Online shopping is an incredibly important part of the modern retail sector. In the UK alone, approximately 60 million people shop online – approximately 90% of the population. Unsurprisingly, more and more people are setting up shops online.
An online shop can be more advantageous than a physical store for several reasons, including lower costs and a broader customer reach. If you already have a business, creating an online shop can be one of the most effective ways to grow it.
However, with so many options and technical terms to navigate, launching your online shop can feel daunting. But by following a step-by-step approach, you can create a professional online store without extensive technical knowledge. This guide covers everything from choosing a platform to publishing your store and marketing it.
Contents
- Why should I set up an online shop?
- How do I choose an eCommerce platform?
- Should I hire a web designer?
- How do you choose a platform with a good website builder?
- How do you design your online shop?
- How do you add your products?
- Why are domain names important?
- What happens after you’ve published your online store?
Why should I set up an online shop?
Whether you’re looking to launch an entirely new business or expand your existing one, there are many benefits to setting up an online shop.
With an online shop, you can…
- Reach more people – A physical store limits your audience to those who can travel to your location. An online shop, however, allows anyone with an internet-enabled device to browse and buy your products.
- Be accessible 24/7 – Unlike a traditional store with fixed hours, an online shop is always open. Customers can browse and place orders anytime, including holidays.
- Save money – Online shops usually cost less to maintain than brick-and-mortar stores because there’s no rent, cleaning staff, or other physical overheads.
- Increase your business’ potential for quick growth – Physical stores have limits on space and inventory. Online shops allow you to grow your business quickly with fewer constraints.
- Give your business credibility – A well-designed, user-friendly website gives your business an instant credibility boost.
- Design creative and unique experiences – You can control the entire shopping journey, using tools like videos, animations, and interactive content to engage customers.
- Increase your ability to collect customer data – Online shops can track user behaviour and feedback, helping improve customer experience and sales.
- Level the playing field – Smaller businesses can compete with larger brands online, where success is less tied to physical presence.
- Create brand awareness – Marketplaces like eBay, Amazon, and Etsy help sell products, but your brand can get lost. Your own website helps create brand awareness and ensures your business leaves an impression in customers’ minds.
How to set up an online shop
1. Choose your eCommerce platform
Previously, coding knowledge was essential to launch an online shop. Now, thankfully, eCommerce platforms handle most of the technical work for you.
Unlike online marketplaces such as Amazon and Etsy, eCommerce platforms allow you to customise your website to reflect your brand. Your products won’t be mixed with competitors’ listings, and many platforms offer tools to manage other business operations.
However, eCommerce platforms can seem a little daunting at first. Broadly speaking, there are two main types of platforms: self-hosted open-source and Software as a Service (SaaS). Let’s take a look at the pros and cons of each…
Self-hosted open-source eCommerce platforms
A self-hosted open-source eCommerce platform gives you the bare bones – the original source code – to start creating your online shop.
This option is ideal for those who want complete control and flexibility over their website. Starting from scratch opens up endless possibilities for customising both the look and functionality of your store.
Pros:
- Complete control over your website’s design and features
- Endless customisation possibilities
- Freedom to tailor your store to your brand and business needs
- No ongoing platform subscription fees (though hosting costs apply)
However, this approach does come with challenges:
Cons:
- Requires strong coding and technical skills to build and maintain your site
- You must handle security issues, including protection against hackers
- Hiring a developer is often necessary, which can be a substantial and ongoing expense
- You need to arrange website hosting, which is an additional cost
- Hosting is essential, as it stores all your website’s data and files (think of it as paying rent for your online retail space)
Website hosting will typically be your major expense if you choose to go down the self-hosted open-source route. Again, that’s as long as you choose not to hire a web designer. Popular hosting providers include SiteGround, Bluehost, and A2 Hosting.
Some of the most popular self-hosted open-source eCommerce platforms are Magento (or Adobe Commerce), OpenCart, and WordPress with WooCommerce. To browse other options and find out more about self-hosted open-source eCommerce solutions, check out this blog post from eCommerce CEO?
SaaS eCommerce platforms
A Software as a Service (SaaS) eCommerce platform, also known as a hosted eCommerce platform, is ideal for those seeking an easy-to-use, all-in-one solution.
SaaS platforms let you create your website quickly without any coding or technical knowledge. They also host your website, storing all of your information and handling the technical details for you.
Many SaaS providers offer built-in tools to manage your shop, such as shopping cart functionality and other features that aren’t included with self-hosted open-source platforms.
