FEBRUARY 21, 2026

Shopify Store Launch Checklist: 50+ Things to Do Before Going Live

A complete pre-launch checklist covering technical setup, content, payments, legal, and marketing to ensure your Shopify store launches successfully. 50+ action items to avoid costly mistakes.

AUTHOR

AT

AdsX Team

E-COMMERCE SPECIALISTS

READ TIME

18 MIN

Pre-Launch Foundation (Week 1-2)

Store Basics and Branding

Store name finalized and domain registered
Store description complete and optimized (50-160 characters for search)
Brand colors and fonts selected and documented
Store logo created and optimized for web (150x150px minimum)
Favicon created and uploaded
Brand voice guidelines documented (tone, messaging style)
Email domain set up (custom domain like orders@yourstore.com)

Domain and Hosting Setup

Domain connected to your Shopify store
SSL certificate enabled (automatic on Shopify)
DNS records configured correctly
Email forwarding set up for inquiry emails
Google Domain Verification completed
Microsoft/Bing verification completed

Store Theme and Design

Shopify theme selected (Premium or Free)
Theme customization completed (colors, fonts, layout)
Mobile responsiveness tested on iOS and Android
Navigation menu structured logically
Footer content populated (links, contact info, social)
Homepage hero section designed with clear value proposition
CTA buttons styled consistently and have clear actions

Product and Content Setup (Week 2-4)

Product Listings

Inventory Management

Inventory tracking enabled for all products
Stock levels entered correctly (don't overstate availability)
Low stock warnings configured
Out-of-stock handling decided (hide vs. show unavailable)
Inventory sync tested if using external systems
Barcode system implemented (if using one)

Content Pages

About page written and published (200-300 words minimum)
Contact page created with contact form and response settings
FAQ page created addressing common customer questions
Blog setup configured (if you plan to blog)
Resources/Help page created if offering guides or downloads
Collection descriptions written for top collections
Homepage content sections filled with value propositions

Payment and Checkout Configuration (Week 3)

Payment Gateway Setup

Shopify Payments enabled (or alternative processor)
Credit card processing tested with test transactions
Payment method icons displayed on checkout
Digital wallet options enabled (Apple Pay, Google Pay, PayPal)
Alternative payment methods considered (Shop Pay, Klarna, etc.)
Payment processor account fully verified and funded
Currency handling configured if selling internationally

Checkout Optimization

One-page checkout enabled (vs. multi-step) if appropriate
Guest checkout enabled (don't require accounts)
Email field positioned before payment to reduce abandonment
Checkout form fields minimized (only ask what's necessary)
Checkout loading speed tested and optimized
Checkout on mobile tested thoroughly
Abandoned cart recovery email template created

Order Confirmation

Order confirmation email template customized
Order confirmation page has clear next steps
Shipping confirmation email template created
Order tracking page customized with branding
Return/refund instructions included in confirmation
Customer service contact info included in emails

Shipping and Fulfillment Setup (Week 3)

Shipping Configuration

Shipping zones created for all regions you'll ship to
Shipping rates calculated and entered for each zone
Carrier integration set up (USPS, FedEx, UPS, DHL)
Shipping label printing tested and configured
Packaging materials decided and on-hand
Shipping time estimates entered and verified as realistic
Free shipping threshold decided (if offering)
International shipping configured (if applicable)

Fulfillment Process

Fulfillment workflow documented step-by-step
Order packing checklist created
Tissue paper, boxes, or packaging acquired
Packing slips customized and printed
Thank you notes written (optional but builds loyalty)
Tracking numbers automatically added to confirmation emails
Return label generation set up (if offering returns)

Legal and Compliance (Week 2)

Essential Legal Pages

Terms of Service written and published (or use template customized for your store)
Privacy Policy written and published with privacy commitments
Return/Refund Policy clearly defined and published
Shipping Policy clearly defined and published
Warranty information documented (if applicable)
GDPR compliance enabled (if selling to EU customers)
Age-restricted products notice added if applicable

Business Setup

Business registration completed (LLC, Sole Proprietor, Corp, etc.)
Tax ID/EIN obtained and added to Shopify
Sales tax setup configured for regions you'll collect from
Tax exemption handling configured (if B2B)
Sales tax rates verified and entered correctly
Sales tax reports scheduled for compliance deadlines
Business insurance acquired (product liability minimum)

Privacy and Cookies

Cookie banner implemented for EU/international visitors
Email consent management set up (CAN-SPAM compliance)
Data retention policy documented
Customer data security reviewed and enhanced
Third-party app permissions reviewed for privacy impact

Technical Optimization (Week 4)

Performance and Speed

Page load speed tested (Google PageSpeed Insights)
Mobile performance tested and optimized
Image optimization completed (compressed, right dimensions)
Lazy loading enabled for images below the fold
Minification enabled for CSS and JavaScript
Caching configured (browser and Shopify default)
Unneeded apps removed that slow down the store

