Ecommerce Shopify Store Setup Guide

Most “how to set up a Shopify store” guides give you a feature walkthrough. This one gives you a sequence: the exact order of decisions that gets a store live the fastest, with a built-in calculator to tell you how many sales you need to break even. Skip the calculator if you want, but knowing your break-even point before you pick a pricing strategy saves most new stores from their first expensive mistake.

This guide walks through every step in the actual order you should do them, with the Shopify admin URLs, the settings that trip people up, real cost ranges, and the gotchas that kill momentum (sales tax, shipping zones, abandoned cart timers). For a step-by-step walkthrough, see the guide on how to set up shipping on Shopify. It is written for someone who has never opened the Shopify admin before, and also for someone who has been “almost ready” for three months.

Break Even Point (BEP) Calculator

A break-even point calculator is a tool that helps you figure out how much you need to sell to cover your costs without making a loss or a profit. It’s essential for understanding when your business will start generating profit.

Here’s how it works:

1. Fixed Costs: First, you input your fixed costs-expenses that stay the same no matter how much you sell, like rent, salaries, and utilities.
2. Variable Costs: Next, you enter your variable costs, which change based on the number of units sold. This includes things like materials, production costs, and shipping.
3. Selling Price: Then, you input the price at which you sell your product or service.
4. The formula: The calculator uses this formula to determine your break-even point:Break-Even Point = Fixed Costs ÷ (Selling Price - Variable Costs per Unit)

This formula gives you the number of units or sales you need to hit to cover all your costs. Beyond that point, everything you sell turns into profit.

A break-even point calculator helps you understand how much you need to sell before you stop losing money and start seeing real gains. It’s a crucial tool for setting realistic goals and knowing if your pricing and cost structure are sustainable.

Tips on Using a Break-Even Calculator

1. Accurately list fixed costs: Be sure to include all fixed expenses, like rent, utilities, and salaries. Missing any could give you a false break-even point.
2. Don’t forget variable costs: Make sure your variable costs are accurate-this includes materials, production, shipping, and packaging. If these costs are underestimated, your break-even point will be unrealistic.
3. Use realistic selling prices: Enter the actual price you’re selling the product for. If you plan on offering discounts or running promotions, use the adjusted price to get a more accurate calculation.
4. Test different scenarios: Run different selling price and cost scenarios through the calculator to see how changes in price or costs affect your break-even point. This helps you adjust pricing strategies for maximum profitability.
5. Account for multiple products: If you sell multiple products, calculate the break-even point for each or consider your product mix to get a more complete picture of your business.
6. Adjust for sales goals: Use the calculator to see how your sales need to change if you plan on scaling or adding fixed costs like hiring staff or increasing production.
7. Revisit regularly: Costs can change over time, like rising material prices or added business expenses. Make sure you re-calculate your break-even point periodically to keep your business on track.
8. Include marketing expenses: If you’re investing in marketing, consider adding those to your fixed or variable costs. This ensures you’re factoring in all necessary expenses to cover before breaking even.
9. Use for planning: If you’re launching a new product or expanding your business, use the calculator to predict how many sales you’ll need to cover your costs, helping you plan ahead.
10. Set profit goals: Once you know your break-even point, use it as a baseline to set realistic sales and profit goals, keeping your business growth on target.

Why Use a Break-Even Point Calculator

• Understand when you’ll make a profit: A break-even point calculator shows you exactly how many sales you need to cover your costs, so you know when your business stops losing money and starts turning a profit.
• Set realistic sales goals: It helps you see the minimum sales required to break even, allowing you to set more realistic targets for growth and profitability.
• Make smarter pricing decisions: By seeing how changes in selling prices or costs impact your break-even point, you can adjust your pricing strategy to maximize profit.
• Plan for business expenses: If you’re considering adding new fixed costs (like hiring staff or expanding), the calculator helps you understand how that will affect your bottom line and what you’ll need to sell to compensate.
• Avoid financial surprises: Without calculating your break-even point, you risk underestimating the sales needed to cover costs, which can lead to cash flow problems or financial shortfalls.
• Test profitability scenarios: By entering different costs or selling prices, you can see how various business decisions-like offering discounts or changing suppliers-affect your profit potential.
• Reduce risk: Whether launching a new product or expanding your business, using the calculator ensures you have a solid plan in place to cover costs before taking on additional financial risks.
• Track business health: Regularly calculating your break-even point helps you monitor your business performance and ensure your current operations are sustainable.
• Plan for scaling up: As your business grows, the calculator helps you understand how many more sales or products you need to sell to cover rising expenses and maintain profitability.
• Improve financial confidence: Knowing exactly where your break-even point lies gives you peace of mind, allowing you to run your business with clarity and control over your financial outlook.

