Creating online shops for businesses: platform, UX/UI and pricing

A ready-made template is not always the best way to sell online. Online shops can be built using a SaaS platform, an open-source system or a bespoke solution. The choice depends on the company’s needs, the planned integrations and how the product range is managed.

If you’re wondering how to combine an attractive shop design with a convenient shopping experience and a reasonable scope of work, you’ve come to the right place. You’ll learn about the key differences between platforms, find out what UX/UI design and implementation involve, and discover how to plan the scope of work.

We’ll take a look at the navigation, product pages and the checkout process, as well as how to tailor your shop to your industry, customers and growth plans. You’ll see how the scope of the project is influenced by factors such as bespoke graphic design, integrations, shop features and ongoing maintenance. This will make it easier for you to choose the right solution for your business.

Key findings

• Choose a platform that suits your sales model, growth plans and shop management style, rather than selecting one based solely on its popularity.
• Plan the navigation and shopping journey so that customers can easily find the product and place an order.
• Map out the data flow between payments, deliveries and the company’s systems to minimise manual order processing.
• Before going live, prepare your offering, content, sales processes and the materials required for implementation.

Table of Contents

• Choosing an e-commerce platform
• Scope of UX/UI design and shop architecture
• Shop integrations with payment, delivery and company systems
• What is the process for setting up an online shop?
• How do you set up an online shop to start selling?

Choosing an e-commerce platform

PrestaShop, WooCommerce and subscription-based platforms differ in terms of their scalability and day-to-day management. When setting up an online shop, start by identifying your team’s needs, rather than by choosing the best-known brand.

E-commerce platforms to choose from

PrestaShop and WooCommerce are popular open-source solutions. WooCommerce runs on WordPress, so it may be suitable for a business that is developing both an online shop and content at the same time. PrestaShop provides a separate environment for managing sales, whilst the subscription-based platform offers a ready-to-use service. Compare how they handle product catalogues, promotions and user roles. Check how easily your team can carry out typical tasks, such as changing a description or updating a product variant.

Decide who will manage the shop and how often the product range changes. If updates are frequent, a simple product editing process will come in handy. If you sell to businesses, take into account different price lists and purchasing terms. These requirements will help you choose a platform that supports your day-to-day operations without unnecessary workarounds.

SaaS, open-source and dedicated models

SaaS refers to using a platform as a service. The available options depend on the features and settings of the system in question. Open Source provides access to the source code, which makes it easier to customise the solution, but requires planning for its technical support. A bespoke shop is designed with processes in mind that off-the-shelf tools do not support in the required way.

When choosing a model, determine which elements must operate in accordance with your company’s policies. Your own order-processing rules may call for greater flexibility, whilst for a standard sales process, the capabilities of a ready-made platform may suffice. When setting up online shops, it is worth basing your approach on the requirements of the people who will later be using the system.

Scope of work and completion times for the platforms

The timetable depends on the scope of the configuration, the availability of materials and the number of changes that need to be prepared. Ready-made product descriptions, well-organised categories and decisions regarding functionality allow us to move on to implementation more quickly. Additional integrations with the company’s tools require agreement on data exchange methods and testing.

Before you start work, decide on the order in which you will roll out the features. You could start by setting up the basic checkout process and then gradually add further elements to your shop. This approach allows you to focus on getting a working solution up and running whilst maintaining a clear plan for future changes.

The platform affects functionality, scalability and management; choose one that suits your business needs.

It takes several months to set up a bespoke online shop.

Scope of UX/UI design and shop architecture

The UX/UI design combines the shop’s visual appeal with a seamless journey from product to order. A modern online shop should offer a search function, filters, clear product pages, a shopping basket and a straightforward checkout process.

Responsiveness and usability of the online shop

The graphic design should work on mobile phones, tablets and computers. A responsive layout adjusts the positioning of content, buttons and menus so that customers can browse the range comfortably on any screen. Take a look at an example user journey: searching for a product, selecting a variant and adding it to the basket.

Whilst working on a project, we assess the readability of the text, the contrast and the visibility of the most important actions. The Buy button should stand out from the product descriptions, and the order form must not be cluttered with unnecessary fields. WCAG 2.1 sets out a standard for digital accessibility that helps ensure the website is user-friendly.

