Store website - a complete guide for entrepreneurs

Introduction

In today's world, doing business without an online presence is a risk of falling behind the competition. E-commerce is growing in strength - in Poland alone, the value of the online sales market in 2023 exceeded 100 billion zlotys, and the number of active online customers is steadily increasing. Small and medium-sized companies that do not yet have their own online store lose not only potential customers, but also the opportunity to build their brand and automate sales.

Do you remember the moment when you first bought something online? Maybe it was a book, a birthday gift or electronics that you searched for months in traditional stores? I remember that moment perfectly. It was 2004, and I, still a software engineering student, ordered computer hardware for the first time through a somewhat clumsy - from today's point of view - online store. The process was slow, unintuitive, but when the package arrived at my door after just two days, I felt that I had just participated in something extraordinary.

Today, two decades later, online shopping is an everyday occurrence, and customers expect not only convenience, but also intuitive service, attractive design and a smooth shopping process. According to surveys, more than 77% of Poles today buy online, and the e-commerce industry continues to grow at a double-digit rate. This is no longer the future - it is the present.

For many entrepreneurs, setting up an online store seems like a complicated process - choosing the right technology, determining the business model, logistics, marketing. This guide is designed to dispel doubts and provide practical step-by-step guidance to guide you through the process of launching and developing a successful online store.

We will focus on specific actions that will help you:

• Plan an online store strategy,
• Choose the right platform and technology,
• Build a site that sells,
• Optimize the store for SEO and UX,
• Effectively promote your offer,
• Optimize logistics processes and customer service.

We will not deal with theoretical considerations - this guide is a practical manual for business owners who want to use the potential of e-commerce in real business.

Planning and strategy before setting up an online store

1.1 Market and competition analysis

Before you start investing in an online store, it is crucial to understand the market you intend to operate in. One of the most common mistakes I see small and medium-sized business owners make is skipping this phase and focusing only on the technological aspect. Meanwhile, a well-conducted market analysis allows you to avoid wrong decisions and effectively plan your sales strategy.

How to check the market potential?

1. Defining the target group
2. • Who are your customers?
   • What are their needs and expectations of the products you plan to sell?
   • Where do they shop most often - marketplaces or independent online stores?
2. Competitor analysis
3. • Which companies are in your industry and offer similar products?
   • What are their strengths and weaknesses?
   • What elements of marketing strategy do they use?

A good example is one of my clients, who planned to launch a store with handmade home accessories. Initially, his strategy was to compete on price, but after a thorough analysis of the competition, we noticed that customers in this industry were willing to pay more for unique design and high quality workmanship. As a result, we changed our strategy - instead of lowering prices, we focused on building an exclusive brand, which ultimately resulted in better financial results.

How to conduct a competitive analysis?

• Find out who dominates Google search results For key phrases related to your product.
• Visit competitors' websites and analyze their offerings, store design, pricing strategy, customer reviews.
• Review competitors' social media profiles - check how they engage customers and what content they publish.

Testing an online store idea

If you're just entering the market, it's a good idea to test your offering before investing in a full-fledged online store. You can do this by:

• Sales on marketplaces such as Allegro or Amazon,
• Creating a simple landing page with an offer and gauging interest,
• An advertising campaign to test demand for your product.

This will help you avoid a situation in which you invest time and money in a store that does not generate sales.

1.2 Selecting the right products to sell online

Deciding what to sell on an online store is one of the most important steps in the process of building an e-commerce business. Even the best-designed website and effective marketing won't help if the product doesn't have a market or stand out from the competition.

What to follow when choosing products?

1. Market demand
2. • Does your product solve a specific customer problem?
   • Is there a constant demand for it, or is it a seasonal trend?

High-demand products often sell well, but they also mean more competition. It's worth checking out tools such asGoogle Trends, which show interest in a particular product over time.

2. Margin and profitability
3. • Is the product margin high enough to cover marketing, logistics and customer service costs?
   • Can you easily scale sales without increasing costs?

Often vendors focus on a low price, but a higher margin gives more flexibility in running advertising campaigns and serving customers.

