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Ecommerce launch checklist

Everything to set up before you open an online shop in the UK, from product photos and VAT to test orders and your first marketing push.

By Charlie at InfinityUpdated 16 October 2026Free, 43 steps

Tips.

What makes the difference when you put it to work.

Launch with a smaller range you can photograph and describe well, then add products once orders are coming in.
Write your delivery and returns wording once and reuse it on product pages, the FAQ and order emails, so nothing contradicts.
Order your own products as a customer would to check packaging, delivery time and what the parcel looks like on arrival.
Keep a simple launch log of what you changed and when, so you can match changes to any jump or dip in sales.
If you would rather hand it over, Infinity builds Shopify websites and can set up tracking and email flows before launch.

Questions, answered.

Do I need to register for VAT to sell online?

You must register when your VAT taxable turnover goes over £90,000 in a rolling 12 month period, or if you expect it to go over that in the next 30 days alone. Below the threshold, registration is voluntary. Check GOV.UK for the current threshold, as it can change.

What legal pages does a UK online shop need?

Most shops need terms of sale, a returns and cancellation policy, a privacy notice and cookie information. You also need to show your business name, geographic address and email address, plus your company and VAT numbers if you have them. Delivery costs and arrangements must be clear before someone orders.

Do customers have a right to return items bought online?

Yes. Under the Consumer Contracts Regulations, most online buyers can cancel within 14 days of receiving their goods without giving a reason. You must refund them within 14 days of getting the goods back (or proof they sent them), including the standard delivery charge. Some items are exempt, such as personalised and perishable goods.

Can I send abandoned cart emails in the UK?

Yes, but treat them as marketing emails. Send them only to people who gave consent, or where the soft opt-in applies because they had a clear chance to opt out when they gave their email address. Every email needs an unsubscribe link.

Should I use Shopify or WooCommerce for my online shop?

Shopify suits most small shops because it handles hosting, checkout and security for you and has apps for most needs. WooCommerce runs on WordPress and gives you more control, but you look after hosting, updates and security yourself. Choose based on your budget, how much you want to manage and the features you need.