Short answer: to start an online store, first decide what you will sell and to whom, then choose how to sell: Instagram, a marketplace, a ready-made platform or your own store. After that you prepare the catalogue, set up payment and delivery, sort out the paperwork and launch. The hardest part is not opening the site but bringing the first buyer, so set aside part of the budget for that in advance.
1. Decide what you sell and to whom
When choosing products, ask three questions: will buyers purchase this online? Will delivery costs eat the margin? Will returns stay low? Products with known sizes, easy comparison and frequent purchase sell more easily online. Check competitors too: their presence shows there is a market, and you need to stand out with service, range or speed.
2. Choose how to sell
| Option | Advantage | Weak point |
|---|---|---|
| Quick to start, low cost | Orders get lost in messages; you cannot be found on Google | |
| Marketplace | Ready flow of buyers | Commission; you appear next to competitors; the customer is not yours |
| Ready-made platform | Opens fast, good value for a small catalogue | Monthly fee, dependence on plugins, limits for non-standard needs |
| Your own store | Everything follows your sales rules; the customer base is yours | Higher upfront cost and longer build |
If you start with a small catalogue, a ready-made platform may be better value. Your own store pays off when the catalogue grows, when you need a link to your accounting software or special pricing logic. Our article on what affects website cost helps with the budget.
3. Prepare the catalogue
Buyers cannot hold the product, so photos and descriptions take its place. Every product needs a clear name, real photos, specifications and a price. Build categories the way buyers think, and base filters on real selection criteria. In a car parts store, for example, the buyer first selects the car and then sees only the parts that fit it.
If you have many products, do not add them one by one: set up bulk upload from an Excel file. A catalogue with thousands of products cannot be managed any other way.
4. Set up payment
Give buyers at least two options: online card payment and cash on delivery. Instalments make decisions easier for expensive products. For card payments you need a contract with a bank or payment provider; it is signed in your name, and the technical connection is done afterwards.
5. Write down delivery and returns
The delivery price, time and coverage must be visible before checkout. An unexpected cost at the last step can drive the buyer away. If you will work with a courier service, learn its terms in advance. Write the returns policy in plain language on a separate page: clear rules build trust.
6. Sort out the paperwork
Selling online is a business activity. Agree with an accountant before you start which legal form to register and what your tax obligations are, because they depend on sales volume and type of activity. Some products may need additional permits.
7. Launch the store and bring the first buyers
Open with the core features and add the rest later. In the first weeks, place test orders yourself and check every step. Three channels bring buyers: ads give quick results, social media builds awareness, and SEO brings free traffic in the long term. That is why every product and category page should be prepared to be found on Google. Once sales start, our guide how to increase sales shows the next step.
Next step
If it is time for your own store, with catalogue, payment and delivery in one system, see our online store and e-commerce service or get in touch: we reply within 24 hours and offer a free 30-minute online consultation. You can see our work on our home page.
Frequently asked questions
Do I need to register a business to sell online?
Regular selling is a business activity, and a bank contract for card payments is usually signed with a company or a registered sole trader. In Azerbaijan this means a tax ID (VÖEN). Confirm the right form for you with an accountant or the State Tax Service.
Do I pay tax on online sales?
Yes, income from online sales is subject to tax rules too. The rate and regime depend on your activity and turnover, so we do not give a figure here. Rules can change, so ask an accountant before you start.
Isn't selling on Instagram enough?
It can be enough to start. As orders grow, messages get lost, stock is not tracked and buyers searching on Google cannot find you. If you answer the same questions again and again or the catalogue has grown, it is time to think about your own store.
Can I start an online store without stock?
Yes, this model is called dropshipping: you take the order and the supplier ships the goods. Costs are low, but quality, delivery time and returns are out of your control. A local supplier can shorten delivery times.
Own store or marketplace: which is better value?
Look at sales volume. With low sales a marketplace is better value because buyers are already there. As sales grow, commission rises and the customer base does not stay with you. Many sellers use both: the marketplace brings sales, their own store keeps repeat purchases.
How many products do I need to start?
There is no minimum. You can start with a few well-described products; what matters is giving the buyer a clear choice. A small catalogue lets you put more care into every product page, and you widen the range as demand appears.
Do sales stop when moving to a new store?
Not when it is planned properly: products and the customer base are migrated, old addresses get 301 redirects to the new ones, and the new store is tested before it goes live. A short-term fluctuation in Google visibility is still possible.
Conclusion
Starting an online store takes seven steps: product, sales channel, catalogue, payment, delivery, paperwork and the first buyer. Start small, check the whole order path yourself and grow once you see demand. If it is time for your own store, write to us and we will look at which solution fits.
Last checked: 1 November 2026.