Setting up an online store has never been more accessible than it is now. But accessible does not mean easy: most online stores that fail do so not because of technical problems, but because of errors in strategy, the platform chosen or the legal aspects.

This guide takes you from zero to your first sales, covering all the aspects you need to consider: platform, catalogue, payments, logistics, legal requirements and attracting your first customers.

Before launching: validate the business model

The biggest mistake is investing time and money in a store before validating that there is real demand for what you want to sell. Before choosing a platform, answer these questions:

  • Is there sufficient demand for your product? (Search the search volume on Google with tools like Google Keyword Planner.)
  • How much competition is there? Can you differentiate on price, specialisation or service?
  • What margin does your product have? With margins below 30%, it is very difficult to cover marketing costs.
  • Do you have access to stock or will you work with dropshipping? Each model has its own logistical and margin implications.
  • Who is your ideal customer and where are they? Defining this precisely will save you a lot of money in advertising.

Choosing the right platform

There is no "best platform": there is the most suitable one for your business. These are the most relevant options for the Spanish market:

PrestaShop

The most popular option in Spain and Europe. Open source, very flexible, with thousands of modules. Requires own hosting and some technical knowledge or a partner. Ideal for medium or large catalogues.

WooCommerce

WordPress plugin. Perfect if you already have a WordPress website. Very flexible with a large community. More demanding in terms of update and security management.

Shopify

The easiest SaaS platform to configure. Transaction fees and fixed monthly cost. Ideal for getting started quickly, with simple catalogues and not much focus on customisation.

Custom development

For businesses with very specific processes or the need for deep integration with ERP and other systems. Higher initial investment, maximum flexibility and control.

Essential legal aspects

Launching an online store without having the legal aspects in order can lead to sanctions. Make sure you have:

  • Legal Notice (e-Commerce law)

    Identifies the company owning the store: name, tax ID, address, email and company registration number if applicable.

  • Privacy Policy (GDPR)

    Explains what data you collect, for what purpose, for how long and what the user's rights are.

  • Cookie Policy

    Mandatory if you use analytical or marketing cookies. Must include a prior consent banner.

  • General Terms and Conditions of Sale

    Regulate the purchasing process: prices, payment methods, delivery times, returns policy and warranties.

  • Right of withdrawal

    The consumer has 14 days from delivery to return any product, without needing to justify it.

Payments, logistics and returns

Payment methods

Offer at least card (Stripe or PayPal), bank transfer. The more options, the fewer abandoned carts.

Logistics and shipping

Negotiate with at least 2 carriers. Use a shipping comparison tool to optimise costs. Clearly define delivery times and the free shipping threshold.

Returns management

A clear and simple returns policy builds confidence and reduces cart abandonment. Define who pays the return shipping and within what timeframe the refund is processed.

Basic SEO and first sales

"The first sales do not come by themselves. They come from publishing it, talking about it, offering it and repeating it until the market listens. The launch is not an event; it is the first day of a continuous campaign."

eCommerce Team, Grupo Unifema
  1. On-page SEO: write unique, detailed product descriptions. Use the keywords your customer would search on Google. Take care of page titles, meta-descriptions and URLs.
  2. Google Shopping and Google Merchant Center: link your catalogue and appear in product searches with image and price. It is one of the most profitable traffic sources for eCommerce.
  3. Email marketing: capture visitors' email addresses from day one with a welcome discount. Your own email list is worth more than any social media account.
  4. Meta advertising (Facebook/Instagram Ads): with €5-10/day you can validate whether your product has traction and which messages work best before scaling.
  5. Marketplaces like Amazon: initially, selling on marketplaces can generate your first sales while your own store's SEO matures (which can take 3-6 months).

At Grupo Unifema we design and develop personalised online stores integrated with management systems. If you are thinking of launching your first store or improving the one you already have, tell us about your project .