Pros:
- User-friendly and easy to set up, even without technical skills
- Hosting is included, so no separate hosting costs
- Built-in tools and technical support
- Quick to launch: simply choose a template, add your content, and your store is ready
- Drag-and-drop editors make website design simple
Cons:
- Limited customisation compared with self-hosted platforms
- Subscription fees can become expensive as your business grows
- Moving to a different host or platform later can be costly
- You have less control over the technical aspects of your store
Some of the most popular SaaS eCommerce platforms are Shopify and Wix. To browse more options and find out more about SaaS eCommerce platforms, why not check out this article from Sitepoint?
Which one is best for me?
Choosing an eCommerce platform for your online shop is an important decision, so it’s worth taking the time to research your options. Each platform is slightly different; some offer more technical support, while others may provide better value for money.
Deciding which type of eCommerce platform to use is a personal choice and will depend on several factors. It’s important to be clear about what you need before you start looking for the best deals.
To help guide your decision, ask yourself the following questions:
- Am I well-versed in coding and technical skills?
- Is technical support important to me?
- Am I willing to hire a web developer?
- Do I want my online shop up and running quickly?
- Are flexibility and customisation important to me?
- How much do I expect my business to grow?
Answering these questions should give you a clearer picture of which platform is the best fit for your needs.
2. Should I hire a web designer?
If the freedom and flexibility of a self-hosted open-source eCommerce platform appeal to you but you lack the technical skills to build and maintain your online shop, hiring a web designer is a smart option.
A professional designer can create a visually appealing, user-friendly website, optimise it for traffic, and help boost sales. They can also keep your site up to date with evolving web trends and technologies.
For more on the benefits of hiring a web designer, see this blog post from ICAAL, check out this blog post from ICAAL to find out more.
Of course, hiring a designer comes with costs – sometimes running into thousands of pounds. And because they often provide ongoing maintenance, it’s rarely a one-off expense.
If your budget is limited, a SaaS platform with an easy-to-use website builder may be a better choice, letting you create your online shop yourself.
If you do have the funds, however, choosing the self-hosted open-source route and hiring professional help can be worthwhile.
These tips from Startup will help you find the right web designer for you.
3. How do you choose a platform with a good website builder?
If you choose the SaaS route, it’s important to pick a platform with a strong website builder. Look for one that’s easy to use, beginner-friendly, and offers a good range of customisation options. Wix and Shopify are both highly recommended as reliable SaaS eCommerce platforms with excellent website builders.
A website builder lets you create a professional, fully functioning online shop quickly, without any coding knowledge. Most platforms offer a variety of templates that you can customise with a drag-and-drop editor to match your brand and desired store functionality.
The internet is full of platform-specific tutorials that guide you through the process, from setting up your account to publishing your site. Here’s a great in-depth tutorial for the Shopify platform and one for Wix.
4. How do you design your online shop?
Mastering a website builder is only the first step in creating your online shop. Before choosing a template and building your site, it’s important to spend some time thinking about web design.
Good web design is essential. It not only makes your online shop look professional and function smoothly, but it also attracts visitors and encourages them to stay and make purchases.
Here are some key elements to consider when designing your website:
- Target audience – Every business has a specific demographic, even if you want to sell to as many people as possible. Define your target audience before planning your website design, as this will guide many decisions down the line.
- Usability – Your site should be simple and easy to navigate. Consider the customer journey from first entering your site to completing a purchase.
- Logo – Your business may already have a logo or you might be in the process of coming up with one. Remember to factor this into the design of your website, particularly your colour scheme.
- Colour scheme – Choosing a colour scheme is an important part of setting up your online shop. If you already have a physical business, you may already have a colour scheme you can apply. If you’re starting from scratch, try to choose colours that suit your brand. Have a read of this blog post from Wordstream to get some tips.
- High-quality images – Use professional, high-resolution images to make your brand appear authentic. You can take your own photos or source royalty-free images from online libraries. To find out more, check out this blog post from Hub Spot on the best free image libraries.
- Trust and reliability – A reliable business is a successful one, so try to make your online shop as reliable and trustworthy as possible. Include features such as a contact page, a visible return policy, and simple navigation to give customers confidence when purchasing.
- Copy – When it comes to copy, simplicity is key. Keep your writing clear and easy to read. For product descriptions, include only relevant information and check spelling and grammar. Online tools like Grammarly can help make sure your copy is up to scratch.
- Typography – Choose two font styles: one for headings and one for body text. Keep body fonts simple for readability and feel free to be more creative with headings.
- Responsivity – Your website must work seamlessly on phones, tablets, and desktops. Most website builders allow you to preview your site across different devices to ensure it looks clean and clear.
Web design is a constantly evolving field, so it’s worth spending time researching before you start. There are many useful resources available, such as WebAlive’s blog post on 10 things to consider when designing a website from WebAlive.
