Building an e-commerce store: Your complete guide to getting started

What's the best way to set up an e-commerce store and launch your own business? This is precisely the question many founders ask themselves, and it's more relevant today than ever. More and more people are shopping online, from clothing to electronics to groceries.

For you, this means: Demand is there, tools are readily available, and barriers to entry have never been lower. Many shop systems offer a solid foundation, and with datora.de , you have a Shopify partner who will implement all your Shopify needs and specifically optimize your store's design, features, and conversion.

In this guide, you'll find the answers: I'll show you step by step how to do everything right, from the initial idea and legal basics to design, marketing, and customer retention. You'll also learn about the platforms available, how to find the right products, and what's needed to ensure your store not only looks good but also generates sales.

At the end, you will have a clear roadmap in hand with which you can successfully launch your own online shop – practical, understandable, and immediately implementable.

Why you should build an online store

Online retail has been booming for years , and this momentum continues. According to Forrester , global retail e-commerce sales will grow from approximately USD 4.4 trillion today to an impressive USD 6.8 trillion by 2028, accounting for approximately 24% of global retail .

This means that online retail is not only growing faster than traditional retail, it is also continuously increasing its market share.

What this means for you: If you start your own digital shop now, you will have direct access to this growth, a stable income and a scalable business within your grasp.

Having your own store also gives you full control over:

• Brand & Branding : You determine the appearance, without constraints from platform guidelines
• Prices & margins : no hidden commissions or price specifications
• Customer relationships : direct communication instead of mediation via third parties
• Marketing strategies : full flexibility in campaigns, product launches and measures

Unlike selling on marketplaces like Amazon or Etsy, you're not bound by their rules. Instead, you decide what your store looks like, how your products are presented, and how you want to set up your online store.

Overall, setting up an e-commerce store is a long-term investment; if implemented correctly, it means entrepreneurial independence, growing sales, and true freedom in business.

Step 1: Business idea & planning

Before you set up your store technically or consider platforms like Shopify, WooCommerce, or Shopware, you need a clear business idea . Building a store doesn't start with the design, but with the basics:

• What do you want to sell and why should customers buy from you?

Product idea & USP

The foundation of every successful online shop is a clear product idea. Your product range shouldn't be a " one-size-fits-all " offering, but rather solve a very specific problem or serve a clearly defined niche. Products that address an everyday need or tap into a trend have the best chance of success.

• Ask yourself: “ What need does my product fulfill?”
• Look for items that customers regularly buy online but where there is still room for improvement .
• Use your own expertise, personal passions , or contacts with manufacturers to develop better quality or a special offering.

Products that create an emotional connection are particularly successful. A good example are sustainable everyday products like stainless steel drinking bottles. They not only serve a practical purpose but also give the buyer the good feeling of doing something for the environment.

Your USP (Unique Selling Proposition) is the heart of your business idea. It answers the question: " Why should customers buy from you and not from Amazon or a brick-and-mortar store?" The clearer your USP, the easier it will be to convince customers of your offering.

Possible USPs are, for example:

• exclusive products that are not available anywhere else
• exceptionally good and personal customer service
• sustainable materials, fair production and environmentally friendly packaging
• a strong brand image or a community that shares your values

For example, instead of offering generic " athletic wear ," you could focus on sustainable yoga wear . This would appeal to a specific target audience, differentiate you from larger stores, and achieve higher margins by offering unique added value.

Target group & market analysis

To get off to a successful start, you need to know " who" should buy your products. The more precisely you define your target audience, the better you can tailor your marketing, store design, and even your pricing.

To do this, create a customer avatar:

• Age, gender, place of residence
• Interests and hobbies
• preferred shopping habits (online/offline, platforms, payment methods)
• biggest problems and wishes that your product can solve

Example: Lisa, 29, lives in Berlin, works from home, does yoga regularly, values ​​sustainability, and prefers to shop from small labels rather than fast-fashion giants.

When you have such customer images in mind, it will be easier for you to formulate appropriate advertising messages and present your products in such a way that they trigger enthusiasm in precisely these people.

At the same time, you should conduct a market analysis .

It shows you where there are opportunities and risks:

• Which shops are particularly successful in your niche?
• What prices and offers are customary in the market?
• What strengths and weaknesses do you see in your competitors?

