Crear una tienda virtual

Cómo crear una tienda virtual en 5 pasos

Obtén consejos para configurar una tienda de comercio electrónico, además de una descripción general de las herramientas de Amazon que pueden ayudarte.
Un panel de control para el generador de tiendas de Amazon

Obtén consejos útiles sobre cómo lanzar tu tienda

Tanto si seleccionaste tu primer producto y quieres configurar tu tienda por Internet como si creaste una marca y quieres llevar internacionalizar tus ventas, una tienda virtual es una buena forma de conectar con los clientes y aprovechar las oportunidades disponibles a través del comercio electrónico.

Crear una tienda digital puede ser un obstáculo importante en tu camino al éxito. Se necesita tiempo y recursos para crear tu propio sitio web directo al consumidor, mantener una presencia en las redes sociales o vender a través de otros canales en Internet. Afortunadamente, dispondrás de recursos para simplificar el proceso, además de prácticas recomendadas que puedes seguir para garantizar la experiencia sin problemas.

Veamos cómo crear una tienda virtual. A continuación, cubriremos un conjunto de herramientas de Amazon que puedes usar para compartir productos con los clientes.
  • Options for building an online store
  • How to set up an online store
  • Tips for choosing the right ecommerce site for your storefront
  • Benefits of creating an Amazon storefront
  • How to set up an Amazon storefront
Un hombre mira la pantalla de una computadora en la que se muestra una tienda virtual en amazon.com de la marca de moda New Republic

Crea una tienda virtual desde cero

La solución de comercio electrónico correcta puede darte la posibilidad de llegar a tu público objetivo. También puede proporcionar una experiencia de usuario sencilla y segura para ayudarte a ganar la confianza de los clientes, así como análisis para realizar un seguimiento de las ventas y detectar oportunidades para hacer crecer tu negocio.

¿Las buenas noticias? Amazon hace que el proceso de creación de una marca sea claro de principio a fin. ¿No tienes experiencia en diseño o codificación? No hay ningún problema.

Las plantillas de Amazon te permiten crear una experiencia de compra personalizada con texto, imágenes y video. Al igual que los productos para el cabello de R+Co, puedes compartir tu historia y mostrar tu marca única con varias páginas interactivas.

Ecommerce site

Ecommerce sites simplify the process of setting up an online store or storefront. They provide user-friendly interfaces, customizable templates, and integrated payment options. These features make them a suitable choice for those without extensive technical knowledge.

A key advantage of these sites is that they manage hosting, security, and updates. They can also allow you to reach their already established customer base. This means that they often include recurring costs like monthly fees. Depending on the site, customization might also be limited unless you invest in higher-tier options.

Custom website

If you want oversight on your store’s design and functionality, building a custom website is an attractive option. This approach offers flexibility and customization, catering to specific branding or feature needs.

A custom website allows for a unique user experience, but requires a significant investment of time and resources. You might need to hire developers and designers, manage hosting, and ensure site security independently. Though setup can be complex, it offers the potential for long-term scalability and adaptability.

Choosing the right path depends on your business goals, budget, and technical skills. Each method has its advantages, so consider what aligns best with your vision for your online store.
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Did you know?

More than 60% of sales in the Amazon store come from independent sellers

In 2023, these US-based sellers sold over 4.5 billion items, averaging 8,600 items every minute. They also achieved more than $250,000 in annual sales on average.
Un hombre mirando una pantalla de computadora que muestra sus productos

Cómo crear una tienda virtual en Amazon: 5 pasos

El generador de tiendas de Amazon te permite crear una experiencia inmersiva de varias páginas para dar a conocer a los clientes tu negocio, contar la historia de tu marca y mostrar tu catálogo a través de multimedia personalizable, como texto, imágenes y videos.

Al crear una tienda de Amazon, obtienes una dirección web personalizada para usar en el marketing. A continuación, puedes publicar productos y empezar a obtener estadísticas de desempeño sobre visitas a páginas, fuentes de tráfico y ventas para que puedas seguir optimizando la experiencia de compra para tu público.

1. Regístrate e inscribe tu marca

Para empezar a vender en la tienda de Amazon, crea una cuenta de vendedor y elige un plan de ventas Profesional. Luego, regístrate para crear una cuenta de Amazon Ads.