Cost of Goods Sold (COGS) Calculator

A Cost of Goods Sold (COGS) calculator helps you determine exactly how much it costs to produce or purchase the products you sell. It’s a straightforward tool that takes into account expenses like the cost of raw materials, manufacturing, shipping, and any other costs directly tied to creating or acquiring your product.

Here’s how it works:

1. Product Costs: Enter the price of the materials or the purchase price of the goods.
2. Labor Costs: Include the cost of any labor directly involved in producing the product (if applicable).
3. Shipping or Freight: Add the cost to transport your products to your warehouse or directly to customers.
4. Other Direct Expenses: Consider packaging, handling, or even fees from suppliers.

Once these inputs are added, the COGS calculator will give you the total cost of goods sold. Knowing this number is crucial because it directly affects your profit margins. The lower your COGS, the higher your profit. It’s essential for pricing products correctly and understanding overall profitability in your business.

Tips for Using a Cost of Goods Sold Calculator

• • Include every detail: Don’t skip small costs like packaging, labels, or materials. These add up and can skew your results if ignored.
  • Factor in labor: If you’re paying someone to help with production or even if you’re doing it yourself, put a value on that time. It’s part of your true cost.
  • Update regularly: Supplier prices, shipping fees, and production costs can change without warning. Keep the calculator updated to reflect the most accurate costs.
  • Don’t forget shipping: If you’re paying to ship products to yourself or to a warehouse, factor that into your COGS.
  • Track bulk discounts: If you’re buying materials or products in bulk, adjust your COGS accordingly. Bulk discounts can significantly lower your overall costs.
  • Watch out for seasonal costs: Prices can spike during high-demand seasons or certain times of the year. Use the calculator to see how those changes affect your bottom line.
  • Include defective items: Sometimes products arrive damaged or don’t sell, so be sure to account for those losses when calculating your total COGS.
  • Monitor supplier fees: If your suppliers charge additional fees like handling or processing, these need to be added to your total cost.
  • Use it for pricing: A good COGS number will help you set prices that ensure profitability. Don’t guess at your margins-use the calculator to guide your pricing strategy.
  • Double-check your math: Input errors can make a big difference. Always review the numbers to make sure your COGS is accurate, or your profits will suffer later.

Why Use a Cost of Goods Calculator

• Know your real costs: Without a COGS calculator, you’re guessing. It gives you the true cost of producing or purchasing your products, so you can stop flying blind.
• Protect your profit: If you don’t know how much your products cost to make, you could easily price them too low and lose money. The calculator helps you set prices that actually leave you with profit.
• Stay competitive: Understanding your COGS lets you find that sweet spot for pricing-competitive enough to attract customers but high enough to stay in the black.
• Make better decisions: Whether it’s choosing suppliers, negotiating discounts, or deciding on promotions, knowing your exact costs helps you make smarter, more profitable decisions.
• Track performance: Use the calculator regularly to see how changes in supplier costs, shipping, or production affect your margins. Staying on top of these shifts is crucial to long-term profitability.
• Plan for growth: As your business scales, so will your costs. Using a COGS calculator helps you forecast how scaling up affects your bottom line.
• Control expenses: By tracking every penny that goes into making your products, you can identify areas where you’re overspending and trim unnecessary costs.
• Accurate financial reporting: When it comes to tax time or financial analysis, having an accurate COGS calculation helps ensure your profit margins are right on target.
• Avoid pricing pitfalls: Set your prices too low and you’re losing money; set them too high and you scare customers away. The COGS calculator helps you avoid both extremes.
• Boost confidence: Knowing exactly what your costs are-and how to manage them-gives you the confidence to scale your business, run promotions, and grow profitably without second-guessing your numbers.

Step 1: Define Your Brand and Product Range

Before touching the Shopify admin, lock in two things: who you sell to, and the first five products you’ll list. Most first-time founders skip this and end up rewriting their About page four times in week one.

