• Key Steps
Building an Online Store as a Small Business Owner: Step-by-Step Guide
Updated February 24, 2025 • Reading Time: 8 min
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Online store setup for small business owners isn’t rocket science – it requires planning, but each step is doable on a small budget. Choose a platform, get a domain, design a clear shop, and market it smartly. In Finland, online store setup as a small business owner is a growing opportunity, with website design at its core. Need help creating your online store? Contact me – I’ll get you started and make your shop a success!
• Key Step 1
Set Your Goals and Target Audience
Before diving into the technical side of your online store, take a moment to consider what you want to achieve. Online store setup for small business owners starts with clear goals.
What do you sell and to whom?
- Products or Services: Are you selling physical items (e.g., jewelry, clothes) or digital services (e.g., e-books, courses)?
- Target Audience: Who are your customers? Young urbanites, families, or perhaps other entrepreneurs?
For example, a craft business owner might decide to sell unique sweaters to Finns aged 30–50 who value quality. Once you know your audience, you can tailor your online store to their needs.
Goals:
- Target Audience: Who are your customers? Young urbanites, families, or perhaps other entrepreneurs?
- Do you want to increase sales locally or expand nationally?
- Is your budget tight, or can you invest upfront?
Clear answers guide the next steps.
• Key Step 2
Choose the Right Platform for Your Online Store
The heart of your online store is its platform – the tool you use to build and manage your site. As a small business owner, opt for a user-friendly, scalable solution. Online store setup starts with choosing a platform – here are some recommended options.
Recommended Options
- WordPress + WooCommerce: Free and flexible, ideal for small businesses wanting customization. Requires hosting (e.g., €5–10/month).
- Shopify: Easy, ready-made solution, costing about €29/month, with no technical skills needed.
- Wix: Intuitive drag-and-drop tool, suited for simple stores (from €17/month).
How to Choose?
- Wix: Intuitive drag-and-drop tool, suited for simple stores (from €17/month).
- If you’re skilled in website design, WordPress + WooCommerce offers the most freedom.
- If you want a quick start without coding, Shopify or Wix might be better.
For example, a bakery in Finland might choose WooCommerce, as it integrates well with Finnish payment methods like MobilePay.
• Key Step 3
Get a Domain and Hosting
To make your online store findable online, you need a domain name and hosting service.
Domain
- Choose a short, memorable name tied to your business (e.g., www.craftshop.fi).
- In Finland, a .fi domain is reliable and popular, costing about €10–15/year.
Hosting
- In Finland, a .fi domain is reliable and popular, costing about €10–15/year.
- You need a server to keep your site online.
- Finnish options like Zoner or Domainhotelli offer fast servers and Finnish support (starting at €5/month).
Ensure your hosting supports your chosen platform – for example, WooCommerce needs sufficient power.
• Key Step 4
Design Your Online Store’s Layout
Website design influences whether customers browse or leave right away. As a small business owner, keep things simple but professional.
Visuals
- Theme: Choose a clear, responsive theme (mobile-friendly). For example, Shopify’s ‘Debut’ or WordPress’s ‘Astra’.
- Images: Use high-quality, product-focused photos. As a small business owner, you can shoot them yourself with good lighting or hire an affordable photographer.
Navigation
- Images: Use high-quality, product-focused photos. As a small business owner, you can shoot them yourself with good lighting or hire an affordable photographer.
- Make buying easy.
- Homepage: Intro and popular products.
- Product Pages: Clear categories (e.g., ‘Shirts,’ ‘Jewelry’).
- Cart: Visible and simple.
For example, a florist could create a homepage with a ‘Order Now’ button and beautiful flower images.
• Key Step 5
Add Products and Optimize Content
Adding products is the core of your online store. Do it carefully to engage customers.
Product Descriptions
- Write clear, appealing descriptions.
- Example: ‘Mittens with Wool Scarf – 100% Finnish wool, warm, and durable.’
- Use keywords like ‘mittens scarf’ – this supports SEO, even if it’s not the guide’s main focus.
Pricing and Availability
- Use keywords like ‘mittens scarf’ – this supports SEO, even if it’s not the guide’s main focus.
- Show prices clearly (incl. VAT).
- Indicate if a product is in stock or on order.
Add at least 5–10 products to start, so your shop looks robust.
• Key Step 6
Set Payment and Shipping Methods
As a small business owner, you want to make buying easy and secure.
Payment Options
- Popular in Finland:
- MobilePay: Fast and mobile-friendly.
- Klarna: Enables payment on invoice.
- PayPal: For international clients.
Integrate them with your platform (e.g., WooCommerce supports multiple payment gateways).
Shipping
- PayPal: For international clients.
- Popular in Finland:
- Post and Matkahuolto: Home delivery or pickup points, starting at €5.
- Pickup: Offer free pickup for local clients, if possible.
Display shipping costs clearly before checkout.
• Key Step 7
Test and Launch Your Online Store
Before opening your shop, ensure everything works.
Testing
- Walk through the checkout process: Add a product to the cart, go to checkout, and test payment (in test mode).
- Check the mobile view – over half of Finns shop on phones in Finland.
- Ask a friend to test and provide feedback.
Launch
- Ask a friend to test and provide feedback.
- Once satisfied, remove the ‘Coming Soon’ page and open your store.
- Ensure your domain directs correctly (e.g., www.yourstore.fi).
• Key Points 8
Market Your Online Store
Without customers, your shop won’t generate sales. As a small business owner, start with small but effective tactics.
Social Media
- Share a link to your store on Instagram or Facebook.
- Use hashtags like #onlinestore or #smallbusiness.
Email
- Use hashtags like #onlinestore or #smallbusiness.
- Send a message to friends and existing clients: ‘My new online store is open!’
Local Marketing
- Send a message to friends and existing clients: ‘My new online store is open!’
- If you sell locally, distribute flyers or advertise in local groups.
•Key Step 9
Monitor and Grow Your Online Store
After launching, the work isn’t over – track results and make improvements.
Analytics
- Install Google Analytics (free) to see visitor numbers and sales.
- Check which products sell the most.
Updates
- Check which products sell the most.
- Add new products regularly.
- Ask customers for feedback and improve based on it.
