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Your One-Stop Shopify Launch Checklist: The Not-So-Obvious Must-Haves For Your Sustainable Shop

If you’ve landed on this post through Pinterest or Google, let me be upfront: this isn’t your typical Shopify store launch checklist.

Hundreds of checklists will walk you through the fundamentals. But setting up your store is only the beginning. 

And most guides? 

They skip over the tools and strategies that move the needle for your store. The stuff that makes the difference between launching a new Shopify store…and an actual successful launch. Especially for a sustainable brand

Welcome to the ultimate Shopify launch checklist, focusing on the not-so-obvious must-haves for your store’s success.

Quick note: If you’re still working on basics like setting up your custom domain or payment gateway, this post might be a bit ahead of where you are. While I won’t cover those steps here, I’ve gathered some resources to help you:

Shopify’s Official Checklist

ShopExperts’s Shopify Launch Checklist

Wildhives’ Free Launch Checklist: Available as a step-by-step checklist or Notion template 

How This Shopify Launch Checklist is Different

I’ll confess – I’m not reinventing the wheel. But I am filling a gap in available Shopify launch guides. 

Most setup guides focus on getting your products listed and payment processing working but that’s just scratching the surface. 70% of my clients come to me missing essential tools like Google Search Console that should have been set up from the start.

So, I’m giving you the scoop on everything I set up for my clients’ stores. And I mean everything: how to collect emails before you launch, what tools to use to connect with customers, and what marketing tips work. 

You know, the things that other checklists keep close to their vest.

Ready to dive in? Here’s what we’ll cover:

Make Your Pre-Launch Landing Page Your First Shopify Step

Look, I get it – you want to dive straight into building your store. But here’s a secret most people miss: you can start collecting emails while you work through this launch checklist. 

And trust me, you want those emails.

Building your store takes time, usually a few days to weeks. You can use that time to also build your customer base. Every social media post, every ad, every conversation with friends and family becomes a chance to collect emails from interested buyers.

A pre-launch page is exactly what it sounds like – a simple “coming soon” page that turns visitors into email subscribers before your store is ready.

Why?

Instead of launching to crickets, you can launch to a list of people waiting to buy. The right pre-launch marketing strategy, think social media teasers and email campaigns, generates excitement about your store before you even launch your products.

Let’s set up your pre-launch page in Shopify right now:

  • Head to your Shopify admin
  • Go to Online Store → Pages → Add page
  • Title it something that sparks curiosity like “Coming Soon” or “Something Exciting Is Coming”
  • Add your brand story and a compelling reason to join your email list
  • Don’t forget your email signup form

Pro Tip: Once your page is ready, make it your homepage while you finish setting up your store. In your Shopify admin, go to Online Store → Navigation, edit your Main Menu, and set your new landing page as the homepage.

Now for collecting those emails, you have two options: 

Option 1: Use Shopify’s Built-In Customer Accounts

To set this up, enable customer accounts in your settings and add the signup form to your page. It’s the simplest option with basic functionality for when you need to collect emails.

Option 2: Use an Email Marketing App (Recommended)

Install Klaviyo or your chosen email marketing app and add their pre-built form to your page. This option gives you better segmentation options and more control over your marketing campaigns.

With your pre-launch page up and running, every social share, every mention to friends, and every ad you run can start building your customer base. Even as you work through the rest of this checklist, your future customers will be signing up to hear from you!

If you’re having trouble setting up your landing page, feel free to email me at laura@dolgify.com and I’ll point you in the right direction!

Prepping Your Policy Pages

It’s time to talk about the not-so-exciting but absolutely necessary policy pages: Terms & Conditions, Privacy Policy, Shipping & Returns, and FAQs.

Here’s why each one matters for your launch:

Terms & Conditions: This policy protects your business from legal disputes and sets clear expectations for site users. It covers all the important stuff like trademarks, property rights, and copyrights and should be separate from your Privacy Policy.

Privacy Policy: This document explains how you handle customer data – from what you collect to how you use it in advertising. Make sure it’s thorough because platforms like Facebook and Google Ads will request access before running your campaign.

Shipping & Returns Policy: Most platforms don’t let you sell without a Shipping & Returns Policy. And honestly? Your customers won’t buy without it either. Everyone wants to know how shipping works and what happens if something goes wrong with an order.

FAQs: While not technically a policy page, FAQs are gold for you and your customers. They answer common questions before they’re asked, boost trust, and save you time on customer service.

Once you’ve got these policy pages set up, we can move on to the tools that help people find your store online. 

Setting Up Google Properties (Not Just Google Analytics)

While most checklists mention Google Analytics (now GA4) as essential for any online business, they overlook two key Google tools: Search Console and Merchant Center. Here’s why you need both before launching:

Google Search Console

This free tool helps you monitor, maintain, and troubleshoot how your site appears in Google search results. You’ll spot problems like broken pages and see what keywords you’re ranking for.