Picking an Ecommerce Niche That Actually Sells

The strongest niches sit at the intersection of three things: you can speak the language of the customer, the product has a 3x markup or better, and there’s at least one existing brand making money in the space (proves demand). If you can’t name a competitor doing six figures a year in your niche, you may be too early, or the niche is too small.

Practical checks before you commit:

• Search the product on TikTok and Reddit. If you can’t find anyone talking about it within five minutes, the audience is too thin.
• Type the main keyword into Google. If the first page is Amazon, Etsy, and Walmart with no independent stores, your store will sit on page four.
• Check supplier pricing on Alibaba, Faire, or AliExpress before you fall in love with a product. A $4 product sold at $20 leaves room for ads. A $14 product sold at $20 doesn’t.

Passion vs. Profit, and Why Both Matter

A niche you hate will lose to a niche you can write about for two years. A niche you love but nobody buys will also lose. The realistic middle is: pick something you find interesting enough to make 50 pieces of content about, with margins that survive paid ads.

Building for Growth From Day One

Pick a brand name and store URL broad enough to expand. “Sarah’s Yoga Mats” boxes you in; “Mira Movement” lets you add blocks, straps, and apparel later. The Shopify admin lets you change your store name at Settings -> General, but the URL slug (the part before .myshopify.com) is harder to change cleanly once you have traffic and backlinks.

Step 2: Register for Shopify and Set Up Your Store

Begin getting started with Shopify at shopify.com/free-trial. The signup flow asks four questions (are you selling already, where you’re based, what you sell, your goal) and then drops you straight into the admin at admin.shopify.com/store/your-store-name.

Costs you need to know going in:

• Basic plan: $29/month after the trial (cheaper if you pay annually).
• Standard transaction fees: 2.9% + 30 cents per online transaction on Basic, lower on Shopify and Advanced plans.
• Custom domain: $14-20/year, bought either through Shopify or somewhere like Cloudflare/Namecheap.
• Premium theme (optional): $180-$400 one-time.
• Apps: anything from free to $50+/month each. Three or four is normal; ten is a warning sign.

Wondering how long it takes to build a Shopify store? Eight to twenty focused hours for a simple store with five to ten products. The timeline stretches when you start customizing the theme code or building variants for every size and color.

Naming Your Store (Things People Get Wrong)

A few things that trip people up: avoid hyphens in the domain (people forget them), avoid numbers (sound spammy), check trademark databases before you print packaging, and run the .com availability through Namecheap before you fall in love. If the .com is taken and selling for $4,000, pick a different name.

Step 3: Pick and Customize Your Shopify Theme

Go to Online Store -> Themes inside the admin. The free Dawn theme is fine for 90% of stores starting out. Don’t spend three days comparing themes; you can swap later. Paid themes from the Shopify Theme Store (around $180-$400) make sense once you know what features your store actually needs, like advanced filtering or a quick-buy modal.

Customize in this order:

1. Add your logo (PNG with transparent background, around 400 pixels wide).
2. Set your brand colors under Theme settings -> Colors. Three colors max: one primary, one accent, one background.
3. Pick two fonts max. Mixing four fonts is the fastest way to look amateur.
4. Build the home page sections: hero image, featured collection, value props, testimonials block, email signup.
5. Don’t touch the theme code in week one. You don’t need to.

Step 4: Add and Organize Your First Products

Inside the admin go to Products -> Add product. The fields most stores get wrong on the first try:

• Title: include the keyword someone would search, not just the brand name. “Ceramic Pour Over Coffee Dripper” beats “The Mira Dripper.”
• Description: first sentence answers “what is this and who is it for.” Bullet list of features below. Two paragraphs minimum or it looks blank.
• Media: at least four images, ideally one lifestyle shot, one on white background, one detail shot, and one scale shot (next to a hand or coffee cup). 1200×1200 pixels minimum, under 100kb per image.
• SEO section: scroll to the bottom and override the Meta Title and Description. Don’t let Shopify auto-generate it.
• Variants: only add variants you actually stock. Phantom variants confuse customers and inflate inventory complexity.

Group products into Collections (Products -> Collections). Use Smart Collections with rules (“Tag equals new”) rather than manually adding products one by one, especially if you’ll have more than 20 SKUs.

