A good online store makes three things easy: finding the right product, deciding to buy it and paying for it. The list below covers what every store needs to do that well, and what to add as you grow. Use it as a checklist for a new build or an audit of an existing store.
Finding products
- Clear navigation: main categories in the menu, no more than two levels deep where possible.
- Search that handles typos and synonyms and shows products as you type.
- Filters and sorting on collections: size, colour, price, availability.
- Breadcrumbs on larger catalogues.
Deciding to buy
- Good photos with zoom, multiple angles and video where useful.
- Useful descriptions and specifications (how to write them).
- Variant selection that's clear, with swatches and availability shown per variant.
- Reviews from real customers.
- Delivery time and returns stated near the add-to-cart button.
- Size guides for clothing and footwear.
Paying
- Fast checkout with guest checkout.
- Familiar payment methods: cards, wallets (Shop Pay, Apple Pay, Google Pay, PayPal), buy now pay later and local methods for your markets.
- No surprise costs: shipping and taxes shown early.
- Discount codes that work simply.
Trust
- About page, contact details and a real address
- Shipping, returns, privacy and terms pages
- SSL (standard on Shopify)
- Consistent, professional design and copy
Technical basics
- Mobile-first design: most visits come from phones.
- Speed: see our speed guide.
- SEO foundations: titles, descriptions, structured data, sitemap (SEO checklist).
- Accessibility: readable contrast, alt text, keyboard navigation.
- Cookie consent where the law requires it.
After the sale
- Order confirmation and shipping emails with tracking
- Customer accounts with order history and returns
- Email sign-up with proper consent
Measurement
- Shopify analytics and GA4 (setup guide)
- Pixels for the ad platforms you use
- Search Console
Worth adding as you grow
| Feature | When it pays off |
|---|---|
| Live chat | Products with frequent pre-sale questions |
| Wishlists and back-in-stock alerts | Larger catalogues and fast-selling items |
| Subscriptions | Consumables and replenishable products |
| Loyalty programme | Repeat-purchase categories |
| Multiple languages and currencies | Selling abroad |
| B2B pricing | Wholesale customers |
Building a new store or reviewing an existing one? See our Shopify store setup service or request a free store audit.
Frequently asked questions
Which features matter most for conversion?
Clear product information, a fast mobile experience, familiar payment methods and visible delivery and returns information. These affect every visitor.
Do I need customer accounts?
Offer them, but don't force shoppers to create one before buying. Guest checkout with an option to create an account afterwards works best for most stores.
How many apps should a new store install?
Only what you need on day one. Each app adds cost and can slow the store. Add features as real needs appear.
Author
Uğur KeskinFounder @ShopiuzmanFounder of Shopiuzman. He builds, migrates and grows Shopify stores for brands in Türkiye, Europe and the US, and leads the development of our apps on the Shopify App Store.
