Starting on Shopify: Your guide to selling in 2025
By Judge.me team
Sep 4, 2025
Selling on Shopify has matured from a simple drag‑and‑drop project into a sophisticated business endeavor. The story is quite impressive.
Nowadays, it offers powerful AI tools, advanced fulfillment options and expanded global reach – but those benefits mean little if you skip the fundamentals.
Many newcomers rush to open an account without researching their market, planning their finances or understanding hidden costs.
This guide remedies that by walking through every stage of launching a Shopify store, from validating your niche to deploying cutting‑edge features.
By the end, you should have a clear a roadmap for starting, running and scaling a successful Shopify business. Although – picking a product isn’t something we can help you with!
Start your own journey on Shopify today
How to start building a business on Shopify?
Research your niche and validate demand
Choosing what to sell is the most important decision you’ll make. Rather than chasing fads, start by assessing your own interests and strengths.
Are you passionate about eco‑friendly homeware? Do you understand the pain points of busy parents or remote workers?
Once you have a broad idea, validate demand using quantitative and qualitative data. Shopify’s own “Trending products” report identifies twenty hot categories for 2025, including shirts, skin care, vitamins, motor vehicle parts, activewear, arts and crafts supplies and even meat.
These categories aren’t just random picks; they reflect actual sales patterns from thousands of US merchants.
Beyond broad categories, look for underserved niches. For instance, the same report notes that t‑shirts remain the top seller, but interest has shifted toward beige and purple tones.
Dig deeper by checking Google Trends (for search volume), competitor stores (to gauge pricing and differentiation) and social media communities to see what customers ask for.
Use these insights to design products that stand out, and then validate your idea by talking to potential customers on forums, running small paid ads to gauge click‑through rates or launching a simple landing page to collect email sign‑ups.
If people show genuine interest or even pre‑order, your idea has traction and now you can get the ball rolling.
Draft a business plan
Launching a store without a plan is essentially driving to a city without any directions. Sure, it might be nice but you won't get anywhere you want to fast!
A basic business plan doesn’t need to be a formal document; it can be a one‑page summary covering your mission, target market, product sourcing, marketing strategy and financial projections.
It definitely doesn’t require a lot of debt for an MBA – that’s for sure!
When mapping out your journey, factor in any startup investments (inventory, essential apps, initial marketing etc.), ongoing operational costs such as platform fees, transaction charges, shipping as well as your realistic revenue goals.
People should always pack an ‘if-worse-comes-to-worse’ kit for unexpected detours like returns, chargebacks, or those bold marketing experiments that teach valuable lessons even when they don't immediately convert.
This planning stage forces you to confront realities – like whether your margins can absorb Shopify’s transaction fees or whether you need to register a business license when revenue passes a certain threshold.
Many entrepreneurs skip the legal groundwork, but getting it right from the start saves significant headaches later.
Depending on your location, you may need a business license, sales tax number, or specific permits before you can legally sell.
For example, in the UK or EU, you may need to register for VAT once you exceed turnover thresholds, so it's best to speak to local regulations or an accountant early to prevent headaches later.
What Shopify plan should I choose?
Shopify offers four main subscription tiers – Basic, Shopify, Advanced and Plus – and each targets different business stages. Basic is ideal for newcomers and side projects: it supports unlimited products, essential sales channels and basic reporting.
The “Shopify” tier adds professional reports and lower credit‑card rates, while Advanced provides deeper analytics, calculated shipping and up to fifteen staff accounts.
Shopify Plus, aimed at high‑volume retailers, unlocks advanced APIs, wholesale channels and custom checkout scripts. Pricing can change, so always check Shopify’s current rates.
When choosing a plan, consider features rather than vanity metrics:
Does your business need real‑time carrier rates?
Are you planning to manage multiple staff?
Do you expect international sales that require duty and tax calculations?
Upgrading prematurely can cut into margins, but staying on Basic too long may limit growth. Either way, the good news is that plans are flexible, so you can upgrade or downgrade at any time.
Hidden fees and trial periods
In addition to subscription fees, Shopify charges transaction fees when you use external gateways. For example, if you accept PayPal or Stripe, Shopify may take 1–2% of each sale on top of standard payment processing costs.
Using Shopify Payments eliminates these extra fees, but still incurs standard credit‑card charges. Apps often come with monthly fees, one‑time charges or percentage‑based pricing. Add the cost of a domain (roughly $10–$15 per year) and any premium themes or add‑ons.
