How to Launch an Online Store – A Practical Guide to Getting Started with eCommerce

Do you have a product that you believe could find customers online, but you are not sure where to begin? Perhaps you are researching how much it costs to build an online store, whether you should launch your own webshop, how to accept card payments or how to organise shipping. These are common questions for almost everyone entering the world of eCommerce for the first time.

Launching an online store is technically easier today than it was a few years ago, but building a successful sales channel still requires serious preparation. An online store is not simply a website with product photographs and an Add to Cart button. Behind every successful order are properly prepared products, clear prices, high-quality photography, secure payments, reliable delivery, professional customer support and marketing that brings relevant customers to the store.

That is why the first step is not choosing the colour of the website or selecting a webshop template. The first step is defining how the entire online sales system will work.

Before building your online store, define what you actually want to sell

Many companies begin an online store project with a very general idea: they want to offer their products online. Before technical development begins, however, it is important to decide which products will be available at launch, who they are intended for, which markets they will be sold in and why customers should choose them instead of competing products.

You do not need to upload your entire catalogue immediately. For an initial market launch, it is often better to select a smaller number of products that are genuinely ready for sale, have available stock, clear pricing, high-quality photographs and a well-defined target audience. This approach makes it possible to launch the store faster and begin collecting real data about customer interest.

Before development begins, several practical questions should be answered. Are you selling to consumers or business customers? Do you hold products in your own warehouse? Can you supply them consistently? How long does order processing take? Do you want to sell only in your domestic market or also in other European Union markets? Are there specific regulations, declarations or certificates associated with your type of product?

The answers to these questions determine the structure of the store, payment methods, shipping rules, required languages, tax settings and marketing approach. A well-planned webshop therefore begins with a business model, not with programming.

Having a product is not the same as having a product ready for online sales

A product can be high quality and sell successfully through a physical store, wholesale network or direct sales, yet still not be ready for eCommerce. In a physical store, customers can hold the product, ask the salesperson questions and immediately assess its size, material or quality. In an online store, all of that information must be communicated through content.

For every product, you need an accurate name, product code or SKU, category, price, availability, technical specifications, photographs, variations, manufacturer information, package weight and dimensions, and all information required for delivery. If a product is available in multiple sizes, colours or versions, the way customers select the correct variant must be clearly defined.

It is particularly important to ensure that all data is consistent. The product name in the catalogue, the price in the administration system, the stock level and the photograph must all refer to the same item. An incorrectly linked image, inaccurate price or unavailable variation can cause a complaint before the product has even been shipped.

A well-structured catalogue is not important only for customers. It also forms the foundation for advertising, Google product listings, internal filters, search, the mobile app, thematic marketplace stores and future connections with additional sales channels.

Independent online store or marketplace?

One of the first major decisions is whether to build an independent online store or sell through a marketplace system. An independent store provides a high level of control, but it also requires the seller to build and manage almost the entire eCommerce infrastructure independently.

The company needs to organise website development, hosting, technical maintenance, security, upgrades, product entry, SEO, analytics, advertising, customer support and connections with other channels. Once the developer or agency finishes the project, the store may be fully functional, but that does not mean it automatically has visitors or customers.

A marketplace allows the seller to enter an already developed sales system. With Connect Marketplace, the seller does not receive only a product profile, but their own branded store, administrative access, the opportunity to appear on relevant thematic storefronts, presence in the mobile application and access to shared marketing activities.

This is particularly important for small and medium-sized companies that have a strong product but do not yet have their own team of developers, designers, marketing specialists, catalogue administrators and customer support staff.

An independent store can be a good choice for a company that already has an established audience, an internal eCommerce department and an ongoing marketing budget. For a company entering online sales for the first time, a marketplace can provide a faster, more organised and financially predictable route to market.

Why is Connect Marketplace different from a traditional marketplace?

When people hear the word marketplace, many imagine a large shared catalogue where the seller's brand is barely visible and products compete almost entirely on price. Connect Marketplace uses a different approach.

Each seller receives their own store, which can be adapted to their visual identity, product offering and target audience. Customers can get to know the brand, browse categories, learn about the products and purchase within an environment designed around the seller itself.

