How to build an online store in 5 steps
Learn how to create an online store, including options, tips, strategies, and how to set one up with Amazon.
Get started with over
$50,000 in incentives
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Creating an online store helps you reach customers wherever they are—across cities, time zones, and devices—while giving you a direct way to showcase your products and build customer loyalty. The right strategies and tools can simplify the process and help you create a store that resonates with customers and keeps them coming back.
In this post, you’ll learn:
In this post, you’ll learn:
- 3 options for creating your online store
- 11 steps to build an online store
- 10 tips for choosing the right ecommerce site
- Why create a Brand Store with Amazon?
- How do you create an Amazon Brand Store?
- How to integrate a Brand Store with an existing online store or ecommerce website
3 options for creating your online store
You have options for building an online store based on your business needs, budget, and vision. You might build your own store, set up shop on a website that already has an audience, or explore selling with various social media sites. You can also use a combination of approaches.
Here are some details to consider for three popular options:
Here are some details to consider for three popular options:
- Build your own store from scratch
- Create a store on an established website
- Use social media
1. Build your own store from scratch
Using a website builder or your own coding can be a great option if you want to design a store to your specifications and shape the customer experience from start to finish. You might use your own coding, although a DIY approach will likely require technical skills as well as significant time and effort. Alternatively, you might work with ready-made templates, a professional website developer, or experts in areas like copywriting or product photography.
This approach offers flexibility in terms of customizable features, the ability to create a fully branded store, and opportunities to scale or pivot in different directions as your business evolves. But it can also involve expenses related to hosting and maintaining a website. You might also be solely responsible for end-to-end operations, from overseeing your catalog and managing stock levels, to secure payment processing, shipping, logistics, and customer service.
This approach offers flexibility in terms of customizable features, the ability to create a fully branded store, and opportunities to scale or pivot in different directions as your business evolves. But it can also involve expenses related to hosting and maintaining a website. You might also be solely responsible for end-to-end operations, from overseeing your catalog and managing stock levels, to secure payment processing, shipping, logistics, and customer service.
2. Create a store on an established website
There are many different online stores and other types of websites that are designed to help customers connect with products for sale. Some allow sellers to create their own dedicated spaces within the broader website to share products and information about their business.
This approach can allow you to benefit from reliable digital infrastructure that doesn’t require any maintenance on your part. You can also tap into large audiences of customers who already know and trust a particular shopping experience, which can lead to higher sales for your business.
Potential drawbacks include a limited ability to shape the full customer journey and restrictions on what types of products you can sell.
This approach can allow you to benefit from reliable digital infrastructure that doesn’t require any maintenance on your part. You can also tap into large audiences of customers who already know and trust a particular shopping experience, which can lead to higher sales for your business.
Potential drawbacks include a limited ability to shape the full customer journey and restrictions on what types of products you can sell.
3. Use social media
Sometimes called “social selling,” this approach involves setting up pages on one or more social media sites, then producing creative content along with marketing and advertising materials to engage with audiences.
This can be a great way to sell products online, allowing you to reach various audiences, interact directly with customers, and supercharge sales. It can be easy to get started, and you can start operating quickly. But maintaining a social media presence can require significant investment in content generation, customer service, and other key areas. Your success might also be vulnerable to changes in algorithms, the quality of customer interactions, high levels of competition, and other factors that you have limited control over.
This can be a great way to sell products online, allowing you to reach various audiences, interact directly with customers, and supercharge sales. It can be easy to get started, and you can start operating quickly. But maintaining a social media presence can require significant investment in content generation, customer service, and other key areas. Your success might also be vulnerable to changes in algorithms, the quality of customer interactions, high levels of competition, and other factors that you have limited control over.
Did you know?
More than 60% of sales in the Amazon store come from independent sellers
Independent sellers in the US averaged more than $290,000 in annual sales in the Amazon store in 2024.
11 steps to build an online store
Whether you choose an ecommerce site or a custom website, these steps will guide you through the process:
1. Define your business goals
Start by clarifying what you want to achieve with your online store. Consider your target audience, product offerings, and long-term vision. This will provide a clear direction as you move forward.
For example, if you launch a store focused on eco-friendly products, your goal might be to become a leading supplier of sustainable goods for environmentally conscious shoppers.