During sign‑up, you’ll be prompted to select a plan within the first three days; choosing the Basic plan secures the discounted trial.
If the store doesn’t work out, you can cancel before the full price kicks in. Keep this trial timeline in mind as forgetting to choose a plan within the first three days means you’ll lose the discounted period.
Access Shopify for £1 per month for three months
What else should I consider when starting a business?
Choosing a business structure and license
Properly setting up your business protects you and builds trust with customers. Decide whether you’ll operate as a sole proprietorship, limited liability company (LLC), corporation or partnership.
Sole proprietorships are easiest to start, but your personal assets are on the line. LLCs and corporations offer liability protection but involve additional fees and filing requirements.
For dropshippers, the rules can be a touch more nuanced. If you never handle inventory, you may not need a warehouse license, but you might still need to collect and remit taxes in the states where your suppliers warehouse products.
For international merchants, research how VAT registration works and whether you must appoint a fiscal representative. Also consider business insurance – at minimum, general liability coverage protects you from claims arising from faulty products or website issues.
Taxes, compliance and privacy
Sales tax and value‑added tax (VAT) rules vary by jurisdiction. In the United States, you must collect sales tax if you have nexus (a business presence) in a state; digital products may be taxed differently.
Shopify provides a built‑in tax engine, and the 2024 Winter Edition added better analytics and localized tax configuration, allowing you to display inclusive prices and automate duties.
For UK and EU sellers, you must register for VAT once you exceed the annual threshold; Shopify’s Tax tool can handle multi‑rate calculations.
Keep up with regulatory changes such as the Digital Services Act (EU) or data‑privacy laws (GDPR, CCPA). Always update your privacy policy and cookie banners accordingly.
Additionally, create terms of service detailing shipping times, return policies and dispute resolution. Use Shopify’s legal policy generator as a starting point, but consult a lawyer if you sell regulated items (e.g., cosmetics, supplements or alcohol) or target minors.
How to create your Shopify account?
Head to Shopify’s sign‑up page via an official partner link to access the extended trial.
After answering a few onboarding questions (about your current revenue and whether you’re migrating an existing business), you’ll land on the dashboard.
Click the “Select a plan” button and choose Basic; this locks in your $1 per month trial for three, months.
Remember you can cancel anytime before the trial ends!
Choose your store name and domain
Your store’s name ideally should be:
Memorable
Easy to spell
Reflective of your niche
Once you’ve chosen a name, claim a matching domain; you can purchase directly from Shopify or an external registrar like Namecheap or Google Domains.
Buying through Shopify simplifies setup, but external registrars may offer lower prices or free WHOIS privacy.
Configure DNS records to point your domain to Shopify’s servers. Consider acquiring multiple domain extensions (.com, .store, .co) to protect your brand.
Navigating the admin dashboard
When you first enter the Shopify admin, the left‑hand sidebar becomes your hub.
The “Home” view offers an overview of orders, sales and tasks. “Products” lets you add new items or manage inventory. “Orders” lists each purchase with fulfillment status. “Customers” stores customer information, including marketing opt‑ins and purchase history.
“Analytics” shows dashboards and reports, while “Marketing” centralizes email campaigns, automations and promotions. Finally, “Settings” houses everything from shipping rates to checkout.
Because of the Winter 2025 update, the admin now loads 25% faster and page‑to‑page navigation is 12.5% quicker, making it easier to manage your store and with each 'Editions' comes bigger and better upgrades – so know you're in safe hands with Shopify!
How do I improve my Shopify store?
For starters, Shopify provides dozens of free themes and hundreds of paid options. Start with a free theme like Dawn or Craft if you have a tight budget; you can always upgrade later.
Paid themes often include advanced features such as product filtering, mega menus and built‑in sections for video.
When choosing a theme, consider your product catalogue size, brand aesthetic and performance. Plus, also keep in mind mobile responsiveness, accessibility and speed ratings. This can get overwhelming, so perhaps here (if you have the funds) working with a consultant might be useful.
Customizing your theme no longer requires coding experience as Shopify’s theme editor lets you drag and drop sections, adjust fonts and colors, and add banners or slideshows.
Horizon, the latest theme foundation, is their most customizable to date and really makes the most of the AI explosion in recent times to enable you to have more creativity when starting a store.