With this knowledge, you can better assess where it's worth entering. Analyze not only what your competitors do well, but also where they have weaknesses . These gaps are precisely your opportunity to stand out and target your target audience.

Business plan & calculation

A good plan is the foundation of your shop . Many founders rush into implementation with full motivation without having their numbers under control and fail after a short time due to high costs or a lack of cash flow. With a business plan, you can avoid such mistakes.

• Starting capital : Determine how much money you can or want to invest from the beginning.
• Fixed costs : Calculate the shop system, hosting, domain, legal protection, accounting software and initial tools.
• Variable costs : Plan marketing budgets, shipping costs, payment fees and possible return costs.
• Margins : Consider carefully how much profit remains per product after you have deducted all costs.

Think long-term, too: Many stores take several months to become profitable. So plan enough reserves to survive lean periods.

A business plan has another advantage: It forces you to put your ideas into writing. This allows you to see early on whether your expectations are realistic. At the same time, it makes you more attractive to banks, investors, or funding programs.

If you want to build a business that will last long-term, solid costing is not an option, but a must.

Without an idea, USP, target group and clear figures, you cannot lay a solid foundation.

Step 2: Clarify the legal basis

Before you set up your store technically or list your first products, you need to take care of the legal requirements. This step is less creative, but crucial to prevent your venture from failing right from the start due to warnings or fines .

Especially in e-commerce, there are very strict regulations in Germany and the EU that you must strictly observe.

Business registration, legal form & taxes

To start an e-commerce business in Germany, you need to register your business.

Then you decide on a legal form:

• Sole proprietorship : cheap and simple, but full personal liability.
• UG (limited liability) : starting from 1 € share capital (recommended at least 500-1,000 €), liability protection, double-entry bookkeeping.
• GmbH : €25,000 share capital (€12,500 immediately), high level of seriousness, but more effort.
• GbR : for multiple founders, low costs, but full liability.

At the same time, you must observe tax obligations:

• VAT : 19% (reduced 7%), regular advance declarations.
• Small business regulation : up to €22,000 turnover in the first year, no VAT, but often a disadvantage in B2B.
• OSS procedure : for Europe-wide sales.
• Income tax/corporation tax & trade tax : depends on the legal form; tax-free allowance of €24,500 only for sole proprietorships and GbRs.

Conclusion: Legal and tax fundamentals may seem dry, but they are essential. Clear structures will save you time later and prevent costly mistakes.

Note: This information is for guidance only and does not replace individual advice. If you want to set up your store, be sure to seek support from a tax advisor.

Legal texts & mandatory information

In Germany, every online shop must provide certain mandatory information . Without it, you risk warnings, fines, and, in the worst case, the closure of your store.

The absolute basics include:

• a complete imprint with all relevant data
• a legally compliant data protection declaration
• a cancellation policy in accordance with legal requirements
• in most cases individually adapted terms and conditions

These texts not only create legal certainty but also build trust with your customers. Missing information appears dubious and puts customers off.

In addition, the General Data Protection Regulation (GDPR) applies.

That means:

• Cookie banner or consent tool with active consent
• secure payment processing according to common standards
• a valid SSL certificate for encrypted data transmission

Other regulations are also important:

• Packaging Act (VerpackG): If you ship goods, you must register your shipping packaging with LUCID and license it through a dual system. Failure to do so could result in hefty fines.
• Accessibility Improvement Act (BFSG): Starting June 28, 2025, many online shops (especially larger retailers) must be accessible, based on the WCAG 2.1 AA standards. This ensures that your store is also usable for people with disabilities.

Even a missing imprint or an incorrect cancellation policy can result in warning notices costing three to four figures . Therefore, take care of legally compliant texts early on, ideally with the help of specialized law firms, e-commerce lawyers, or professional generators that are regularly updated.

Important note: This information is for guidance only and does not replace individual legal advice. Be sure to seek support from a specialist lawyer or tax advisor for your project.

Step 3: Select shop software & domain

After you've clarified the legal basics, it's time to focus on the technical foundation of your project. Here, you decide how you want to set up your store, and this choice will have a major impact on your success.

Own shop or marketplace?