A continuación, crea una cuenta de Amazon Brand Registry e inscribe tu marca. Brand Registry es un programa que ayuda a proteger tu marca y te da acceso al generador de tiendas, así como a otras herramientas de gestión de marcas. Para inscribirte en Amazon Brand Registry, necesitas lo siguiente:

2. Publica tus productos

Publicar productos es una oportunidad para usar titulares atractivos, imágenes de productos y otros elementos para ganar clics.

Puedes seleccionar manualmente los productos que vas a presentar en tu tienda o usar complementos dinámicos para rellenar automáticamente diferentes pantallas de productos, como los más vendidos o las recomendaciones basadas en el comportamiento de los visitantes. Los complementos dinámicos usan datos de Amazon como la búsqueda de palabras clave, productos más vendidos y el historial de recomendaciones para ayudarte a optimizar y actualizar los productos que aparecen en la tienda.

3. Crea una tienda de Amazon

Una vez que hayas terminado de registrar tu marca en Amazon Brand Registry y hayas publicado tus productos, usa el Generador de tiendas virtuales de Amazon para crear un hogar en línea para tu negocio y comunicar de qué trata tu línea de productos.

Aquí tienes un tutorial rápido junto con algunos consejos para usar el generador de tiendas:

4. Mejorar los listados de productos con contenido A+

Contenido A+ es una herramienta de Amazon que te permite agregar funciones avanzadas, como imágenes de estilo de vida, gráficos de comparación de productos y mucho más, a una página de detalles del producto para que destaque y convenza a los clientes de hacer una compra.

5. Impulsa el tráfico a tu domicilio virtual

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.

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.

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.

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.

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.

10. Market and promote your online store

After launching your online store, focus on attracting customers and driving sales through effective marketing strategies. 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.
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Did you know?

Amazon storefronts can lead to more sales

Shoppers who visit a storefront 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 storefront*.
*Amazon internal data, August 2024
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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:
  1. 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.
  2. 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.
  3. Consider scalability: Choose an ecommerce site that can grow with your business. As customer reach and product range expand, the site should be able to handle increased traffic and inventory without compromising performance.
  4. 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.
  5. 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.
  6. 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.
  7. 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.
  8. 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.
  9. 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.
  10. 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.
Hope & Henry storefront

What are the benefits of building an Amazon store?

Setting up a storefront with Brand Stores allows you to create a unique shopping destination for your brand. Using the Store builder, you can design a ministore within Amazon to showcase your products and tell your brand’s story. This tool lets you create a multipage experience with text, images, and videos to engage customers and highlight what makes your brand special. You also get a custom web address for marketing, and you can track performance metrics like page visits and sales to optimize your store.

Here are more benefits of building your storefront with Amazon:
  • Trust: In 2022, Amazon was ranked the most trusted brand by US consumers.
  • Ease of setup: Amazon’s self-service Store builder makes it easy for anyone to create their own storefront—no coding or design expertise required. Templates allow you to create a customized shopping experience with text, images, and video. Like R+Co hair products, you can share your story and showcase your unique brand with multiple interactive pages. You can also manage your storefront and business details on the go using the Amazon Seller app.
  • Customization options: While maintaining consistency with the overall Amazon brand, you can customize your storefront with your logo, branding colors, and product images to create a unique shopping experience for customers.
  • Mobile optimization: Storefronts are specifically designed to ensure a seamless shopping experience across all devices. This lets customers easily browse and make purchases, whether they’re using a desktop, tablet, or smartphone.
  • Marketing tools: Amazon offers various marketing tools to help promote your storefront and products. These tools let you create cost-per-click ads, promotions, coupons, deals, and more to help drive traffic to your brand.
  • Data insights: The insights dashboard provides data and analytics to help you track the performance of your storefront and make informed decisions about optimizing it and your product offerings.
  • Ecommerce infrastructure: Amazon’s built-in ecommerce infrastructure optimizes the customer journey with secure payment options, checkout optimization to reduce cart abandonment, and automation of repetitive tasks to keep your business running smoothly. You can also rely on Amazon for fulfillment and shipping logistics to store, package, and ship products through Fulfillment by Amazon (FBA).
  • Support and growth: The Service Provider Network connects you with trusted third-party providers for account management, returns, advertising, and more. Online tutorials are also available to help you learn and grow your business.
Overall, Amazon offers a comprehensive suite of tools and services that can help you create a customized shopping experience in a trusted store, which could pave the way for growth and success for your business.
A man looking at a computer screen showing their products

How to create an online storefront on Amazon: 5 steps

Whether you’re a seasoned seller or just starting out, these steps will help you set up your own Amazon storefront.