Using AI page builders
For more complex layouts, AI page builders like EComposer, PageFly and the built‑in “Design with AI” functionality can generate sections based on your content. With Judge.me, you can integrate easily with any of these page builders if you wish.
When using AI, treat it as a starting point: refine generated text, choose images intentionally and ensure the design reflects your brand.
We’d suggest that at first you avoid heavy animations or apps as they’ll likely slow down your site – once you’re at a stage to level up, you can look to hire someone with experience to include such things.
Set up collections and navigation
Collections help shoppers browse related products. You can create manual collections (add products individually) or automated collections using conditions like product type, tag or price.
For example, you could create a “Summer sale” collection that automatically includes items tagged “summer” and priced below £50.
Organize collections into your main navigation: a header menu (Home, Shop, About) and a footer with legal links.
You can also use mega menus for large catalogues, but keep navigation simple for small stores.
Lastly, always consider mobile and look to ensure menus collapse neatly and call‑to‑action buttons are visible.
What to consider on the backend of a Shopify store?
Payments and checkout
Shopify Payments is the simplest way to accept credit and debit cards; it integrates seamlessly and eliminates extra transaction fees. You can also add PayPal, Apple Pay, Google Pay and buy now‑pay later providers like Shop Pay Installments.
Additionally, Shopify POS now supports offline payments – transactions are stored when your internet connection fails and processed once connectivity returns.
But obviously, we’re taking one step at a time here and just getting you started.
Taxes and duties
Proper tax collection builds credibility and prevents legal issues. In the United States, use Shopify Tax to automatically calculate sales tax based on your nexus and product type.
For European sellers, configure VAT rules and decide whether to display prices with inclusive or exclusive tax and if you sell digitally across the EU, register for the One‑Stop Shop (OSS) to remit VAT in one country instead of multiple filings.
Ensure you update tax overrides for products with special rates (e.g., clothing in New York or nutritional supplements).
For cross‑border orders, use the Duties and Import Taxes feature to collect duty at checkout; this prevents unexpected fees on delivery. Consider hiring an accountant or using tax software for complex cases.
Shipping and fulfillment
Shipping influences customer satisfaction as much as product quality. Start by creating shipping profiles in Shopify: domestic, international, free shipping thresholds and carrier rates.
Ideally, you should look to offer at least two shipping options (standard and express) to cater to different budgets and urgency.
Use Shopify Shipping to buy discounted labels from carriers like USPS, UPS and DHL. If you store products yourself, invest in packaging supplies and a scale to calculate accurate weights.
Smart order routing directs orders to the nearest warehouse or store to lower costs and speed up delivery. These features are particularly valuable for international merchants because they optimize shipping across multiple regions.
Maintaining inventory and returns
Inventory management becomes complex as your catalogue grows. Shopify’s new bulk inventory update tool lets you modify prices, stock levels and descriptions across multiple products simultaneously.
This saves time and helps avoid errors when running sales or seasonal changes. Use SKU codes and barcodes for accurate tracking.
For returns, Shopify POS now allows unverified returns – you can issue refunds via gift cards even when the customer lacks a receipt. Configure staff permissions so only authorized employees can process such returns.
For online orders, set a clear return window and automate return labels and monitor return reasons early to identify product or fulfillment issues.
Launch strategy: Marketing and customer acquisition
Build your brand story and trust
People buy from brands they connect with. Before spending on advertising, craft a narrative that explains why your business exists and who it serves.
The Beardbrand story illustrates the power of purpose: founder Eric Bandholz started by sharing beard‑care tips and building a community long before he sold products.
He advised spending 99% of your time getting in front of people, talking to customers and learning by doing.
When Popov Leather transitioned from a one-off, handmade wallet in the founder’s basement to a thriving e-commerce brand, early and strategic review collection played a pivotal role in maintaining its craftsman-first ethos and scaling trust as the business grew.
This momentum in review collection not only reinforced credibility through authentic voices, but also enabled personalized public responses and data-driven refinements to product and service – turning feedback into fuel for growth.
As echoed in broader best practices, early reviews are less about perfection and more about conversational trust-building: they provide fast, actionable feedback loops and lay the groundwork for a robust, long-lasting online reputation.
Social media and content marketing
Organic social media remains a cost‑effective way to reach customers. Start with platforms where your audience hangs out: Instagram for lifestyle brands, TikTok for younger demographics or LinkedIn for B2B products.