Step 5: Configure the Settings That Actually Matter

This is the step most setup guides gloss over, and it’s the step that breaks the most launches. Go to Settings inside the admin and walk through these in order:

Payments (Settings -> Payments)

Turn on Shopify Payments (lowest fees, instant payouts after the holding period). Add at least one alternate: Shop Pay Express, PayPal, or Apple Pay. Stores with two or more payment options convert 5-10% better than single-option stores.

Shipping (Settings -> Shipping and delivery)

Create at least two shipping zones: domestic and international. Most first-time stores forget the international zone, then a customer from Canada checks out and gets blocked at checkout. Common gotcha: “free shipping over $50” only works if you set the rate condition correctly under the price-based rate. Test it with a real product in a real cart before you launch.

Taxes and Duties (Settings -> Taxes and duties)

For US sellers, you need a sales tax permit in every state where you have nexus. Shopify Tax handles the calculation but you still register the permits yourself. For sellers under $100k annual revenue, you usually only have nexus in your home state. Check with an accountant before you grow into multi-state nexus territory.

Checkout (Settings -> Checkout)

Turn on Shop Pay (one-click checkout). Set abandoned cart emails to send at 1 hour and 24 hours. Require email at checkout (not phone, which kills conversion). Add a checkout note field if you sell custom or gift items.

Notifications (Settings -> Notifications)

Open the order confirmation email and replace the generic template with something that sounds like a human wrote it. The default Shopify email reads like a receipt; a real welcome message reads like you actually care that someone bought from you.

Step 6: Install the Apps You Actually Need (Not More)

The biggest mistake new merchants make is installing 12 apps in week one. Each app slows the store, eats monthly budget, and creates conflicts. Start with five and add more only when you hit a real problem.

The five-app starter stack most stores benefit from:

1. Klaviyo or Shopify Email: for welcome series, abandoned cart, post-purchase. Email is the highest ROI channel you have.
2. A review app (Judge.me, Loox, or Yotpo): social proof is the single biggest conversion lever for new brands.
3. A live chat or helpdesk (Tidio, Gorgias, or Shopify Inbox): even an auto-responder reassures buyers there’s a human behind the brand.
4. An SEO app (SearchPie or similar): handles alt tags, schema, and sitemap submissions you’d otherwise miss.
5. A bundle or upsell app if you sell complementary products: pushes AOV up by 15-30%.

Add Facebook and Instagram sales channels under Settings -> Sales channels once you’re ready to run ads, not before.

Step 7: Polish Design and Navigation Before You Show Anyone

Walk through your store like a stranger would. Open it in an incognito window on your phone. Check that the menu has fewer than seven items (more than that and people freeze). Click into a product. Add to cart. Go to checkout. Look at the receipt. Anywhere it feels clunky or generic, fix it now.

A few things first-time stores miss on the design pass:

• Footer needs: contact info, shipping policy, refund policy, terms, privacy. Shopify auto-generates the policies under Settings -> Policies.
• About page with a real photo and a real story (not a stock image).
• Contact page with at least an email address (a contact form alone feels like hiding).
• Favicon (the little icon in the browser tab) at Theme settings -> Favicon.
• Page speed: run the store URL through PageSpeed Insights. Anything under 50 on mobile means the theme or the image sizes need work.

Step 8: Test, Then Launch

Place a real order using Bogus Gateway under Settings -> Payments -> Manage (or use a real card with a 100% discount code, then refund yourself). This catches the issues you can’t see by clicking around: emails that don’t fire, shipping rates that calculate wrong, tax lines that look strange.

Pre-launch checklist:

• Order confirmation email arrives in the customer’s inbox (not spam).
• Shipping notification fires when you mark fulfilled.
• Refund flow works end-to-end.
• Mobile checkout works on iPhone and Android.
• Password page is removed at Online Store -> Preferences.
• Google Analytics 4 and Meta Pixel are installed and firing (check with the Google Tag Assistant and Meta Pixel Helper extensions).
• Sitemap submitted to Google Search Console.

The first version of your store will look amateur to you and fine to everyone else. Launch it. Get the first sale. Then iterate.

Marketing After Launch (The Part That Actually Decides Survival)

A live store with no traffic is a hobby. Marketing is the difference. Pick one or two channels and go deep; don’t try to do all of them.

Paid Social and Influencer Seeding

Meta Ads (Facebook and Instagram) give the fastest feedback. A $300-$500 test budget across 3-5 creatives will tell you if your offer works. If you can’t get a $5 click-through cost or a 2x return on ad spend within two weeks, the issue is usually the product or the landing page, not the ad targeting.

