How to set up an online store - a complete step-by-step guide

Introduction

Online commerce is growing every year, with more and more customers preferring to shop online rather than visit stationary stores. For many entrepreneurs, it's a natural step in business development - an online store allows you to expand your reach, cut costs and operate independently of your location.

I vividly remember the day my good friend Marcin, owner of a small furniture company, called me with an unusual problem. "You know what, customers keep asking me why they can't order our chairs online. I think it's time to do something about it, I just completely don't know where to start!" - I heard on the phone. Today, several years later, Marcin's online store is the company's main source of income, and he jokes that if it hadn't been for this step, he might have suspended operations long ago.

If you, too, are running your own business or planning to launch a startup, you're probably wondering if online sales are a good direction for growth. The statistics speak for themselves - according to reports by Gemius and the Chamber of Electronic Economy, as many as 77% of Polish Internet users shop online, and the e-commerce market is growing at a double-digit rate every year. However, setting up your own online store doesn't have to be complicated or expensive at all - as long as you do it wisely and according to plan.

Setting up an online store, however, is not just a matter of launching a site and adding products. To succeed, you need to prepare well - analyze the market, choose the right business model and technology, and plan a marketing strategy.

In this guide you will learn how to create an effective online store step by step, avoiding common mistakes.

How to prepare for setting up an online store?

Market and competition analysis

Before you invest in a store, you need to see if your product has sales potential online.

How to do it?

• Check out the competition - Analyze stores offering similar products. Pay attention to their prices, the way they present their offerings, delivery methods and customer reviews.
• Explore demand - Use tools such as Google Trends, Ubersuggest or Ahrefs to see how often users search for the products you want to sell.
• Identify your advantage - What will make customers choose your store over the competition? It could be a unique offer, better customer service, faster delivery or additional value, such as shopping tips and instructions.

Choice of business model

You need to decide how you will make sales and manage logistics.

Popular models:

• Dropshipping - No need to store goods, products are shipped directly from the supplier. Low initial costs, but less control over service quality.
• Own warehouse - greater investment, but full control over inventory and customer service.
• Own production - Online store as a sales channel for proprietary products.

Each model has its own advantages and disadvantages - the key is to adapt it to the specifics of your industry and the resources you have at your disposal.

Determination of the budget

The cost of setting up an online store can vary depending on the technology and scope of the business.

Basic expenses:

• E-commerce platform - From PLN 0 (open source, e.g. WooCommerce) to several thousand per year (e.g. Shopify, Shoper).
• Domain and hosting - PLN 100 to 1,000 per year.
• Graphic design and implementation of the store - From a few hundred to twenty-something thousand zlotys, depending on the level of sophistication.
• Marketing and advertising - The first campaigns may cost from £500 and up, but the marketing budget should be a regular part of the business.

A well-planned budget avoids running out of funds for key stages of store development.

Which e-commerce platform should I choose?

Choosing the right e-commerce platform is one of the key decisions that will affect the operation and development of your store. Available solutions vary in functionality, cost and technical requirements.

Turnkey e-commerce platforms (SaaS)

This is the easiest option for people who want to quickly launch a store without having to deal with hosting or coding.

Popular solutions:

• Shopify - intuitive operation, quick setup, but monthly fee and sales commissions.
• Shoper - Polish platform, integration with Allegro and Polish payment systems.
• Sky-Shop - Ready integrations with wholesalers and marketplaces.

Advantages:
✔ No server management required.
✔ Rapid implementation.
✔ Technical support included.

Disadvantages:
✖ Monthly subscriptions (dependent on the number of products and features).
✖ Limited personalization options.

Open-source (self-hosted) stores

For people who want full control over their store, but require more technical involvement.

The most popular systems:

• WooCommerce (WordPress) - great for small and medium-sized stores, free, but requires hosting and configuration.
• PrestaShop - flexible solution, good for larger stores, requires basic technical knowledge.
• Magento - for large businesses, very powerful, but requires a more powerful server and more investment.

Advantages:
✔ Full control over appearance and functionality.
✔ No monthly subscription.
✔ Customizable to suit your own needs.

Disadvantages:
✖ Requires hosting and regular updates.
✖ It can be more difficult to operate for those without technical experience.

Dedicated solutions

An option for companies that need custom features or plan to scale the business on a large scale. The store is custom created by developers or an agency.

