The Ultimate Shopify Guide For Small Businesses
Shopify Website Builder: An Online Store for a Small Business Owner
One of the most frequent queries we hear from entrepreneurs is: "How do I begin selling online?"
While this appears to be a straightforward question, it can take an incredible amount of effort and preparation to get started.
Small business owners often seek us out for guidance and expertise about the Shopify platform when they are preparing to open their first online store.
As a Shopify design agency, this means we have the privilege of providing aspiring entrepreneurs with invaluable insight into the e-commerce world.
Here is a quick checklist of things to do before you start designing and building your website
Existing Businesses
If you are an existing business with an existing website you should start with a brand audit.
Your brand audit should be done by a branding strategist and creative director.
The brand audit will include analyzing your visual image, brand positioning, customers, business plan, and audience and product/services.
This will help you determine how to best communicate your brand and story to customers.
Once the audit is complete, you'll know if you need to adjust your brand positioning and update your brands visual identity, or, if you can move forward with designing and developing your Shopify store.
New Small Businesses
If you are a small business that's just getting started there is a large laundry list of items you need before you can start designing and developing your Shopify website.
Research and Analysis
You'll want to start with a deep dive into researching the demographics, psychographics, geographic and behaviours of your target audience.
You will need to compile a list of your direct and indirect competitors and list their strengths, weaknesses, threats and opportunities on how you can positioning yourself against them.
You will want to look at industry trends, consumer trends and other information.
All of this research and the analysis will assist you with positioning your brand.
Brand Positioning
Once the research and analysis is complete, you can move onto brand positioning.
This will include creating a brand purpose and mission statement.
The more time spent on this the better since it's what drives the decisions you make in the future when it comes to design, content strategy and customer experience.
Visual Identity
The next step is your visual identity. This includes, logo design, typography choice, colour palette and photography style.
Content Strategy
A content strategy should be developed to ensure all of the text on your website is written in one voice and it reflects the brand’s positioning.
It's important to create a plan for how often content will be updated or added, who will be responsible for creating new content and which mediums the content should live on.
With these items in place, you'll have a fundamental framework to use when designing and developing your Shopify website.
With numerous misguided beliefs surrounding Shopify and its accompanying sphere, we have decided to design a comprehensive guide for small business owners aiming to build (or improve) their digital presence.
This will enable them to maximize their potential with the app's versatile features and capabilities!
Follow this instructive Shopify tutorial, and you'll be on your way to creating an awe-inspiring online store in no time! With our guidance, you can make sure that all the decisions for building your eCommerce platform are made properly.
Let's dive into the depths of Shopify website design, themes, and development through 3 tangible examples.
We provided three unique brands with Shopify development and branding services.
Take a look around the guide to find out more about them!
Table Of Contents
Discover what Shopify is, and why you should use it to power your online business.
Shopify is a Canadian cloud-based service that makes it easy for businesses of all sizes to create an online store and sell products with minimal effort.
From social media platforms to in-person sales, Shopify has you covered no matter how you choose to market your business.
And it's not just limited to physical goods; Shopify can be used by any service provider as well!
For any type of business that sells memberships, tickets rentals, classes or lessons, Shopify is the perfect platform.
Currently, a whopping 29% of online stores in America are powered by Shopify – and this number will only increase by 2022.
In our experience too we found that compared to other website builders available on the market today; Shopify offers an instant and user-friendly way to turn ideas into successful stores ready for launch! 🚀
Are you ready to take the plunge and open your own online store with Shopify?
Then here is what you'll need to get started: a domain name, hosting account, payment processor and most importantly – creative ideas for a unique shopping experience.
From teenagers with a dream but little know-how to 8-figure, global businesses, Shopify has solutions for everyone. With the ability to ship products in over 150 countries, Shopify offers unparalleled capabilities no matter the size of your business.
But let's switch the spotlight to you.
Here is a quick list of things that will help you in getting your Shopify store off and running.
A business idea: When Modern Match came to us, they already had a strong vision and a clear mission.
“Creating lingerie that inspires women to feel good and be themselves”.
Modern Match - Lingerie Online Store - Mission Page
Every successful venture begins with an idea and Modern Match is no exception.
