Base checklist for Online E-commerce Store Setup, the Practical, Save-and-use Guide

Starting an online store is an exciting experience, and it’s easy to mess up if you skip the basics. 

This e-commerce setup guide gives you a practical, no-fluff checklist for getting a store up and running, covering everything from speed and UX to checkout psychology to post-purchase flows.

Read quickly, store it, and then use the quick checklist at the top when you are setting up or reviewing a site.

Quick copy-and-use checklist (TL;DR)

Use this checklist for the setup of your e-commerce store to check boxes during building and launching the site.

• Choose hosting and platform (Shopify/WooCommerce + reliable host)
• Register domain + install SSL
• Choose a mobile-first theme and install primary apps/plugins
• Configure payments, taxes, shipping zones, and legal pages
• Optimize product pages (title, description, images, alt text, schema)
• Test search, filters, and handle “zero results”
• Speed audit: Aim for LCP < 2.5s, CLS < 0.1, FID < 100ms. Compress images (WebP/AVIF), enable lazy loading, activate CDN
• Create one page or guest checkout; choose multiple payment methods
• Add trust signals: SSL, policies, reviews, security badges
• Set up analytics (GA4), heat maps, and conversions
• Before launch, QA checkout, tax, mobile, coupons, emails, etc.
• Launch plan and promotions planned – monitor performance post-launch

(Keep this handy as your e-commerce store setup checklist)

Let’s check out the full E-Commerce setup guide.

Performance & page-load (why it matters + what to do)

Why does it matter?

Conversion is affected by speed. Slow LCP and big layout changes (CLS) cause frustration to shoppers, increase bounce rates, and leave carts. A few-second delay can mean a double-digit reduction in conversions.

What to measure?

• LCP (Largest Contentful Paint) – target < 2.5s.
• CLS (Cumulative Layout Shift) – target < 0.1.
• FID / INP – responsive interactivity (goal: FID < 100ms).
• Tools: Google PageSpeed Insights, Lighthouse, GTmetrix.

How to improve?

• Compress images: Use WebP or AVIF for image formats; resize images to their display size.
• Lazy load any offscreen images and videos.
• Use a CDN (like Cloudflare, Fastly, etc.) for caching assets worldwide.
• Minify your CSS/JS files and defer loading any scripts that are not critical.
• Preload required fonts and images, and any critical images.

Photos to add:

• Before/after PageSpeed screenshot.
• GIF of layout shift on load.
• Comparison: homepage loads quickly vs laden with clutter.

Calls-to-action & affordances

Why is this important?

Users scan pages – action-first CTAs choose action and improve CTR and conversions.

Best practices:

• Be specific with CTAs: “Shop Summer Collection” > “Learn More”.
• Put your primary CTA above the fold, especially on product/collection pages.
• Use microcopy to ease a user’s friction: “Free returns – 30 days.”

Examples:

• Weak: “Learn More”
• Strong: “Get a 20% discount – Shop Women’s Jackets.”
• Pictures to add: side-by-side CTA comparison, error page with “Return to Shop” CTA.

Buttons, spacing & accessibility

Why is this important?

Inclusive design = more customers. Small buttons or low-contrast buttons will lead to mobile users mis-tapping or abandoning the app.

Actionable rules:

• Minimum tappable target ~44×44px
• The color contrast of the button text must be high (WCAG AA/AAA).
• Clear validation messages on forms; highlight the exact field with an error.
• Manage keyboard focus states, including ARIA labels in the assistive technology space.

Photos to add: 

Zoomed in mobile button with comfortable spacing, good vs bad spacing example.

Navigation & header (SEO + usability)

Why does it matter?

shallow and clear navigation helps users and search engines. Deep and complicated menus hide products.

Suggestions:

1. Keep categories shallow (2–3 levels).

2. Use a sticky header so that cart/search are always visible in the site header. this will improve conversions.

3. Mega menus for large catalogs (show thumbnails for categories).

Photos to add: 

Clean header area with visible cart/search buttons, example of mega menus with thumbnails.

Search experience

Why is this important?

Search is planned to purchase – make it fast and easy.

Features to implement:

• Fast autocomplete with pics and categories.
• Filters and sorting (price, rating, availability).
• “Zero results” page: show related products, popular categories, or suggestions (“did you mean…”).

Photos to add: 

Autocomplete search with product thumbnails; example of “did you mean.”

Cart & checkout (the conversion funnel)

Why is this important?

Checkout friction kills sales.

Checklist for checkout:

• Provide both a guest checkout and an account option.
• Keep steps to a minimum (one-page checkout preferred or 2-step).
• Multiple payment options: cards, wallets, and BNPL where appropriate.
• Progress bar (and progress to free shipping).
• Trust signals and a concise order summary.

