Domain and branding
Connect your custom domain (e.g., yourshop.com) rather than using the default myshopify.com URL. A custom domain signals professionalism and is required for Google Search Console setup. Purchase your domain through Shopify or a third-party registrar — either works, but Shopify's built-in domain management simplifies SSL setup.
Upload your logo and set your brand colors in the theme customizer. Your favicon (the small icon in browser tabs) should be set and should match your logo. Check how your store looks on mobile — most Shopify traffic comes from mobile devices, and mobile experience must be as strong as desktop.
Products and collections
Every product should have: a descriptive title with your target keyword, a unique description (not supplier copy) of at least 150 words, high-quality images from multiple angles, accurate weight and dimensions for shipping calculation, and a clear SKU for inventory management.
Set the "Search engine listing preview" (meta title and description) for every product page and collection page. Don't use defaults — write unique, keyword-relevant meta tags for every important page.
Organize products into logical collections and ensure your navigation links to all main collections clearly. A buyer who can't find the right collection within 2 clicks will leave.
Payment and checkout
Enable Shopify Payments (if available in your country) to avoid third-party transaction fees. Add PayPal as a secondary payment option — a meaningful portion of buyers prefer PayPal and won't convert without it.
Enable guest checkout. Requiring account creation is the #1 cause of checkout abandonment and there is almost no benefit that justifies it for most stores.
Run a test transaction before going live. Use Shopify's test payment mode to simulate a complete purchase from product page to order confirmation. Verify that all emails (order confirmation, shipping notification) are sending correctly and look professional.
Shipping configuration
Set up shipping zones and rates in Settings → Shipping and delivery. If you're offering free shipping, configure the threshold. If you're charging calculated rates, verify that your product weights are entered accurately — incorrect weights lead to undercharging on shipping.
Add a delivery estimate on your product pages (as text in the description or using a shipping bar app). Buyers who don't know when they'll receive an item are less likely to complete purchase, especially for gifts with specific deadlines.
Legal pages
Create and link these four pages before launch: Privacy Policy (required by GDPR, CCPA, and most payment processors), Terms of Service, Refund and Return Policy, and Shipping Policy. Shopify provides template generators for all four under Settings → Policies — edit them to reflect your actual policies before publishing.
Link all legal pages in your footer. Buyers look for these before making a purchase decision, particularly in the return policy. A clear, fair return policy increases conversion — buyers who see "No returns" on any item will hesitate more than buyers who see "Returns accepted within 30 days."
SEO and analytics setup
Set your homepage meta title and description in Online Store → Preferences. Connect Google Analytics 4 through the Google & YouTube sales channel. Submit your sitemap (yourshop.com/sitemap.xml) to Google Search Console. Set up Google Search Console — it takes 24–48 hours to verify, so start this process before launch.
Install the Facebook/Meta pixel if you plan to run Facebook or Instagram ads — even if you're not running ads yet, pixel data collected now will be valuable later.
Email and customer communication
Customize Shopify's default notification emails (order confirmation, shipping, refund) with your branding in Settings → Notifications. Generic Shopify templates undermine the premium feel that many stores are trying to create.
Install your email marketing platform (Klaviyo or Mailchimp) before launch and set up your welcome sequence for new subscribers. Configure an abandoned cart recovery email in Shopify's automation or in your email platform.