We took our concept and crafted it into a unique, powerful brand that stands out in the crowd.
If you have an awesome thought to share but don't know how to bring it to life, then we are here for you!
Worry not-we'll provide all the guidance required so your creative vision can come alive.
Establish your Brand Guidelines in order to Design an Engaging Online Store
brand guidelines are the foundation of any successful business.
From them, you can communicate, organize and represent everything that your company values - including logos, fonts and colors.
This allows prospective customers to make a connection with you right away!
When done correctly, brand guidelines will give visitors assurance they're making the right decision when shopping in your online store.
Are you wondering what kind of merchandise to bring to your customers through Shopify?
Don't worry - your products and services are why we're here today!
With Shopify, you can set up an online shop with as many items per plan as you like; they'll be organized into different categories.
If there's something specific that needs selling, fantastic - it will fit right in.
But if not, don't trouble yourself.
You won't need any inventory because even non-owned or kept items may be listed on the platform too!
So regardless of where you currently stand in terms of product planning, rest assured: everything is going to work out just fine.
There are several product sourcing applications such as Oberlo and Printful which can help – keep reading until the end of this article for more information regarding those options!
Showcase your products:
Photos and videos have the power to make a more profound connection with your customers.
Utilize photos for product descriptions, as well as videos that exhibit your brand story.
Videos are often underrated but research shows that 84% of people tend to buy something after watching affiliated clips – making it an optimal way to persuade deductions or leads into purchases!
That’s why we created a video for the “About us” of Modern Match.
Modern match Youtube
Are you in need of assistance with content creation for your brand to gain more trust and recognition? If so, don't hesitate to leave us a message. We are here to help!
Shopify and other Ecommerce Platforms - How to get Started
Ready to get started with Shopify? Get your 14-days Shopify free trial.
All it takes is two minutes and a few clicks! Just enter your email address, name, and password.
Then come up with Your Store Name – don't worry if you want to change it later on.
You will be given an initial URL (e.g., mybiz.at myshopify.com), which may not sound very professional yet - but no need to fret as you can always purchase a custom domain soon enough!
In order to get started, you must first answer a few questions about your business (without the need for any credit card).
You will be on your way and in the Dashboard of your new Shopify Account before you know it!
It should look something like this… 🤩
Streamline your online store experience with Shopify's intuitive dashboard feature.
With just a few clicks you can easily manage, analyze and modify all aspects of your account to ensure that customers have the best possible shopping experience within your e-commerce platform.
Get started on your journey to success today by beginning a 14-day free trial with us.
With the wide array of features available, you can create an amazing store tailored specifically for you and your needs - from adding products and shipping information to setting up payments so that you'll actually get paid!
There is no better way to build your future than with Choose a Plan.
In mere fourteen days, you will have constructed and prepared your store for its grand opening.
If you haven't decided on a plan by the end of this time period, your account may be suspended; however, all of your hard work won't go to waste!
As soon as you invest in a plan, everything is set for an unforgettable launch.
Confused about how to decide between the three Shopify plans? Worry no more! Here is a snapshot of exactly what you need to know about the cost, so that you can make an informed decision.
Subscription - Basic Plan, Shopify Plan, Advanced plan - Shopify Plans
Are there any fees incurred when using Shopify to process sales?
Absolutely! Shopify works with online credit card processing, so every time a customer completes a transaction on your website, you'll be charged a fee based upon the plan you've chosen.
The fees for online sales are:
2.9% + 30 cents for each transaction with the Shopify Basic plan.
2.7% + 30 cents with the Shopify Plan.
2.4% + 30 cents with the Advanced Plan.
For in-person credit card payments:
2.7% + 0 cents for each transaction (plus shipping costs for the basic plan
2.5% + 0 cents with the Shopify Plan.
2.4% + 0 cents with the Advanced Plan.
Furthermore, if you opt for any payment processor other than Shopify Payment, a surcharge will be added to each transaction dependent on the plan that was selected.
These extra fees range from 2% with the Basic Plan, 1% in the Shopify Plan and 0.5% when opting for an Advanced Plan.
How To Buy A Domain On Shopify
You can do it three ways:
You can buy a brand new domain directly in Shopify.
You can buy it from third-party sites like GoDaddy.