At the same time, relevant products can also be included in the main Connect Marketplace, the mobile app and specialised thematic marketplace storefronts. This means the seller is not limited only to the traffic they independently generate for their own domain. They become part of a wider network in which every new visitor and customer can potentially discover other relevant products.

An important difference also lies in the business model. Our goal is not simply to build the store and complete the project. Our interests are connected to actual sales, which is why we invest part of our own revenue in social media advertising, Google campaigns, content development, category promotion and other activities that can increase product visibility.

Sellers can also choose additional enhanced marketing activities, but they are not required to finance an entire marketing department from day one simply to give their store a chance to reach customers.

Building an online store is not just about creating an attractive design

The visual appearance of a store is extremely important, but it is not the only measure of quality. A professional online store must allow customers to quickly understand what you sell, who the products are designed for and how they can complete a purchase.

The store needs a clear category structure, simple navigation, effective internal search, useful filters and easy-to-understand product pages. It also needs to perform well on mobile devices, because many customers will first encounter your brand through their smartphone.

Loading speed, security, availability of information, a simple checkout process and properly configured notifications are equally important. Customers need to know whether a product is available, how much delivery costs, which payment methods they can use and when they can expect their order to arrive.

Design should support sales. If the website looks attractive but customers cannot find the price, select the correct variation or understand what is included in the package, the design has failed to perform its primary function.

Product photography replaces physical contact with the product

High-quality photography is one of the most important elements of online sales. Customers cannot touch the product, turn it around, evaluate its material or compare its size with surrounding objects. Product photographs therefore need to answer the questions a customer would normally ask in a physical store.

The main photograph should show the product clearly without unnecessary distractions. Additional images can present it from several angles, highlight manufacturing details, texture, packaging, accessories and the way the product is used. For products whose size is difficult to judge, it can be useful to show them next to a person, within a real environment or beside a familiar object.

If you already have high-quality photographs, they can be adapted for the catalogue, banners, social media and other formats. If suitable photographs are not available, professional studio or lifestyle photography can be organised.

Professional photography requires a greater investment, but it creates original and credible content that can be used for a long period of time. It is especially important for products where customers need to accurately see colour, material, finish or technical details.

Artificial intelligence can help with background removal, format adaptation and the creation of additional lifestyle scenes. These visuals can provide a faster and more cost-effective solution for marketing purposes, but they must not show features that the real product does not have. The best results often come from combining real product photography with an AI-generated environment.

Video can remove the final barrier before purchase

Video content can show customers what is difficult to explain through photographs alone. It can demonstrate assembly, product size, moving parts, sound, texture, the result of using the product or the entire process from opening the package to first use.

Not every video needs to be produced like a large advertising campaign. A short, clear and well-lit product demonstration often has greater practical value than a visually impressive video that fails to show what the customer is actually buying.

Videos can be used on product pages, social media, advertisements, blogs and in customer support. One well-prepared piece of content can therefore support several stages of the sales process.

For products that require explanation, video is not only a marketing tool. It can also reduce repetitive questions, incorrect expectations and product returns.

A product description should sell, but first of all it should inform

A product description should not consist of a few generic sentences copied from the manufacturer's catalogue. Its purpose is to help customers determine whether the product is right for their needs.

A strong description clearly explains what the product is used for, who it is intended for, how it differs from other models and what concrete benefits it offers the user. Technical specifications should be easy to understand, but numbers alone are not enough. Customers should also understand what a particular specification means in real-world use.

Connect Marketplace can prepare descriptions using artificial intelligence combined with editorial review when a seller does not already have suitable content. However, the seller must provide accurate source information and confirm the technical accuracy of the final content. AI can organise the text, improve readability and adapt it for SEO, but it must never invent specifications, certificates or product characteristics.

Original and useful descriptions are also important for search engine visibility. If several stores use exactly the same manufacturer text, it becomes difficult for them to differentiate themselves through content. Original descriptions, answers to common questions, comparisons and real usage information provide greater value to customers and create a stronger foundation for SEO.

Product pricing must include the real cost of online selling

Before entering prices, it is important to calculate the complete economics of online sales. The purchase or manufacturing cost is only the starting point. Taxes, packaging, payment processing fees, shipping costs, potential returns, discounts, marketing activities and operational work related to order processing must all be considered.