Advantages:
✔ Ability to customize every aspect of the store.
✔ Full ownership of code and data.

Disadvantages:
✖ The most expensive option - costing from several to tens of thousands of zlotys.
✖ The lead time can be several months.

Which option to choose?

• If you wantfast and hassle-free run the store - chooseShopify, Shoper or Sky-Shop.
• If you needgreater control and lower costs long-term -WooCommerce or PrestaShop.
• If you have a large company and needcustomized solutions - worth consideringMagento or a dedicated solution.

Step-by-step process of creating an online store

Once you've chosen the right platform, it's time to move on to the actual process of launching your store.

1. choosing a domain and hosting

• Domain - The name of your store (e.g., www.mojnowysklep.pl). It should be easy to remember and related to your industry.
• Hosting - The server on which the store will run. In the case of WooCommerce or PrestaShop, it is advisable to choose dedicated hosting for e-commerce, such as LH.pl, CyberFolks, dhosting.pl.

Cost:
Domain: from £50 to £250 per year.
Hosting: from £200 to £1,500 per year, depending on the parameters.

2. platform installation

• SaaS (Shopify, Shoper) - Just create an account and go through the setup wizard.
• WooCommerce/PrestaShop - requires installation on the server, but most web hosts offer automatic installation.

3. template selection and personalization

Each platform offers ready-made design themes that can be customized. It is worth choosing a responsive template that looks good on mobile devices.

4. adding products

• Photos - High quality, preferably on a white background.
• Descriptions - unique, compelling, containing key information about the product and its benefits.
• Prices and promotions - It is worthwhile to use pricing strategies, such as discounts for first-time customers.

5. payment and delivery configuration

  Payments:

• Przelewy24, PayU, Tpay - for Polish customers.
• Stripe, PayPal - for international sales.

  Delivery:

• Couriers (DPD, InPost, DHL) - Fast delivery, but more expensive.
• Paczkomaty - popular in Poland.
• Dropshipping - The supplier ships the products directly to the customer.

6 Testing and commissioning

Before the store is made available to customers, test:
✔ Ordering process.
✔ Operation of payment and email notifications.
✔ Appearance and functionality on the phone.

Marketing and promotion of an online store

Launching a store is just the beginning. Customers won't show up on their own - you need to ensure visibility and attract traffic to the site. In this section, we will discuss effective methods of promoting your online store.

1. SEO - search engine optimization

SEO (Search Engine Optimization) is the process of adapting your store to the requirements of search engines so that it appears higher in Google results. This allows you to attract customers organically, without having to pay for ads.

Key elements of SEO in an online store:
-Keywords - Your store needs to be optimized for the phrases that users type in. Use tools such as Ahrefs, Senuto, Google Keyword Planner to find the best phrases. Examples:

• "sports shoes for running" instead of "sports shoes" (more accurate).
• "custom wooden furniture" instead of "wooden furniture" (higher chance of conversion).
  -Optimization of product descriptions - Descriptions should be unique, specific and include keywords. Avoid copying content from the manufacturer, as Google may impose a filter for duplicate content.
  -Page loading speed - E-commerce stores often lose customers due to slow-loading pages. Use PageSpeed Insights and improve performance (e.g., image compression, fast hosting).
  -Internal linking - Create logical connections between product, category and blog pages. This helps Google index your store better.

➡Effect: High ranking in Google = free traffic and more sales.

2. Google Ads and Facebook Ads

If you want to get customers quickly, paid advertising on Google and social media is the best option.

Google Ads (search engine ads)
It works on the principle of pay per click (CPC - cost per click). If a user types in "running shoes," for example, your store may appear at the top of the results.

- Google Shopping Ads - Product ads with photo, price and link to the store. Very effective for e-commerce.
- Search engine text ads - appear above the organic results.

➡Budget: min. 500-1000 zloty to start, in order to collect data and evaluate the effectiveness.

Facebook & Instagram Ads
Social media allows for precise targeting - you can display ads to people with specific interests, such as sports fans, parents, eco-product lovers.

🔹Dynamic ads - The system automatically shows products to people who visited the store but did not make a purchase (retargeting).
🔹Lookalike Audiences - Facebook will find new customers similar to your current buyers.

➡Budget: min. PLN 20-50 per day for testing different target groups.