You can transfer your existing domain to your new store.
Nowadays, having a custom domain name is critical for establishing online stores - it builds trust and authority with customers.
After all, would you buy something from Canadiancookies.myshopify.com?
If you're using Shopify to purchase your domain, simply navigate to the "Add Domain" page on the dashboard and hit that bright green button labeled "Buy New Domain". You’re on your way!
Input the domain name of your preference to see if it's already taken.
If so, we offer you a plethora of alternative options!
Once you've finalized your selection, choose a payment plan that best suits you.
And don't forget to verify your email address by examining both your inbox and spam folder for an email from Shopify - or send another verification request just in case!
It may require up to 48 hours for the setup process, but once it's ready you can easily find your new site by searching on Google.
General Shopify Settings
Your store name, what customers notice first when they visit your page, can differ from the domain name.
To modify it in Shopify, simply go to “Settings” (bottom left corner) → and then click on “Store Details”.
Don't forget that you chose a special identity for your shop - one that will make an indelible impression!
While in the general setting, you can also update your business' Legal Name and Business Name if it is already officially registered.
Doing this will allow you to write off Shopify as a legitimate business expense when filing taxes.
Rest assured that Shopify values privacy above all else - only YOU will be able to view any of your personal information stored within the platform!
Not only can you alter metrics (Kilograms/Pounds and Meters/Inches) but also your currency in the General Settings for maximum convenience.
Does your Small Business need Shopify Plus?
If you're considering investing in Shopify Plus, then rest assured that it is well worth the cost.
Not only will you get access to all of the same features as a normal version of Shopify, but also many additional advanced capabilities too!
We understand this might be a significant financial commitment for some businesses - so let's make things clear upfront:
With an investment into Shopify Plus comes an extra $2,000 per month price tag.
Although it costs almost seven times more than the Advanced Shopify Plan (299$), making an investment in Shopify Plus is a smart move when your business reaches at least 1.5 million dollars and you have the assistance of a capable Shopify Plus Agency.
Choose a Theme for your Shopify Store
Picking a Shopify theme is an essential yet simple action for your e-commerce store.
Once you join the free trial, you’ll begin with a default design that can be customized as time passes.
A Shopify theme is like a blank canvas just waiting to be filled with your unique brand and products!
Looking for the perfect theme for your website? Consider selecting an option that suits both your budget and aesthetic needs—whether it be a free or paid version.
By selecting the free theme Dawn for this tutorial, we'll be able to explore how fonts, colors, palettes and layout play an essential role in developing a unique online presence.
These design choices define your store's brand on the internet so it is important that you make conscious decisions about each element.
How to see a theme Preview.
Want to see how your business will look with a paid Shopify theme?
Visit the official Shopify store for previews and to find the perfect theme for you! With this in-depth preview, you can be sure that your store is set up exactly as desired.
Shopify Theme - Theme Store - Dawn Theme Preview
Before you arrive at the ultimate solution for your e-commerce, there are a few critical things to consider:
Discover the multiple options that this theme provides, from various variations of one style to another 👗.
Take some time and read through the description carefully - Shopify wants you to make sure you have a great theme that fits your product perfectly! They'll tell you if it's not indicated for restaurants or other industries like beauty and fashion 🏠
To ensure your customers experience the best possible journey on your website, investigate if a theme has everything you need such as testimonials sections, collections & mega menus.
🔍 To gain insight into how other merchants have found their own experiences with certain themes, read reviews and customer feedback before making your decision. 📑
Ready to get started with Dawn Theme for your own online store?
You can easily explore real examples of stores using the theme by pressing on the "View Demo" button.
If you like what you see, go ahead and select the "Try Theme" option to add it directly into your Shopify Account!
Keep in mind that this is just a foundation; there are still more steps involved such as adding pages, products and content.
How to Customize Your ecommerce store Theme
Now let's delve into the art of website design.
Here, your branding guidelines and creativity combine to build a store that will make you proud.
Your store does not need to be flawless in order to launch, as you can always perfect it later with your own effort or assistance from a Shopify web development company.
Your branding components (Typography, logo, color schemes) may fluctuate over time given that your store's website is consistently evolving.
