Guide to Launching a Shopify Store

This is StoreHero's guide to launching a Shopify store, compiled from our experience building and operating Shopify stores. It's written in detail for beginners, so it's a long one — bookmark it and use it as a reference.

With Shopify, you can easily launch a great-looking online store. Its high degree of customizability means that, if you master it, you can achieve operations on par with much more expensive enterprise-grade commerce systems.

We encourage you to leverage Shopify as a growth engine for your commerce business.

At StoreHero, we use our proprietary growth platform to support business growth through granular operations that manual workflows simply can't handle, and by executing a large volume of growth initiatives.
If you're struggling to increase sales on Shopify, feel free to reach out. =>Download our free service introduction materials here

Setting Up Your Store

First, let's get you signed up on Shopify. There's a 14-day free trial, so feel free to dive in without any pressure.

Start your Shopify trial

Overview of the Admin Panel

Once you've registered your email address, password, and store name, sign-up is complete. The screen below is the Shopify admin panel.

Here is a summary of the admin panel menu and what each section does:

• Orders: Create, edit, and manage orders. You can also manage abandoned carts here.
• Products: Add, edit, and delete products. Inventory management is also included here.
• Customers: Manage customer information.
• Analytics: View reports on sales, traffic, and various other data.
• Marketing: Integrate with Google, Facebook, and marketing automation tools.
• Discounts: Create and manage coupon codes.
• Apps: Manage installed Shopify apps.
• Sales Channels: Add and manage channels beyond your online store, such as chat and POS.
• Settings: Configure payment, checkout, shipping, taxes, and more.

Domain

You need a domain to run your store. A domain ending in xxx.myshopify.com is automatically assigned, but you can also set up a custom domain.

You can acquire a custom domain in two ways:

• Purchase a domain directly within Shopify
• Connect a domain purchased from a third-party service

Purchasing a Domain Within Shopify

To purchase a domain within Shopify, go to Sales Channels > Online Store > Domains and select "Buy new domain," then search for the domain you want. If it's available, proceed with the purchase.

Connecting a Domain Purchased from a Third-Party Service

You can also connect a domain purchased from a third-party service. Go to Sales Channels > Online Store > Domains and select "Connect existing domain."

Next, select "Verify connection."

Copy the CNAME and IP address, then apply them to the DNS settings on the site where you purchased your domain.

How to Set Up with Onamae.com

There are various domain registrars, but here we'll explain using Onamae.com as an example.

Log in to Onamae.com Navi, go to Domain Settings > Nameserver Settings > DNS Settings/Forwarding Settings, select the target domain, and click "Next."

Click "Use DNS Record Settings."

Enter the A record and CNAME you confirmed on the Shopify screen. After filling in the CNAME, click "Add."

Then, fill in the A record and click "Add."

Once both records are registered, scroll to the bottom of the page and click "Proceed to confirmation screen," then complete the registration.

Once the registration is complete, return to Shopify and click "Verify connection" again. It can take up to 72 hours for the domain settings to propagate, so don't worry if it doesn't switch over right away — just wait.

Adding Products

Now it's time to add your products. There are three ways to register product information:

• Register manually from the product registration screen.
• Bulk import via a CSV file.
• Import using an app.

Registering Manually from the Product Screen

Here's how to register products manually from the product screen.

The main fields for product information are as follows:

• Product description
• Images
• Pricing
• Inventory
• Shipping
• Variants
• Sales channels
• Organization
• Page title and description

Product Description

The product description is the most important content on your online store. Keep the following in mind when writing it:

• Include the information customers want to know before purchasing (and continually update and improve it).
• Write clearly and in an organized manner (use list tags, table tags, etc.).
• Use images and videos as needed.

Video editing is also easy with Shopify apps. There are several apps available, but for example, with Videofy, you can simply set fonts, colors, music, and a CTA to easily create videos linked to your product data (photos, product names, prices, etc.).

Videofy is free, making it a great way to test the effectiveness of video.