Many founders initially consider whether to start on a marketplace like Amazon or Etsy or to open their own shop directly.

Both models have clear advantages and disadvantages:

• Marketplace (Amazon, Etsy, eBay)
• Advantage: quick reach through existing customers
• Disadvantage: high sales fees, little control over brand, data or customer relationships
  
  
• Own e-commerce store:
• Advantage: full control over design, branding, pricing and marketing
• Disadvantage: You have to build reach yourself and actively attract visitors

A marketplace can be a good way to start out and generate initial revenue. But if you want to build a stable business over the long term, your own store is usually the better choice because you're independent of fees and platform rules.

You can find helpful decision-making support in comparisons like Shopify vs. Etsy or the Shopify System Comparison. Both show you which platform is suitable for which purpose, whether you want to quickly build reach through a marketplace or prefer to retain full control over your own store in the long term.

SaaS or Open Source? Choosing Software, Domain & Hosting

If you decide to have your own store, you need to choose the right software.

Model	SaaS (Software as a Service)	Open Source
Description	Providers such as Shopify , Wix or Jimdo provide the complete infrastructure.	Systems such as WooCommerce , Shopware or Magento are freely customizable and very flexible.
Advantages	- no effort for hosting, updates or security - quick start possible - no technical knowledge required	- full control over functions & design - large community - many extensions available
Disadvantages	- ongoing monthly fees - limited customization options - Dependence on the provider	- own hosting & updates required - Security costs are your responsibility - possible costs for developers
Domain & Hosting	Domain freely selectable, hosting & SSL certificate included	Register your domain separately and book your own hosting (including SSL & performance)

To make the right decision, consider these factors:

• Costs : ongoing fees for SaaS vs. one-time license costs for open source
• Scalability : does the system grow with your sales and product range?
• Ease of use : how easy are products to set up and manage?
• SEO & Marketing Tools : Does the system offer features for visibility and conversion?
• Interfaces : Connection to payment and shipping services, ERP or marketplaces

In addition, you will find useful comparisons here to help you make your decision:

• WooCommerce vs Shopify
• Shopware vs Shopify
• Magento vs Shopify
• Wix vs Shopify
• Squarespace vs. Shopify

Whether SaaS or open source is the better choice for you depends largely on your goals, budget, and technical expertise. While SaaS solutions like Shopify enable a quick, straightforward start, open source systems like WooCommerce or Shopware offer maximum flexibility but also require more effort.

It is important that you make this decision consciously so that your shop is built on a solid foundation right from the start.

Step 4: Design & User Experience

Before products can win customers over, the store must win them over. The design decides in seconds whether visitors stay or leave. Clarity, simplicity, and trust convert clicks into purchases. Good design determines whether visitors become buyers. A clearly structured store builds trust and leads your customers directly to the purchase.

Note the following:

• Mobile First: Over 70% of all online purchases are made on smartphones, so your store must work perfectly on mobile devices:
• short loading times
• large clickable buttons
• easy navigation
• optimized images & videos for small displays
• Branding & Recognition: Your store is your digital showcase. Visitors should immediately see what your brand stands for:
• consistent color and font concept
• professional logo
• clear storytelling on the homepage

Even with a small budget, you can set up your store and stand out from standard shops.

• Optimize checkout: Most abandoned carts occur in the last step. Pay attention to:
• as few clicks as possible until purchase
• Guest checkout without mandatory registration
• various payment methods (PayPal, credit card, Klarna, Apple Pay)
• transparent shipping costs & delivery times

If you use Shopify, you can work specifically on your Shopify conversion rate and significantly reduce shopping cart abandonment.

• Build trust: Customers only buy when they feel safe.
  Important are:
• Trust seals such as Trusted Shops or eKomi
• real customer reviews
• clear information on shipping & returns
• accessible customer service (chat, email, phone)
• Continuous optimization: User experience is never finished.
  Test regularly to increase your conversion:
• which product photos work better
• where customers drop out
• how long visitors stay on your homepage

With A/B testing and ongoing optimization, you can ensure your store's long-term success. Design, checkout, and trust are the foundation for your success. When setting up your store, you should take these factors seriously from the start, as they ultimately determine whether visitors stay, buy, and return .