SEO Fundamentals

Store title and tagline optimized for primary keywords
Meta descriptions written for homepage and key pages
Homepage keyword targeting decided and implemented
XML sitemap submitted to Google Search Console
Robots.txt reviewed for crawlability
Internal linking strategy implemented
Structured data (Schema markup) added to key pages
Mobile-first design confirmed

Security and Access

Strong password set for admin account
Two-factor authentication enabled on admin account
Staff accounts created with appropriate permission levels
API tokens generated (never share your access token)
Backup system verified (Shopify provides automatic backups)
SSL certificate active and valid
Security scan completed (check for vulnerabilities)

Marketing Preparation (Week 3-4)

Email and Customer Communication

Email marketing app set up (Klaviyo, Omnisend, Groovemail, etc.)
Welcome series emails created (3-5 emails for new subscribers)
Welcome discount created and ready to offer (20-30% off common)
Post-purchase email sequence created (shipping, delivery, review request)
Email list imported or collection started
Email templates branded and mobile-optimized
Unsubscribe process easy and compliant

Influencer and Affiliate Outreach

Influencer list created (micro-influencers in your niche)
Affiliate program set up (or wholesale program)
Affiliate dashboard configured with commission structure
Outreach template written for influencer pitches
Press release written announcing your store launch

Conversion and Experience (Week 4)

Product Pages

Product images are high-quality and show product from multiple angles
Size/fit guide created if applicable (fashion, shoes)
Color swatches functional if offering multiple colors
Zoom functionality works on product images
Customer reviews section visible and functional
Related products displayed for upselling
Scarcity indicators added if inventory is limited
Trust badges displayed (security seal, payment methods)

Cart and Checkout Experience

Shopping cart displays all items clearly
Cart page offers quantity adjustment
Cart abandonment messaging prompts customer to checkout
Applied discount codes show clearly on cart
Checkout includes shipping calculator
Order summary at checkout is clear and accurate
Final price includes all taxes and fees (no surprises)
Estimated delivery date shown before purchase

Customer testimonials collected and displayed (if you have them)
Trust badges displayed (SSL certificate, money-back guarantee)
Company address and contact information visible
Return policy clarity emphasized (reduces purchase hesitation)
Shipping information clearly stated (cost, time estimates)
Customer reviews section enabled on product pages

Pre-Launch Testing Phase (Week 4)

Complete End-to-End Testing

Full purchase test completed (add to cart, checkout, payment)
Payment test completed with test payment method
Multiple shipping zone test completed
Discount code testing (first-time customer, bulk, percentage, etc.)
Mobile checkout test completed on real device
Email delivery test (order confirmation emails received)
International order test (if shipping internationally)
Edge cases tested (minimum quantity, maximum quantity, out of stock)

Browser and Device Testing

Chrome tested on desktop and mobile
Safari tested on desktop and iOS
Firefox tested on desktop and mobile
Edge tested on desktop
Tablet responsiveness tested (iPad and Android tablets)
Form validation works and shows helpful error messages
All links are functional (no 404 errors)

Load and Performance Testing

Load testing simulated with multiple concurrent users
Store response time acceptable under load
Database queries optimized (no slow queries)
Image delivery fast from all regions
Third-party scripts loaded efficiently
Checkout performance verified under simulated load

Soft Launch (1-2 weeks before public launch)

Limited Audience Launch

Store announced to existing customer list via email
Store shared with friends, family, and beta testers
Beta feedback form created to collect early feedback
Bug bounty program created (if applicable)
Customer support channel set up for feedback
Inventory monitoring started to catch issues
Daily metric check scheduled (orders, bounce rate, errors)

Soft Launch Issues Addressed

Payment issues resolved (if any occurred)
Shipping calculation problems fixed
Product data errors corrected
Email delivery issues resolved
Performance problems fixed
Confusing user flows simplified based on feedback
Missing content added based on questions received

Final Launch Preparation (1 week before public launch)

Pre-Launch Marketing

Launch announcement email written and scheduled
Social media posts scheduled for launch day
Press release distributed if applicable
Website announcement published (if you have a main website)
Blog post published announcing the store launch
Influencer posts coordinated for launch day
Paid ads budget allocated and campaigns created
Email list segmented for personalized launch messaging

Final Verification

All product prices verified one final time
All product inventory accurate and updated
Payment processing re-tested
Shipping rates re-verified against carrier rates
Tax calculations spot-checked
Legal pages reviewed one final time
Subdomain or domain confirmed working
Customer support email monitored and tested

Team Preparation

Customer service team trained on policies and procedures
Order fulfillment process reviewed and documented
Escalation procedures documented
Daily metrics dashboard created for tracking
Weekly reporting schedule established
Launch week standup meetings scheduled
On-call support scheduled for first week

Go-Live Launch Day

Morning of Launch (4 hours before)

All systems verified working
Customer support team online and ready
Payment processing tested one final time
Email system tested (send one final test order)
Monitoring systems active (uptime monitoring, error tracking)
Slack/communication channel set up for team coordination