Shopify Store Homepage Design
Your visitors typically arrive at this page first, so it's essential to make a great impression.
To create an exceptional homepage on Shopify you'll need your chosen theme and some creative power.
Your theme includes sections that can be moved, hidden, or added in order to divide the homepage into distinct parts - here are three steps to help you design a high-converting one!
Be straightforward when it comes to conveying what your store offers and the products you are selling.
If your visitors land on your website for the first time, clarity is of utmost importance.
A powerful heading and eye-catching wallpaper filled with a large photo or even a video can make all the difference in providing this clarity!
The Yumi Organics team used a video banner to communicate just how unique and amazing their overnight oats are – truly making breakfast special once again.
Videos provide an unparalleled opportunity to educate customers about products that may not be easy to explain otherwise - which makes them incredibly valuable tools indeed!
Yumi Organics - Gif - Homepage Shopify Store
When it comes to e-commerce, restraint is key.
By utilizing powerful, purposeful minimalism for your digital space, you can maximize the potential of your online store.
Shopify is a great platform to help streamline this process with its simple and user-friendly interface; apply that same concept on your homepage too!
These are the elements you can use:
Shopify Slideshow:
Short but concise presentation instantly captures interest (especially with clever copy that explains why your online store is unique). You can also add an overlay and increase its opacity to ensure that the text is legible when viewed on the image.
Shopify Featured Collection:
You can showcase the different products of your collections (more of that later).
Shopify Newsletter:
This brings everyone who visits your store without buying to subscribe to your mailing list. With time, you will convert them into customers by offering them a reason to subscribe to your email list (with exclusive content, sales, or promotion).
Shopify Featured product:
You can highlight your "product of the moment" (maybe with the savings they'll get) for uncertain customers. This last resource offers a purchase chance to any customers who keep scrolling the homepage without clicking anything.
Offering an effortless checkout experience to your ecommerce business customers is essential for their satisfaction and success!
For optimal customer convenience, ensure your checkout process is simple and easy to understand with Easy Checkout.
Lead your customers straight to the 'Buy' button while minimizing extra clicks - it's important that they don't need to exert much effort in order for them to purchase from you!
To make the journey even smoother, use page layout techniques such as effective Alt-text tags so that shoppers can quickly identify products, prices and benefits before undertaking a hassle-free transaction.
Get started on providing an unbeatable shopping experience for your clients today with Easy Checkout!
Homepage Assets for your Shopify Store
Your logo sets the tone for your store's entire aesthetic.
Every element thereafter should be in alignment with it, creating a unified image that customers will recognize and remember.
When Human Centric approached our company, they already had a logo in place - an unassuming watermark.
We saw this as the perfect opportunity to create something special for them; after all, their purpose is to help turn any space into a minimal and productive workspace through desks and computers accessories.
That's why we developed the innovative "H" brand mark shaped like an office chair!
It captures the essence of Human Centric perfectly: efficiency with comfortability rolled into one iconic symbol.
Modern Logo - HumanCentric - Updated Logo HumanCentric
Colour Scheme
The color scheme is derived from your logo, colors have a significant impact on your customers (most at a subconscious level).
Statistics say that 85% of interviewed stated that product colors were one of the main reasons for their purchase.
Colors should reflect the type of industry you operate in.
We chose silver and grey for Human Centric, as these colors in the tech industry convey quality and luxury.
For Modern Match, we mainly focused on white tones; as for lingerie for women, we wanted to convey cleanliness and hygiene first, but white is also neutral so that each customer is free to personalize their own experience.
For Yumi-organics, we used neutral colors as bases, then picked red/magenta, as this color follows the design of the logo and stimulates hunger. Finally, we chose a bold blue to create a colorful and playful mood around this innovative way to have breakfast.
Typography
To personalize your store's font, start by heading to the "Online Store" tab on Shopify. From there, click onto "Theme," then tap over to “Customize” and finally hit “Theme Settings” (down at the bottom left).
The last step? Selecting Typography—your new fonts await!
To keep the design looking sleek and organized, we recommend limiting your font selection to two - one for headings and another for body text.
For maximum readability on screens, opt for "Sans Serifs" fonts like Poppins, Muller Bold or Helvetica.