For example, if you launch a store focused on eco-friendly products, your goal might be to become a leading supplier of sustainable goods for environmentally conscious shoppers.
2. Conduct market research
Investigate your industry and competitors to understand market trends and customer preferences. This insight will help refine your product offerings and differentiate your store.
For example, you could research competing eco-friendly stores to understand their product range, pricing strategies, and customer reviews to identify gaps and opportunities in the market.
For example, you could research competing eco-friendly stores to understand their product range, pricing strategies, and customer reviews to identify gaps and opportunities in the market.
3. Plan your store or storefront structure
Outline the categories, product pages, and navigation flow for your store. A well-structured layout enhances the user experience and makes your site easy to navigate.
For example, you could create a sitemap with categories like “Home Essentials,” “Apparel,” and “Beauty Products” for an eco-friendly store to ensure easy navigation for customers seeking specific products.
For example, you could create a sitemap with categories like “Home Essentials,” “Apparel,” and “Beauty Products” for an eco-friendly store to ensure easy navigation for customers seeking specific products.
4. Choose your store or storefront location
Decide between an ecommerce site or a custom website based on your technical skills, budget, and customization needs. Consider factors like ease of use, scalability, and cost.
For example, you could opt for an ecommerce site if you have limited technical skills, or a custom website if you require unique features like a custom-built product configurator.
For example, you could opt for an ecommerce site if you have limited technical skills, or a custom website if you require unique features like a custom-built product configurator.
5. Design your store or storefront
Focus on creating a visually appealing and brand-consistent design. Whether using templates on an ecommerce site or designing from scratch, ensure your store is user-friendly and mobile-responsive.
For example, you could use a green and earthy color palette for your eco-friendly store to reflect your brand values and create an inviting atmosphere that resonates with the intended audience.
For example, you could use a green and earthy color palette for your eco-friendly store to reflect your brand values and create an inviting atmosphere that resonates with the intended audience.
6. Set up payment and shipping options
Integrate secure payment gateways and establish clear shipping policies. This step is crucial for building trust with customers and ensuring smooth transactions.
For example, you could offer shipping options, like standard, express, or eco-friendly packaging, to cater to various customer preferences.
For example, you could offer shipping options, like standard, express, or eco-friendly packaging, to cater to various customer preferences.
Learn the lingo:
Payment gateway
A payment gateway is a service that processes credit card payments for online and traditional brick-and-mortar stores. It acts like a bridge between your store and the bank, ensuring that customer transactions are smooth and secure.
7. Develop and upload content
Create compelling product descriptions, enhanced images, and engaging content. Ensure your content is optimized for search engines to enhance visibility.
For example, you could write engaging product descriptions that highlight the sustainable features of your products, and include enhanced images that showcase their eco-friendliness.
For example, you could write engaging product descriptions that highlight the sustainable features of your products, and include enhanced images that showcase their eco-friendliness.
8. Test your store
Before launch, thoroughly test your store’s functionality, including navigation, checkout process, and mobile compatibility. Address any issues to ensure a seamless customer experience.
For example, you could perform a test purchase to ensure the checkout process is smooth and that the website is responsive across different devices.
For example, you could perform a test purchase to ensure the checkout process is smooth and that the website is responsive across different devices.
9. Launch your store
Once testing is complete, go live with your store. Announce the launch through your marketing channels to attract initial traffic and customers.
For example, you could announce the grand opening of your store through social media and email marketing, offering a discount on the first purchase to attract initial customers.
For example, you could announce the grand opening of your store through social media and email marketing, offering a discount on the first purchase to attract initial customers.
10. Market and promote your online store
After launching your online store, focus on attracting customers and driving sales through effective marketing strategies. Here are some activities to consider:
- Develop a comprehensive marketing plan that outlines your goals, audience, and the channels you’ll use to reach customers.
- Use social media platforms to engage with your audience through content and ads.
- Build an email marketing list to nurture relationships with subscribers.
- Optimize for search engines (SEO) with keyword-rich product descriptions and web pages.
- Use paid advertising to drive more traffic.
- Create engaging content that resonates with customers to establish your brand as an authority in your niche.
For example, if your store specializes in eco-friendly products, you could create a marketing plan that targets environmentally conscious shoppers. Use social media to share tips on sustainable living, build an email list by offering exclusive eco-friendly guides, and optimize your site with keywords like “sustainable products” to improve search visibility. Additionally, create blog content that highlights the benefits of eco-friendly choices, positioning your brand as a leader in sustainability.