3. Competition
4. • Is the market saturated?
   • What are the barriers to entry for new players?

If the product is already offered by big players (e.g., Amazon, Allegro, large retail chains), it may take a lot of money to break through. In such a situation, consider niche products or strategies to personalize your offerings.

4. Distribution capabilities and logistics
5. • Is the product easy to store and ship?
   • Does it require special permits or certifications?

Lightweight products with small dimensions are usually easier to handle in e-commerce than, for example, groceries or bulky equipment.

Sales models - what to choose?

Each sales model has its own advantages and disadvantages. Here are the three main ways to start an e-commerce business:

1. own warehouse and sell their own products

• Full control over quality and logistics,
• Larger margins, but higher initial costs,
• The need to manage inventory and logistics.

2. dropshipping

• No need to store products,
• Less financial risk, but lower margins,
• Dependence on suppliers and extended lead times.

3. digital products and online services

• Low operating costs, no shipping problems,
• High margin, but demanding marketing strategy.

1.3 Choosing a platform and technology for an online store

Once you have determined what you want to sell, you need to make another important decision - on which platform to run your online store. The right choice of technology will affect the cost, development possibilities and ease of store management.

The most important criteria for choosing an e-commerce platform

1. Ease of use - Is the system intuitive for non-technical people?
2. Costs - Are subscription fees and commissions acceptable for your budget?
3. Scalability - Does the platform allow for development and addition of new features?
4. Integrations - Does it allow connection of payment systems, couriers, warehouses?
5. Technical support - Does the platform provider offer support for problems?

Popular e-commerce platforms - a comparison

SaaS vs. open-source solutions

• SaaS platforms (e.g. Shopify, Shoper) are turnkey solutions with a subscription model. They are easy to use, but limited in terms of personalization.
• Open-source platforms (e.g., WooCommerce, PrestaShop, Magento) offer more customization, but require more technical expertise and in-house hosting.

Hosting and domain - how to choose?

• Domain - preferably short, easy to remember and related to the company name.
• Hosting - For WooCommerce it is worth choosing a fast server that supports high traffic (e.g. LH.pl, dHosting).

Payment systems and integrations

• The most popular payment systems in Poland:PayU, Przelewy24, Tpay, Stripe, PayPal.
• It's worth integrating your store withdelivery systems (e.g., InPost, DHL) andwarehouse programs.

Designing and building an online store

After carefully planning your strategy and choosing the right e-commerce platform, the next step is to create an online store that is both aesthetically pleasing and functional. In this section, we will focus on key aspects of designing and building a store, such as UX/UI, site structure, hosting, domain and integrations.

2.1 UX/UI design - how to create a store that sells?

UX (User Experience) and UI (User Interface) design are key elements that affect user experience and sales conversion. Even the best-optimized store from a technical perspective will not be profitable if customers cannot easily find products and make a purchase.

Basic UX principles for an online store

1. Simplicity and readability
2. • The minimalist design helps focus the user's attention on the products.
   • A clear CTA (Call to Action), such as "Add to Cart," should be clearly visible.
2. Intuitive navigation
3. • The site should have a logical structure - easy access to categories, filters and search engine.
   • The customer should reach the product in maximumthree clicks.
3. Charging speed
4. • According to Google's research,53% of users abandon site if it takes longer than 3 seconds to load.
   • Optimizing graphics, using a CDN (Content Delivery Network) and fast hosting are key to improving performance.
4. Responsiveness - mobile first
5. • Over60% of online transactions take place on mobile devices - The store must be adapted to smartphones and tablets.
   • It is worth testing the site on different screens and operating systems.
5. Transparent product page
6. • High-quality product photos and videos.
   • Detailed descriptions, including the advantages and uses of the product.
   • Visible information on availability, delivery options and returns.

What pages should an online store include?

• Homepage - A showcase of the store, including news, bestsellers, promotions.
• Category page - An intuitive list of products with filters (price, manufacturer, size, color).
• Product page - Detailed product information, photos, customer reviews.
• Shopping cart and checkout - A simplified purchase process (preferably a one-page checkout).
• Contact page - Company data, contact form, phone number, live chat.
• Returns policy and regulations - Mandatory for stores complying with Polish e-commerce law.

2.2 Selecting and registering a domain and hosting

Domain and hosting are the foundations of an online store. Choosing the right solution affects the speed of the store, security and its positioning in Google.

