【Complete Guide】How to Build a Store That Grows Revenue

Shopify offers many feature-rich themes from the start, and by using a paid theme, you can open your store with minimal customization — simply prepare your product photos and image assets.

However, because of its extensive features and high degree of flexibility, it's also true that many people find themselves unsure of where to begin.

It's safe to say that success with Shopify growth depends less on the initial build and more on the daily improvement activities aimed at increasing sales. In this article, we explain why Shopify is well-suited for growth operations, and cover the key features focused on ongoing operations and how to implement them.

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At StoreHero, we leverage our proprietary growth platform to support business growth through highly detailed operations that manual workflows cannot achieve, as well as large-scale implementation of growth initiatives. If you're facing challenges with increasing sales on Shopify, feel free to reach out. =>Download our service introduction materials for free

Benefits of Building an E-Commerce Site on Shopify from a Growth Perspective

When you search online for "Shopify benefits" or "Shopify case studies," you'll often come across advantages like the following:

1. Low-cost way to start an e-commerce site
2. Easy to build and edit your store
3. Wide variety of design themes (templates) with high customizability
4. Easy to add features with a rich app ecosystem
5. Simple social media integration
6. Supports international shipping and multiple languages for cross-border e-commerce out of the box

In addition to these, from a "growth" perspective focused on daily operations — including "customer acquisition," "conversion optimization," and "repeat purchase strategies" — we believe the following additional benefits are extremely significant.

1. Page structure manageable at the content unit (section) level
2. Abundant channels for outreach beyond the store, including CRM tools, social media integrations, and e-gift features
3. Highly extensible data structure
4. Flexible support for complex ordering methods and fulfillment flows
5. Robust development environment (local development, test environments, reliable payment system)
6. Ability to publish trust-building and value-adding content via blogs and pages
7. Ease of talent acquisition and training through global standard adoption

Let's take a closer look at each of these.

Page Structure Manageable at the Content Unit (Section) Level

Rich Off-Store Communication Channels Including CRM Tools and Social Media Integrations

Highly Extensible Data Structure

Shopify includes a standard feature called "metafields" that allows you to freely extend data. You can display additional information beyond the basics on products and blog posts, filter collection pages by metafield values, and even perform calculations depending on the data type added.

Flexible Support for Complex Order Methods and Fulfillment Flows

Through apps and code customization, you can make flexible adjustments to orders and fulfillment formats.
You can accommodate a wide range of ordering needs, including bundle orders, box orders, restrictions on certain order methods, quantity adjustments for specific accounts, and specifying the sender on gift order packing slips. (WMS integrations often use loosely coupled data patterns such as CSV.)

Robust Development Environment

A local development environment lets you test changes on your own machine without uploading files to the server each time, delivering outstanding development efficiency. Test mode is also comprehensive, making it easy to verify purchase flows. Additionally, while the inability to fully customize the checkout screen is often cited as a downside, it can equally be seen as a Shopify-guaranteed area — meaning there are no gaps in your test coverage.

Ability to Publish Trust-Building Content via Blogs and Pages

While not as feature-rich as WordPress, Shopify comes standard with content management features — including an updatable "Blog" and a highly editable "Pages" feature — that allow you to communicate the appeal of your products and brand beyond just the homepage and product detail pages. You can keep content properly contained within your store without splitting your domain. Areas where standard features fall short can also be supplemented through apps.

Ease of Talent Acquisition and Training Through Global Standard Adoption

The number of businesses adopting Shopify continues to grow, with users all around the world.

Domestic-only systems may offer peace of mind through familiarity with Japanese business practices and strong local support, but they tend to require you to rely heavily on vendors for operation and customization. Their uniqueness can become a liability, often requiring operational training for almost every new hire.

Unless heavily customized, the usability of Shopify's system doesn't vary greatly from store to store. Anyone with experience using Shopify at another company can typically be onboarded quickly and start contributing to operations with minimal training.

With Japan's working-age population expected to continue declining, securing talent is an increasingly important challenge.

Looking at the slightly longer term, adopting a globally standardized system is highly advantageous for broadening the talent pool and increasing the likelihood of bringing in people who can hit the ground running.

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Store Structure for Sustained Revenue Growth

As described above, Shopify is an extremely feature-rich platform well-suited for growth operations — but as mentioned at the outset, its high degree of freedom can tempt you to over-engineer your store from the start.

Of course, giving your store a unique identity — just like your products — is an important element for standing out to customers. However, pursuing that too aggressively can increase operational costs and introduce other risks, and it's important to be aware of that.