3. social media and content marketing

  Facebook & Instagram - Regular activity on social media helps build a brand and attract customers.
- Publish photos of products in use (e.g., "How to wear our running shoes?").
- Create educational and inspirational posts (e.g., "5 mistakes you make when choosing sports shoes").
- UseInstagram Stories and Reels - Video formats engage better than static photos.

Blog and content marketing
Regularly writing blog articles helps increase traffic from Google and build authority.
- Examples of topics:

• "How to choose running shoes?" (for a shoe store).
• "Comparison of coffee makers - which one to choose?". (for an appliance store).
  - Well-optimized entries can generate traffic for many years.

➡Effect: Increased organic traffic and greater brand recognition.

4. email marketing

Newsletter - building a customer base
Email marketing is one of the cheapest and most effective methods of customer retention.
- Collect emails through popups ("Sign up and get 10% discount").
- Send regular offers, promotions and news.

  Marketing automation
-Reminders of abandoned baskets - "You haven't completed your order - here's your 5% discount for completing your purchase!".
-Emails after purchase - "Thank you for your purchase! Here's how to best use your new product."
-Customer segmentation - Send different messages to regular customers and others to new ones.

➡Effect: Greater customer loyalty and repeat sales.

5. running an online store - how to operate effectively?

Launching a store is just the beginning. To be successful, you need to take care of ongoing customer service, analyze sales data and regularly optimize your offerings. In this section we will discuss the key aspects of successful online store management.

1. customer service - how to build trust?

Good customer service can significantly affect sales and repeat purchases. Customers expect quick responses, clear return policies and a professional approach.

• Quick responses to inquiries - preferably within hours.
• Multi-channel communication - email, website chat, social media, phone.
• Clear rules for returns and complaints - the simpler and clearer they are, the greater customer confidence.
• Personalization of service - addressing customers by name, customized recommendations.

Customer service tools:

• LiveChat, Tidio - chat on the site for fast communication.
• Zendesk, Freshdesk - systems for managing customer requests.
• Messenger, WhatsApp Business - contact through social media.

The result: customers are more likely to return to the store and recommend it to others.

2. warehouse and logistics management

Efficient logistics is the key to fast order processing and avoiding delays.

• Monitor inventory - avoid a situation where a product is visible in the store, but unavailable for shipment.
• Order automation - integration with wholesalers and ERP systems allows for seamless inventory management.
• Delivery optimization - offering several shipping options (courier, parcel post, personal pick-up).
• Dropshipping - if you don't want to stock products, you can work with suppliers who ship directly to customers.

Popular warehouse management systems:

• Baselinker - order automation and marketplace integration.
• WMS (Warehouse Management System) - for larger stores with their own warehouse.

The result: faster order processing = greater customer satisfaction.

3. sales analysis and conversion optimization

To successfully run a store, you need to regularly analyze sales data and optimize your strategy.

Key indicators to monitor:

• Conversion rate - how many visitors actually make a purchase?
• Average Order Value (AOV) - how to increase the shopping cart?
• Customer Acquisition Cost (CAC) - how much does advertising cost per new customer?
• Repeat purchases (Customer Retention Rate) - how many customers return to the store?

Analysis tools:

• Google Analytics 4 - analysis of traffic, conversions and user behavior.
• Hotjar - recordings of user sessions and heatmaps.
• Looker Studio - reporting results in an easy-to-read format.

The result: a better understanding of customers and more effective marketing efforts.

4. testing and scaling the business

An online store cannot stand still - it is necessary to constantly test new solutions and adapt the offer to the needs of customers.

What is worth testing?

• Different versions of product pages - testing headlines, CTA buttons, images.
• Pricing strategies - dynamic pricing, discounts, seasonal promotions.
• Payment methods - introduction of, for example, installment payments, deferred payments (PayPo, Klarna).
• New marketing channels - testing TikTok, Pinterest, LinkedIn depending on the industry.

How to scale a business effectively?

• Expanding the offer with new products.
• Introduction of sales on marketplaces (Allegro, Amazon, eBay).
• Expansion into foreign markets - translating the site, adjusting payment and delivery.

The result: greater revenue and stable store growth.

Running an online store - what to pay attention to?

An online store is not only about selling products, but also about the daily management of customer service, sales analysis and optimization of operations. Efficient business management allows for stable growth and greater profitability.

Customer service and returns - how to build trust?

Good customer service is one of the key factors for success. Satisfied customers are more likely to return to the store and recommend it to others.