Once your shop is up and running, monitor user behaviour and check at which stage they abandon their purchases. This data will help you identify which elements of the interface are worth improving.

Shop architecture and product pages

The shop’s architecture organises categories, sub-categories and navigation. Plan it with your product range in mind: in a clothes shop, customers can filter products by size, colour and type. A well-designed menu makes it easy to navigate from the home page to the product they’re looking for.

The product page should clearly display the name, images, variants, description and information needed to make a purchase. Ensure there is a clearly visible Add to basket button and legible messages confirming that the action has been completed. Also, organise the content so that the most important information is not buried beneath the description.

Before going live, it’s worth walking through the entire purchasing journey on both a mobile phone and a computer. If you’re planning an online shop, start by describing your product range and the typical decisions customers make.

A modern online shop should have a responsive design optimised for mobile devices. Design the interface with ease of use on smaller screens in mind, whilst keeping the presentation of the product range and the shopping process simple. A consistent UX/UI design aligns the user’s needs with the shop’s objectives, without complicating the path to checkout.

Industry statistics show that effective UX design can significantly increase conversions in an online shop, by as much as several hundred per cent. Intuitive navigation and a streamlined purchasing process help to reduce shopping basket abandonment. It is therefore worth consistently simplifying the steps between browsing the range and making a purchase, and ensuring that the sequence of actions is clear. This approach to design ensures that user experience and the efficiency of the shopping journey remain key considerations when planning an online shop.

Shop integrations with payment, delivery and company systems

Integrate your shop with the tools that handle orders, from payment to dispatch. Before you begin the implementation, plan your data flow.

When setting up a shop in Poland, draw up your terms and conditions of sale, information about the seller and customer details, as well as clear policies on delivery, returns and complaints. Tailor the content to your sales model and the type of products you sell.

The work involves defining requirements, design, integration implementation, testing and commissioning. For example, the first step is to determine how an order from the shopping basket is transferred to the ERP system, and then the entire workflow is tested.

Plan your SEO before going live: organise your categories, page URLs, product titles and descriptions. Also make sure your site loads quickly and set up redirects if you’re migrating an existing shop.

Common risks include discrepancies in stock levels, incorrect payment statuses and non-functional parcel labels. Test the ordering process from product selection through to dispatch to identify any issues before launching the shop.

Payments, delivery and company systems

Match payment methods to your customers and check whether the transaction confirmation updates the order status. Link delivery methods to the relevant options in the shopping basket. For example, an order paid for online can send the details to the warehouse and, once packed, trigger the dispatch process.

Integration with an ERP or warehouse management system can synchronise products, availability and orders. Plan the data flow so that your team does not have to re-enter it manually. For marketplaces, determine which source updates prices and stock levels. Also take marketing systems into account if they are to receive information about purchases.

Before going live, test the payment process, transaction cancellation, address changes and returns. Also check that a connection error does not prevent the order from being processed.

What is the process for setting up an online shop?

The project begins with sales targets and requirements, and concludes with testing and launch. The standard process usually takes between 4 and 10 weeks, depending on the scope and availability of materials.

Start by clarifying your objectives. Define your product range, target audience, sales model, required features and integrations with the company’s systems. This will ensure that the scope of the project is based on business processes rather than a random list of extras.

1. Analysis and plan. We gather requirements, set priorities and map out the shop’s structure and the scope of the implementation.
2. Design. We prepare mock-ups of the key pages and the checkout process. The graphic design work itself usually takes between 2 and 3 weeks.
3. Development and configuration. We implement the chosen platform, add content and configure the features and integrations specified in the project.
4. Testing and launch. We check that the shop works properly on various devices, go through the ordering process and rectify any errors found before going live.

The timetable depends on the decisions taken along the way. Having product descriptions, photos and configuration data ready enables a smoother transition to implementation. Integrations with internal systems require separate planning, and such a project takes at least two months.

Before going live, check that customers can find the product, add it to their basket and complete the payment process. Also test the messages sent after an order has been placed. Once the shop is live, monitor its performance and plan further work based on business needs.

