How to Create an Online Store

Starting an online store gives your business a way to sell products directly to customers through your website.

Whether you're launching a new business or adding ecommerce to an existing one, creating an online store involves more than simply uploading products. You need to choose the right ecommerce platform, organise your products, set up payments and shipping, and make sure customers can easily find and buy what they want.

The good news is that you don't necessarily need to be a web developer to create an online store. An ecommerce website builder can provide many of the tools you need to build and manage your store.

This guide explains the main steps involved in creating an online store.

1. Decide What You Need Your Online Store to Do

Before choosing an ecommerce website builder, think about how your business will sell online.

Consider:

• What products you will sell
• How many products you have
• Whether products have different sizes or variations
• How you will manage stock
• Where you will deliver
• How customers will pay
• Whether customers can collect orders
• Whether you need discount codes or promotions
• Who will manage the online store

The answers will help you understand what features your ecommerce website needs.

2. Choose an Ecommerce Website Builder

Your ecommerce website builder provides the tools you use to create and manage your online store.

Look for a solution that gives you the functionality your business needs without making the website unnecessarily complicated to manage.

Important things to consider include:

• Product management
• Ecommerce website design
• Online payments
• Shopping cart functionality
• Shipping options
• Mobile usability
• SEO tools
• Customer support
• Integrations with other business systems
• Ongoing costs

Think about what you need now, but also consider whether the platform can support your business as it grows.

3. Choose Your Domain Name

Your domain name is your online address.

For example:

yourbusiness.co.nz

Choose a domain name that is relevant to your business, easy to remember and straightforward for customers to type.

If you're operating a New Zealand business, a .co.nz or .nz domain may be appropriate, although the best option will depend on your business and where your customers are located.

Once you have chosen your domain, connect it to your ecommerce website.

4. Plan the Structure of Your Online Store

A well-organised online store makes it easier for customers to find products.

Most ecommerce websites will include:

• Home
• Shop
• Product categories
• Individual product pages
• About
• Contact
• Delivery information
• Returns information
• FAQs

You may also need pages for promotions, collections, buying guides or other useful information.

Before building, think about how customers will move through your website.

For example:

Home → Shop → Category → Product → Cart → Checkout

A clear structure makes the buying process easier and can also help search engines understand your website.

5. Create Your Product Categories

Product categories help customers browse your online store.

Think about how your customers are likely to look for products.

You may organise products by:

• Product type
• Collection
• Brand
• Size
• Purpose
• Season
• New products

Avoid creating unnecessary categories. Your store should be easy to understand at a glance.

As your product range grows, clear categories become even more important.

6. Add Your Products

Once your website structure is in place, you can begin adding products.

Each product should have clear and accurate information.

A product page may include:

• Product name
• Description
• Price
• Images
• Product options
• Sizes or variations
• Availability
• Delivery information

Your product descriptions should help customers understand what they are buying.

Don't simply repeat information provided by a supplier if you can provide more useful details for your own customers.

7. Use High-Quality Product Images

Customers cannot physically pick up or inspect products when shopping online, so your images play an important role.

Use clear images that show the product properly.

Depending on what you sell, you may need:

• Product photographs
• Images from different angles
• Close-up details
• Images showing scale
• Lifestyle images

Make sure your images look good on both desktop and mobile devices.

They should also be appropriately sized so unnecessarily large files don't slow down your website.

8. Write Clear Product Descriptions

A good product description answers the questions a customer may have before purchasing.

Depending on the product, explain:

• What it is
• What it is made from
• How it is used
• Key features
• Size or dimensions
• Colour options
• Care requirements
• Other relevant details

Focus on being useful rather than simply trying to make every description sound promotional.

Clear information can help customers make confident purchasing decisions.

9. Set Up Online Payments

Customers need a secure and convenient way to pay for their orders.

The payment options available will depend on the ecommerce website builder you choose.

Consider what payment methods are suitable for your customers and business.

Before launching, complete test transactions where possible to make sure the checkout process works correctly.

10. Set Up Shipping and Delivery

Decide how customers will receive their orders.

You may offer:

• Standard delivery
• Express delivery
• Local delivery
• Click and collect
• Free shipping above a certain order value

Clearly explain your delivery options and costs.

Customers should be able to understand when and how they will receive their order before completing their purchase.

If you have specific delivery conditions, create a dedicated delivery information page.

11. Create a Clear Returns Policy

Customers may want to know what happens if they need to return a product.

Make your returns information easy to find and explain the process clearly.

Depending on your business, your policy may cover:

• Returns
• Refunds
• Exchanges
• Damaged products
• Incorrect orders

Make sure your policies are appropriate for the products you sell and comply with the requirements that apply to your business.

12. Make Your Online Store Easy to Use

A good ecommerce website should make it easy for customers to move from finding a product to completing a purchase.

Review your website from a customer's perspective.

Can they:

• Find products easily?
• Browse categories?
• Understand product information?
• View product images clearly?
• Add products to their cart?
• Understand delivery costs?
• Complete the checkout process?

Avoid adding unnecessary steps that make buying more difficult.

13. Check Your Online Store on Mobile

Many customers will shop from their phones.

Before launching, check that your ecommerce website works properly on mobile devices.

Pay particular attention to:

• Navigation
• Product images
• Product options
• Add-to-cart buttons
• Forms
• Checkout
• Payment options

A poor mobile experience can make customers abandon a purchase.

14. Think About SEO

SEO can help potential customers find your products through search engines.

When building your ecommerce website, consider:

• Product names
• Product descriptions
• Category pages
• Page titles
• Meta descriptions
• Website URLs
• Internal links

You can also create useful content that helps customers research products and make purchasing decisions.

The goal should be to create useful pages for customers rather than simply adding keywords.

15. Test Everything Before You Launch

Before opening your online store to customers, test the complete buying process.

Check:

• Navigation
• Product pages
• Product options
• Shopping cart
• Checkout
• Payment process
• Confirmation emails
• Shipping settings
• Contact forms
• Mobile usability

Ask someone else to test the website if possible. A fresh perspective can identify problems you may have missed.

16. Launch Your Online Store

Once everything has been checked, you're ready to launch.

After your store goes live:

• Visit the live website
• Test important pages
• Check products and categories
• Complete another test purchase where appropriate
• Check confirmation emails
• Review the store on mobile

Your website will continue to need attention after launch. Add new products, update information and review the customer experience regularly.

Common Online Store Mistakes to Avoid

When creating an ecommerce website, avoid:

• Poor-quality product images
• Unclear product descriptions
• Complicated navigation
• Hidden delivery costs
• Difficult checkout processes
• Missing contact information
• Not testing the website on mobile
• Unclear returns information
• Out-of-date product information

A straightforward, well-organised store can provide a better experience than a more complicated website filled with unnecessary features.

Creating an Online Store Takes Planning

The technology makes it easier than ever to sell online, but successful ecommerce still requires planning.

Start by understanding what you want to sell and how your business will operate online. Choose an ecommerce website builder that meets those requirements, organise your products clearly and make it as easy as possible for customers to complete a purchase.

You can always continue developing your online store after launch. Start with a strong foundation and add to it as your business grows.

Ready to Build Your Online Store?

Explore our Ecommerce Website Builder to learn more about creating and managing an ecommerce website, or read our guide to the benefits of using a website builder.