Pricing

You can register a selling price, a compare-at price (original price before discount), and a cost per item. Registering the cost allows you to analyze profitability directly within Shopify.

Inventory

Inventory is managed at the SKU level, and SKUs are typically defined by 3 to 5 attributes.

You register the inventory quantity for each SKU. If you want to track inventory, check the "Track quantity" box when registering.

Shipping

For products that require shipping, register the weight. This is used to calculate shipping costs.

Product Variants

You can register products with different colors or sizes as variants. By setting up variants, customers can find different versions of the same product more easily rather than having to search through separate product listings.

You can also assign a SKU code to each variant for inventory management purposes.

Sales Channels

You can manage which sales channels each product is sold through. For example, you can intentionally make certain products exclusive to physical stores — not available online — to increase customer engagement.

Organization

You can assign several attributes to a product.

Among these, making good use of tags is especially important. Tags, as explained later, serve as search filters for customers looking for products, so make sure they reflect customer needs. For example, for clothing, it's helpful if customers can search by length, pattern/design, color, and so on.

However, if you set tags without a plan, you can end up with duplicates like "white" and "white" (in different forms), which hurts searchability. Make sure to maintain a master list of approved tags.

A good strategy is to use Google Analytics to identify site search queries with zero results, then add those as tags. The bounce rate for zero-result searches is very high, so having a collection (search filter) in place helps prevent those drop-offs.

Aggregate zero-result site search keywords and take action

You can collect zero-result search keywords using Google Tag Manager with JavaScript and then analyze them in Google Analytics.

Page Title and Description

The product page title affects search engine rankings, so try to naturally include features and characteristics alongside the product name without making it too long.

The meta description doesn't directly affect rankings, but it does influence click-through rates in search results, so make sure it reflects customer needs.

Using Google Search Console, you can see what keywords are driving rankings and traffic to your store. Use that data to improve your descriptions and product details.

In Search Console, look for keywords with low rankings that still get impressions and clicks, or keywords with high impressions but low click-through rates — these are great opportunities to improve product descriptions and meta descriptions.

Keywords with low rankings or low CTR are hints for improvement

Once you've filled in all the product information, save it.

Bulk Import via CSV File

You can also bulk import a large number of products using a CSV file.

Importing Products Using an App

If you're currently using another cart platform such as Magento, you can also use an app to import product data from that platform to Shopify.

Some well-known apps for this include the ones below. Unfortunately, it appears that importing from EC-CUBE is not supported.

Creating Collections

A collection is a grouping of products.

Collections can be used as navigation menus in your Shopify store, so set them up in a way that helps customers find what they're looking for.

If you can design collections around filters that match your customers' needs, they'll improve not only discoverability but also your SEO.

To create a collection, go to Products > Collections and select "Create collection."

Set the collection title, description, collection type, and search result preview.

Collection types can be either manual or automated:

• Manual: Assign products to the collection one by one.
• Automated: Automatically categorize products based on attributes (price, tags, weight, etc.).

Collection editing screen

Creating Non-Product Pages

Pages such as brand story, service introduction, consultation, and contact pages are also important.

Go to Online Store > Pages and select "Add page" to create a new page.

Enter the title, content, and search result preview, then save.

To deepen customer relationships and maximize LTV (Lifetime Value), interactive communication mechanisms such as forms and chat are essential.

A contact page can be set up easily by selecting the "page.contact" template, but if you want more complex or visually engaging forms, you can use Shopify apps.

You can also integrate marketing automation forms and chat functionality from tools like Klaviyo and Hubspot.

You can also use external SaaS tools that aren't Shopify apps. Some stores use popular SaaS platforms like SurveyMonkey and Typeform, or even custom-built systems, in combination with Shopify.

For example, HUBBLE, a contact lens store built on Shopify, appears to have built its diagnostic page using a custom system.

There are many approaches, but regardless of the method, capturing customer information through a natural UX is absolutely critical to driving repeat purchases.

Editing Your Theme

Let's customize the theme (the look and feel of your store) to match your brand.