A product can generate a large number of orders and still be unprofitable if its margin does not cover all associated costs. Before launching the store, the company should therefore define the regular selling price, minimum acceptable price, promotional possibilities and the conditions under which free shipping can be offered.

The seller is responsible for the accuracy of the prices and tax information entered into the store. Connect Marketplace can technically configure the provided information, but it cannot determine the seller's margin or confirm the accounting accuracy of the price on their behalf.

A properly positioned price is not necessarily the lowest price. In addition to price, customers evaluate the quality of the presentation, trust in the store, delivery conditions, return options, availability of support and the overall value of the offer.

Legal requirements should be prepared before the first order

Online selling is not only a technical matter. Before activating the store, sellers need to verify the legal, tax and regulatory requirements applicable to their company, products and target markets.

The store should clearly display seller information, key product characteristics, total price, available payment methods, delivery rules, terms of purchase, the complaint procedure and rules relating to withdrawal, returns and claims. Certain types of products or contracts may be subject to additional rules and exceptions.

A privacy policy also needs to be prepared and the processing of customers' personal data properly organised. Forms, newsletters, analytics tools, marketing tags and cookies should be configured in accordance with the rules applicable in the target market.

The seller must also verify requirements relating to declarations, product safety, instructions, labelling, warranties, service and other obligations that depend on the type of goods being sold. A product that can legally be sold in one market should not automatically be considered ready for every other market without prior verification.

When selling to customers in other countries, additional checks may be required regarding VAT calculation, possible use of the OSS system, invoicing and other cross-border obligations. Companies outside the European Union need to define the importer, customs procedures, European warehouse or distributor and responsibility for product compliance.

Connect Marketplace can help map the process and technically set up the required pages, but the final legal and tax documentation should be reviewed with qualified legal and accounting professionals.

Card payments do not need to become a complicated technical project

To accept card payments, the seller still needs an appropriate agreement with an acquiring bank or payment service provider. However, there is a major difference between building a completely independent online store and joining an already prepared Connect Marketplace system.

With an independent store, the seller normally needs to find a suitable provider, check the technical requirements, organise the integration, test communication with the payment system and resolve all the details required to connect card payments with the store. If several payment methods are required, the process can become even more complex.

Connect Marketplace already has numerous card and payment systems technically integrated. Once the seller signs the required agreement with the selected provider, they can generally choose which available payment methods they want to activate in their store. This significantly reduces the technical implementation work and the need to develop every integration separately.

This makes it easier for sellers to offer several payment methods and adapt them to the market in which they operate. One customer may prefer standard card payment, another a bank transfer, another cash on delivery, while additional local payment methods may be important in certain markets.

The more reliable and familiar options customers have, the less likely they are to abandon the purchase at the final step. Payment is not just a technical feature; it is part of the user experience and customer trust. Customers are more likely to complete their order when they can choose a payment method they know and feel comfortable using.

Connect Marketplace therefore allows sellers to select appropriate options from an already developed infrastructure instead of building every new payment method from the beginning. After activation, test orders are carried out to verify successful and unsuccessful payments, order status changes, customer confirmations and other important functions.

Shipping is easier to scale when the infrastructure is already connected

Shipping is one of the most important parts of online sales because customers care not only about the price of the product, but also how much delivery will cost, how long they will need to wait and which carrier will handle the shipment. Delivery options can therefore directly influence the purchase decision.

With a completely independent online store, the seller needs to contact shipping companies, negotiate commercial terms, find or develop suitable technical integrations, configure delivery zones, calculate shipping rates and establish how shipment data will be exchanged. If the seller wants to work with several carriers, multiple systems also need to be maintained.

Connect Marketplace already has multiple delivery services integrated and infrastructure prepared for different shipping models. Once the seller signs a commercial agreement with the chosen carrier, the relevant existing options can be activated in the store and configured according to the seller's requirements.

This makes it easier to offer several delivery methods, such as home delivery, collection from selected locations, different shipping zones or other options supported by individual carriers. The seller still defines the countries they ship to, delivery prices, free-shipping thresholds, order preparation times and other commercial conditions.