You can use Font Joy to play around with font pairings.
Adding pages
In addition to your primary site homepage, you can create multiple other pages for a more dynamic experience.
Get to know us better through our About Us page, explore our extensive range of products on the Product Pages, get a feel for what we offer in the Collection Pages, reach out with any questions or comments via Contact page and find all relevant legal information on Legal Page.
If you're looking to add a page to your Shopify store, simply head over to "Online Store", then select “Pages”. Afterwards, click the bright blue button in the upper right corner of your screen entitled “Add Page” and voilà - it's that easy!
You should see something like this 👇
New ShopifyPage - Online Store - Add Page
Now, pick a title for your new page that accurately depicts what you're offering.
For example, when we created Modern Match, our titles specifically focused on the primary demographic - women.
This allowed us to draw more attention and interest from our target audience.
Modern Match - Menu Titles - Women Target
Now that you’ve set up the page layout, it's time to add content!
You can include images, tables, videos — whatever best reflects your store’s unique brand.
To make sure customers easily find their way around your store, be sure to maintain consistency in how everything is presented.
When you're finished and pleased with the result of all your hard work go ahead and click “Visibility” then pick where this new page should live on your website.
Don't worry if down the line something needs changing or hiding - feel free to do so as needed!
Last step: hit "Save" - you're done!
Adding a Contact Page to your Theme
To effortlessly add a "Contact page," just create another page using the steps outlined above. On the right side, under "Theme Template" select "Contact."
This allows you to include an interactive form on your site that encourages customers to get in touch with you!
(Pro tip 💡: You can also link it to FAQ pages to assist your customers in resolving common questions or issues before making a purchase).
How to Add Products on Shopify
After all the hard work we have put in, it's time to now figure out how you can promote your products efficiently and productively.
To incorporate your items into Shopify, click on "Product" at the top left corner of the page and hit "Add Product" to create your first item listing.
Now, it's time to choose a name and write a detailed yet engaging description for your new product.
Be precise when writing the details of this report, as they will motivate potential customers or buyers to purchase from you.
We did just that with Jucy Botanics - take a look at what we crafted!
Jucy Botanics Mask - Checkout Page - Product Description
Copywriting
To ensure your products are more easily visible on search engines such as Google, incorporate keywords within the description of your product.
This way, customers can locate them much quicker and will help with SEO optimization.
To craft the perfect product description, keep in mind these five tips:
Keep it simple:
Customers should be able to take in the title, subtitle, description and price without squinting or straining. Keep it succinct yet persuasive so that the most essential features of your product stand out clearly. Avoid overcrowding - too much information can lead to confusion.
Make it scannable:
Help your customers check out faster and more efficiently by designing a clear path that visually guides their eyes from the product's title to checkout. Our brains are built for scanning, not reading—so make sure it is easy to find what they need!
USP:
Copywriters love to talk about the "Unique Selling Point," or USP, of a product. The USP is what makes your item stand out from others in its industry. In Juci Botanicals' case, that's its double action cream which both exfoliates and masks at the same time! This kind of innovation sets it apart from competitors and has customers returning for more.
100% gluten-free:
To thrive in the retail market come 2023, it's essential to acquire relevant certifications (as demonstrated above) that demonstrate to potential customers the authenticity and quality of your product. Such a stamp of approval will give them peace of mind as they shop with you.
Carefree checkout:
For a successful purchase, it is essential to keep the number of buy buttons limited (no more than two) and make sure there's an important justification for their separation. Ensuring that customers can easily find what they are looking for without confusion should always be your priority as buying should be the last phase in any customer journey – quick and stress-free!
Grammar Check:
Typos can be the source of missed opportunities, which is why it's essential to check your grammar before you make anything public. That said, double-checking could mean the difference between an order placed and a cart that never gets filled out!
Select Images that sell your products and services
Now, you can easily add a photo of your product by dragging it to the page from your computer or providing a URL.
It is essential that this picture be remarkable quality as they significantly affect customers' buying decisions.
There are many ways to find high-quality photos, such as getting them from stock image sites (like Unsplash or Pexels).
Or you can make them yourself, simply with your phone.
If you don't know how to do them, you can hire a Shopify agency to create content for online stores.
