This beginner-friendly guide walks you (or your clients) through the essentials of running a Shopify store—from products and collections to menus, themes, settings, and launch steps. All sections are organized with clear headings and practical checklists.
1) Preparation & Store Structure
Before adding products, align on brand basics and your catalog structure. Clear decisions here make setup faster and simpler.
- Audience & positioning: Who are you serving and why your products?
- Name & domain: Choose a memorable brand and connect a custom domain.
- Catalog plan: Define product types, options (e.g., size/color), and how items group into collections.
- Pages to include: Home, Shop, About, Contact, FAQ, Policies.
Tip: Sketch your main menu and 3–6 top-level collections. Keep it simple at launch.
Admin areas you’ll use most
- Products: items, variants, inventory
- Collections: automated/manual groupings
- Online Store: themes, navigation, pages, blog
- Settings: payments, shipping, taxes, domains, checkout
- Analytics: sales, traffic, conversion
2) Products: Setup, Variants, Media & SEO
- Add a product: Products → Add product. Give it a clear title and benefit-led description.
- Pricing: Set price and Compare-at price if showing discounts. Add cost (optional) for margin reporting.
- Inventory: Assign SKU(s), enable stock tracking, and set quantities.
- Shipping: Provide weight for accurate shipping rates and select physical/digital item types.
- Variants (options): Add options (e.g., Size, Color). Each variant can have its own price, SKU, image.
- Media: Upload clean, high-resolution images. Use alt text for accessibility and SEO.
- Search engine listing: Edit SEO title/description and handle (URL). Keep titles concise and descriptive.
- Organization: Set Product category, Product type, Vendor, and helpful tags.
- Status & sales channels: Set to Active and select channels (Online Store, etc.).
Checklist: Title ✓ Description ✓ Images ✓ Price ✓ Inventory ✓ Shipping weight ✓ Variants ✓ SEO ✓ Tags ✓ Status Active ✓
Product content tips
- Lead with outcomes/benefits; support with features.
- Use 4–8 high-quality images per product where possible.
- Answer common questions in the description (sizing, materials, care, what’s included).
- Use consistent naming for options (e.g., “Small / Medium / Large”).
- Keep SEO titles ~50–60 chars; meta descriptions ~150–160 chars.
3) Collections: Manual vs Automated
Collections group products so customers can browse by category, season, or promotion.
| Type | How it works | Best for |
|---|---|---|
| Manual | You add products one-by-one. | Curated groups like “Staff Picks” or “Holiday Gifts”. |
| Automated | Rule-based (e.g., Tag contains winter, Price >= 50). Items auto‑update. | Dynamic categories like “New Arrivals”, “Sale”, or brand/type groupings. |
Recommended setup
- Create 3–6 top-level collections (e.g., Men, Women, Accessories, New, Sale).
- Standardize tags (e.g., color, material, season) to power automated rules and filters.
- Add a collection image and short description (optional) for context.
Filters & search
- Enable collection filters (size, color, price) if your theme supports them.
- Use consistent tags/attributes so filters return predictable results.
5) Themes & Design
- Pick a theme: Start with a modern, fast theme (e.g., Shopify Dawn or a reputable paid theme).
- Customize sections: Update header, homepage hero, featured collections/products, testimonials, and footer.
- Branding: Set logo, colors, and typography consistent with your identity.
- Images: Use optimized images. Favor consistent aspect ratios for product grids.
- Preview devices: Confirm layouts on mobile and tablet; check tap targets and font sizes.
Performance tips
- Remove unused apps/sections and avoid heavy sliders where possible.
- Compress large hero images; prefer modern formats where supported.
- Keep homepage focused: clear value prop, featured categories, and a few best-sellers.
6) Core Settings: Payments, Shipping, Taxes, Domains & Checkout
Payments
Enable a primary gateway (often Shopify Payments where available) and connect PayPal/others as needed.
- Match business/legal details with bank info.
- Decide on capture timing (automatic vs manual).
Shipping & Delivery
Set shipping zones/rates, package sizes, and handling times. Add weights to products for accurate rates.
- Offer free shipping threshold if margins allow.
- Test rates at checkout for common cart sizes.
Taxes
Configure region-appropriate tax collection. Confirm product exemptions if applicable.
- Add your business tax registration where required.
- Spot-check tax on sample orders.
Domains
Connect or purchase a custom domain. Set the primary domain and redirect others to it.
- Verify SSL is active and no mixed-content issues.
Checkout & Accounts
Customize checkout fields, brand colors, and logo. Decide if customer accounts are optional or required.
- Enable order notifications and test transactional emails.
- Review abandoned checkout settings & emails.
7) Pages, Blog & Legal Policies
- About: Share your story, values, and differentiators.
- Contact: Provide a form or email plus social links and address if applicable.
- FAQ: Shipping times, returns, sizing, materials—reduce pre‑purchase friction.
- Policies: Publish Refund/Return, Shipping, Privacy, and Terms. Link them in the footer.
- Blog: Publish buying guides, care tips, and product highlights to build SEO and trust.
Tip: Use simple, readable language. Keep policy links visible in the footer and during checkout.
8) Launch Checklist
- Place test orders (including refunds/cancellations) and verify emails.
- Connect domain and disable storefront password.
- Double‑check shipping rates, taxes, and payment capture.
- Review mobile layouts and page speed on real devices.
- Add footer links to policies; confirm contact methods work.
- Enable basic analytics and set up at least one marketing channel (email or social).
Pro move: Launch with a simple offer (e.g., free shipping threshold) and feature 6–12 best‑sellers on the homepage.
9) Ongoing Management & Growth
- Analytics: Track sessions, conversion rate, top products/collections, and funnel drop‑offs.
- Catalog: Keep inventory accurate; rotate featured collections seasonally.
- Design: Iterate the homepage; A/B test hero copy and key CTAs.
- Reviews: Request and showcase customer reviews to build trust.
- Apps: Add carefully—each app adds weight. Remove unused ones.
Simple monthly rhythm
- Review analytics & top exits.
- Update 1–2 homepage sections.
- Publish 1 helpful blog post or guide.
- Plan 1 promo or new collection.
10) Common Beginner Pitfalls
- Waiting for perfection—launch a solid baseline and iterate.
- Overloading with apps or complex features too early.
- Low‑quality images or inconsistent product info.
- Poor mobile navigation and small tap targets.
- Skipping test orders (payments, taxes, shipping) before going live.
11) Shopify Glossary (Quick Reference)
Product
An item you sell. Can have variants (e.g., sizes/colors).
Variant
A specific option combination of a product (e.g., Medium / Blue).
Collection
A group of products (manual or automated by rules).
Tag
A label used for organization, automation, and filters.
Theme
Controls storefront design and sections. Customizable.
Sales Channel
Where you sell (Online Store, social, marketplaces).
Checkout
The purchase flow; can be customized with branding and settings.
12) Quick Start: 10 Steps to First Sale
- Create 4–8 products with images, variants, and SEO.
- Build 3–6 collections (use automated rules where possible).
- Set up main and footer menus; link to key collections and pages.
- Choose a theme and customize homepage sections.
- Configure payments, shipping rates, taxes, and checkout branding.
- Connect your custom domain.
- Publish About, Contact, FAQ, and policy pages.
- Place test orders and verify emails/refunds.
- Disable storefront password; launch with a simple offer.
- Announce via social/email; monitor analytics and iterate.
Need help getting started? Our Shopify experts can help you launch, optimize, or migrate your store. Explore Shopify Services