Below, using a few "what not to do" examples, we describe the characteristics of a store structure that supports growth and enables sustained revenue increases.

Build Flexibility Into Page Elements

One of Shopify's advantages is code editing. All theme files available both free and paid can be customized by editing the underlying code, allowing you to freely design layouts using HTML, CSS, and JavaScript.

However, if you over-prioritize a cohesive design aesthetic across the entire e-commerce site or implement highly expressive features like parallax effects, it becomes difficult to easily change content using the theme editor.

Even if you discover issues after launch — such as very high bounce rates — a structure that isn't easy to modify prevents you from acting quickly.

While it may tend to look like a "generic e-commerce" design, making sure content can be rearranged without causing visual inconsistencies will make post-launch operations significantly easier.

※ At the initial build stage when sales are not yet significant, we recommend launching with the theme template as-is, and then doing a full redesign once your brand direction and concept have solidified to some degree.

Plan Product Information Structure Carefully, Including Categories

How you list your products and how you structure product information is critically important. In particular, how you handle products with variants — whether to manage them at the product level or the variant level — affects how products are displayed and how they appear in search results, as well as back-end operations for order processing and fulfillment.

Once the store is live, restructuring products is not easy, even for stores with few SKUs. Carefully evaluate usability and operational cost before deciding how to register your products.

You also need to pay careful attention to collection structure for grouping products. Unlike other platforms, Shopify does not support parent-child URL hierarchies for collections. With that in mind, you can choose to forgo SEO optimization and focus traffic solely on ads and social media — but by carefully designing your structure and customizing it to define parent-child relationships, you can also strengthen your SEO. We recommend implementing this where possible.

Don't Neglect the Mobile (SP) Design When Customizing

It may seem obvious, but it's quite common to see design decisions made with the PC view in mind when customizing a store's design.

We completely understand the desire to prioritize the look on a larger PC screen when trying to express your brand's originality — but the reality is that the overwhelming majority of e-commerce stores are now browsed on smartphones.

In daily life, people encounter information via social media and apps far more often on smartphones, and virtually nothing outside of work is done via PC — including sharing information with friends and acquaintances.

As a result, the proportion of visitors browsing your e-commerce site on smartphones is naturally high, and for some product categories it can reach as high as 95%.

For most stores, the main battlefield is mobile (smartphones). While it's tempting to focus on the PC version when deciding on store design, don't neglect the mobile design — instead, aim for a design that makes it easy to iterate and improve on mobile.

※ Be Aware of the Number of Pages Involved in Design Customization

When undertaking design customization, it's important to understand the scope of changes required. The more areas that need to be revised, the more time your store launch or redesign will take.

At our company, full-scale design customizations typically require an average of 4 to 6 months of work. Spending too much time on revisions delays the point at which you start generating revenue, so please keep that in mind.

Don't Overlook Must-Haves; Evaluate and Implement Features Based on Your Situation

【MUST】Decide These Upfront

1. Store domain
2. Product information format
3. Collection rules (automatic or manual)
4. Logistics integration method and order/fulfillment workflow
5. Payment settings
6. Shipping rate settings
7. Setting up a Google account and obtaining a GA tracking code
8. Compliance with the revised Specified Commercial Transactions Act (effective June 2022)
9. Whether to enable customer account (My Page) functionality and initial setup
10. Basic store information settings
11. Updating tax label display on the checkout page

【WANT】Decide These If Possible

1. Whether to support gift wrapping
2. Whether to implement product recommendations
3. Whether to implement product reviews
4. Whether to implement a wishlist/favorites feature
5. Whether to use a CRM service and initial setup
6. Whether to implement delivery date selection
7. Whether to implement receipt and document printing functionality
8. Social media integration method
9. Editing notification email content
10. Whether to implement abandoned cart email functionality
11. Whether to implement subscription/recurring purchase functionality
12. Whether to implement a loyalty points program

【MUST】1. Store Domain

There are settings that cannot be configured until your domain is finalized, so secure it early. The three domain options shown above are available — choose whichever best fits your store's operational strategy.

※ If you use a Shopify subdomain, you will not be able to register a custom sitemap.xml. (Reference URL: https://community.shopify.com/c/Ecommerce-Marketing/Google-Search-Console-Sitemap-Error/td-p/552894）

【MUST】2. Set Up Product Information Correctly According to Your Format

Product information structure is critically important. The four fields shown above are especially significant.

【MUST】3. Understand and Configure Collection (Product Listing) Rules (Automatic or Manual)

There are two types of collection configuration. Decide which method to use, or whether to combine both.

