The Complete Shopify Store Setup Checklist (2026)

Reviewed by the shopexperts editorial team. Last updated June 24, 2026.

This is the complete checklist for launching a new Shopify store, organized in the order most setups actually happen. Use it as your launch roadmap if you are doing DIY setup, or as a quality check on work done by a setup expert.

The checklist covers eleven phases, from pre-setup planning through the first 30 days after launch. Most launches take 2-8 weeks total depending on catalog size and theme complexity.

The biggest cost of a missed step is technical debt that compounds: a forgotten redirect setup costs SEO rankings for months, a skipped tax configuration creates accounting headaches at year-end, missing Google Search Console verification means you are flying blind on organic traffic.

If you are hiring a setup expert, share this checklist with them at kickoff. Operators who deliver complete setup tick every box. Operators who skip steps create work for the next person. For the hiring side, see How to Hire a Shopify Store Setup Expert. For pricing, see Shopify Store Setup Cost. For the DIY-vs-hire decision, see DIY vs Hire a Shopify Setup Expert.

Before you open Shopify, get the foundational decisions documented. Skipping this phase is the most common reason setups stall mid-project or require expensive rework.

Pre-setup planning checklist

• Define your business model: B2C, B2B, wholesale, subscription, marketplace, or hybrid. This determines which Shopify plan and which features you need.
• Choose your Shopify plan: Basic, Shopify, Advanced, Plus. Pricing affects features (Plus needed for Functions, Checkout Extensibility, B2B, multi-domain expansion stores).
• Choose your primary domain. Owning the domain before setup matters; transfers add days.
• Decide on single-region vs multi-region. Multi-region requires Shopify Markets and adds significant complexity.
• Document your brand assets: logo (multiple formats), color codes, fonts, brand voice, photography style.
• List your products with categories, variants, pricing, weight, and inventory data. This becomes your catalog import file.
• Identify your payment gateway needs by region (Shopify Payments, PayPal, regional methods, manual for B2B).
• Identify shipping needs: zones, carriers, rates, label printing, integration with 3PLs.
• Decide on tax handling: where you have nexus, whether you collect VAT/GST, whether you need a tax automation service.
• List your required apps: email marketing, reviews, analytics, SEO, customer support, loyalty, subscriptions.
• Set a launch deadline with realistic buffer (most launches take longer than expected).
• Decide DIY vs hire. If hiring, see Shopify Store Setup Experts to compare vetted specialists.

Most setup mistakes trace back to skipped pre-setup planning. The few hours invested here saves weeks of rework later.

Once you have a Shopify account, get the foundational account-level settings configured before adding products or themes.

Account and admin checklist

• Sign up for Shopify and choose the correct plan tier.
• Confirm primary email and set up 2FA on the owner account.
• Add staff accounts with appropriate permission levels (do not share owner credentials).
• Set the store currency and time zone (avoid changing these post-launch; data integrity depends on them).
• Configure the store name, contact email, and customer-facing email address.
• Set up the billing details and confirm the Shopify subscription is active.
• Configure store address (used for shipping origin and tax calculations).
• Set the order ID prefix and starting number if you want to start at a number other than 1001.
• Enable account recovery options (backup email, phone).
• Connect or create the Shopify Partner account if working with a developer (gives them admin access without owner-level permissions).

The Settings section in Shopify admin contains dozens of configuration choices. Most are one-time setups that affect the store for its lifetime. Get these right before customers can see the store.

General settings checklist

• Store details: name, contact email, sender email, customer service phone.
• Store currency (verify before transactions; cannot change easily later).
• Unit system (metric or imperial), default weight unit, default time zone.
• Order ID format and starting number.

Checkout configuration checklist

• Customer accounts: classic, new, or none. New customer accounts are recommended for most stores.
• Email or phone at checkout (most stores use email; phone-only for some markets).
• Marketing consent checkbox configuration (compliant with GDPR if applicable).
• Abandoned checkout emails enabled.
• Order confirmation email customized with brand voice.
• Post-purchase upsell apps configured (if using).
• Order processing settings (automatic fulfillment for digital products, manual for physical).