11. Monitor and optimize
After launching, track your store’s performance using analytics tools. Regularly update your content and design based on customer feedback and data insights to help improve the user experience and drive sales.
For example, you could use analytics tools to track which eco-friendly products are most popular, and update your inventory and marketing strategies to boost sales and customer satisfaction.
For example, you could use analytics tools to track which eco-friendly products are most popular, and update your inventory and marketing strategies to boost sales and customer satisfaction.
Did you know?
Amazon Brand Stores can lead to more sales
Shoppers who visit a Brand Store during their shopping journey purchase 53.9% more frequently, have a 52.1% higher add-to-cart rate, a 42.4% higher average selling price, and a 71.3% higher average order value compared to those who don’t visit a Brand Store.*
*Amazon internal data, August 2024
10 tips for choosing the right ecommerce site
With so many ecommerce website options available, you should evaluate your needs and goals carefully.
Here are some tips to help you choose the right ecommerce site for your business:
Here are some tips to help you choose the right ecommerce site for your business:
- Assess your business needs: Determine the specific requirements of your business, like the types of products you’ll sell, the volume of transactions, and any unique features you need. This assessment will help narrow down options that can accommodate your business model effectively.
- Evaluate ease of use: Look for a site that offers a user-friendly interface, both for you and your customers. The setup process should be straightforward, allowing you to manage your store with ease, even if you have limited technical skills.
- Consider scalability: Choose a site that can grow with your business. As customer reach and your product range expands, the site should be able to handle increased traffic and inventory without compromising performance. Also look for a site that offers programs and tools that can help you scale like fulfillment or translation services.
- Review customization options: Ensure the site provides flexibility in design and functionality to match your brand identity. This ability includes customizable templates, themes, and the ability to add new features as your business evolves.
- Check for mobile responsiveness: With a growing number of shoppers using mobile devices, it’s crucial to select a site that offers a seamless experience on smartphones and tablets. Test how your store will look and operate across different devices.
- Analyze payment and shipping options: The site should support multiple payment gateways and provide various shipping options to cater to different customer preferences. This flexibility can enhance the user experience and boost sales.
- Examine SEO and marketing tools: Opt for an ecommerce site with robust SEO features and marketing integrations. Tools that help improve your search engine rankings and streamline your marketing efforts are essential for driving traffic and sales.
- Prioritize security features: Security is paramount for protecting customer data and transactions. Ensure the site complies with industry standards and offers features like SSL certificates and fraud protection.
- Consider support and resources: Check the availability of customer support and resources, like tutorials, forums, and help centers. Reliable support can be invaluable when troubleshooting issues or learning how to maximize site features.
- Explore integration capabilities: Look for a site that easily integrates with other tools and services you use, like inventory management systems and accounting software. This integration can streamline operations and improve overall efficiency.
Why create a Brand Store with Amazon?
Selling with Amazon puts your brand in front of millions of customers in a store they already know and trust. It also unlocks programs and tools that can simplify fulfillment, build and protect your brand, and help your business scale.
Brands who meet the requirements for building a Brand Store can use it to create a multi-page, immersive shopping destination complete with lifestyle imagery, videos, and other types of content. An Amazon Brand Store is a dedicated space where a brand can showcase their products within the wider Amazon store, share the story behind their business, and connect with customers.
Benefits of building a Brand Store with Amazon can include:
Brands who meet the requirements for building a Brand Store can use it to create a multi-page, immersive shopping destination complete with lifestyle imagery, videos, and other types of content. An Amazon Brand Store is a dedicated space where a brand can showcase their products within the wider Amazon store, share the story behind their business, and connect with customers.
Benefits of building a Brand Store with Amazon can include:
- Ease of setup: Create your Amazon storefront using the Brand Store builder that provides easy-to-use templates and drag-and-drop tiles—no coding or design expertise required.
- Customization options: While maintaining consistency with the overall Amazon brand, you can customize a Brand Store with your logo, brand color scheme, and other elements like shoppable images.
- Mobile optimization: Brand Stores are designed to ensure a seamless shopping experience across various devices. The Brand Store builder allows you to adjust and optimize for desktop and mobile.