Would you like to move from the planning stage to the final implementation? Let’s discuss your shop project.

How do you set up an online shop to start selling?

Before you launch, organise your product range, stock levels and order processing. Customers should be able to find up-to-date product information, select a payment method and view the available delivery options. You should also prepare your team to fulfil orders coming in via the new channel.

Start with the catalogue. Fill in the product names, descriptions, photos, variants and availability. Decide who will update stock levels and what happens when stock runs out. For example, you can set a low-stock alert for 5 items. Also check that prices and product information are consistent across all sales channels.

• Payments: offer the payment methods your customers prefer and test the payment process.
• Delivery: specify the available options, the method of packaging and the order fulfilment process.
• Security: use secure payment systems and SSL encryption.
• Customer service: decide who will answer enquiries and monitor the status of parcels.

Before going live, place a test order. Go through the process from selecting a product to confirming your purchase, then check that the data is being sent to the system managed by the team. Also check the messages sent after purchase and how the shop works on a mobile phone.

Once you’ve launched, track user behaviour in Google Analytics. Analyse page navigation, abandoned trolleys and conversions. Use this data to test content and elements of the purchasing process. Drive traffic through SEO, advertising, social media and content marketing. If you’re migrating an existing shop, set up 301 redirects before the switch, basing the redirect map on actual traffic data from Search Console.

Prepare your shop for the next stage of growth

Think of the launch as the start of your work on the sales channel. Define the direction of the company’s growth and the customer needs you wish to address next. This will ensure that future decisions are based on a plan rather than on spur-of-the-moment ideas.

Over time, the shop may become part of a larger digital product. When new processes or sales methods emerge, consider expanding the shop with features tailored to the company’s day-to-day operations. Creating online shops provides the best starting point when you align customer needs with business objectives from the outset. The Internet Stars team, which has been operating since 2008, develops online shops, bespoke applications and automation solutions.

Do you have an idea for an online business, or are you planning to expand an existing shop? Get in touch with Internet Stars and tell us the direction in which you want to take your business. Start with a goal that matters to your business. The next step is to turn that into a concrete action plan.

Frequently Asked Questions

How do you determine the scope of setting up an online shop?

First, define what the shop should enable customers and the team to do. Describe the basic scenarios, such as purchasing a product, cancelling an order or handling a complaint. Next, decide which features are needed to get started and which can wait. Specific examples help to translate a general idea into a clear project plan.

Why should you choose me to build your online shop?

When you commission a project, you gain a partner who combines business objectives with technical implementation. This is particularly helpful when the online shop needs to integrate with existing tools or support a non-standard sales process. Internet Stars creates digital solutions for e-commerce, including online shops. Working with us allows you to integrate work on the shop’s design, functionality and development.

Why is implementation more than just launching a shop?

Launch means making the shop available to customers. The roll-out also involves preparing the team to work with the new tool and testing how it performs in day-to-day situations. For example, decide who handles orders where payment has failed and how the team identifies the problem. Clear guidelines help to avoid having to improvise after the launch.

What decisions should be made before starting a project?

Determine who makes decisions on the company’s side, who approves the project, and how changes will be resolved whilst the work is in progress. Also specify which processes currently handled by existing tools must remain unchanged. For example, the company may require additional approval for business orders. A clear division of responsibilities facilitates collaboration and minimises misunderstandings.

What are the benefits of having your own online shop?

Having your own shop allows you to shape how your brand is presented and how you interact with customers. You can test product descriptions, the layout of your range and your messaging, and then develop solutions tailored to your customers. An online shop also provides the opportunity to encourage repeat purchases through consistent customer service and a carefully curated range, rather than relying solely on external sales channels.

How should you prepare for a meeting about a shop design project?

Arrange for someone who is familiar with business decisions and can describe typical sales scenarios. Examples of exceptions that the system should handle will also be useful, such as an order requiring individual arrangements. You do not need to produce technical documentation. A clear description of your expectations and the problems the shop is intended to solve is enough to kick off a concrete discussion about the project.

An article by

Andrzej Klimek

Owner of Internet Stars since 2008