Choosing a Theme

When you sign up with Shopify, the default theme is Debut, but you can install a variety of free and paid themes for your Shopify store.

To browse free and paid themes, go to Online Store > Themes and select either "Explore free themes" or "Visit Shopify Theme Store."

You can also use "Try Theme" on paid themes to see how they look on your own store before purchasing.

Customizing Your Theme

You can also customize your theme to match your brand.

Go to Online Store > Themes > Actions > "Edit code" to access and edit the theme source code. Before making customizations, always duplicate your theme to create a backup.

This same method can be used to embed JavaScript tags for tracking tools like Google Tag Manager and other SaaS tools.

The level of support available for theme customizations varies depending on the nature of the changes. Significant theme customizations are generally not supported by Shopify itself, so if you're planning major changes, research them beforehand or consult a Shopify Expert.

The screenshot below shows the theme code editor. Shopify themes are built using a templating language called Liquid.

The roles of each directory are as follows:

• Layout: The foundational layout structure of the theme
• Templates: Defines the layout for each page type
• Sections: Defines partial templates that can be called from files in Templates
• Snippets: Defines smaller components (e.g., breadcrumbs) used within Templates
• Assets: Defines CSS and JavaScript files referenced by Liquid files, along with images and fonts
• Config: Defines the settings available in the theme editor and their stored values
• Locales: Defines translations (how text appears in each language)

Designing Your Navigation Menu

Menu design is important not only for helping customers find products but also for SEO.

If you have a large number of products, it's better to configure optimized menus not just for the main site-wide navigation but also for specific pages such as collection pages and blog pages. Ideally, your menu structure should allow customers to reach their desired product or page quickly.

How to Create a Menu

Go to Online Store > Navigation and select "Add menu."

Enter a title for the menu, then add menu items and their corresponding links (target pages) to create the menu.

You'll end up with a menu containing multiple selectable items, as shown below.

You can also create dropdown menus with a parent-child hierarchy. To do this, drag a child menu item below its parent and shift it slightly to the right.

Editing Sections

You can add the elements (sections) needed for each page. Let's try adding the menu we just created as a section.

Adding a Section

Go to Online Store > Themes and select "Customize."

Select the page you want to edit.

On pages that support sections, an "Add section" button will appear as shown below — click it to proceed.

The available section types include collections, maps, text, images, videos, blog posts, and more.

Adding a Menu to a Section

Let's add the menu we created to a section. First, select a section that supports menus. Which sections support menus depends on the theme and the page. In this example, we'll add it to the sidebar menu.

A screen like the one below will appear — select "Change."

All menus, including the one you just created, will appear. Select the menu you want to add.

Menu styles vary by theme, so take a close look at what menu and search features are available when choosing a theme.

Configuring Payment, Shipping, Checkout, and Locations

In addition to the visual settings, the core commerce features — payment methods, shipping, and checkout — can all be edited from the "Settings" menu.

Payment Settings

Shopify's supported payment methods have been growing year by year. In addition to credit card payments, Shopify supports convenience store payments, bank transfers, PayPal, Alipay, and many other payment options.

In the payment settings screen, select the payment method you want to enable. In addition to Shopify Payments, PayPal, and Amazon Pay, you can also configure third-party services, alternative payment methods, and manual payment methods.

Alternative and Manual Payment Methods

Alternative payment methods allow you to add payment options beyond Shopify Payments, PayPal, Amazon Pay, and external services.

Locally popular payment methods for Japan are also available, such as convenience store payments, bank transfers, and carrier billing.

Manual payment methods are used for payments made outside the online store, such as cash on delivery or bank transfers. You can add notes about handling fees (e.g., COD fees, transfer fees) that will be displayed to customers at checkout.

Shipping Settings

Shipping rates can be set up in the following ways:

• Rates based on region
• Rates based on weight
• Rates based on order price

Rates Based on Region

In the shipping profile, select "Manage rates."

Enter a zone name and search for the target country.