1. Sign up to sell, enroll your brand, and register for sponsored ads

Sign up for a selling account, or log in to Seller Central if you already have one. Ensure you have a Professional selling plan.

Next, enroll your brand in Amazon Brand Registry and register for sponsored ads.

2. List your products

If the product you want to sell is already in the Amazon store, in most cases you can use its product ID, or GTIN, to match an offer to the existing product detail page. If a product isn’t already in the Amazon store, you’ll need to create a new product detail page. Professional sellers can also match or create product listings in bulk.

When building your storefront, you can either handpick products you’ve listed to feature in your storefront or use dynamic widgets to populate different product displays automatically, like best-selling products or recommendations based on visitor behavior.

3. Create an Amazon storefront

Here’s a quick tutorial, along with some tips for using the Store builder to create an online home for your brand:
Seller central menu illustration for Manage stores
  • In the main menu of Seller Central, hover over Stores, select Manage Stores, then Create Store.
  • Create your homepage, which includes noting your brand name, adding a high-quality brand logo, and completing the page meta description.
  • Choose a storefront format. You can pick from three templates, each with adjustable tiles for images, text, video, and other content:
    • Product collection: Display a collection of related products, highlight a particular shopping theme, or give shoppers a complete view of your catalog.
    • Marquee: Include a curated product display of multiple subcategories with additional space for imagery, product descriptions, and customer quotes.
    • Product highlight: Promote specific products in your catalog (like bestsellers or new launches), making them more visible to shoppers.
  • Build subpages. You can add up to three levels of subpages to your storefront to better tell your brand story and highlight your offerings. Select Page Manager, then Add a page to build your storefront:
    • For each page, you can enter the page name and description, and choose a page template.
    • Each page can navigate to a different page within the storefront, up to three levels deep. For example, you could have a page to cover different features, product categories, or best sellers.
  • Use the Tile Manager to add and arrange content on the page. You can use a combination of images, text, and video to create an engaging experience for shoppers.
  • Check the Preview Window to see how the storefront will appear for desktop and mobile browsers. Select an individual tile within the page to edit.
  • Once you’ve finished building the storefront, ensure it meets Stores creative guidelines and select Submit for publishing. The moderation review can take up to 24 hours, and you can check on status through the status bar in Store builder. If approved, your storefront will be published automatically.
Once published, you can also create multiple versions of your storefront with the ability to schedule when new versions go live. With this feature, you can design in advance and schedule unique versions of your storefront for special events, new product launches, or seasonal updates.

To see how your storefront is performing, return to Store builder anytime and navigate to Insights to track page views, sales, and more. You can also use the Store builder to make ongoing edits and updates to the storefront as needed.

4. Enhance product listings with A+ Content

A+ Content is a tool that helps you showcase your products and share your brand’s story by adding videos, enhanced images, customized text placements, shoppable product-comparison charts, and more to your product detail pages. Use this tool to enhance your listings, drive brand awareness, encourage repeat purchases, and increase sales.
When you add a product to your Amazon storefront, customers will see the offer on a product detail page. The standard version looks something like this:
Amazon.com product detail page
With A+ Content, you can enhance product detail pages by adding your branding and other flourishes to create something like this:
Amazon.com product detail page with A+ content

5. Drive traffic to your virtual doorstep

Once you’ve built an online storefront, take advantage of performance advertising and ecommerce marketing strategies to reach more customers, including:
  • Cost-per-click (CPC) product ads
  • Deals, coupons, and promotions
  • Social media marketing
  • Email and blog content
You can use a mix of these and other techniques, like SEO, to increase brand awareness. For example, you can use social media to drive traffic to your blog. Then at the end of blog posts, encourage visitors to sign up for your monthly email newsletter. In your newsletters, offer tips and advice, along with promotions and coupons for products available in your ecommerce store.
Mujer mirando una tienda de marca en la computadora portátil

Integración con una tienda virtual o web de comercio electrónico existente

¿Tu marca ya está disponible? Puedes integrar Amazon con tus canales de venta existentes. Amplía tu potencial de ventas y tu base de clientes con la Tienda de aplicaciones para colaboradores comerciales:
  • Agrega una aplicación de conector para soluciones de comercio electrónico. Integra otros sitios web de comercio electrónico con Amazon para publicar listados más rápidamente y mejorar la gestión de pedidos y sincronización del inventario entre canales, entre otros.
  • Agrega una aplicación de Logística Multicanal con las soluciones completas para vendedores multicanal de Amazon. Gestiona toda la logística, como los listados de pedidos, inventario, envío y reseñas de productos en un único panel de control.