Setting and Adjusting Pricing for your Shopify Store
To determine the actual cost of your product, click on "Price" and enter in the final amount.
You even have the option to add a discount if desired.
Additionally, don't forget about Cost per Item which displays how much one item costs you; it's important that this number reflects a positive profit margin of at least 50%.
Pricing setup - Shopify - Step-by-step
Streamline your Shopify Store with Inventory Insertion
Immediately below the pricing, you can organize your inventory with just a few clicks. Simply select "Shopify" if you intend to manage your own stock or pick one of the other options if you use third-party applications for this purpose.
Afterwards, don't forget to fill in the SKU (Stock Keeping Unit) field so that it's easier for you to keep track of available products and process orders efficiently.
For merchants who sell on Google and Amazon, a barcode is essential for product publication.
Additionally, tracking the volume of merchandise you have in stock can help maintain your inventory levels so that refills are always ready when supply runs out.
If you decide to monitor it, ensure that the product's availability is accurately represented by entering its locations and respective quantities into "Edit Locations". For example: Paris-10 units, London-20 units, Vancouver-100 units.
Additionally, you'll want to modify the shipping options and variants, as well as configure your SEO settings for optimal performance.
Streamline your collections and menus for effortless navigation
To truly maximize the customer experience in your store and make it easier for shoppers to find exactly what they're looking for, creating product collections is key. See how Jucy Botanics did it below:
Design Website - Natural Online Store - Jucy Botanicals Collections Page
TOC, Legal, Privacy Policy, Shipping Policy, Returns and Refund Policy and FAQ
Don't forget to create this pages, they are extremely important and in some countries legally required.
Return Policy Example - Shopify
This is what we did for Modern Match 👇
Modern Match Policy - Shipping Policy - Policy Page
Shopify Payments
Getting Paid on Shopify
Congratulations! You've made your first sale. Now, you can collect the money for this purchase through any of the payment methods available in "Settings" → "Payments". Make sure to add a payment method before launching your site.
Shopify Payments is our special partnership with Stripe and comes with 0 extra charges — what could be better?
However, if you opt for third-party payments or PayPal, there will be an additional 2% fee on each transaction applicable to the Basic Shopify Plan only.
Ready to go ahead with Shopify Payments? Simply click on 'Activate Shopify Payments', followed by 'Complete account setup' – it's as simple as that!
It is of paramount importance that you fill out your banking and personal information correctly when prompted, so be sure to double-check each entry.
Product details - Shopify - Step-by-step
Other things to setup include setting your taxes and product shipping.
Shopify - General Rates
Flat Rate - Shopify - Based on Price
Rest Of the world - Setup -Shopify
On Page SEO for your site
As a small business owner you will likely have limited knowledge and experience with SEO, to save time, we recommend hiring an expert, or, agency to optimize your website for SEO.
Yumi Organics - SERP Google
Our Final Thoughts on Creating a Shopify Store for Small Businesses
Although it might be daunting, selling your products and services online does not have to be an overwhelming experience.
Shopify offers a powerful platform for businesses of all sizes to reach customers quickly and easily - so why wouldn't you take advantage of the opportunity?
With Shopify's comprehensive features, streamlined processes, and straightforward approach to eCommerce success – it is no surprise that more people are choosing this route for their ventures, but, not everyone should.
While there are a multitude of amazing product ideas, and free tools to get your business off the ground, it's not always the best idea for everyone with an existing business to sell their products online in order to experience growth.
If you're dedicated to creating a brand that your audience will adore and are willing to invest time and money in building it, then don't hesitate! Take the plunge and use the tools provided here as a launching pad for starting your small business.
If you are ready to launch your business idea on Shopify, you can claim your 14-day free trial to start building it right now.
Shopify is designed with an easy-to-use DIY approach, so if you're just beginning your digital journey, there's no better choice.
However, if time isn't in abundance and you need a team of experienced Shopify web developers to help guide the way, we are here for you!
At the Branded Agency, we specialize in turning any business concept into a lucrative venture - take for example our success stories listed in this article!
We're always eager to hear from entrepreneurs and assist them with their own visions.
Don't hesitate to reach out often if you have an idea that could use some help or guidance.
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