How to Set up a Shopify Store: Checklist for Launching Correctly

The most popular Shopify launch checklists are full of vague generalities or so detailed they become useless. This is the procedure we walk new merchants through when setting up their stores — focused on the expensive mistakes that can be corrected at launch.

1. Store fundamentals

• Attach a custom domain, not launch on myshopify.com — this is critical for branding and SEO
• Correctly configure currencies and taxes for the market(s) you're selling to, rather than "whatever Shopify default is"
• Set up shipping rules based on courier rates, rather than guessing — incorrect or misleading shipping math is one of the biggest sources of silent revenue loss

2. Product data, done right

• Write product titles and descriptions, rather than copy/pasting manufacturer defaults — which will tank both SEO and conversion rates, and potentially violate Shopify's terms if other stores use the same content
• Add alt text to product images for SEO and accessibility, and to avoid manual review by Shopify
• Add product weights and measurements so shipping prices can be calculated accurately at checkout

3. Trust and legal

• Publish a privacy policy, terms of service, and (if applicable) return/refund policy — in Shopify's theme, not the admin — before taking any orders
• Display contact info somewhere prominent (footer is fine) including an email address, and a physical address if you have one
• Ensure SSL is active (Shopify provides a certificate by default) and that browsers display the padlock correctly on your domain

4. Apps: go light, focus on purpose

New stores frequently install 10+ apps in their first week — most of which can be cut. Limit yourself to one app for reviews, one for email capture, and one for price or discount rules (Shopify's native tools are frequently sufficient for the latter). Always check page speed after installing a new app: a slowdown in perceived performance will reduce conversion in ways that are difficult to quantify.

5. Analytics before launch

Install analytics and conversion tracking pixels before launching paid media, not after — fixing a tracking event retroactively will always lose you data for every conversion that happened before the update.

6. Test launches

Run a "dry launch": send a few friends or family members through the checkout flow before spending money on ads. If you can, process a test order with a live credit card yourself: it will surface hidden bugs in discount rules, shipping logic, or the checkout process that you won't be able to find any other way.

We help merchants walk through this process as part of our e-commerce consulting services — see the Services tab for more details, or contact us directly if you're considering one.