Locations checklist

• Primary location address configured (used for shipping origin).
• Additional locations added if multi-location inventory.
• Inventory tracking enabled on the right products.

Notifications checklist

• Customer notifications customized: order confirmation, shipping confirmation, refund, abandoned checkout.
• Staff notifications configured (new orders, low inventory alerts).
• Sender email verified (improves deliverability significantly).

Theme selection is the single biggest decision in setup. The right theme makes everything else easier; the wrong theme creates problems for years. See Common Shopify Store Setup Mistakes for the most common theme-related errors.

Theme selection checklist

• Evaluate free themes first (Dawn, Sense, Crave, Refresh, Studio). They are well-optimized, fast, and supported by Shopify.
• Consider paid themes if free themes do not fit your brand or industry. Premium themes run $100-$500 one-time.
• Verify the theme is from a reputable developer (Shopify Theme Store or known partner like Archetype, Pixel Union, Kitenzo, Out of the Sandbox).
• Check theme performance benchmarks. Verify Core Web Vitals scores on the theme demo before buying.
• Check theme update frequency (updated within the last 6-12 months for Online Store 2.0 compatibility).
• Verify mobile experience on the theme demo (most traffic is mobile).
• Check theme review scores and recent reviews (very recent low reviews indicate current quality problems).

Theme installation and customization checklist

• Install theme to a development store first if testing significant customizations.
• Apply brand colors, fonts, and typography settings.
• Upload logo (header, footer, favicon, social share defaults).
• Customize header navigation structure.
• Customize footer with navigation, social links, contact info, payment badges.
• Configure homepage sections (hero, featured collections, testimonials, content blocks).
• Customize product page layout (image gallery, variant selectors, add-to-cart, reviews placement).
• Customize collection page layout (grid, filters, sort options).
• Configure cart drawer or cart page behavior.
• Test mobile and desktop layouts at multiple screen sizes.
• Document every customization made (file name, change made, rationale). This documentation matters for theme updates later.

Product catalog setup is where most launches lose the most time. The decisions made here (URL structure, collection design, variant configuration) affect SEO, customer experience, and ongoing operations for the life of the store.

Product import checklist

• Prepare a clean CSV export of products with: title, description, variant attributes, pricing, weight, SKU, inventory, images.
• Use Shopify's CSV import or a migration app (Matrixify, EZ Importer) for catalogs over 100 SKUs.
• Verify product titles are descriptive and include important keywords naturally.
• Verify URL handles (slugs) are clean and SEO-friendly (e.g., /products/blue-running-shoes not /products/product-12345).
• Write or import unique product descriptions; manufacturer descriptions copied from suppliers rank poorly.
• Set up product variants correctly (color, size, material). Avoid creating duplicate products for what should be variants.
• Add product images (multiple angles, lifestyle shots, scale references). Optimize images for web (under 200KB per image where possible).
• Add image alt text (descriptive, not stuffed with keywords).
• Set inventory tracking and quantities per location.
• Configure product weight for shipping calculations.
• Set up product metafields for any custom attributes (materials, care instructions, dimensions).
• Configure SEO title and meta description for high-priority products.

Collection setup checklist

• Plan collection structure (categories) before creating them. Aim for 5-15 main collections.
• Create manual collections for curated lists (featured, new, sale).
• Create automatic collections for category-based grouping with rules.
• Add descriptive content to collection pages (200-500 words of useful intro content above the product grid).
• Add collection images and configure how collections display.
• Configure collection SEO title and meta description.
• Set up navigation menu structure linking collections.
• Review the auto-generated /collections/all page; redirect or noindex if it duplicates other collection content.

Payments, shipping, and taxes are the transactional foundation. Get these wrong and either customers cannot complete checkout or you create compliance and accounting problems.