- Marketing opportunities: Run cost-per-click (CPC) ad campaigns like Sponsored Brands that link to your Brand Store, and use other marketing techniques to increase engagement.
- Data insights: Get metrics and analytics to track the performance of your Brand Store and make informed decisions about optimizing it and your product offerings.
- Digital infrastructure: Offer a seamless customer journey with secure payment options, streamlined checkout to reduce cart abandonment, and automation.
How do you create an Amazon Brand Store?
Here’s how to get started with a Brand Store:
- Sign up for a Professional selling plan.
- Enroll your brand in Amazon Brand Registry.
- Register for Amazon Ads.
- List products for sale in the Amazon store.
- Design your Brand Store and submit it for publishing.
Along the way, we offer tools, programs, and resources to support your growth as you establish your Brand Store and drive sales.
How to integrate a Brand Store with an existing online store or ecommerce website
Is your brand already online? You can integrate Amazon with your existing sales channels. Expand your sales potential and customer base using the Selling Partner Appstore:
- Add an ecommerce solutions connector app. Integrate additional ecommerce sites with Amazon for quicker listing, improved order management, cross-channel inventory syncing, and more.
- Add a multichannel fulfillment (MCF) app with complete solutions for multichannel Amazon sellers. Manage logistics like order listings, inventory, shipping, and product reviews all on one dashboard.
For sellers enrolled in Fulfillment by Amazon (FBA), Multichannel Fulfillment (MCF) can provide fast, reliable fulfillment for multiple ecommerce sales channels in as fast as two days.
Learn the lingo:
Fulfillment by Amazon (FBA)
Fulfillment by Amazon (FBA) is a program that lets you outsource order fulfillment to Amazon and offer customers free, two-day shipping through Prime. FBA can help you attract customers by offering fast and reliable delivery. It can also help you save time, money, and resources as you scale.
Boost your profile online and increase customer engagement
Brand Stores and additional tools available through Amazon Ads can help you connect with customers in the Amazon store and beyond.
For example, you can run:
For example, you can run:
- Sponsored Products: CPC ads to channel customers to specific products.
- Sponsored Brands: CPC ads to feature your logo and direct customers to your brand.
- Display ads: Flexible ad formats for reaching customers in the Amazon store and other places online.
When you create campaigns using Sponsored Brands and Display ads, try linking to your Brand Store so customers can discover your business and learn about what you have to offer. You can also explore video ads, audio ads, and other advertising solutions available from Amazon Ads.
Get started with our Brand Stores builder and Amazon resources to connect with customers and grow your business.
Get started with our Brand Stores builder and Amazon resources to connect with customers and grow your business.
How ShadesDaddy keeps the family tradition of entrepreneurship alive
"Since we started selling on Amazon, the business has completely changed. We were able to scale a lot quicker and able to hire a lot more people."
Pablo Palatnik
Founder, ShadesDaddy
Helpful resources
Whether you’re looking to start a new brand, expand an existing brick-and-mortar business, or increase ecommerce sales, here are some resources to support your path to success.
Frequently Asked Questions
How much does it cost to build an online store?
The cost can vary depending on what type of online store you want to build. For example, creating your own website may require a more significant investment of time and money. Creating a Brand Store within the Amazon store is free if you have a Professional selling plan, which costs $39.99 a month plus selling fees.
Do you need an LLC to build an Amazon Brand Store?
No, it’s possible to build an Amazon Brand Store without a registered business. You’ll need a brand enrolled in Amazon Brand Registry, but that doesn’t require a formal business entity. However, as you grow sales and scale, having a registered business might make various operations smoother.
How can I monetize my online store?
Beyond offering products or services, here are some ideas:
- Host paid advertisements on your website.
- Run digital ads like cost-per-click (CPC) campaigns.
- Offer customer savings like subscription plans, coupons, and price discounts.
- Use social media to engage with virtual audiences.
- Collaborate with affiliate marketers, brand ambassadors, or influencers.
Check out Amazon Live as a way to host shoppable events online and engage directly with customers.
"We found that the tools, the features, everything that we can do within the branded storefront can mimic what we’re doing on our website."
Susan Petersen
Chairwomen & Chief Brand Officer, Freshly Picked
Ready to start selling?
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*A Professional selling account is $39.99 a month + selling fees. Learn more