Advanced: exit-intent offer (discount pop on abandon) + email cart recovery.

Photos to add: 

Mini-cart dropdown, progress to free shipping bar, clean checkout with trust badges.

Product & Conversion Aids

What converts?

• Customer feedback and ratings (social proof).
• X people purchased this today, or low-in-stock notifications (but be honest).
• High-resolution images: zoomable, 360-degree views, or video demos.
• Cross-sell and upsell sections where appropriate.

Photos to add: 

Screenshot of wishlist placement, gif of subtle button animation, product page with reviews / without reviews.

Promotional messaging & urgency

Approach scarcity and countdowns carefully: urgency can increase conversions, but fake urgency negatively impacts trust.

Guidelines:

• Always use real countdown timers on actual sales.
• Use stock counts, but only if accurate.
• Always use sitewide banners, but test their impact on user experience.

Photos to add: 

Promo banner with free shipping, countdown timer above header.

Footer & Trust Signals

Why does it matter?

Many shoppers check the footer for policies before buying.

Footer must-haves:

• Navigation: About, Contact, Shipping, Returns, Privacy, Terms, FAQ.
• Trust badges: Secure Socket Layer (SSL), payment provider logos.
• Newsletter signup and social proof (logos of press, community, etc.).

Photos to add: 

Well-designed footer with policies + visible trust badges.

Analytics, Security & Post-Purchase Experience

• Analytics and tracking: set up GA4, purchase events, conversion tracking, and heatmaps (Hotjar). Otherwise, it’s blind optimization.
• Security and compliance: GDPR cookie notification and consent. This is trust and legal.
• Post-purchase: order tracking page, easy return, clear confirmation emails, and shipping notifications. Retention is worth more than the first sale.

Photos to add: 

GA4 dashboard screenshot, order tracking page, GDPR banner example.

Shopify Store Setup Checklist 

• Select a Shopify account and select your plan.
• Register your domain name.
• Pick a mobile-first theme & install your essential apps (reviews, image optimizer, analytics).
• Set up your payment gateway(s) (Shopify Payments + additional speculative alternative payment options).
• Set shipping profiles and rates, including free shipping thresholds.
• Create product templates with optimized images (e.g. WebP) and structured data.
• Build collections and a menu, though you may want a search app if your catalog is large.
• Set up your checkout options (guest checkout and order notifications).
• Set up your analytics, including any Facebook or Google tags.
• Quality assurance check and launch.

(That’s your Shopify store setup checklist.)

WooCommerce Store Setup Checklist

• Choose a managed Woo hosting (good, fast PHP, HTTPS). 
• Install WordPress with the WooCommerce plugin.
• Configure: SSL, Caching (Redis/Varnish), and CDN.
• Select a lightweight, responsive Woo theme.
• Install an image optimization plugin (ShortPixel/Smush) and the critical plugins: payment method, shipping, security, etc.
• Set up taxes, shipping classes, and product attributes.
• Optimize checkout with a checkout optimization plugin (one-page checkout).
• Set up backups and a staging environment.
• Install GA4 and server-side tracking if needed.
• Do QA, and then launch.

(That’s your WooCommerce store setup checklist.)

E-commerce Website Pre-launch & Launch Checklist

• Perform a test purchase flow from beginning to end (coupon, tax, shipping).
• Conduct mobile device testing (varied sizes).
• Test speed and resolve any LCP/CLS issues.
• Proofread product copy/alt text.
• Confirm structured data (product schema).
• Set up redirects and canonical tags.
• Declares launch plan: email, socials, PPC.

Final Consolidated E-commerce Website Setup Checklist

Project checklist summary – good for audits.

• Domain, SSL, hosting
• Mobile optimized theme
• Product pages optimized (copy + images + schema) 
• Search, filtering, handling zero results 
• Fast LCP, low CLS 
• Accessible buttons & forms 
• Guest checkout + multiple payment methods
• Trust signals + legal pages
• GA4, heatmaps, conversion tracking
• Post purchase flow + return handling

Wrapping It Up

Building an e-commerce site is much more than creating an online store and simply “going live”. You’re building a speedy, easy-to-use, trustworthy shopping experience. The eCommerce store setup checklist covers important pieces like speed optimization, mobile-first design, user-friendly navigation, strong CTAs, and safe checkout. 

The little things like reviews, trust badges, and post-purchase support have a major impact on conversions. Continually refine using tools like Google PageSpeed Insights, GA4, and Hotjar, and you will have not only created an eCommerce but an optimal customer journey to help your business grow.