The six steps to setting up an online shop
An online shop that sells doesn't start with design but with knowing what you sell, to whom and at what margin. This is the order we follow at Webimpacto with every brand launching its first ecommerce site or renewing the one it has.
- Model: which products, at what price, with what margin after shipping, returns and fees.
- Platform: Shopify, PrestaShop, WooCommerce, Adobe Commerce or VTEX, depending on the project.
- Catalogue: complete product pages, good photos and well-organised attributes from day one.
- Design and experience: home page, listings, product page and cart designed for mobile.
- Payments, shipping and legal: payment gateway, carriers, terms, privacy and cookies.
- Launch and acquisition: analytics measured from day one, SEO and campaigns.
Which platform to choose
Shopify is the fastest option with the least maintenance: the platform takes care of the server, security and updates. It suits most consumer brands, including those selling in several countries.
PrestaShop and WooCommerce are open source: more freedom and no platform fee, in exchange for taking on hosting, updates and module compatibility. They work well for simple catalogues or with an in-house technical team.
Adobe Commerce and VTEX are designed for large, complex operations: many markets, huge catalogues or very particular B2B needs. VTEX is also very strong in Latin America.
- Small or medium catalogue and no technical team: Shopify.
- Several countries, subscriptions or a physical store: Shopify with Markets and POS.
- Very specific catalogue and in-house technical team: PrestaShop or WooCommerce.
- Large company with highly customised processes: Adobe Commerce or VTEX.
How much it costs to set up an online shop
The cost has two parts. The first is the build: design, development, catalogue upload, integrations and configuration. It depends above all on how much is customised and how many systems need connecting: a shop on an adapted theme doesn't cost the same as one with a custom design and an integrated ERP.
The second is the monthly costs: platform fee or hosting, payment gateway fees, apps or modules, maintenance and support. On Shopify, for example, the standard plans range from a few tens to a few hundred dollars a month and Shopify Plus starts at 2,300 dollars a month, according to its official pricing page.
The most common mistake is budgeting only for the build. A shop with no traffic doesn't sell: set aside budget for SEO, campaigns and content from the start.
How long it takes
Timelines depend on scope. A shop on an adapted theme, with a prepared catalogue and no complex integrations, can launch in a few weeks. A project with a custom design, several stores or languages and an ERP integration takes several months.
What delays a launch the most is almost never the technology: it's the content (product pages, photos, legal texts) and pending decisions on the brand's side. That's why it's worth preparing the catalogue and photos in parallel with development.
Mistakes to avoid
We've seen many shops that have to be rebuilt within a year. Almost always for the same reasons, all avoidable if they're taken into account before starting.
- Choosing a platform on entry price rather than total cost over three years.
- Launching with incomplete product pages and supplier photos: it's the first thing customers look at and what affects conversion most.
- Not measuring from day one: without properly configured analytics you don't know what works.
- Designing for desktop when most visits come from mobile.
- Forgetting SEO at launch: URLs, redirects and structured data are cheaper to get right at the start.
Frequently asked questions
Which platform is best for a small online shop?
For most small shops, Shopify: it launches quickly, needs no technical maintenance and grows with the business. PrestaShop or WooCommerce fit if there's a technical team that can maintain them.
How much does it cost to run an online shop each month?
It depends on the platform and the size. You have to add up the subscription or hosting, payment fees, apps or modules, maintenance and, above all, the investment in attracting traffic.
Do I need to register as a business to sell online?
To sell on a regular basis you need to be registered as self-employed or as a company, meet your tax obligations and publish terms of sale, a legal notice and privacy and cookie policies. It's worth checking with an adviser.
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Head of technology at Webimpacto. He leads the development teams that build, migrate and maintain shops on Shopify, PrestaShop, Adobe Commerce, VTEX and WooCommerce.