Selling online in India has never been easier, but there are still many moving parts. This step-by-step guide covers everything from choosing a platform to your first sale.
Indian shoppers buy everything online, from fashion and groceries to furniture and handmade gifts, and digital payments through UPI have made checkout easier than ever. Whether you're a local shop going online or launching a new direct-to-consumer (D2C) brand, here's how to set up an online store step by step.
Step 1: Validate your product and niche
- Is there demand? Check Google search volumes, marketplace listings and social media conversations.
- Who is your customer, and why would they buy from you instead of a marketplace?
- Do the margins work after product cost, packaging, shipping, payment fees, returns and marketing?
Step 2: Marketplace, own website, or both?
Marketplaces (Amazon, Flipkart, Meesho) give you instant traffic but charge commissions and control the customer relationship. Your own website gives you full control of brand, pricing, data and repeat customers, but you need to bring the traffic. Many successful brands use marketplaces for reach and their own store for margins and loyalty.
Step 3: Choose your e-commerce platform
| Option | Pros | Consider |
|---|---|---|
| Hosted (e.g. Shopify) | Quick setup, hosting included, app store | Monthly subscription, app costs add up |
| WooCommerce (WordPress) | Flexible, large plugin ecosystem, you own it | Needs hosting and maintenance |
| Custom (e.g. Laravel) | Fully tailored workflows, B2B or multi-vendor | Higher upfront investment |
Step 4: Sort out the legal and business basics
- Business registration (proprietorship, LLP or private limited) and a current bank account.
- GST registration: requirements depend on your turnover and how you sell, so speak to your CA.
- Required policy pages: privacy policy, terms, shipping, returns and refunds, plus contact details.
- Product compliance where applicable (FSSAI for food, BIS for certain electronics).
Step 5: Set up payments
Offer UPI, cards, net banking and wallets through a payment gateway, and decide whether to offer cash on delivery (COD). COD can lift conversions but increases returns. Read our payment gateway guide to choose the right one.
Step 6: Plan shipping and returns
Shipping aggregators let you compare couriers, print labels and track deliveries from one dashboard, often with COD remittance. Define delivery timelines, shipping charges, packaging standards and a clear returns process before launch.
Step 7: Build a store that converts
- Professional product photos from multiple angles, plus video where possible.
- Detailed descriptions with size charts, materials and care instructions.
- Reviews, trust badges and clear delivery and return information on every product page.
- A fast, simple mobile checkout. See our conversion tips.
Step 8: Market your store
Launch with a mix of channels: Instagram and Facebook ads for discovery, Google Shopping and Search for intent, SEO-optimised category pages and blog content for long-term traffic, and WhatsApp for repeat purchases and abandoned-cart reminders.
Tip: Launch with a focused product range and get the operations right (packing, shipping, customer service) before expanding. Smooth delivery creates repeat customers.
Brute Corp has built online stores for brands across India. See our e-commerce website packages or get a free consultation to plan your store.
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