Ready to sell online but not sure where to start? There's a lot of conflicting advice out there. This guide cuts through the noise to cover what you actually need for a successful e-commerce website.
E-Commerce Platform Options
Shopify
Best for: Most businesses, especially beginners
Price: $29-$299/month + transaction fees
Pros: Easy setup, reliable, great app ecosystem, excellent support
Cons: Monthly fees add up, transaction fees unless using Shopify Payments
WooCommerce (WordPress)
Best for: WordPress users, those wanting full control
Price: Free plugin + hosting ($50-200/year) + extensions
Pros: Fully customizable, no ongoing fees, own your data
Cons: More technical, requires maintenance, security responsibility
BigCommerce
Best for: Growing businesses, B2B
Price: $29-$299/month
Pros: No transaction fees, built-in features, good for larger catalogs
Cons: Fewer themes, can get expensive at scale
Squarespace Commerce
Best for: Small catalogs, design-focused brands
Price: $33-$65/month
Pros: Beautiful templates, easy to use, good for small inventory
Cons: Limited features, not ideal for large catalogs
Essential E-Commerce Features
Product Pages That Convert
- High-quality images: Multiple angles, zoom capability, lifestyle shots
- Clear pricing: Include shipping cost estimates
- Detailed descriptions: Benefits, specifications, dimensions
- Reviews and ratings: Social proof is crucial
- Clear CTAs: "Add to Cart" should be obvious
- Stock indicators: "Only 3 left" creates urgency
- Size guides/FAQs: Reduce returns
Shopping Cart & Checkout
- Persistent cart: Items stay in cart across sessions
- Guest checkout: Don't force account creation
- Progress indicators: Show checkout steps
- Minimum form fields: Every extra field loses customers
- Multiple payment options: Cards, PayPal, Apple Pay, Buy Now Pay Later
- Saved payment methods: For returning customers
- Security badges: SSL, secure payment logos
Shipping & Fulfillment
- Real-time shipping rates: Or clear flat-rate options
- Multiple shipping options: Standard, express, free threshold
- Order tracking: Automated updates
- Clear delivery estimates: Before checkout
- Easy returns: Clear policy, prepaid labels if possible
Customer Features
- Account dashboard: Order history, saved addresses, wishlists
- Order notifications: Confirmation, shipping, delivery
- Easy reordering: Repeat purchase with one click
- Review submission: Post-purchase review requests
Back-End Essentials
- Inventory management: Real-time stock tracking
- Order management: Efficient processing workflow
- Analytics: Sales, traffic, conversion data
- Customer data: CRM functionality
- Abandoned cart recovery: Email reminders for incomplete orders
Payment Processing Options
Payment Gateways
- Stripe: Developer-friendly, great for custom sites
- PayPal: Trusted by customers, easy setup
- Square: Good for omnichannel (online + in-person)
- Shopify Payments: Built-in, eliminates transaction fees on Shopify
Buy Now, Pay Later
- Affirm: Larger purchases, longer terms
- Afterpay/Clearpay: 4 interest-free payments
- Klarna: Multiple payment options
- Shop Pay Installments: Shopify integration
BNPL can increase average order value by 20-30% and reduce cart abandonment.
E-Commerce SEO Essentials
Product Page SEO
- Unique title tags with product name and key features
- Compelling meta descriptions with calls-to-action
- Unique product descriptions (not manufacturer copy)
- Alt text on all product images
- Schema markup for products (price, availability, reviews)
Category Page SEO
- Optimized category names and URLs
- Descriptive category introductions
- Proper canonical tags for filtered pages
Site Structure
- Logical category hierarchy
- Breadcrumb navigation
- Clean URL structure
- Internal linking between related products
Trust Builders for E-Commerce
Must-Haves
- SSL certificate: https:// (required, not optional)
- Clear contact information: Phone, email, physical address
- Return policy: Clear, fair, easy to find
- Shipping policy: Costs, times, carriers
- Privacy policy: Required by law
Trust Signals
- Customer reviews with verification
- Security badges (SSL, payment processors)
- Trust seals (BBB, industry certifications)
- Press mentions or "as seen in"
- Social proof (followers, customers served)
Mobile E-Commerce Optimization
Over 60% of e-commerce traffic is mobile. Your mobile experience must be excellent:
- Touch-friendly buttons (minimum 44x44 pixels)
- Streamlined mobile checkout
- Autofill for forms
- Mobile payment options (Apple Pay, Google Pay)
- Thumb-friendly navigation
- Fast loading (under 3 seconds)
Launch Checklist
Before going live:
- ☐ All products added with complete information
- ☐ Payment processing tested with real transactions
- ☐ Shipping calculated correctly
- ☐ Tax settings configured properly
- ☐ Order notifications working
- ☐ Mobile experience tested on real devices
- ☐ Checkout process tested completely
- ☐ Policies and legal pages published
- ☐ Analytics installed
- ☐ SSL certificate active
- ☐ Abandoned cart emails set up
- ☐ Customer service channels ready
Post-Launch: Growing Your Store
Email Marketing
- Welcome series for new subscribers
- Abandoned cart recovery
- Post-purchase follow-up
- Win-back campaigns for lapsed customers
Conversion Optimization
- A/B test product pages
- Analyze checkout drop-off
- Review and address cart abandonment reasons
- Optimize based on analytics data
Ready to launch your online store? Let's discuss building an e-commerce website that actually drives sales.