• Manual Collections:
  
  
  
  • You hand-pick the products to include. It takes effort to select each product, but you can precisely control what is displayed.
• Automated Collections:
  
  
  
  • Products are automatically added based on conditions such as product type, tags, vendor, product title, price range, or inventory level.
  • If rules are properly designed upfront, new products added after launch will automatically be included, reducing the risk of omissions and lowering operational overhead.

【MUST】4. Define Your Logistics Integration Method and Order/Fulfillment Workflow

If you are renting warehouse space or integrating with an inventory management system, confirm the integration method early and implement apps or CSV-based integrations as needed.

Similarly, define your end-to-end workflow from order receipt through packing to shipment as early as possible. Many merchants assume they can sort out fulfillment logistics at the end — but there are often unexpected pitfalls, such as shipping methods that don't work as anticipated. It is extremely important to prepare thoroughly in advance, including doing a rehearsal run, so you're ready to fulfill orders the moment your store goes live.

【MUST】5. Set Up as Many Payment Methods as Possible

Shopify supports a wide range of payment methods. Carefully consider which payment options are appropriate for your customers, factoring in transaction fees.

In general, more payment options are considered better. Barcode-based payments like PayPay are increasingly being used on e-commerce sites, but enabling them on Shopify requires passing each provider's individual review process. Apply early.

Major Payment Methods

• Shopify Payments
• Amazon Pay
• Buy Now Pay Later (Paidy)
• Barcode payments

【MUST】6. Configure Shipping Rates

Shipping rate settings have a strong impact across many areas — not just revenue and costs, but also your operational workflow. Since these are not easy to change frequently, set them carefully from the start with a clear view of your profit and loss.

【MUST】7. Set Up a Google Account and Integrate with GA4

You'll also need a Google account for search ads and Shopping ads, so set one up early. Create accounts for GA4, Search Console, and GTM, and obtain the relevant tags.

【MUST】8. Comply with the Revised Specified Commercial Transactions Act (Effective June 2022)

Following the enforcement of the revised Specified Commercial Transactions Act on June 1, 2022, a "final confirmation screen" must be provided where customers can review the details before confirming their order.

The default Shopify setup is insufficient in certain areas, so implement what you can to comply as fully as possible.

【MUST】9. Customer Account (My Page) Functionality and Initial Setup

By default, customer accounts (My Page functionality) are disabled. Enable them (as optional) from the start in anticipation of future repeat purchase initiatives.

【MUST】10. Basic Store Information Settings

Without this set up, you may find yourself scrambling after your store goes live when you see how it appears in Google search results. Configure this carefully to ensure trustworthiness and encourage content sharing.

【MUST】11. Update Tax Label on the Checkout Page

A recent update added an "estimated tax" line item to the checkout page. In Japan, this corresponds to consumption tax, so update the label accordingly.

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【WANT】1. Implement Gift Wrapping Support

If offering gift wrapping, you need to define the gift setup method and whether it will be free or paid.

If you offer a variety of gift wrapping options, don't forget to define how those will be handled as well. (Example: allowing customers to choose from box, bag, or shopper wrapping, etc.)

【WANT】2. Implement Product Recommendation Functionality

"Customers who bought this also bought..." — product recommendations have become a standard feature found on countless e-commerce sites. On Shopify, this is implemented via apps or theme features. While not required, it is one of the initiatives that can contribute to a revenue boost.

【WANT】3. Implement Product Review Functionality

98.4% of users have at some point decided to make a purchase based on positive reviews. Reviews are arguably one of the most important pieces of content for supporting purchase decisions. On Shopify, this is implemented via apps. Again, not required, but it is one of the initiatives that can contribute to a revenue boost.

Reference: FUMIKODA Billy

【WANT】4. Implement a Wishlist/Favorites Feature

This feature allows customers to save products they want to browse through first before purchasing, or items they plan to buy at a later date. On Shopify, this is implemented via apps. Some apps can also send reminder emails, making this a worthwhile feature to implement for stores selling high-priced items where customers tend to take longer to decide.

Reference: Sala｜Online concept shop for tableware and dishware loved by hotels and restaurants

【WANT】5. Implement and Configure a CRM Service

As mentioned above, CRM is a critical and indispensable tool for growth — whether that's sending email newsletters or using LINE messaging.

For email newsletters, we recommend Klaviyo, which makes it easy to build delivery flows and edit emails using its editor. Start using it even when your subscriber list is small, and actively work on building your customer list and nurturing purchase intent.