But the big thing?

You can tell Google you exist. 

Google won’t find your web pages unless you submit them through a sitemap. No submission = no showing up in search results. And even if SEO isn’t a high priority for you now, getting this set up will give you a head start when you’re ready to focus on search traffic.

Need help submitting your sitemap? Shopify has an in-depth article and video to walk you through it.

Google Merchant Center

Planning to run Google Ads for your shop? Then you’ll need Google Merchant Center.

This tool lets you promote your products across Google Search, Maps, YouTube, and more. There’s no way around it – if you want to sell products through Google, you need Merchant Center set up first.

Save yourself (or your future ad agency) time by setting this up early through Google’s Merchant Centre tutorial.

Basic Technical Search Engine Optimization (SEO)

Now that we’ve covered Google Search Console, let’s talk about why you should SEO set up before launch.

What is Search Engine Optimization?

Simply put, SEO is how you make your store show up in search results. While it involves technical setup and content optimization, it doesn’t have to be overwhelming or expensive – especially if you get the foundations right from the start.

At Dolgify,  we help boost our clients’ sales through SEO and content marketing, with a focus on keyword research and optimization. While you can explore advanced SEO strategies later, let’s focus on the technical foundations your store needs.

Site Structure

Your site’s structure is key. It determines how your content is organized and how easily people can find things.

Your goal is to make all pages accessible within a few clicks from your homepage while creating meaningful connections between content. This helps both search engines understand your site and makes it easier for customers to navigate.

Pre-launch site structure checklist:

Organize your categories: Create logical groups and subgroups for your products. For example, if you sell reusable water bottles, your “Water Bottle” navigation might include subcategories like “Insulated” and “Non-Insulated.”

Double-check your navigation: Make sure it’s intuitive and user-friendly. Customers should easily find products and retrace their steps as needed.

Add internal links: Add links to related products in your descriptions – using clear text like “shop our insulated bottles” instead of “click here.” This helps both customers and Google find more of your products.

Keep your breadcrumbs: You know those “Home > Shop > Water Bottles” links at the top of pages? Keep these – they help both customers and Google understand where they are in your store.

Site Speed

Site speed is a huge factor in SEO. Ideally, your website should load within three seconds (we’re all a little impatient). Here are the main things that slow down your site:

Large images: Big image files = slow loading time. Use an image optimization tool like Image Resizer to compress your JPEGs or PNGs before you upload them to your site.

Shopify apps: Remember to clean out your Shopify apps regularly. Keep only what you use because extra apps slow everything down.  

Broken pages: Broken pages (aka 404 pages) don’t load, so redirect any out-of-use pages to live, relevant ones on your site.

Page Optimization

Let’s chat about heading tags – those invisible markers that help organize your content and tell search engines what’s important on your page. Think of them like chapters and sections in a book but for your website. 

Here’s how they break down:

Heading Tags

  • H1: This is your page title. Only one of these is allowed per page, with no exceptions (exactly like a book title).
  • H2: Use these for main sections on your content or product pages to break up features or topics.
  • H3: These break down your H2 sections into smaller parts to help organize details.
  • H4, H5, H6: You probably won’t need headings often but they’re there if you need to get specific with subsections.

Here’s some good news: Shopify automatically tags your product, collection, and page titles as H1s. You just need to structure the rest of your headings!

And look no further for an example of headings in action. Basic SEO is this page’s H2, Page Optimization is the H3, and Heading Tags is the H4 to keep everything organized. 

Meta Titles & Descriptions

If you’ve poked around your Shopify admin, you might’ve noticed a “Search Engine Listing” section at the bottom of your pages. Don’t skip this!  

These little snippets of text are super important because they’re what shows up in Google search results and could be the difference between someone clicking your store or scrolling right past.

You’ll need to fill out two key pieces here:

Meta Title: (Shopify calls this “page title” – same thing!) This is your headline in search results. You’ve got 60 characters to work with, so make them count! This is your chance to tell both Google and potential customers exactly what your page offers.

Meta Description: Think of this as your 160-character pitch to get someone to click. Be specific and tell people what’s in it for them. “Discover handcrafted water bottles perfect for your next adventure” beats “We sell water bottles” any day of the week.

Pro tip: Don’t panic if Google shows different text than what you wrote. This happens because Google tries to match what people are searching for with the most relevant content from your page.

Image Optimization

Let’s talk about alt text – one of those things people love to skip but shouldn’t.

Alt text is your image’s understudy – it steps in when the image can’t perform (aka fails to load) and helps visually impaired visitors understand your site through screen readers.

And heads up – this isn’t just about being nice (though that matters). 

Web accessibility is a legal requirement, and lots of brands are scrambling to catch up. Get this right from the start and you’ll avoid those ADA compliance headaches later.