How to choose a good domain name?

1. Short and easy to remember - The shorter, the better (e.g., "myskleplep.pl" instead of "bestysklepinternetowy.com").
2. Related to the industry or brand - preferably include the company name or product (e.g., "boutiquemoda.co.uk").
3. Domain end - for the Polish market will work best.pl, alternatively.com for international coverage.
4. Avoid special characters and numbers - Domains with hyphens or numbers are more difficult to remember.

What kind of hosting to choose for an online store?

• For WooCommerce - Dedicated hosting for WordPress (e.g. LH.pl, dHosting, SiteGround).
• For PrestaShop/Magento - A more powerful VPS or cloud server (e.g. OVH, Cyber_Folks).
• For Shopify and Shoper - platforms offer their own hosting at a subscription price.

The most important features of good hosting:

✔Speed - Handling heavy traffic without slowing down.
✔Security - SSL, backups, protection against DDoS attacks.
✔Technical support - Availability of assistance in case of problems.

2.3 Integrations and key functionality for an e-commerce store

No online store operates in a vacuum - you need integrations to enable payments, shipping and sales automation.

Payment systems - what to choose?

In Poland, the most popular payment gateways are:
-Przelewy24, PayU, Tpay, BlueMedia - BLIK, credit card and wire transfer support.
-Stripe, PayPal - popular in international sales.
-Installment and deferred payment - Klarna, PayPo, Twisto.

Integrations with courier companies

-InPost - Parcel and courier services.
-DHL, DPD, GLS - For domestic and international shipments.
-Orlen Parcel, UPS, FedEx - Logistics alternatives.

Automation of customer service

-Chatbots and AI - Messenger, WhatsApp, Tidio for quick contact.
-E-mail marketing - MailerLite, GetResponse, ActiveCampaign for remarketing.
-Analytics - Google Analytics, Hotjar, Facebook Pixel.

Content creation and SEO optimization for online store

Once an online store is built, the key to its success is proper content and search engine optimization. Even the best-designed store will not bring sales if it is not visible on Google and does not provide customers with valuable product information.

In this section, we will discuss how to create effective product descriptions, why you should have a company blog, and what SEO activities will help increase organic traffic and conversions.

3.1 How to write effective product descriptions?

Well-written product descriptions are crucial to sales - they must not only contain information about the product's features, but most importantly convince the customer to buy.

Key elements of an effective product description

1. Headline and subtitle
2. • Clear and specific title - it should include the main keyword (e.g., "Nike Air Max sports shoes - light and comfortable").
   • A subtitle with a brief benefit (e.g., "Ideal for training and daily use").
2. Description of benefits, not just features
3. • Instead of "Material: 100% cotton" → "Soft, breathable cotton provides all-day comfort."
   • Avoid dry specifications - customers buy with emotions, not technical data.
3. Structure of the description
4. • Short paragraphs, bullets, bold - make it easy to read and scan with your eyes.
   • Sectional breakdown:Product description, Advantages, How to use, Customer reviews.
4. Optimization for SEO
5. • Weave in key phrases (but naturally, without artificial repetition).
   • Meta description for the search engine (150-160 characters, such as "Nike Air Max athletic shoes - comfortable, lightweight and ideal for running. Check our offer and order online").
5. Call to Action (CTA)
6. • "Add to cart and enjoy your new wearing comfort" - encouraging action instead of a neutral "Buy now."

3.2 Blog in an online store - is it worth it?

Many online store owners wonder whether it makes sense to have a blog. The answer is:yes - Regularly publishing valuable content helps build customer trust, increase organic traffic and improve Google positioning.

What kind of content to publish on an e-commerce blog?

1. Educational guides and articles
2. • How do you choose a product to suit your needs?
   • Most common mistakes when selecting [product categories].
   • How to take care of the product to make it last longer?
2. Reviews and comparisons
3. • Tests and product reviews.
   • Comparisons of different models (e.g., "Which running shoes to choose - Adidas vs. Nike?").
3. Inspirations and trends
4. • Industry news and seasonal collections.
   • Examples of product use in practice.
4. Customer stories
5. • Case studies - how customers use the products and what results they got.