In this example, Japan is selected, so proceed to select the applicable prefectures.

Select "Add rate."

Enter a name and the shipping cost to apply to the target zone.

Rates Based on Weight

You can also set weight-based conditions from the "Add condition" option on the rate registration screen.

Rates Based on Order Amount

Similarly, you can select "Based on order price" from "Add condition" to vary shipping costs based on the order total.

Checkout Settings

You can also configure various settings related to the checkout page. The available options include:

• Whether an account is required at checkout
• What contact information customers can use at checkout
• Form field options
• Order processing flow
• Email marketing opt-in
• Abandoned cart recovery
• Checkout language

Let's highlight a few of these settings.

Requiring an Account at Checkout

The more your product relies on repeat purchases, the more likely you'll want to select "Accounts are required."

Order Processing

You can configure settings before and after order processing. Under "When the customer checks out," enabling "Enable address autocompletion" will implement an address autocomplete feature as shown below, making it easier for customers to fill in their address and reducing input errors.

Abandoned Cart Recovery

Shopify includes abandoned cart email functionality as a standard feature. You can automatically send recovery emails to customers who have left items in their cart without completing checkout.

Locations

You can register the locations where your inventory is stored. With locations, you can manage inventory status by storage location during inventory management.

Register storage locations using "Add location."

Once locations are registered, you'll be able to select a delivery destination when purchasing stock.

You can check how many units of each product are at each location on the product page. You can also transfer inventory between locations and keep a record of those transfers.

Test Order

Once payment and shipping settings are complete, it's time to prepare for launch. Place a test order to verify the actual order processing flow.

Using the "Bogus Gateway" test payment method, you can place a test order without incurring any fees.

First, in the payment settings screen, click "Choose a third-party provider."

Search for and select "Bogus Gateway" from the list of payment methods. It may say "Not available in your country," but it can still be used.

Next, purchase a product from your store. At the checkout screen, enter 1 as the card number, Bogus Gateway as the name, a future date as the expiry, and any 3-digit number as the security code.

Once the order is complete, check the order screen. Select the target order and

you'll see the unfulfilled order as shown below. Our store uses fulfillment services, so a "Request fulfillment" button is displayed, but if you're handling shipping in-house, you'll see "Mark as fulfilled" instead.

Enter the carrier name and tracking number, then click "Fulfill items."

That completes the full process from placing an order to shipping.

There may also be cases where you need to issue a refund, such as when a product has a defect. To do so, click "Refund" on the order details screen.

Enter the quantity to return and the shipping refund amount, then execute the refund.

You can also cancel a customer's order entirely. To cancel an order, go to the order details screen, select More actions > Cancel, then

review the order details and execute the cancellation. Note that order cancellations cannot be undone, so proceed with caution when doing this in practice.

Installing Tracking Codes

You can also set up tracking codes for Google, Facebook, and other platforms directly from the Shopify admin.

Go to Online Store > Preferences to register your Google Analytics tracking code and Facebook Pixel ID.

Enhanced e-commerce tracking typically requires technical knowledge to set up, but with Shopify, you can configure it directly from the admin panel.

If you want to perform advanced analysis — such as comparing the LTV of customers who used coupons vs. those who didn't — you'll need to make heavy use of Google Tag Manager, so be sure to install that tag as well.

Google Analytics Enhanced E-commerce

Using Google Analytics enhanced e-commerce, you can visualize shopping behavior in granular detail.

Google Analytics Enhanced E-commerce

It aggregates the data you need for online commerce, including product-level sales performance, shopping behavior metrics like add-to-cart and cart removal counts, and coupon performance.

Other Tracking Tools

Tracking tools beyond Google Analytics — such as Mixpanel and Hotjar — can provide quite useful analysis even on their free plans.

Mixpanel

Mixpanel is great for in-depth analysis of customer shopping behavior. It's quite powerful even on the free tier.

For example, you can easily compare which campaign — A or B — led to more repeat purchases.

