How can you grow online sales without losing your margin to unexpected fees, tax obligations and paperwork?
A practical launch plan helps you compare the costs and responsibilities of selling on eMAG or Amazon with those of running a Shopify webshop. Before choosing a channel, work out what you will sell, where your customers are and what each sale needs to earn.
Choose your selling channel and calculate costs
If you are deciding how to start an online store, consider whether a marketplace, your own webshop or a combination fits your business.
- eMAG and Amazon are marketplaces where you can list products alongside other sellers. Check the requirements and charges for the marketplace and country you plan to use.
- Shopify is a platform for running your own webshop. Consider the work involved in bringing customers to it and managing the store.
For each option, build a cost estimate that includes the product itself, packaging, shipping, returns, payment processing, platform charges, advertising and any outside help. Review the relevant pricing and seller terms before committing: charges can depend on the service, product category and market.
Before listing a product, write down its selling price and subtract every expected cost. If the remaining margin is too small, revisit the price, product or sales channel.
Prepare for tax, invoicing and legal requirements
The rules you need to follow depend on where your business is established, where you sell and who your customers are. Cross-border sales can add obligations, so ask an accountant or tax adviser to review your plans before launch.
Check tax and invoicing
Discuss whether you need to register or account for VAT or other sales taxes in the markets you want to serve. Ask how marketplace sales should appear in your records and what invoices or receipts you need to issue. Keep a clear record of sales, fees, refunds and shipping costs.
Prepare customer-facing documents
A useful starting list for your legal adviser includes:
- Terms of sale, covering payment, delivery, returns and complaints.
- A privacy notice explaining how customer information is handled.
- A cookie notice or consent process, where applicable.
- Clear information about withdrawal, refunds and warranties, as required in your market.
- Any business identification or contact details required by law or your chosen platform.
Do not assume that a template or a marketplace listing covers every obligation. Requirements vary by country and sales channel.
Build your online store setup checklist
Use this ecommerce business startup guide to move from an idea toward your first sale:
- Choose your products and customers. Identify who you want to reach and why they would buy from you.
- Select your channels. Compare the expected margin, seller requirements and work involved in each option.
- Set up operations. Choose payment methods, confirm shipping arrangements and decide who will handle stock, questions and returns.
- Prepare listings and documents. Write accurate product descriptions, show clear prices and delivery information, and review the legal materials you need.
- Test before launch. Walk through a purchase, check the confirmation and invoicing process, and make sure you can fulfil and refund an order.
- Plan customer acquisition. Decide how you will reach potential buyers, whether through marketplace listings, email, social content or paid advertising. Track spending against sales so you can adjust your approach.
A common mistake when learning how to launch a webshop is focusing on the storefront while leaving shipping, returns or customer support until later. Give each task an owner before orders arrive.
Key takeaways
- Compare the full cost of each sales channel, not just its headline fee.
- Check tax, invoicing and legal obligations for every market you serve.
- Test the buying and fulfilment process before promoting your store.
- Monitor marketing costs alongside the margin on each sale.
Which part of your launch plan needs the most attention before your first customer buys?