Announcement and Promotion

Launch announcement emails sent to existing subscribers
Social media posts published
Influencer posts shared (if coordinated)
Paid ads turned on
Launch day customer support staffed and alert
Metrics tracking started and monitored

First Day/Week Monitoring

Server performance monitored for outages or slowdowns
Payment processing verified on every transaction
Order fulfillment on track
Customer emails being delivered successfully
Customer support tickets being handled quickly
Daily sales metrics tracked
Error logs reviewed for technical issues
Bug fixes deployed as needed

Post-Launch Optimization (Week 2-8)

First Week Follow-up

Customer feedback collected and documented
Payment abandonment analyzed
Traffic sources analyzed
Top performing products identified
Underperforming products identified
Common questions addressed with FAQ updates
Customer support processes refined based on actual usage

Conversion Optimization (Ongoing)

Heat mapping tool installed to see how customers interact with pages
Session recording tool enabled to watch customer journeys
A/B testing plan created (test one element at a time)
Product page optimization underway based on engagement data
Checkout optimization continues based on abandonment data
Email sequences refined based on open and click rates
Upsell and cross-sell opportunities identified and implemented

SEO and Organic Growth

Google Search Console monitored for errors and opportunities
Blog content published regularly (1-2x per week minimum)
Long-tail keywords targeted in product descriptions
Backlinks pursued through content and relationships
AI visibility optimized (ChatGPT Shopping, Perplexity, etc.)
Structured data enhanced for better search visibility

Shopify Store Optimization and Growth

Beyond the launch checklist, successful Shopify stores leverage AI and automation tools to accelerate growth. If you're ready to optimize your store's performance, consider evaluating tools that address your specific bottlenecks—whether that's conversion rate optimization, customer acquisition, or customer retention.

Shopify provides a robust platform foundation, but strategic tool selection is what separates stores that plateau from stores that scale. The best approach is to launch with the essentials covered in this checklist, then systematically optimize based on real data from your first weeks of operation.

For a comprehensive overview of the best AI tools and integrations available for Shopify stores, we've published a detailed guide covering conversion optimization, SEO, and customer experience enhancements that drive measurable returns.

Quick Launch Timeline Reference

Week 1-2: Foundation

Set up domain, theme, and branding
Create core content and pages
Configure legal and compliance

Week 2-3: Configuration

Set up products and inventory
Configure payments and shipping
Install and test integrations

Week 3-4: Testing and Marketing Prep

Complete end-to-end testing
Set up email and social marketing
Prepare for soft launch

Week 4: Soft Launch

Launch to limited audience
Gather feedback and fix bugs
Refine customer experience

Week 5: Final Preparation

Execute pre-launch marketing
Brief and train support team
Perform final verification

Week 6: Go Live

Execute launch-day marketing
Monitor systems closely
Support early customers

Week 6-8: Post-Launch Optimization

Analyze performance data
Optimize key pages
Scale what's working

Pre-Launch Checklist Printable Version

Use this simplified version to track progress:

Common Launch Mistakes to Avoid

Mistake 1: Launching with incomplete product data Avoid listing products without clear descriptions, multiple images, or accurate prices. Incomplete product information kills conversions and creates customer support burden. Better to launch with 50 perfect products than 500 mediocre ones.

Mistake 2: Unclear shipping costs Display shipping costs before checkout. Hidden shipping fees cause cart abandonment and customer frustration. Test shipping calculations in multiple regions before launch.

Mistake 3: No clear return policy Customers hesitate to buy without understanding your return policy. Make it prominently visible and customer-friendly. A generous return policy (30+ days) reduces purchase hesitation and often increases sales more than the cost of returns.

Mistake 4: Forgetting legal pages Terms of Service and Privacy Policy aren't optional. They protect your business legally and build customer trust. Use templates as starting points, then customize for your specific business.

Mistake 5: Launching without testing Never assume everything works. Complete end-to-end testing on real devices and browsers. Test payment processing with actual transactions (refund test transactions afterward).

Mistake 6: Poor mobile optimization Over 60% of e-commerce traffic is mobile. If your store doesn't work beautifully on phones, you're leaving revenue on the table. Test thoroughly on iOS and Android devices.

Mistake 7: Underselling trust signals New stores have no reviews or reputation. Compensate by emphasizing: money-back guarantees, clear return policies, security badges, customer testimonials (even from soft launch), prominent contact information, and professional design.

Need Help Launching Your Store?

Launching a Shopify store successfully requires attention to dozens of details. If you want to ensure your store is optimized for both conversion and AI visibility from day one, get a free Shopify store audit to identify optimization opportunities specific to your products and market.

Or if you'd like personalized guidance on your launch strategy, schedule a strategy call with our e-commerce specialists to discuss your specific business, identify potential risks, and create a customized launch roadmap.

The stores that succeed are the ones that launch with the fundamentals right, then obsess over optimization in the weeks and months that follow. This checklist ensures you get the fundamentals covered, so you can focus on growth.

Last Updated: February 21, 2026

This checklist is maintained and updated regularly as Shopify features and best practices evolve. Bookmark it and return before each launch.

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