You can also investigate individual customer shopping behaviors and even send emails or messages to those customers directly.

Hotjar

Hotjar lets you analyze how customers are interacting with each page.

Beyond heatmaps, it records browsing sessions as video, making it easy to spot issues — like a product description that isn't coming across clearly — that are hard to detect from numbers alone.

Going Live

It's finally time to go live. By default, Shopify stores are password-protected, so visitors cannot access your store while it's being set up.

Once you're ready, remove the password.

Go to Online Store > Preferences, find the Password protection section, uncheck "Enable password," and save. Your store will then be publicly accessible.

Advanced Features

Shopify has many additional features and capabilities to support store operations. Here are a few highlights.

Discounts

Shopify allows you to offer discounts using coupons. Coupons can be issued manually or automatically.

There are four discount types:

• Percentage
• Fixed amount
• Free shipping
• Buy X get Y

Regardless of which type you use, what matters most is whether the customers who received the discount continue to make purchases afterward. Discounts that result in only a one-time purchase are a wasted opportunity.

You can check how many times each discount was used in Shopify's standard reports, but

Shopify's reports don't show how much those customers purchased afterward. The quickest way to analyze this is to segment by event in Google Analytics and review revenue by segment.

Marketing Automation

Using marketing automation to send the right content at the right time is an effective way to drive sales and improve repeat purchase rates.

Klaviyo

Klaviyo is one of the most popular marketing automation tools available as a Shopify app.

It offers powerful segmentation based on shopping behavior (such as cart abandonment), purchase frequency, and customer tags, along with a feature-rich email builder — all at a very affordable price. For smaller operations, it's available for free.

For example, you can tag customers you want to re-engage, then automatically send them a purchase incentive email based on that tag.

Klaviyo's rich segmentation features

Monitoring

Shopify's reports are useful, but being able to integrate data from other tools and internal databases into a single monitoring view would be even more powerful.

Using Google Data Studio (now Looker Studio), you can combine multiple data sources and build a graphical monitoring dashboard.

Integrating with Other Systems

Shopify order data is frequently used in conjunction with accounting systems and warehouse/logistics companies. Some accounting and fulfillment systems already have Shopify integration apps available.

On the other hand, many systems still don't have an integration app. In those cases, you can build a custom private app to connect them and streamline your operations.

Staying Up to Date with Shopify

Shopify is constantly rolling out new features and services, so make sure to keep up with the latest developments even after launching your store.

Shopify's official site and partner sites publish useful information on a regular basis. Below are a few Japanese-language resources that StoreHero team members check regularly. If you can't find what you're looking for here, try searching in the English documentation as well.

• Shopify Help Center
• Shopify Community Forum
• Shopify Blog
• Shopify Japan Community
• Fracta Note
• Transcosmos Technology Research Institute Blog
• Commerce Media EC Blog
• non-standard world Blog

Beyond online resources, StoreHero team members attend events and meetups to exchange information with Shopify and Shopify partner representatives. We encourage you to join these events whenever you have the chance.

Driving Growth with StoreHero

StoreHero supports merchants on Shopify who are looking to increase sales by helping them execute growth initiatives at scale.

From store setup through advertising management, store optimization, CRM, and inventory management, we provide a unified growth approach. By leveraging our growth platform, StoreHero, we help merchants achieve the kind of granular operations and high-volume initiative execution that manual workflows simply can't deliver — enabling sustained, continuous growth.

We are currently offering a free store diagnostic. If you have challenges with building a growth-oriented store or growth strategy in general, please don't hesitate to reach out. Learn more about the free store diagnostic here

Summary

We've walked through the steps to launch a Shopify store. We hope you found it helpful.

Shopify is constantly being updated, so we'll continue to update this guide to keep pace with changes. If anything in this guide is incorrect, we'll fix it; if there's a better approach, we'll update it — so please let us know.

We also plan to publish separate articles on useful tips, theme customization, API-based development, and more, so if there's a topic you'd like us to cover, feel free to leave a comment below.