Conoce la jerga:

Logística Multicanal

Logística Multicanal es el proceso de administración y gestión de pedidos en múltiples canales en los que los clientes pueden comprar tus productos. Tener una solución de logística multicanal puede ayudarte a diversificar tus canales de venta, mientras que se mantiene el proceso de gestión logística de pedidos manejable.

Monetiza a tu público

Si generaste un seguimiento de las redes sociales, puedes monetizar a tu público con una tienda influyente. El programa Amazon Influencer te permite crear tu propia página con una URL exclusiva, compartir recomendaciones con tus seguidores y obtener recompensas por compras aptas. También puedes organizar eventos en vivo aptos para la venta en los que podrás presentar nuevos productos, hacer recomendaciones personalizadas para los clientes, etc.

Inicia y haz crecer una tienda en Internet

Empieza a usar una tienda de comercio electrónico para hacer crecer tu negocio y aumentar las ventas.
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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."
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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.

Preguntas frecuentes

¿Qué es una tienda de comercio electrónico?
Una tienda de comercio electrónico es una solución en línea para que los propietarios de empresas anuncien y vendan productos y servicios a través de Internet. A diferencia de las tiendas físicas, el comercio electrónico hace que el intercambio de bienes y servicios sea un proceso escalable, ya que permite a los clientes buscar productos, realizar pedidos e iniciar entregas cómodamente a través de un dispositivo electrónico.

Solo puedes usar un canal de venta, como un sitio web o una tienda de Amazon. También puedes optar por agregar el comercio electrónico como otro canal de venta a medida que crezca tu negocio.
¿Qué es una tienda de Amazon?
Una tienda de Amazon es un espacio designado dentro de la tienda de Amazon para que representes tu negocio y expongas tus productos. Puedes usar el generador de tiendas de Amazon para personalizar la experiencia de compra de marca para los clientes en Internet. Haz listados de tus productos, publica tu tienda y usa Contenido A+, como tablas, banners y videos, para mejorar las páginas de los productos. Junto con una tienda de Amazon, una cuenta de vendedor de Amazon te da acceso a herramientas y programas para ayudarte a crecer y ampliar tu negocio.
¿Cuáles son los requisitos para tener una tienda de Amazon?
Para crear una tienda de Amazon, consulta los términos y condiciones al registrarte para un plan de ventas Profesional de Amazon y registrarte en Amazon Brand Registry. Asegúrate también de seguir las directrices pertinentes y políticas de Amazon para publicar productos y mantener tu cuenta en buen estado.
¿Necesitas una compañía de responsabilidad limitada para abrir una tienda de Amazon?
No, puedes empezar como sociedad unipersonal y más adelante registrarte como sociedad de responsabilidad limitada si lo deseas, pero no se requiere una LLC para crear o gestionar una tienda de Amazon.
¿En qué consiste el generador de tiendas de Amazon y cómo funciona?
El generador de tiendas virtuales de Amazon hace que crear una tienda personalizada sea sencillo de principio a fin. Diseña una tienda atractiva en Amazon con plantillas prediseñadas, sin necesidad de experiencia en codificación.

Personaliza tus productos con texto, imágenes y video para compartir la historia de tu marca a través de varias páginas interactivas. Consulta nuestra guía sobre cómo empezar a usar Stores para obtener un poco de inspiración.
¿Puedo usar mi propio código para una tienda de Amazon?
No, pero las funciones de creación de tiendas en Internet de Amazon te permiten crear una experiencia de tienda de marca. El generador de tiendas también admite la integración para ayudarte a conectarte entre canales de comercio electrónico. Al integrar Amazon con tus canales de venta actuales, podrás ampliar tu potencial de ventas y base de clientes a través de Tienda de aplicaciones para colaboradores comerciales. Por ejemplo, puedes hacer lo siguiente:
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Notamos que las herramientas, funciones y todo lo que podemos hacer en la tienda de la marca son muy similares a lo que hacemos en nuestro sitio web.
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Susan Petersen
Presidenta y directora de la marca, Freshly Picked

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