Micro-influencer seeding (sending free product to creators with 5,000-50,000 followers) tends to outperform paid ads for visual products like apparel, home goods, and beauty. A $200 spend on product samples can produce content you couldn’t buy for $5,000.

Email and SEO (the Slow but Compounding Channels)

Email lists outperform every paid channel on a per-dollar basis once you have over 500 subscribers. Set up the welcome series, the abandoned cart series, and a monthly newsletter on day one, even before you have many subscribers.

SEO takes 3-6 months to show results but doesn’t stop working. Write product collection pages with real copy (not just product grids), build out a blog with 3-5 articles per month answering buyer questions, and earn a handful of backlinks from relevant sites. A store with 30 indexed blog posts in year one will get traffic that compounds for years.

Paid Search and Retargeting

Google Ads is best for stores where customers already search for the product by name (kitchen tools, supplements, gift items). Retargeting (showing ads to people who already visited your store) usually returns 3-5x ad spend because it captures buyers who left at the cart step.

Common Mistakes That Kill First-Year Stores

After watching hundreds of Shopify launches, the same patterns repeat:

• Adding 200 SKUs at once. Five well-described products with strong photos beat 200 with stock images and one-line descriptions.
• Spending six weeks on theme customization before getting one sale. Code tweaks don’t drive revenue. Customers do.
• Free shipping with margins that don’t support it. Build shipping cost into the product price or set a minimum cart threshold.
• Skipping the legal pages. Customers do read the refund policy. A missing one signals “untrusted store” within seconds.
• Running ads before the store converts. Send 50 visitors from a small ad test first. If nobody buys, the store needs work, not more traffic.
• Treating Shopify like a one-time setup. Stores that win are the ones that ship a small change every week: a better photo, a tighter headline, a new email flow.

The Most Common Shopify Setup Mistakes (And How to Avoid Them)

Shopify’s own help documentation tells you how to use the platform. It does not tell you what goes wrong in practice. These are the mistakes that show up most often in the first 30 days, and the fix for each one.

Picking a Theme Before Locking Down the Product Catalog

Themes look completely different depending on catalog size. A theme that looks great with 8 products becomes cluttered with 80 and broken-looking with 800. If you pick the theme first and then rebuild the catalog around it, you are almost certainly going to redo the theme setup once the catalog grows. Lock down the first 10 to 15 products, decide your category structure, and then pick a theme that suits that structure.

Enabling Too Many Payment Methods at Launch

Every payment method you add at checkout is a decision point the customer has to make. More options create more friction, not more conversions. Start with Shop Pay (one-click checkout for returning Shopify customers) plus one card processor (Shopify Payments or Stripe). Every additional option you add at checkout reduces conversion slightly by splitting attention. Add PayPal, Apple Pay, and Buy Now Pay Later only once you have enough traffic to measure whether they actually lift sales.

Setting Flat-Rate Shipping Before Testing With Real Orders

Most stores underestimate average package weight when setting up flat-rate shipping. A rate that is too low eats margin on every order; a rate that is too high kills conversions from shipping abandonment. Set up a “free shipping over $X” threshold to protect margin, then run 5 to 10 real orders before you finalize your flat-rate structure. Actual weights and carrier quotes from those first orders are far more reliable than estimates.

Publishing Before the Password Page Is Down

Countless Shopify stores “launch” while the storefront password is still enabled. On launch day, open the store directly in an incognito window before you announce it anywhere. You will see exactly what a customer sees. Also confirm that Google Search Console is connected and the sitemap (yourstore.com/sitemap.xml) has been submitted. Without that, organic indexing can take weeks longer than it needs to.

Installing Too Many Apps on Day One

Each app you install adds JavaScript to the storefront, slows page load, and costs money monthly. A store with 15 apps installed in week one will have slower checkout, a harder-to-debug theme, and an $80 to $200 monthly app bill before it has even made a sale. Start with a maximum of five: email, reviews, live chat, one SEO tool, and one upsell or bundle app if your product catalog warrants it. Add more only when you hit a specific problem that nothing in your current stack solves.

Shopify Store Setup Checklist Before Going Live

This checklist covers the 12 things that must be confirmed before you remove the password page and start sending traffic. Go through it top to bottom, in this order.