Benefits of blogging

✔Better visibility in Google - Articles help gain high search engine rankings.
✔Building brand authority - A company that shares knowledge builds customer confidence.
✔Longer time spent on the site - Increases engagement and improves conversions.

3.3 SEO for an online store - how to improve the position in Google?

SEO (Search Engine Optimization) is a set of activities that help improve a store's visibility in search engines. A well-optimized site attracts more customers without having to spend an advertising budget.

1. technical SEO optimization

✔Page loading speed - Use lightweight themes, optimized graphics and CDNs.
✔SSL Certificate (HTTPS) - Google promotes sites secured with an SSL certificate.
✔Mobile-friendly - The site should run smoothly on mobile devices.
✔Correct link structure - friendly URLs (e.g., "mojsklep.co.uk/sports-shoes" instead of "mojsklep.co.uk/p1234x?").

2. content optimization for SEO

🔍Keywords in titles and headings - For example, "How to choose the perfect running shoes?".
📝Meta descriptions and ALT descriptions of images - Each product page and blog article should have a unique meta description.
🔗Internal linking - related products, categories, blog articles.

3. link building - how to get valuable links?

• Collaboration with bloggers and influencers.
• Publish valuable content that will be linked by other sites.
• Store registration in industry directories and forums.

4. local SEO - if you also have stationary sales

• Profile inGoogle My Business.
• Optimization for local phrases (e.g. "boutique Krakow", "cosmetics store Warsaw").
• Customer reviews - the more positive reviews, the higher the position in local search results.

Marketing and sales in an online store

Having a well-designed and optimized online store is just the beginning. To attract customers and increase sales, you need to implement an effective marketing strategy. In this section, we will discuss the most important channels for promoting your store, advertising strategies and ways to build customer loyalty.

4.1 Effective online store advertising

Online advertising is one of the most effective tools for acquiring customers, especially in the early stages of an e-commerce business. The key question is:Which advertising channels to choose to achieve the best return on investment (ROI)?

Google Ads - search advertising and Google Shopping

➡Search Ads. - display at the top of Google results when users type in phrases related to your product.
➡Google Shopping (PLA - Product Listing Ads). - Product display ads on Google with price and photo.
➡Display Ads in the advertising network (Display Ads) - banners displayed on websites.

Why is it worth it?
✔ Allows you to reach customers who are actively looking for your product.
✔ It gives quick results - the first results can be seen after just a few days.
✔ Ability to accurately target by location, demographics and purchase intent.

Facebook & Instagram Ads - social media advertising

➡Dynamic Product Ads (DPA). - show users the products they previously viewed on your site.
➡Retargeting ads - reach people who visited the store but did not make a purchase.
➡Video ads and product carousels - effective in presenting a wide range of products.

Why is it worth it?
✔ Ideal for building brand recognition.
✔ Allows you to precisely target ads to a specific target group.
✔ Works well in conjunction with Google Ads (customers see the product in different places).

E-commerce on TikTok and YouTube - is it worth it?

➡TikTok Ads - The growing popularity of this platform means that product ads can achieve great results, especially among younger users.
➡YouTube Ads - Video ads before YouTube videos are effective in promoting products that require demonstration (e.g., electronics, cosmetics).

4.2 Email marketing and sales automation

Email marketing is one of the most effective tools for increasing sales and maintaining customer relationships. Well-planned campaigns can bringROI of up to 4000% (£40 of every £1 spent on email marketing).

How do you build an email list?

✔Pop-up with discount on first order (e.g., "Sign up for the newsletter and receive a 10% discount").
✔Form on home page and footer - The simpler, the better.
✔Loyalty programs and exclusive offers for subscribers.

Types of e-mails that increase sales

➡Welcome emails - An automatic message after signing up for the newsletter, preferably with a discount code.
➡Abandoned cart emails - A reminder to the customer that he or she has added a product to the cart but has not finalized the purchase.
➡Promotional and seasonal emails - Discounts, special offers, new collections.
➡Emails after purchase - Thank you for your purchase, request for feedback, recommendations of similar products.

Email marketing automation

To save time and increase the effectiveness of your campaign, you should use tools such asMailerLite, ActiveCampaign, GetResponse, Klaviyo, which allow you to automate the sending of emails based on user actions.