A broader choice can also be important for the customer. One person may prefer a carrier they already know, another may prioritise price, while someone else may care more about delivery speed or a specific collection option. When customers can select the option that suits them best, there are fewer barriers between adding a product to the cart and completing the order.

To ensure shipping works correctly, the seller needs to provide accurate package weight and dimensions, shipping address, available markets and realistic processing times. Large, fragile, hazardous or otherwise specialised products may still require additional transport conditions to be verified.

Connect Marketplace does not replace the commercial agreement between the seller and the shipping provider, but it significantly simplifies the technical part of the process. Instead of building each integration from scratch, sellers use existing infrastructure and can focus on what matters most to the customer: reliable, clear and flexible delivery.

Store inventory must match actual availability

One of the most frustrating customer experiences occurs when someone orders and pays for a product shown as available, only for the seller to discover that it is actually out of stock. A mistake like this can undermine all the previous effort invested in advertising, content and design.

Before launch, it should be clearly defined who updates stock quantities, how often inventory is checked and whether the store can be connected to a warehouse or business management system. If full automation is not available, there must still be a clear manual process and a person responsible for the data.

It is also important to define what happens when two customers attempt to buy the final available unit at the same time, when a supplier is delayed or when a product is available only on request. Customers should be shown realistic information rather than the most optimistic possible delivery estimate.

An online store can increase the number of orders, but logistics and warehouse operations must be ready to support that growth.

Customer support is part of sales, not just problem solving

Before purchasing, customers often need confirmation that they have chosen the correct product. They may have questions about dimensions, compatibility, delivery times, package contents or exchange options. A fast and professional answer can be the reason they decide to purchase from your store.

Contact channels, service hours, expected response times and responsible employees should be defined in advance. An automated acknowledgement of an enquiry can be useful, but it cannot replace actually resolving the customer's question or problem.

Connect Marketplace uses a combination of AI chatbots and real customer service agents. AI can quickly answer basic questions, help customers navigate the store and collect the information required to continue the conversation. More complex enquiries, complaints and situations requiring a decision are forwarded to a real person or the responsible seller.

This system does not remove the seller's responsibility, but it reduces the chance that a potential customer will abandon the purchase simply because they could not obtain basic information.

The real eCommerce work begins when the store goes live

One of the biggest mistakes beginners make is expecting the webshop to begin selling automatically as soon as it becomes publicly available. Programming makes purchasing possible, but it does not automatically create demand.

Customers need to be brought to the store through search engines, social media, advertising, newsletters, content, recommendations, partner channels and the marketplace network. Their behaviour then needs to be analysed: which products they view, what actions they take and where they abandon the buying process.

It may be necessary to change the main photograph, write a clearer description, simplify categories, adjust shipping prices or highlight a different product. These decisions should not be based on personal impressions, but on real data.

In a traditional website development project, the relationship often ends when the site is published. With Connect Marketplace, that is when the phase of analysis, promotion and multichannel sales development begins.

SEO develops together with the store

SEO is not a one-time task involving the addition of a few keywords. Search engines need to properly understand the structure of the store, categories, products, images and the relationships between different pieces of content.

Building strong organic visibility requires original descriptions, well-organised categories, useful blog content, answers to customer questions and regular analysis of the search terms people use to reach the website.

The online store should be connected with tools such as Google Search Console, Google Analytics, Google Tag Manager and Google Merchant Center. Depending on the marketing plan, products can then be included in Google Shopping and Google Ads campaigns.

These tools are not only used to collect statistics. They can show whether products receive impressions on Google, how many users reach the website, whether they add products to the cart, where they abandon the buying process and which campaigns generate real orders.

SEO results are generally built gradually. For this reason, a combination of organic content, marketplace visibility and paid campaigns is often more effective than relying on a single source of traffic.

Social media needs to lead towards sales

An active social media profile is not the same as an active sales channel. Posts may receive views and engagement, but if users cannot easily reach the relevant product, marketing remains disconnected from the store.

Content should be connected with specific products, categories, guides and offers. A user who watches a video about a particular product should be able to reach that product page directly without searching through the entire catalogue again.