Create short educational videos, behind‑the‑scenes reels, or user‑generated content. As you publish content, analyze which formats perform well and double down on them.
Use Shopify’s integrated blog to publish articles that answer common customer questions; this boosts SEO and builds authority.
Email marketing remains king for conversions. Use Shopify Email (free up to a certain number of sends) or Judge.me's own emails to announce product launches, share educational content and nurture loyalty.
Look to segment your list based on purchase behavior or interests and use automations like welcome sequences, abandoned cart emails and post‑purchase follow‑ups to encourage repeat sales.
Here's an example of how Judge.me's review request emails look (unlimited on our free plan) with certain customizations on show.
Paid marketing and performance‑based ads
Paid advertising accelerates growth but can be costly. Shopify’s Winter Edition introduced performance‑based marketing tools where you only pay for actual conversions.
This reduces financial risk and makes budgeting easier. Start by testing Meta (Facebook/Instagram) and Google Shopping ads with small budgets.
Use high‑intent keywords and optimize product feeds with accurate titles, descriptions and images. TikTok ads are another channel; their algorithm can find buyers quickly but require creative short‑form videos.
Retargeting ads are efficient for reminding visitors who didn’t complete a purchase and another tip would be to combine ads with discount codes or free shipping to entice conversions.
By monitoring your return on ad spend (ROAS), you can remain flexible and pause any campaigns that underperform, then reassess.
Looking to learn more about ads? Take a look at webinar with Spec Digital Director, Nick Trueman.
SEO and analytics
Search engine optimization (SEO) ensures your store surfaces when people search for relevant terms. Begin with keyword research to identify terms your audience uses; incorporate them naturally into titles, descriptions and blog posts.
Shopify’s built‑in SEO features generate sitemaps and let you edit meta titles and descriptions, and you can measure marketing performance using Shopify’s analytics platform, which offers customizable metrics and dimensions.
Also, look to track acquisition sources, conversion rates, average order value and customer lifetime value to then use these insights to allocate your marketing budget effectively.
How do I scale my Shopify store?
Analytics and performance dashboards
As your store grows, rely on data to make decisions. Shopify’s enhanced analytics lets you customise reports, combining metrics like traffic source, product type and customer cohort.
Create dashboards that show daily revenue, conversion rates, top‑selling products and marketing cost per acquisition. Integrate with Google Analytics or Triple Whale for deeper analysis. For subscription businesses, monitor churn rates and lifetime value.
Apps, automation and AI
Shopify’s app ecosystem can extend your store’s capabilities but it’s also a touch overwhelming at first. We’d highly recommend that you avoid installing unnecessary apps because each one can slow your site and add fees.
Start with essentials:
A review app (Judge.me)
An email automation tool (Omnisend)
An SEO optimizer (Yoast)
Then look at what is built for specific use cases like Shopify Flow (available on higher plans) to automate tasks like tagging high‑value customers, sending reorder reminders or updating inventory.
No‑code customization tools introduced in Winter Edition 2025 let you modify customer accounts, checkout and pages without coding. For example, add a self‑service returns portal or custom loyalty dashboard.
AI features continue to expand with Shopify’s own AI‑powered search and discovery surfaces products based on intent rather than exact keywords.
This makes your store more accessible to shoppers using casual language. AI can also recommend products, forecast demand and detect fraud.
Common challenges and how to overcome them
Payment and shipping issues
Payment hiccups and shipping delays are two of the most common hurdles new sellers face, but they're entirely manageable with the right approach.
Sadly they will happen, especially at the start, but to smooth out the checkout experience, make sure you're accepting all the ways customers prefer to pay – major credit cards, popular digital wallets like Apple Pay and PayPal, and buy-now-pay-later options that many shoppers now expect.
Building trust at checkout is just as important as offering options. Display security badges prominently and always include a guest checkout option – many customers abandon their carts rather than create yet another account.
On the shipping front, smart supplier selection makes all the difference. Partner with suppliers who have warehouses strategically located near your customer base, and always provide tracking information with automatic updates.
Proactive communication about shipping status dramatically reduces inquiries and keeps customers confident in their purchase.
These small improvements in the buying experience often translate into better reviews, repeat customers, and fewer support headaches.
Site speed and conversion optimization
Slow pages kill sales. Compress images, remove unused code and choose a lightweight theme. Regularly audit installed apps; each script adds loading time.