Payment gateway checklist

• Activate Shopify Payments (US, CA, UK, IE, AU, NZ, EU, and select other regions) for lowest transaction fees.
• Add PayPal Express Checkout (most stores benefit from offering it).
• Configure regional payment methods where applicable (iDEAL for Netherlands, Klarna for Sweden/Germany, etc.).
• Add Buy Now Pay Later options if your customer base uses them (Klarna, Afterpay, Affirm, Sezzle).
• Set up Shop Pay for accelerated checkout.
• Configure manual payment methods if needed (bank transfer for B2B, money order, cash on delivery).
• Test each payment method with a real (small) transaction before launch.
• Set up payment notification emails to staff.

Shipping setup checklist

• Define shipping zones by region.
• Set up shipping rates per zone (flat rate, free, weight-based, price-based, or calculated carrier rates).
• Configure shipping packages (standard package dimensions used for rate calculations).
• Connect carrier accounts (USPS, UPS, FedEx, DHL) for calculated rates.
• Set up label printing in Shopify Shipping (US, CA, UK, AU) or connect a fulfillment app.
• Configure free shipping thresholds (a common AOV lever).
• Set up local pickup or local delivery if relevant.
• Connect 3PL or fulfillment service if using one (ShipStation, ShipBob, Easyship, etc.).
• Test shipping calculation with several real addresses before launch.

Tax setup checklist

• Identify all regions where you have tax nexus (where you must collect tax).
• Configure tax settings for the US (use Shopify Tax or a service like Avalara, TaxJar for accuracy).
• Configure VAT for EU customers if selling to EU.
• Configure GST for Australia, Canada, India, etc. if applicable.
• Set up tax overrides for tax-exempt products (food, clothing in certain US states).
• Configure prices-include-tax setting based on region convention (typically yes for EU, no for US).
• Connect a tax automation service if multi-region or complex.
• Verify tax registration numbers (EORI, VAT number, sales tax permits) are entered and visible where required.

App selection makes or breaks ongoing operations. Most stores accumulate 20-40 apps in year one. Lean app stacks (under 15 apps) are faster, easier to maintain, and cheaper.

Essential apps checklist

• Email marketing: Klaviyo (most common), Omnisend, Mailchimp, or Shopify Email for basics.
• Reviews: Yotpo, Loox, Judge.me, Okendo, or Stamped. Pick one and stick with it.
• Analytics: Connect Google Analytics 4 (essential, free), connect Meta Pixel and TikTok Pixel if running paid social.
• SEO: One SEO app for schema markup and meta optimization (SEO Manager, Smart SEO, SearchPie).
• Helpdesk: Gorgias, Zendesk, Reamaze, or Shopify Inbox for customer support.
• Wishlist: If relevant to your category (Wishlist Plus, Smart Wishlist).
• Loyalty: Smile.io, LoyaltyLion, or Yotpo Loyalty for repeat-purchase categories.
• Subscriptions: Recharge, Bold, Skio, or Smartrr if subscriptions are part of the model.
• Conversion: One CRO tool (PageFly for landing pages, Vitals for utility, Privy for popups).
• Shipping: Aftership for tracking, Shipstation for label printing if not using Shopify Shipping.

App installation principles

• Install apps one at a time and test the impact on page speed and checkout flow.
• Verify each app's pricing and free trial duration.
• Document why each app was installed (decisions justified now save confusion in year 2).
• Audit the app stack quarterly. Remove apps that are no longer used.
• Avoid duplicate functionality (do not install three review apps; pick one).
• Avoid free apps from unknown developers without reviews.

SEO foundations during setup determine whether your store is findable from day one. The work is not glamorous but the consequences of skipping it are months of missed organic traffic. For deeper SEO context, see Shopify SEO Experts.

Google Search Console checklist

• Create or verify Google Search Console property for your domain.
• Submit your sitemap (yourstore.com/sitemap.xml).
• Verify ownership via DNS or HTML file upload.
• Check the Coverage report after 1-2 weeks to verify indexing.
• Connect to Bing Webmaster Tools as well (smaller traffic but valuable).

