How to Launch a Shopify Store: The Complete Pre-Launch Checklist
Launching a Shopify store involves dozens of details that are easy to miss. This checklist covers everything from technical setup to marketing preparation — work through it systematically before going live.
Domain and SSL
- Connect your custom domain in Shopify settings
- Verify SSL certificate is active (should happen automatically)
- Set up email forwarding for your domain (info@, support@)
- Configure www and non-www redirect to your preferred version
Payment Gateways
- Activate Shopify Payments or your chosen payment provider
- Enable express checkout options (Shop Pay, Apple Pay, Google Pay)
- Test a real transaction end-to-end (place an order, process refund)
- Verify currency settings for your primary market
- Enable fraud analysis in payment settings
Shipping Configuration
- Set up shipping zones covering all countries you sell to
- Configure shipping rates (flat rate, weight-based, or carrier-calculated)
- Set free shipping thresholds if offering
- Add delivery time estimates to shipping options
- Test checkout with different delivery addresses to verify rates
Tax Settings
- Configure tax rates for your operating regions
- Verify tax-inclusive vs tax-exclusive pricing display
- Set up VAT collection if selling to EU customers
- Check that tax is calculated correctly at checkout
Product and Content
- All products have complete descriptions, images, and pricing
- Product images are optimised for web (compressed, appropriate dimensions)
- Collection pages are organised logically with featured images
- All pages are proofread — especially product descriptions and checkout messaging
- Placeholder/test content is removed
Legal Pages
- Privacy policy published and linked in footer
- Terms and conditions published and linked in footer
- Returns and refund policy published and accessible from product pages
- Cookie consent banner active if selling to EU customers
- GDPR compliance verified for data collection
Analytics and Tracking
- Google Analytics 4 connected and tracking events correctly
- Google Search Console verified for your domain
- Facebook Pixel / Meta Conversions API installed if running Meta Ads
- Google Ads conversion tracking configured if running PPC
- Verify data is flowing by placing a test order and checking all platforms
For tracking setup, see our GA4 guide and SEO checklist.
SEO Foundations
- All pages have unique title tags and meta descriptions
- Product images have descriptive alt text
- Sitemap is generated and submitted to Search Console
- Robots.txt is configured correctly
- Structured data (Product, Organisation, BreadcrumbList) is validated
Marketing Preparation
- Email marketing platform connected (Klaviyo recommended — see our setup guide)
- Welcome email flow active
- Abandoned cart email flow active
- Social media accounts linked
- Launch announcement prepared for email and social
Testing
- Test on mobile, tablet, and desktop
- Test in Chrome, Safari, Firefox, and Edge
- Complete a full purchase flow as a customer
- Test account creation, password reset, and order tracking
- Verify email notifications (order confirmation, shipping, delivery)
- Test contact forms and customer service channels
Pre-Launch Marketing
If running paid advertising from day one, have campaigns ready in draft:
- Google Shopping feed approved in Merchant Centre (see our setup guide)
- Search campaigns with core brand and product keywords
- Meta Ads with initial creative and audiences
FAQ
When should I remove the password page?
Remove the password page only when all checklist items are complete and you've tested the full customer journey. Going live with broken checkout, missing shipping rates, or incorrect tax calculations damages first impressions. A soft launch to a small audience before public announcement is wise.
Should I launch with a sale or promotion?
A launch offer can drive initial sales and reviews, but avoid deep discounting that sets unrealistic price expectations. A modest first-order discount (10-15%), free shipping, or a gift with purchase is effective without devaluing your products.
How soon should I start advertising after launch?
Start with brand search campaigns immediately to capture anyone searching for your brand. Wait 1-2 weeks before scaling broader campaigns — use that time to ensure operations (fulfilment, customer service) are smooth and fix any issues that appear.
Launching a Shopify store and need expert support? Get in touch or book a call. Our Shopify development service includes full launch support and post-launch optimisation.