It is equally important to reconnect with users who visited the store but did not immediately make a purchase. Newsletters, remarketing and additional content can maintain the relationship until the customer is ready to make a decision.

Connect Marketplace uses social media and other external channels as part of a broader sales strategy. The objective is not simply to increase views, but to direct relevant audiences toward products and measure the actual outcome.

Selling in the European Union requires additional preparation

Entering the European market can significantly increase the number of potential customers, but simply translating a product name is not enough. Companies need to define the countries they will deliver to, available languages, currencies, tax settings, delivery times and return rules.

Content should be adapted both linguistically and commercially for each market. Literal automated translation is often not sufficient because customers in different countries use different product names, measurements, expectations and search behaviour.

Sellers also need to confirm that they can logistically support the market they want to enter. There is little value in advertising in a country where delivery takes too long, costs more than the product itself or where no organised returns process exists.

During the evaluation process, Connect Marketplace analyses target markets, product categories and the seller's capabilities. The objective is not to display every product everywhere, but to place it on channels where a relevant audience exists and high-quality delivery can realistically be provided.

Sellers outside the European Union need to define their market-entry model

Companies located outside the European Union can sell to European customers, but before launch they need to clearly define where goods will be shipped from, who the importer will be, where the warehouse is located and who is responsible for customs, tax and regulatory obligations.

The simplest model for the customer is one in which the product is already stored within the European Union, the price includes expected charges and returns can be sent to a European address. Direct shipping from a third country may also be possible, but delivery times and potential additional costs must be clearly communicated to the customer.

Connect Marketplace can help non-EU manufacturers and distributors develop a sales concept, create a European presentation of the brand and connect with appropriate infrastructure. However, the commercial, tax and import model must be legally and clearly defined before sales begin.

What should you prepare before applying to launch your store?

You do not need to have a perfect catalogue or every detail professionally prepared. However, several basic materials can significantly speed up the project evaluation and store-launch process.

• basic company information and details of responsible persons,
• logo and any available brand identity guidelines,
• a list of products you want to include in the initial launch,
• product codes, prices, tax information and stock levels,
• existing photographs, catalogues and technical specifications,
• packaging, weight and dimension information,
• countries in which you want to sell,
• planned payment and shipping methods,
• information about warranties, service, returns and complaints,
• information about existing sales and marketing channels.

If some materials are missing, the evaluation process can be used to define what the seller will prepare, what can be handled by the Connect Marketplace team and which additional services should be included in the project.

What does launching a store on Connect Marketplace look like?

The process begins with an application, selection of the appropriate plan and evaluation of the products, business model and target market. This evaluation helps us understand how to position the brand, which storefronts should be included and what level of support the seller requires.

We then prepare the store concept, category structure and proposed visual direction. An administrative account is created, access permissions are assigned and product preparation begins.

The number of products initially entered by the Connect Marketplace team depends on the selected plan. After the initial setup, the seller can receive training and add new products independently, or additional product entry can be assigned to our team for an agreed additional fee.

The next stages include activating payment methods, configuring delivery options, reviewing content and testing the complete purchase process. Standard onboarding can generally be completed within 12 to 20 days after all required materials and information have been provided.

After the store goes live, we analyse opportunities to display products in the mobile app, on the main marketplace and on suitable thematic storefronts. From the beginning, the store is therefore not treated as an isolated website, but as part of a future multichannel sales strategy.

The most important thing is choosing a system that does not stop once the website is built

When entering eCommerce for the first time, you do not need to know how to program, manage Google campaigns independently or immediately hire a large marketing team. You need a quality product, accurate data, the ability to process orders professionally and a partner capable of connecting the other elements of online sales.

An independent online store can provide you with the technical platform. Connect Marketplace goes a step further by connecting the store with the catalogue, additional sales channels, the mobile app, marketing activities, analytics and customer support.

For us, it is not enough for your store simply to look good and function correctly from a technical perspective. It is in our interest for your products to reach relevant customers, for the sales process to continuously improve and for your online channel to grow together with the entire Connect Marketplace network.

If you have a product and are researching how to start an online store, you do not need to build an entire eCommerce department on your own before you begin. Apply to Connect Marketplace, introduce us to your product range and together we can define the fastest and most sustainable path from your products to your first online customers.