On-page SEO checklist

• Configure SEO title and meta description on homepage.
• Configure SEO title and meta description on each collection.
• Configure SEO title and meta description on each major product (high-revenue items).
• Add alt text to product images and key content images.
• Verify URL handles (slugs) are clean and descriptive.
• Set up 301 redirects for any old URLs (especially after migration).
• Configure breadcrumb navigation (most themes support this).
• Add schema markup for Products, Organization, and BreadcrumbList through theme or app.
• Verify mobile-friendly design (Google's Mobile-Friendly Test).
• Check Core Web Vitals (Google PageSpeed Insights). Aim for LCP under 2.5s.

Content SEO checklist

• Write unique product descriptions (do not copy supplier or manufacturer content).
• Add 200-500 word collection page introductions for top collections.
• Set up a blog if content marketing is part of the strategy.
• Plan initial 3-5 blog posts targeting buyer-intent keywords.
• Configure internal linking from blog posts to relevant product and collection pages.

Legal pages are skipped or copy-pasted on most launches. This creates real legal risk (especially with EU/CA/AU regulations) and customer trust issues.

Legal pages checklist

• Privacy Policy: Required by GDPR, CCPA, and most jurisdictions. Use Shopify's free generator or a service like Termly or iubenda.
• Terms of Service: Customer-facing terms of purchase, returns, refunds.
• Refund and Return Policy: Clear policy on returns, refunds, and exchanges. Customers expect to find this; missing it hurts conversion.
• Shipping Policy: Delivery times, costs, regions served, customs and duties handling.
• Cookie Policy: Required for EU customers. Include a cookie consent banner.
• Imprint / Impressum: Required in Germany, Austria, Switzerland. Lists business owner, address, registration number.
• Accessibility Statement: Required in some jurisdictions; good practice everywhere.
• Cookie consent banner: Use an app (Pandectes, iubenda, OneTrust) for compliance.

Brand and contact pages checklist

• About Us: Brand story, team, mission. Customers reference this when deciding whether to trust the store.
• Contact Us: Multiple contact options (email, phone, contact form, physical address if relevant).
• FAQ: Common questions about products, ordering, shipping, returns.
• Sizing Guide: Required for apparel, shoes, and many product categories.
• Care Instructions: Required for clothing, home goods, and items with maintenance needs.

Pre-launch QA is the difference between a clean launch and a public day-one bug fix scramble. Skip this phase and your customers find the problems for you.

Functional QA checklist

• Place a test order with a real credit card on desktop. Complete checkout end-to-end.
• Place a test order on mobile. Verify mobile checkout works.
• Test order with PayPal, Shop Pay, and any other configured payment methods.
• Test guest checkout and customer account checkout.
• Test discount code application during checkout.
• Test free shipping threshold triggering correctly.
• Verify order confirmation email arrives with correct content.
• Test order from a different country (or use VPN) to verify international handling.
• Refund the test order and verify refund process works.
• Test customer account creation, login, and password reset.
• Test wishlist, recently viewed, and other dynamic features if applicable.

Visual QA checklist

• Check every theme template on desktop and mobile.
• Test theme on Safari, Chrome, Firefox, and Edge.
• Verify all images load correctly and at appropriate quality.
• Check broken link audit (free tools: Screaming Frog Free or W3C Link Checker).
• Verify navigation works on mobile (hamburger menu, dropdown menus).
• Test product page variant selectors.
• Verify cart drawer or cart page updates correctly when items added.
• Verify search functionality returns expected results.
• Check 404 page handling (custom 404 page recommended).

Technical QA checklist

• Run Google PageSpeed Insights on homepage, collection page, and product page.
• Run Google's Mobile-Friendly Test on key pages.
• Verify GA4 events are firing (page views, add to cart, begin checkout, purchase).
• Verify Meta Pixel and other tracking pixels fire on the right events.
• Verify Google Search Console is connected and sitemap submitted.
• Check robots.txt is not blocking important pages.
• Verify schema markup using Google Rich Results Test.
• Verify HTTPS is enabled and SSL certificate is valid.
• Check that the store is set to publicly accessible (remove password protection).