4.3 Social media and community building

A social media presence is a must for any e-commerce brand today. Customers are increasingly looking for inspiration and recommendations on Facebook, Instagram or TikTok.

How to effectively run social media for an online store?

✔Regularity of publication - 3-5 posts per week is the optimal frequency.
✔Interactive content - Quizzes, surveys, Q&A sessions, live product demonstrations.
✔UGC (User-Generated Content) - publishing content created by customers, such as product photos.
✔Influencer marketing - Working with people who have a high level of trust among their community.

Best platforms for e-commerce

➡Instagram - best for fashion, beauty, home decor, lifestyle industries.
➡Facebook - Ideal for focus groups, advertising campaigns and customer interaction.
➡TikTok - a growing trend in e-commerce, great for viral products.
➡Pinterest - Effective in the interior design, fashion and DIY industries.

Facebook groups - is it worth it?

Facebook topic groups are a great place to build an engaged community and increase sales through user recommendations.

Customer service and logistics in e-commerce

Well-planned customer service and efficient logistics are the foundations of a successful online store. Even the best marketing strategy will not bring long-term benefits if customers have a negative experience with their purchase, delivery or returns. In this section, we will discuss the key elements of professional customer service, effective logistics and ways to minimize returns and complaints.

5.1 How to provide excellent customer service?

Good customer service doesn't end with the sale - it also includes support before, during and after the purchase is finalized. In the world of e-commerce, where competition is fierce, it is the quality of service that can become a key differentiator.

Key principles of e-commerce customer service

✔Speed of response - Customers expect an instant response, preferably within minutes, especially to inquiries sent via live chat or social media.
✔Multi-channel communication - Email, phone, site chat, Messenger, WhatsApp - the more contact options, the better.
✔Process automation - Chatbots and automated answers to frequently asked questions can ease the burden on the customer service team.
✔Clear procedures for returns and complaints - Customers should have easy access to information about the return policy.
✔Personalization - Individual approach, addressing the customer by name, product recommendations based on purchase history.

Tools to support customer service

-Live chat - Tidio, Zendesk, Intercom - facilitate instant contact with customers.
-CRM systems - HubSpot, Zoho, Freshdesk - help manage customer relationships.
-FAQs and chatbots - Automatic answers to frequently asked questions reduce the number of queries to handle.

5.2 Choice of delivery method and logistics

Logistics is one of the key factors affecting customer satisfaction. Even if a store offers great products at a good price, delivery problems can effectively discourage shoppers from ordering again.

Types of supplies and their advantages

How to optimize delivery costs?

✔Negotiations with courier companies - The greater the number of shipments, the better the terms you can get.
✔Automation of order processing - Integrating an e-commerce system with a courier company allows automatic generation of shipping labels.
✔Free delivery option - It can increase the value of the shopping cart if it is available from a certain amount (e.g., free shipping from £200).
✔Logistics Outsourcing (Fulfillment) - Cooperation with third-party logistics centers (e.g., Omnipack, BOX van) can be cost-effective for a larger number of orders.

5.3 How to handle returns and complaints?

Returns are an integral part of e-commerce - especially in the fashion industry, where customers often order several sizes to choose the best-fitting one. According to the study,The average return rate in e-commerce is between 20% and 30%, so it's worth having a well-thought-out strategy for handling them.

The most common reasons for returns

-Product not as described - Inaccurate photos or incorrect product information.
-Wrong size or color - particularly relevant in the apparel and footwear industry.
-Damage during transport - is often due to improper packaging or errors on the part of the courier.
-Long delivery time - The customer found the product faster at a competitor.

How to effectively manage returns and complaints?

✔Simple returns process - Online form + step-by-step instructions on how to return a product.
✔Free returns - It can increase conversions, especially for more expensive products.
✔Integration with reimbursement systems - e.g.InPost Fast Returns, through which customers can easily send a return package.
✔Automation of returns handling - Implement an RMA (Return Merchandise Authorization) system that tracks returns and streamlines the process.
✔Return policy in compliance with the law - In Poland, customers have14 days to return without giving a reason When purchasing online (for individuals).

