How to build an e-commerce site: step-by-step guide

Building an online store is technically easier than ever; the real challenge is getting the right product to the right customer and running operations sustainably. This guide lists the steps to build a store from scratch.

1. Product and audience

• Research demand, competition and margin.
• Easy-to-ship, low-return products reduce early risk.
• Define your target customer clearly; see the customer interview guide.

2. Company and legal set-up

To sell, meet your tax and trade-registration duties. See our e-commerce startup guide and the legal checklist.

3. Choosing a platform

1. Hosted e-commerce platforms: Fast set-up, monthly fee, limited customisation.
2. Open-source solutions: High flexibility, you handle maintenance.
3. Custom development: Most flexible but most expensive; sensible at scale.

If you start with one or few products, a hosted platform is usually the most efficient.

4. Payments and shipping

• Choose an authorised provider with secure payments; never store card details on your own servers.
• Offer several shipping options and clear delivery times.
• Design returns and exchanges up front.

5. Product pages

• Clear, high-quality photos
• Original, detailed descriptions
• Technical details such as size, dimensions, material
• Reviews and FAQs

6. Legal pages

Add distance-selling terms, return conditions, privacy and cookie policies; see terms of use and privacy policy.

7. Traffic and first sales

• Search optimisation: SEO guide
• Social and communities: social media strategy
• Email list: email marketing
• Conversion-focused page: landing page guide

8. Measurement

Track visitors, add-to-cart rate, cart abandonment, average order value and customer acquisition cost weekly. See the data analytics guide.

Common mistakes

• Starting with too many products and tying up stock
• Neglecting mobile experience
• Not building shipping and returns cost into prices
• Answering customer questions late