Give every product
a clear path to purchase.

01 / Your range

Start with products you can present well.

Decide which products belong in the first version of your store. Choose a range you can describe accurately, photograph clearly, and keep up to date. A manageable starting collection gives you space to get the details right.

Group products in a way that makes sense to a customer. Categories might follow the type of item, its use, or the collection it belongs to. Keep their names clear and avoid creating categories that do not help people choose.

Think about what makes one product different from another. Those differences should be visible in the listing, rather than left for the customer to discover after ordering.

02 / Product information

Prepare the details people need to decide.

A product page has a practical job: show the item clearly and answer the questions that affect the purchase. Gather consistent information before adding the products to your store.

A useful title

Name the product clearly and include the detail that distinguishes it.

Accurate images

Show what the customer will receive, with additional views where they help.

A clear description

Explain the purpose, important features, dimensions, materials, or other relevant details.

Options and availability

Check sizes, colours, variations, stock information, and any limits that affect the order.

Correct pricing

Confirm the price and currency, and make relevant additional charges clear during the purchase journey.

Keep the format consistent across similar products. Customers should not have to search a different part of each page for the same information.

03 / Customer questions

Explain what happens around the purchase.

Buying decisions depend on more than the product. People may need to understand where you deliver, how delivery works, what collection options exist, and how to ask a question.

Prepare the delivery, returns, and contact information that matches your actual business practices. Avoid copying another store’s promises. If an item needs special handling or has different conditions, make that clear where it matters.

Keep these details easy to reach from relevant pages. Someone considering a product should be able to find the information they need without losing their place.

04 / The order journey

Think through the work behind the storefront.

Walk through the experience from both sides. A customer chooses a product and places an order. Your business then needs to recognise that order, prepare it, and handle the next steps.

Decide which payment and delivery services fit your business, who will manage orders, and where product and customer information will be maintained. If you use accounting or other connected tools, confirm the supported workflow before depending on it.

Keep expectations specific. Know which actions happen automatically, which require a person, and what information should appear in each place. This makes it easier to spot a missing step before customers encounter it.

05 / Before opening

Review a complete customer journey.

Use the appropriate approved test setup to work through the store before accepting real orders. Check what a customer sees and what your business receives.

• Browse categories and open the products you plan to offer.
• Choose different supported options and confirm the displayed information.
• Add, change, and remove items in the cart.
• Review delivery choices, totals, currency, and the information requested during checkout.
• Check the resulting order details and the next step in your business workflow.
• Repeat the important parts on a phone.

Record anything confusing or incomplete and fix it before launch. After the store opens, keep product details and customer information accurate as your business changes.