Things to consider when starting an online store

When it comes to starting an online store, you will face plenty of decisions – some more frustrating than others. Many of us here at Brath have either run our own online shops or helped others launch theirs, which is why we’d like to share some recommendations.

Before we dive into specific advice, we want to point out that it’s better to get started than to wait too long. Why? Simply because an online store that exists is better than one that doesn’t. Many entrepreneurs get stuck once they’ve decided to launch a store, and end up going nowhere. From our experience, almost everything can be fixed later – as long as you’ve started generating revenue. Don’t fall into the trap of waiting. You can change platforms, payment providers, warehouses and shipping partners, but months of lost revenue will always remain lost.

Choosing a platform

One of the biggest decisions when starting an online store is choosing which platform to build it on. There are plenty of options: open source or hosted? Prioritize design or back-end functionality? We can’t give a one-size-fits-all answer since it depends on your own conditions. Budget and product range are, of course, key factors. So are possible international plans and whether you’ll have sister stores. In some cases, your technical knowledge (or lack thereof) will play a decisive role, making hosted solutions easier to manage.

Open source

The most popular open source platforms today are Magento and WooCommerce, though there are others such as Opencart, Prestashop and OsCommerce. At Brath, the first two are our favorites, as both can perform well in search engines if handled properly. Magento is generally the go-to choice for larger stores, while WooCommerce works well for smaller product ranges – especially if you’re already familiar with WordPress.

Hosted platforms

Historically, many hosted platforms have been weak from an SEO perspective, particularly those that rely on pre-built themes. If possible, it’s best to have a theme coded specifically for your store. That said, many providers now offer customization options through their developers – often at an extra cost. One hosted platform we recommend is Kodmyran. Others worth checking out are Prestaworks and Wikinggruppen.

Don’t get too hung up on design

With so many providers available, it’s easy to get caught up in appearances. But design shouldn’t be the only deciding factor. Instead, pay attention to SEO-related aspects such as URLs and titles. Remember, most of your sales will likely come from search engines.

Choosing a payment solution

Today, Klarna is the most recognized payment provider in the Nordics, but there are several alternatives worth considering: DIBS, Payson, PayPal, and SveaWebPay. All vary in fees, contracts and availability across markets, so be sure to compare them carefully.

Choosing a shipping method

The three main shipping providers in Sweden are PostNord, DHL and Schenker. We recommend asking all three for quotes, as costs depend heavily on weight, size, location and shipment volume. From our experience, PostNord works best for parcels under 2 kg, DHL is strong for mid-sized packages, and PostNord again for pallet-sized shipments.

Third-party logistics

Another choice tied to shipping is whether to run your own warehouse or use a third-party logistics provider. With the latter, your products are stored, packed and shipped by someone else – which can be convenient as you scale.

Marketing your online store

Your budget and goals will set the framework, but there are three essential channels you should prioritize before anything else: SEO, paid search (SEM), and email marketing.

Search engine optimization (SEO)

SEO is critical – it’s the backbone of e-commerce. Regardless of whether you’re targeting new customers or existing ones, Google will play a central role. While you can learn and implement SEO yourself, hiring an experienced agency often pays off.

Search engine marketing (SEM)

Paid ads on Google (AdWords/Google Ads) are one of the fastest ways to generate traffic and sales. But be careful: without proper knowledge, it’s easy to waste money. Setting up profitable campaigns requires expertise, so we strongly recommend getting help if you’re new to it.

Email marketing

Email is usually the easiest channel to get started with. Building your own mailing list and sending newsletters can be extremely effective over time, especially since subscribers have already expressed interest in your products.

Conversion rate optimization (CRO)

While not a channel in itself, CRO is about maximizing results from your traffic by increasing the percentage of visitors who convert into buyers. Improving your conversion rate from 1% to 2% effectively doubles your sales. It’s a strategy worth prioritizing alongside traffic acquisition.