Step 5: Set up products & logistics

Products and logistics are the heart of every store. Good presentation drives sales, while clear processes in warehousing, shipping, and returns ensure satisfied customers.

Products & Presentation

To successfully set up a shop , your products not only need to look good, but also be easy to find. A well-thought-out product presentation is often the first point of contact with your customers; it's here that the deciding factor is whether someone clicks " Buy " or continues browsing.

• Product data maintenance & SEO: meaningful titles with relevant keywords, individual descriptions, technical data where necessary, and internal links. Important: Avoid duplicate content to achieve better rankings on Google. Well-maintained data also makes it easier to integrate your products into marketplaces or price comparison portals.
• Photos & Videos: High-quality images from different perspectives, lifestyle photos for emotional appeal , and product videos that demonstrate features or use cases. This builds trust, increases the likelihood of purchase, and simultaneously reduces return rates.

Logistics & Processes

A clean structure for warehousing, shipping, and returns is crucial for customer satisfaction and growth. The sooner you establish professional processes , the easier it will be to scale your business later.

• Inventory management & warehousing: Initially, Excel is sufficient, but later, inventory management or ERP systems are useful for synchronizing inventory, purchasing, and even accounting. This saves time and reduces errors.
• Shipping & Fulfillment: Choose between your own warehouse (full control, high fixed costs), dropshipping (low effort, less control), or fulfillment service providers (e.g., DHL, Amazon FBA). Important: Always communicate delivery times clearly; transparency builds trust.
• Returns management: Clear processes and simple processing ensure that returns aren't a hassle. A returns portal or pre-filled labels simplify the process for your customers. Analyses of return reasons also help you specifically improve product texts or photos.

Tool tip: With the Shopify Plus apps, you can automate many of these processes, from inventory management to shipping and returns management. This saves you resources and creates a seamless customer experience.

Step 6: Marketing & acquiring first customers

Your store is set up and your products are online, now you need to get visitors. Without traffic, even the most beautiful store will remain empty. Marketing is therefore the key driver you can use to build your business and grow it long-term.

Build visibility and reach: A store without visitors remains empty, which is why marketing is the engine for your growth.

• SEO: With keyword research, on-page optimization, content marketing, and technical SEO, you build long-term visibility on Google. This way, you gain continuous organic traffic without having to pay for every click.
• SEA: For quick results, Google Ads or Shopping Ads are ideal. Start with small budgets, test different ads, and analyze which keywords and products perform best.
• Social Media Marketing: Platforms like Instagram, TikTok, and Pinterest are perfect for visual storytelling. Build your brand, engage directly with customers, and gain reach through creative content.
• Influencer & Affiliate Marketing: Benefit from existing communities. Influencers showcase your products, while affiliates generate sales in return for commission, a quick way to increase your brand awareness.

Increase customer loyalty and conversion: Traffic alone is not enough; what matters is how many visitors become buyers and return later.

• Email marketing: With tools like Klaviyo or Mailchimp, you can set up welcome email series, promote discounts, win back abandoned cart customers, and retain repeat customers.
• Conversion optimization: Regularly test how you can improve your pages. Even small adjustments to the design or checkout process can have a big impact. You can find a practical introduction here: Optimizing your online shop.

Marketing isn't a one-time step, but an ongoing process. Only the combination of visibility, clever advertising campaigns, and consistent customer loyalty will ensure your store grows and remains stable.

If you continuously test and optimize, you will not only convert visitors into buyers, but into loyal customers, thus making your store successful in the long term.

Step 7: Customer Retention & Scaling

Acquiring new customers is important, but the real key to success lies in retaining existing customers. Regular customers buy more often, spend more money on average, and recommend your store to others.

If you want to build and sustainably scale your business , you need to focus on customer satisfaction and loyalty from the very beginning.

Strengthen customer loyalty:

• CRM & Personalization: With effective customer relationship management, you can leverage customer data for targeted recommendations, personalized newsletters, and special offers for regular customers. This increases sales and satisfaction.
• Reviews & Social Proof: Customers trust other customers more than any advertisement. Actively request reviews, prominently display reviews on product pages, and use trust seals. This demonstrates that your store is already valued by real people.
• Cross-selling & up-selling: Increase order value without acquiring new customers. Complementary products (cross-selling) or higher-value alternatives (up-selling) make every purchase more valuable.