Designing a website can seem a little overwhelming at first,so try not to feel disheartened if you’re struggling at first. Remember: simplicity and consistency are key, and most elements can be updated later.
A helpful technique is to create a mood board, which allows you to experiment with fonts, colours, images, and other design elements to see how they work together.
To learn more about creating a mood board, check out the video below.
5. How do you add your products?
When you’re using a SaaS eCommerce platform, adding and managing your products is straightforward. You can see how to do so on Wix here and on Shopify here.
To make your products as appealing as possible to customers, consider including the following elements:
- Product Title – Keep it short and clear so customers immediately know what the product is.
- Product Description – Include all relevant details such as size, weight, colour, and materials. This is also an opportunity to sell your product, so don’t be afraid to get creative. Check out this blog post for some helpful tips on writing product descriptions.
- Visual Media – Include high-quality images of all your products, and consider adding videos where appropriate. You don’t need a professional photography setup; this blog post from Shopify will show you how to take high-quality photos with your smartphone.
- Price – SaaS platforms make it easy to set and update product prices. Remember to consider taxes, shipping, and other costs when pricing your products. For some tips, check out this article from Website Builder Expert.
A SaaS platform like Shopify or Wix will also help you manage inventory, stock levels, and shipping. For example, on Shopify, you can enter product weight and customs information, allowing the platform to automatically generate shipping costs and print labels for each order. SaaS platforms can also assist with managing taxes for each transaction.
6. Why are domain names important?
For any website to appear online, it needs an address, such as www.restless.co.uk. Each address consists of a domain (the ‘restless’ part) and an extension (such as ‘.co.uk’, ‘.com’, or ‘.org’).
When you publish your website using a SaaS eCommerce platform and website builder, you’ll receive a free default URL. This usually combines your website name with a platform-specific extension (for example, ‘.wixsite.com’ or ‘.myshopify.com’), allowing your site to go live immediately.
However, it’s worth considering purchasing a custom domain name. This allows you to choose your own domain and extension, offering several benefits:
- A shorter, more memorable address that’s easier for customers to find
- A professional and authentic online presence with popular extensions like ‘.com’ or ‘.co.uk’
Whether your business already has a name or you’re still deciding, it’s a good idea to check if your preferred domain name is available. Most eCommerce platforms allow you to search for and purchase custom domains directly.
7. What happens after you’ve published your online store?
Once you’ve chosen your eCommerce platform, designed your website, and built it… congratulations! Take a moment to give yourself a pat on the back. Launching your own online shop is a major milestone for your business, and you should be proud.
However, the work is far from over. In addition to adding new products, checking inventory, and posting sales, you’ll need to maintain your site to continue attracting customers and growing your business.
Here are the key areas to focus on to keep your online shop in top shape:
Website content
Keep your website content up to date. Check for broken links, outdated copy, and any errors that could disrupt the customer experience or make your site appear unreliable. A good method is to put yourself in the customer’s shoes. By regularly following the typical user journeys on your site, you should be able to spot and fix any potential issues.
Customer service
Excellent customer service is essential for business success, improving customer retention and brand reputation. Create a dedicated customer service email address and display it prominently on a ‘Contact Us’ page. Then check this inbox frequently to resolve issues promptly. This also allows customers to report problems they encounter on your site.
Search engine optimisation
SEO helps your website appear higher in search engine results, driving more traffic and potentially increasing sales. Simple SEO practices include using frequently-searched keywords in your copy, optimising product pages, and improving site speed.
For tips on SEO for eCommerce websites, check out this blog post from Privy.
Get creative when it comes to marketing
Marketing is key for getting visitors to your site. Even the best online shop won’t generate sales if no one sees it. Besides boosting traffic through SEO, consider promoting your store through social media advertising, partnerships with brands or influencers, and email marketing.
For some ideas on how to market your website, check out this article from Big Commerce.
Final thoughts…
Whether you’re expanding an existing business into the digital world or launching one from scratch, we hope this guide to setting up an online shop has been helpful.
It’s important to remember that this isn’t an exhaustive guide and won’t cover every challenge you might encounter, especially when it comes to the finer details of building and maintaining your shop. The good news is that the internet is full of helpful tips and tutorials, so don’t hesitate to use them if you get stuck.
It’s also worth bearing in mind that building, launching, and maintaining an online shop is no small feat. So, if you want to explore the world of selling online before making your own website, you might want to first get set up on an online marketplace like Amazon, eBay, or Etsy.
And if you want to start your own business but you’re not sure exactly what you’d like to do, you might find some ideas in our article, 20 self-employment ideas, or on the jobs and careers section of our website.