Launch day itself is mostly a coordination exercise. The work is already done; this is when you flip the switch and start monitoring.

Launch day checklist

• Remove password protection on the store.
• Verify DNS settings are pointing to Shopify (if changing domain).
• Submit sitemap to Google Search Console (if not done in pre-launch).
• Verify a final test order on the live store.
• Send launch announcement to email list (if existing).
• Activate paid advertising campaigns (if planned).
• Notify suppliers and 3PLs of launch.
• Monitor for the first hours: orders coming in, errors, customer support inquiries.
• Have your dev or setup expert on standby for the first 24-48 hours.

Post-launch is when you find the things QA missed. The first 30 days is monitoring and incremental cleanup, not new feature work.

Week 1 checklist

• Monitor Shopify admin for failed orders, payment errors, fulfillment issues.
• Monitor customer support inquiries for patterns (UI confusion, missing info, broken flows).
• Check Google Search Console for crawl errors (give Google a week before expecting full coverage).
• Monitor GA4 for tracking issues and user behavior.
• Verify email deliverability (confirmation emails arriving in inbox, not spam).
• Fix any visual or functional bugs found by real customers.

Week 2-4 checklist

• Review Google Search Console: indexed pages, search queries appearing, position trends.
• Review GA4: traffic sources, conversion rate, top pages, bounce rate.
• Set up GA4 conversion events properly if anything is missing.
• Review abandoned checkout data and optimize checkout if drop-off is high.
• Review customer support patterns; add FAQ items for repeated questions.
• Begin first content additions (blog posts, new collections, product additions).
• Schedule a 30-day review with your setup expert (if used one).

Day 30 checkpoint

• Complete handoff documentation review (from your setup expert).
• Verify all credentials transferred to your accounts.
• Audit app stack: any apps you have not used in 30 days, consider removing.
• Review setup expert's work against this checklist; flag anything missed for follow-up.
• Plan the first 90 days of growth (content, paid ads, SEO, CRO).

If you are hiring a setup expert, this checklist is your alignment document. Share it at kickoff and use it for milestone reviews.

How to use this checklist with a setup expert

• At kickoff: share the checklist and confirm which phases the expert handles vs which you handle.
• At each milestone: review the corresponding checklist items together.
• At handoff: walk through the full checklist with the expert. Anything unchecked is either out of scope (and should have been agreed) or missed.
• Post-launch: use the 30-day checklist to verify the expert delivered what was promised.

If you are choosing between hiring options, see Shopify Store Setup Cost for pricing and DIY vs Hire a Setup Expert for the decision framework.

For migrating from another platform, this checklist still applies but adds migration-specific work. See Shopify Migration Cost and consider Shopify Store Migration Experts for specialists.

This checklist is your complete Shopify setup reference, organized in the order most setups happen. Save it, share it with your team, and use it whether you are launching solo or working with a setup expert.

If you are hiring help, the checklist becomes your alignment document with the operator. To compare vetted Shopify setup specialists, filter by Shopify Partner tier, budget, location, and specialty, and request a free quote:

Browse vetted Shopify store setup experts

Related guides on Shopify setup, pricing, and hiring:

• Shopify Store Setup Experts — vetted directory of Shopify store setup specialists
• Shopify Store Setup & Management Experts — the broader lifecycle category
• How to Hire a Shopify Store Setup Expert — vetting framework and engagement structure
• Shopify Store Setup Cost — full pricing breakdown by store size
• DIY vs Hire a Shopify Setup Expert — the decision framework
• Common Shopify Store Setup Mistakes — what to avoid during setup
• Shopify Migration Cost — pricing for migration work
• Shopify Markets Setup — international and multi-region configuration
• Shopify Store Migration Experts — specialists for platform migrations
• Shopify SEO Experts — for SEO work after launch
• How to Hire a Shopify SEO Expert — SEO hiring framework
• Shopify Expert Cost — pricing across all Shopify expert categories