• Quick responses to inquiries - Most customers expect a response within a few hours.
• Multi-channel communication - it is worth enabling contact via e-mail, website chat, social media and telephone.
• Transparent return policies - Easy and quick returns build trust and reduce negative feedback.
• Customer service system - It is worth using tools such as LiveChat, Zendesk, Freshdesk to help manage inquiries and requests.

Returns and Complaints:

• Clear procedures - Customers should know how to return a product and what the deadlines are.
• Automation of the returns process - E.g., generation of return labels, statuses of returns in the customer panel.
• Free returns - If possible, it is worth offering a free return, which can increase confidence in the store.

Well-managed customer service increases buyer loyalty and influences positive feedback, resulting in higher sales conversions.

Sales analysis and conversion optimization - tools and metrics

For an online store to be successful, regular analysis of results and conversion optimization is essential.

Key metrics (KPIs) worth monitoring:

• Conversion rate - What percentage of visitors make a purchase? The standard in e-commerce is 1-3%.
• Average Order Value (AOV) - How to increase the value of the shopping cart?
• Customer Acquisition Cost (CAC) - How much does it cost to get a new customer?
• Repeat purchases - How many customers return to the store?

Analytical tools:

• Google Analytics 4 - Analysis of traffic, visit sources, purchase paths.
• Hotjar - heat maps and recordings of user sessions to help improve UX.
• Looker Studio - Data visualization and reporting of results.

Conversion optimization:

• Shorten the purchasing process - Quick payments, fewer fields to fill out, ability to buy without registration.
• Refined product descriptions and photos - The better the presentation, the higher the conversion.
• A/B testing - Checking different versions of pages, CTA buttons, promotions.
• Customer reviews - Positive reviews increase trust and influence purchasing decisions.

Regular analysis of the results allows you to adjust your marketing strategy and increase sales without increasing your advertising budget.

Growing and scaling your business - when is it worth expanding your offerings?

When a store achieves stable revenues, it is worth considering its further development and expansion.

What are the signals for scaling a business?

• Regular repeat orders - A steady customer base is a good basis for expanding the product line.
• High conversion and low customer acquisition cost - means that the current sales model is working effectively.
• Demand for additional products - Customers ask for complementary products.

Ways to grow your store:

• Adding new product categories - Expansion of assortment in accordance with market trends.
• Selling on marketplaces - Amazon, Allegro, eBay can increase sales and reach.
• Overseas expansion - Site translation, integration with local payment and delivery methods.
• Process automation - For example, integration with ERP systems, chatbots, automated warehouse management.

Steady growth helps maintain competitiveness and increase revenues in the long term.

Summary and frequently asked questions

Setting up and running an online store requires a thoughtful strategy and continuous optimization of operations. By going through all the steps - from market analysis, to technology selection, to effective marketing and development - you increase your chances of e-commerce success.

Frequently asked questions

1. how much does it cost to open an online store?
The cost depends on the selected model. Basic options:

• Ready-made SaaS platforms (e.g. Shopify, Shoper) - from PLN 50 to 500 per month + commissions on sales.
• WooCommerce/PrestaShop - hosting cost (£200-1000 per year) + possible plugins and integrations.
• Dedicated store - from PLN 10,000 upwards, depending on the sophistication of the project.

Add to this the cost of marketing and advertising (min. PLN 500-1000 per month to start).

2 - How long does it take to get a store up and running?

• Simple stores on ready-made platforms - from a few days to 2 weeks.
• Store on WooCommerce/PrestaShop - 2-6 weeks, depending on configuration.
• Dedicated store - from a few months to six months.

3. what is the best business model?

• Dropshipping - good for those without capital for storage, but lower margins.
• Own warehouse - Greater control over the quality of service and logistics.
• Own production - Unique offering, but higher initial costs.
  The best model depends on the industry and financial capabilities.

4 What are the biggest mistakes of novice sellers?

• Lack of market analysis before launch - not every product sells well online.
• Poorly chosen platform - such as choosing WooCommerce without technical knowledge.
• Neglect of marketing - lack of SEO, advertising, social media content.
• Complicated shopping process - the easier the shopping, the higher the conversion.

5. Is it worth running an online store in 2025?
Yes - e-commerce continues to grow, and customers are increasingly willing to buy online. The key is to find a niche and an effective marketing strategy. Competition is high, but a well-managed online store can become a profitable business.

➡E-commerce statistics 2025 - key trends and market data