfully isn't about rushing to upload products and hoping for sales. It requires strategic planning, attention to detail, and continuous optimization based on real customer feedback and data. Best practices for building a Shopify store involve focusing on site speed and user experience (UX), using search engine optimization (SEO), and implementing strategic marketing and customer retention efforts. Poorly written product descriptions can hurt user experience and deter customers from purchasing.

Our journey with Saras Beads & Jewellery taught us that the difference between a failed online store and a successful one often comes down to the fundamentals: proper setup, quality content, customer focus, and persistence in improving the experience.

Whether you're just starting to create a Shopify website or looking to improve an existing store, remember that every successful e-commerce business started with someone taking the first step. The key is to learn from others' experiences, avoid common mistakes, and remain committed to providing value to your customers.

Ready to Start Your Shopify Journey?

Take the lessons we learned the hard way and apply them from day one. Your future customers—and your sceptical business partners—will thank you for taking the time to build something that truly works.

Remember: It's not about having the fanciest store; it's about creating an experience that serves your customers well and grows your business sustainably. Start with the basics, focus on quality, and success will follow.

Frequently Asked Questions

1. How do I start selling online with Shopify?

Starting to sell online with Shopify is straightforward. First, sign up for a Shopify account and choose a unique store name. Next, customize your store’s basic settings, including your store name, time zone, and currency. Choose the right Shopify plan that fits your business needs, then select a Shopify theme from the Theme Store—either free themes or premium themes—to design your online store. Add your products with detailed descriptions and high-quality product photos, organize them into collections, and set up your payment methods by activating Shopify Payments or other trusted gateways like PayPal, Apple Pay, and Google Pay. Finally, configure your shipping rates and tax settings, test your checkout process, and launch your new Shopify store to start selling.

2. What are the essential features I need to set up in my Shopify store?

Key features to set up include a customizable, mobile-friendly store design that aligns with your brand identity, optimized product pages with compelling descriptions and lifestyle images, secure payment gateways to accept payments safely, and reliable inventory management to keep track of stock. Additionally, setting competitive shipping costs and clear shipping policies is crucial to avoid losing sales. Don’t forget to add essential legal and policy pages such as Privacy Policy, Terms & Conditions, and Return & Refund Policy to build customer trust. Integrating business tools like email marketing and analytics can also help you attract customers and boost sales.

3. How do I choose the right Shopify theme?

Choosing the right Shopify theme depends on several factors including your business type, the number of products you plan to sell, and your target audience. Visit the Theme Store to explore free themes and premium themes designed by well-known developers. Prioritize functionality over aesthetics by focusing on features like mobile responsiveness, loading speed, SEO optimization, and customization options. Preview themes to see how they look on different devices before making a decision. Remember, you can always customize your theme’s color scheme and typography later to match your brand identity.

4. Can I connect my existing domain to my Shopify store?

Yes, you can connect an existing domain to your Shopify store. In your Shopify admin, go to Settings > Domains, and select the option to connect an existing domain. Enter your domain name and follow the verification steps. This may involve updating DNS settings with your domain registrar to point to Shopify’s servers. It can take up to 48 hours for the connection to complete. Having a custom domain helps build brand credibility and makes it easier for customers to find your store online.

5. Do I need coding knowledge to build a Shopify store?

No coding knowledge is required to build a Shopify store. Shopify is a user-friendly ecommerce platform with a drag and drop website builder that allows you to customize your store’s design without touching any code. You can select and customize themes, add products, set up payment methods, and configure shipping settings all through the intuitive Shopify admin panel. For advanced customization, there are apps available in the Shopify App Store, and you can always hire experts if you want custom development. This makes Shopify accessible for beginners and small business owners looking to start selling online quickly and efficiently.