For LINE, we frequently recommend CRM PLUS on LINE in this blog. It integrates with apps like the restock notification app Back in Stock and wishlist app Wishlist Plus, allowing you to send LINE notifications instead of emails. You can also leverage Shopify's customer segments to deliver different content to different segments via LINE. For LINE as well, enriching customer attribute data is extremely important.

Source: CRM PLUS on LINE - Official Website

【WANT】6. Implement Delivery Date Selection

This feature allows buyers to select their preferred delivery date and time when placing an order. On Shopify, this is implemented via apps or theme customization.

Source: Delivery Date Picker .amp

【WANT】7. Implement Receipt and Document Printing Functionality

This feature allows customers to issue receipts and delivery notes online from their account page or from the shipping confirmation email, in addition to the packing slip included with the shipment. On Shopify, this is implemented via apps.

The referenced app "Quick Order Printer" is a Japan-made app with document features tailored to Japanese business practices, which is why we recommend it. It supports Japan's Invoice System (qualified invoice method) out of the box, and you can immediately include the required fields: "registration number," "applicable tax rate," and "consumption tax amount."

Source: Quick Order Printer

【WANT】8. Social Media Integration

For Instagram and Facebook, you can link content with Shopping features and connect accounts. For Twitter/X, you can add share buttons, embed tweets, and link accounts. Be sure to properly integrate any accounts you run alongside your store.

【WANT】9. Edit Notification Email Content

All notification emails are localized into Japanese by default, but depending on your payment methods and the features you implement, you may need to make minor adjustments to the content. The following updates are recommended:

• Order Confirmation Notification
  
  
  
  • Configure wording per payment method (e.g., instructions for cash on delivery or bank transfer)
  • Include delivery date selection details
  • Display order notes
  • Remove the tax amount line when prices are already tax-inclusive
• Shipping Confirmation Notification
  
  
  
  • Include delivery date selection details (same as order confirmation)
  • Include a link to the receipt
• Contact/Return Request
  
  
  
  • Configure reply message wording
  • Configure return process instructions, etc.

【WANT】10. Implement Abandoned Cart Email Functionality

This functionality is built into Shopify, so you can start using it right away with some detailed configuration.
(If you are already using a CRM tool like the previously mentioned Klaviyo, set it up there to centralize management.)

【WANT】11. Implement Subscription/Recurring Purchase Functionality

If recurring purchases are an important sales channel for your business, the sales model and product configuration need to be set up carefully. On Shopify, this is implemented via apps.

Subscription app specifications can be complex, and there are cases where integration with other features already implemented in your store is not achievable. It's best to confirm the following points before deciding to implement:

• Whether coupons can be applied to subscription payments, or whether discounts can be configured based on the number of purchases
• Whether points can be awarded based on purchase amount
• Whether customers can change the delivery date/time, or add/edit items in their subscription from their account

【WANT】12. Implement a Loyalty Points Program

If you plan to use a points system, careful operational design is required. On Shopify, this is implemented via apps.

App limitations may make it impossible to implement all the features you expect, so it's better to avoid overloading your operational requirements to fit the app's constraints.

For example, various loyalty initiatives are possible — such as varying point accrual rates by membership tier (Gold, Silver, etc.), or giving away novelty items at a certain point threshold — but the more conditions you add (especially when combined), the more effort is required to test whether everything functions correctly in all scenarios. (Insufficient testing can backfire by creating a negative impression with customers if things don't work as expected, so we strongly recommend thorough verification.)

Driving Growth Operations with StoreHero

StoreHero helps merchants on Shopify who are struggling to increase sales by providing thorough execution of growth initiatives.

From store construction through advertising operations, store optimization, CRM, and inventory management, we deliver consistent strategy execution. By leveraging the StoreHero growth platform, we translate these into highly detailed operations and large-scale initiative implementation that would be difficult to achieve manually, supporting sustained growth.

We are currently offering free store diagnostics. If you have challenges with building a store optimized for growth or with growth initiatives in general, please don't hesitate to reach out. =>Learn more about our free store diagnostic

Summary

In this article, we covered the benefits of building an e-commerce store on Shopify from a growth perspective, as well as the store structure characteristics that enable sustained revenue growth.

To reiterate: for an e-commerce site, what truly matters is consistently driving sales through daily operations — more so than the initial build.

Even things you were confident about at launch often don't perform as expected. Make the most of Shopify's strengths and keep your focus on building a store that continuously evolves.

StoreHero is happy to assist with store builds that take the points covered in this article into account. We have more detailed materials available than what's covered here, so feel free to reach out.

StoreHero can support you from store design through to revenue growth. Feel free to consult us. =>View StoreHero's service introduction materials