1. Password page disabled (Online Store, Preferences, Password page). Verify by opening the store in an incognito window.
2. Payment provider tested with a real transaction. Place a $1 test order using a real card, then refund it. Bogus Gateway does not catch all configuration issues.
3. Shipping rates set and verified with at least two zones: domestic and international. Add a product to cart and reach the checkout page from each zone to confirm the rate appears correctly.
4. Tax collection configured. For US sellers, auto-collect should be enabled for your home state at minimum (Settings, Taxes and duties).
5. Return and refund policy page published and linked in the footer. Shopify auto-generates one at Settings, Policies, but you need to create a page and link it.
6. Privacy policy and terms of service pages published. Required for most payment processors and ad platforms.
7. Google Search Console connected and sitemap submitted (yourstore.com/sitemap.xml). Without this, organic indexing is delayed by weeks.
8. Google Analytics 4 or Meta Pixel installed. Confirm both are firing by checking with the Google Tag Assistant and Meta Pixel Helper browser extensions.
9. Email or SMS capture working. Enter your own email address in the signup form and confirm the welcome email arrives.
10. All product images loading correctly on mobile. Open every product page on your phone. Images that look fine on desktop can still be oversized or cropped on mobile.
11. Checkout tested end-to-end in a real mobile browser. Not the Shopify preview; use a different device and a different network. Shop Pay should autofill for Shopify-registered accounts.
12. At least one product with a real, original description. Supplier copy or manufacturer descriptions are duplicate content. At minimum, rewrite the first product description in your own words before launch.

After Launch: The First-Week Checklist

Most Shopify launch guides stop at “publish.” The first week after publish is where the store actually proves itself or stalls. Run this checklist on day 1, day 3, and day 7 after launch:

Day 1: Validate It Works

• Place a real test order yourself using a real card (refund yourself after). Don’t trust the Shopify test gateway alone, because it doesn’t catch tax or shipping configuration issues.
• Check the order confirmation email lands. Shopify’s default confirmation should arrive within 30 seconds. If it doesn’t, your SPF / DKIM / sender authentication is broken.
• Verify mobile checkout. Place a second test order on mobile (different device, different network if possible). Shop Pay should populate; if it doesn’t, your Shop Pay integration isn’t live yet.
• Confirm tax calculation. Compare the tax line on your test order to the rate Shopify Tax (or your manual setup) should have charged. Mismatches usually mean a nexus state isn’t enabled.
• Submit the sitemap to Google Search Console (yourstore.com/sitemap.xml). Without this, indexing is delayed by weeks.

Day 3: Catch the Things That Slip

• Check abandoned cart emails actually go out. By day 3 you should have at least 2-3 abandoned carts. Settings > Notifications > Abandoned checkouts. If the count is 0, customers aren’t reaching checkout (something earlier in funnel is broken).
• Review your first 3 days of GA4 / Shopify analytics. Look for bounce rate over 80% (broken page somewhere), session duration under 30 seconds (landing page mismatch), or zero “Add to cart” events (button broken or AJAX cart misfiring).
• Re-read every product description aloud. Typos and clunky sentences look professional in isolation and obvious in customer screenshots. Fix them now while traffic is still low.
• Confirm shipping notification emails. Mark your test order as fulfilled. Did the shipping notification land? Did the tracking link work?

Day 7: Decide What to Iterate

• Conversion rate against benchmark. Shopify’s average is 1.4% to 3.2%. If you’re below 1%, the issue is usually product-market fit or pricing, not the store. If you’re at 1-3% with low traffic, scale traffic, not store.
• Heatmap your top product page. Install Microsoft Clarity (free) or Hotjar trial. Watch 10 session replays. The patterns shoppers actually follow will surprise you.
• Audit your top 2 paid ads. Cost per click, click-through rate, and the post-click bounce rate together tell you whether the ad-to-store match is working.
• Email your first 20 customers. A personal “thanks, how was the experience” email at day 7 lifts repeat-purchase rate dramatically and surfaces store issues you can’t see from inside the admin.
• Decide what to add next. Resist the urge to add features. Pick ONE thing to improve based on the data so far (better product photo, faster checkout, missing payment method, better landing page) and ship it before adding anything new.

Most stores that fail in month one fail because they kept adding instead of testing what was already there. The week-one checklist forces you to validate before you expand.