Growth & Scaling:

• Internationalization & Marketplaces: If your store is running smoothly in your home market, multilingual support, local payment methods, and international shipping options will open up new markets for you. You can also sell on marketplaces like Amazon, Zalando, or Otto, but the core of your business should remain your own store.
• The right platform: As your sales grow, a simple system quickly reaches its limits. This is when you need a scalable solution that grows with your business. An e-commerce shop system comparison will help you find the right platform and determine which system best supports your growth goals.

Customer loyalty is the foundation for sustainable growth. Satisfied shoppers not only return, but also spread the word about your store through recommendations. Combined with targeted measures like personalization, social proof, and cross-selling, you build a stable customer base.

With the right strategy and a scalable platform, you can expand your business step by step and achieve long-term success in the market.

Step 8: Cost overview: What does an online shop really cost?

Many founders underestimate the costs involved in setting up an online shop .

This overview shows you the most important items:

Post	Shopify (SaaS)	WooCommerce (Open Source)
Domain & Hosting	incl. / approx. 15 €	approx. 25 €
Shop system	29 € (Basic Plan)	free, but plugins required
SSL certificate	incl.	usually included, otherwise approx. 50 € / year
Legal texts	approx. 200-500 € one-off	approx. 200-500 € one-off
Design / Templates	approx. 50-200 € one-off	approx. 50-200 € one-off
Payment fees	approx. 2% per transaction (€40 for €2,000 turnover)	approx. 2% per transaction (€40 for €2,000 turnover)
Shipping costs	dependent on service provider	dependent on service provider
Marketing budget	from 300 €	from 300 €
returns	Shipping + Processing	Shipping + Processing
Tools & Plugins	some included, extensions subject to charge	Plugins for SEO, newsletter, Wawi approx. 50 € / month
Advice & Support	optional (e.g. agency)	often necessary for technology & updates

The costs of an online store include not only the domain and hosting, but also variable items like marketing, shipping, and payment fees . Plan realistically from the start so your budget doesn't get out of hand and your store can grow sustainably.

Step 9: Future trends in e-commerce

E-commerce is one of the most dynamic markets in the world . Technologies, customer needs, and platforms are changing faster than many retailers can keep up with. If you want to build your store today, it's not enough to just think about the launch.

It's crucial that you already keep an eye on trends that will be important in the coming years. Retailers who embrace new developments such as AI, social commerce, or sustainability early on not only gain short-term competitive advantages but also position themselves as modern, future-oriented brands in the long term.

• Artificial Intelligence & Personalization: AI recommends products, supports via chatbot, and enables dynamic pricing, increased efficiency, and increased sales.
• Social Commerce & Live Shopping: Instagram, TikTok, and livestreams are becoming direct sales channels. Customers shop where they spend their time.
• Augmented & Virtual Reality: Virtual fittings or furniture in your own living room, AR and VR make products come alive, reduce returns and increase purchases.
• Sustainability & Green Commerce: Environmentally friendly packaging, climate-neutral shipping, and sustainable products are strong USPs that retain customers.

The future of online retail will be shaped by innovation and customer expectations. Tools like AI and AR make your store smarter and more interactive , while social commerce opens up new sales channels. At the same time, sustainability is becoming increasingly central, and customers are increasingly making conscious decisions about who they entrust their money to.

By actively incorporating these trends into your strategy, you'll not only make your store fit for the present, but also for the years to come. Now is the right time to set the course and build your store for the future.

Conclusion: Building an e-commerce shop

Setting up a store is more accessible and easier than ever before, but it requires planning, discipline, and the right strategy. From the business idea to legal foundations, the right store system, design and logistics, all the way to marketing and customer loyalty: every step contributes to ensuring your store not only goes online but also generates sales.

If you take the fundamentals seriously, calculate your budget realistically, and keep an eye on trends like AI, social commerce, and sustainability, you'll lay a solid foundation for your online business. Remember: Getting started is just the first step; real success comes from consistent optimization, learning, and scaling.

Now it's up to you: Use this guide as a roadmap, get started, and build your own e-commerce business step by step. The sooner you start, the faster you can benefit from the opportunities offered by the booming online retail sector.