Complaint handling - how to build a positive experience?

➙Quick response - The shorter the complaint processing time, the greater the chance of positive customer feedback.
➙Clear communication - The customer should know the status of his complaint and how long it will take to process it.
➙Exchange option instead of return - The ability to exchange for another product can reduce the number of returns.

Analysis and development of the online store

After launching an online store and implementing a marketing strategy, the next key step is toperformance monitoring and continuous optimization. Without careful analysis of the data, it is difficult to identify which activities are yielding the best results and where there are areas for improvement.

In this section, we will discuss what metrics are worth tracking, how to analyze traffic and sales, and what tools to use to successfully scale your business.

6.1 How to analyze sales results?

Data is the key to making informed business decisions. Online store owners should regularly analyze Key Performance Indicators (KPIs) that show the health of their e-commerce.

Key indicators to monitor

Conversion (CR - Conversion Rate).

• Percentage of users who made a purchase.
• Average e-commerce value:1-3% (If it is less, it is worth investigating the reasons).

Average Order Value (AOV)

• Calculated as:revenue / number of transactions.
• AOV growth can be achieved through cross-selling (offering additional products) and upselling (encouraging a more expensive version of a product).

Site Traffic (Users & Sessions)

• How many users visit the store and how long do they stay on the site?
• Traffic sources:organic (SEO), paid (Ads), social media, email marketing.

Rate of abandoned shopping carts

• Average value:60-80% (i.e., most customers add products to their shopping cart, but do not finalize the purchase).
• Possible causes:excessive delivery costs, complicated checkout process, lack of preferred payment methods.

Returns and complaints

• What percentage of orders come back?
• What are the main reasons for returns and how can they be reduced?

What analysis tools are worth implementing?

✔Google Analytics 4 - Full analysis of site traffic, user paths and campaign effectiveness.
✔Google Search Console - Monitoring the visibility of the site in Google search.
✔Hotjar / Microsoft Clarity - Analyzing user behavior through heatmaps and session recordings.
✔Facebook Pixel & Google Ads Conversion Tracking. - Tracking the effectiveness of ads.
✔ERP / CRM - Monitoring inventory, orders and customer loyalty.

6.2 How to develop an online store and increase sales?

E-commerce development is not only about increasing the number of customers, but also optimizing marketing and sales efforts. There are several effective strategies to help scale business and increase revenue.

1. expansion of product offerings

➙New product categories - if you run a clothing store, you can add accessories or footwear.
➙Digital products - E-books, online courses, training plans - can be a great source of additional income.
➙Subscription products - For example, beauty kits every month, coffee subscriptions, diet plans.

2. loyalty programs and subscriptions

-Points for purchases - Customers can collect points, which they exchange for discounts or freebies.
-Subscriptions - Regular deliveries of products for regular customers (e.g., dietary supplements, coffee, cosmetics).
-Exclusive offers for loyal customers - Early access to sales, free delivery.

3. automation and personalization of sales

-AI chatbots - They can answer customer questions and assist with purchases 24/7.
-Dynamic emails - Tailored to customer behavior (e.g., reminder of abandoned shopping cart, product recommendations).
🛍Personalized recommendations - AI-based systems (e.g., Nosto, Recombee) analyze purchase history and suggest products that may be of interest to the user.

4. international sales

-Adaptation of the store to different languages - Implement a multilingual version of the site (e.g., using WPML for WooCommerce).
-Support for currencies and payment methods - Stripe, PayPal, Revolut for international customers.
- Logistics cross-border - Cooperation with courier companies handling international deliveries.

5. mobile optimization and mobile apps

-PWA (Progressive Web Apps). - modern technology that turns the store into a mobile app without installation.
-Mobile optimization - Adapting the store's UX to users using phones (including BLIK fast payments, one-click checkout).

Summary

Creating and developing an online store is a process that requires a strategic approach at every stage - from platform and technology selection, to content optimization and marketing, to logistics and customer service.

The most important steps to take:

1️.Market analysis and selection of suitable products.
2️.Creating an intuitive store with a well-planned UX.
3️.Implement an effective marketing and SEO strategy.
4️.Provide quality customer service and efficient logistics.
5️.Monitor sales performance and optimize strategies based on data.