Look to use Shopify’s performance dashboard and the new reporting tools to monitor speed. If your store still lags, consider upgrading to a more robust theme or hiring a developer to optimize it.
Conversion rates improve when you offer clear information and minimize friction. Use concise headlines, bullet lists of benefits and visible call‑to‑action buttons. Implement trust signals like reviews (Judge.me makes this easy) and guarantee badges.
Provide a clear returns policy and answer common questions in an FAQ section. Test different versions of your product pages through A/B testing to see which elements drive more purchases.
Overreliance on apps, AI and costs
Installing dozens of apps may seem helpful, but each one adds complexity and subscription fees. Start with essential tools and add new ones only when they solve a specific problem.
Listen to community advice: many experienced merchants recommend keeping apps to a minimum and focusing on core functionality first. Similarly, AI tools are invaluable for drafting content and analysis, but they can’t understand your brand’s tone or ethics.
Use AI outputs as drafts and refine them. Budget for app and marketing costs; track your monthly recurring charges and ensure they align with revenue growth.
Collecting your first reviews
Reviews are one of the strongest drivers of trust and sales, but many new sellers struggle to get them consistently. The key is to make leaving a review effortless and rewarding.
Look to use automated post-purchase emails to politely request feedback a few days after delivery. We can help you to send review requests with one click and even include photo review options, which boost credibility further, all at no cost whatsoever.
To increase response rates, offer small incentives like discount codes for the next purchase or entry into a giveaway.
And lastly, don’t shy away from negative feedback, we recommend you address it quickly and professionally as a thoughtful response often does more to build trust than a perfect score.
Reviews not only improve conversion but also give you valuable insights into what customers love (and what needs work). Over time, they become one of your most powerful marketing assets.
Get started with unlimited review requests for free
Success stories and real‑world inspiration
Beardbrand’s journey is a compelling blueprint. Founder Eric Bandholz quit his job, focused on his beard, and discovered a community of men who didn’t fit the lumberjack stereotype.
Instead of rushing into sales, he built a content platform through YouTube and a blog, sharing grooming tips and embracing authenticity.
The brand reached seven‑figure revenue without outside investment, amassed over two million YouTube subscribers and built a thriving community.
Check out the interview with Eric in full below
Bandholz attributes success to three principles: spend most of your time engaging with people rather than planning; recognize when you lack product–market fit and pivot; and remember that business is just a series of problems to solve.
He also credits influencer outreach – personally contacting creators as a fan rather than sending templated pitches – and building gated communities that turn buyers into loyal advocates.
Applying these lessons to your store means focusing on community before commerce. Share your journey, involve customers in product development, and use data to double down on formats that resonate.
Rather than chasing vanity metrics like followers or video views, prioritize content that attracts high‑value customers.
And when you do collaborate with influencers, make it personal and authentic. Assume that they get hundreds of messages a day, so why would they listen to yours?!
Make reviews your most powerful tool for growth with Judge.me
Final checklist and takeaways
Launching a Shopify store in 2025–2026 demands both strategic planning and adaptability. Use this checklist as a final reference:
Identify your niche – Brainstorm ideas, validate with data and ensure there’s real demand
Write a basic business plan – Outline mission, costs, revenue targets and legal requirements.
Choose the right plan – Evaluate features, hidden fees and the extended trial option
Register your business – Select a legal structure, obtain licenses and configure taxes.
Sign up and lock in the trial – Create your account via a partner link and select a plan within three days
Design your store – Pick a theme, customize it and add products with high‑quality descriptions and photos
Configure payments and shipping – Set up Shopify Payments, local gateways, taxes and shipping profiles; explore offline payments if looking to do things in person.
Plan your launch – Develop a brand story, build social and email lists and test your checkout process.
Market with intent – Start with organic content, then experiment with performance‑based ads and subscriptions
Optimize and scale – Monitor analytics, automate tasks, expand to new channels and stay updated on Shopify Editions updates
New starters to the world of selling on Shopify might look at the ongoing changes in the tech world and get excited over new features.
But you still need to focus on fundamentals: finding product–market fit, offering great customer experiences and managing costs. Use this guide not just as a step‑by‑step tutorial but as a living framework.
As you grow, revisit each section, adapt to new features and refine your strategy. With persistence, creativity and a clear plan, your Shopify store can thrive in 2025, 2026 and beyond.
