Starting an online store: what should you look out for?

On paper, an online store looks simple: put your products online and wait for sales. In practice, everything around the store often determines whether it works. Most of the key considerations are easy to get a handle on once you have listed them, and that is exactly what we do here.

Start with the product, not the store

First ask yourself what you are selling and to whom. What makes your offer different from the same product at a large chain or another online store? Sometimes it is the expertise you include, sometimes the service, sometimes the combination with your existing services. That answer shapes how you set up the entire store: which products you list first, which photos you need and what you say on the product pages.

Also think about the margin per product. A product with a small margin needs to sell in large volumes to make money, while a specialised product with a better margin can be worthwhile with just a few sales a week. Both can work, but they change what you should expect from the store.

The regulations in brief

As an entrepreneur, you are registered with the Dutch Chamber of Commerce (KvK) and you pay VAT on your sales. If you sell to consumers, the right of withdrawal applies: customers generally have fourteen days to cancel an online purchase. Every online store should also have clear terms and conditions, a total price including shipping and an understandable returns policy. Check what applies to your specific products as well: food, cosmetics and toys, for example, have additional rules.

That may sound like paperwork, but it is mainly about trust. Customers order more comfortably from a store that has its affairs in order, and it prevents disputes later on.

Payments and shipping

For payments, you use a payment provider. iDEAL is the standard in the Netherlands; additional methods such as card payments or buy-now-pay-later options make things easier for customers. The provider charges a fee per transaction, so factor that into your prices. Show the available methods clearly at checkout and explain any costs before the customer confirms the order.

For shipping, decide your policy in advance. Will you ship yourself or offer collection? Do you charge shipping separately or build it into the product price? And be honest about delivery times: a customer who knows where they stand is more likely to come back than one who gets a surprise in the post. State the expected delivery time and the shipping cost on the product page, not only at the checkout.

Presenting your products well

The product page is your shop window. Take several photos of each product, including in use and close up, and mention the information customers look for: sizes, materials, delivery time and what is or is not included. A description that explains how the product helps the customer sells better than a list of specifications alone.

The same rules apply to photos and copy as for any other website: your own images and clear language always win. You can read how to approach that in copy and photos for your website.

Your first customers

Your store is live. Now what? Tell your network, post it on your social channels and make sure existing customers know they can now order online. If you already run a business with a steady customer base, that alone often brings in your first revenue without spending a euro on advertising.

After that, pay close attention to what happens. Which products are being viewed? At what point do visitors leave the store? That information is gold: it tells you which products need attention and where the store can be improved. Small, steady improvements beat a big relaunch that nobody asked for. A simple newsletter or a follow-up email to previous buyers can also turn a one-off purchase into a repeat customer.

From idea to launch

The technical side, meaning hosting, security, updates and the payment integration, does not need to be a concern for a starter. Would you rather focus on your products and customers while the technical side is taken care of? Then take a look at the online store subscriptions, from a first store with a limited range to one with customer accounts and B2B features.