Thankfully, adding alt text in Shopify is super simple:

Open any image on your product page or in your theme settings, look for the “Alt Text” field, and describe what you see in the image like the example below:

So there you have it – all the technical foundations your Shopify store needs for a strong start! I know it’s a lot but don’t let it overwhelm you. Remember, you don’t have to tackle everything at once.

  • Start with these key takeaways:
  • Keep your site structure clean and logical
  • Make sure your pages load quickly 
  • Use your heading tags thoughtfully
  • Fill out meta descriptions and alt text

Get these basics right now, and you’ll thank yourself later when you’re ready to dive into the fancy marketing stuff.

Making Your Site Accessible

Plus, with ADA lawsuits on the rise in eCommerce, this stuff matters more than ever. Especially as a sustainable brand that values inclusivity.

Here’s what you need to set up:

  • Alt text in images: Remember what we said about alt text? Every image needs it. Not some images. Not most images. Every image needs clear, descriptive alt text so users with visual impairments can still access your shop.
  • Sufficient contrast: No one can buy from your store if they can’t read it. Avoid light text on light backgrounds (looking at you, white text on pale gray). Consider adding an opaque overlay to help text stand out. Bonus – here’s a tool to check if your colors work for colorblind shoppers too.
  • Responsiveness: Your store needs to work on all devices. Good news – most Shopify themes handle this automatically, but always double-check on your phone and computer.
  • Closed captions: Using videos? Add captions. Not everyone can hear your audio, but they still want to know what you’re saying.

While no website can achieve 100% ADA compliance, it’s our responsibility as store owners to prioritize accessibility from the start. For a deeper dive into ADA compliance and guidelines, check out my detailed post on Shopify ADA compliance.

Look, the Shopify App store is huge and it’s tempting to install everything that catches your eye. But let’s focus on the essential Shopify apps your eCommerce business needs to launch properly:

Shopify Apps

Reviews

Trust matters and reviews build trust. I recommend either Judge.me or Reviews.io to easily collect and display customer reviews. Reviews.io has more features but both apps help build social proof from day one.

Email Marketing

Klaviyo is the gold standard for email marketing.  It’s powerful, integrates seamlessly with Shopify, and offers sophisticated automation capabilities. While there are other options available, Klaviyo’s ecommerce-specific features make it particularly valuable. 

Back-in-Stock Notifications

Don’t let out-of-stock items mean lost sales. A back-in-stock app captures potential customer emails, turning inventory challenges into email list-building opportunities. This is especially important during your early days when you’re still figuring out inventory management.

Design & Development

Not ready to hire a designer? Check out Design Packs app. It offers additional Shopify sections and customization options beyond your basic theme. Think of it as having a designer’s toolkit without the designer price tag.

Sales Channels

Planning to sell on platforms like Google, Instagram, or Facebook? Set these sales channels up before you launch. Each platform has its own requirements and setup process, so it’s better to have these ready to go from the start rather than scrambling to add them later.

Plus, don’t forget Shopify Payments – it makes checkout smooth and simple for your customers!

Email Marketing Strategy

Let’s talk about your most powerful tool: email marketing.

Here’s why email matters so much: it’s direct access to your customers’ inboxes. No algorithms, no hoping they see your social posts – just straight to them. And once you set these emails up, they work for you 24/7.

Set up these three email sequences before you launch:

Welcome Series Flow

Your chance to make a great first impression the moment someone joins your list:

Email 1 (Immediate):

  • Give a warm welcome
  • Introduce them to your brand story
  • Offer a special discount to encourage first purchase

Email 2 (Day 2):

  • Show off bestsellers or new products
  • Tell them your unique value proposition
  • Build trust with social proof

Email 3 (Day 4):

  • Share education or tips about your products
  • Give a behind-the-scenes look at your brand
  • Remind them about the welcome discount

Abandoned Cart Flow

Don’t let those almost-sales slip away! When someone leaves items in their cart:

Email 1 (1 hour after abandonment):

  • Provide a gentle reminder about items left behind
  • Ask if they have questions or need support

Email 2 (24 hours later):

  • Create some urgency
  • Consider offering a small discount
  • Show related products they might like

Email 3 (72 hours later):

  • Send a final reminder with possibly a stronger discount
  • Show social proof about the products they left behind

Post-Purchase Flow

Keep the momentum going after they buy:

Email 1 (Immediate):

  • Confirm their order
  • Set delivery expectations
  • Build excitement about their purchase

Email 2 (After delivery):

  • Check-in on their experience
  • Request a review
  • Share product care tips

Email 3 (2 weeks after):

  • Cross-sell related products
  • Ask for social shares
  • Invite them to join your community or newsletter

Remember, these flows work for you 24/7 once they’re set up. 

While they might take some time to create, they’ll continuously nurture your customers and drive sales while you focus on other aspects of your business.

Ready to Launch?

Almost! If you’ve made it this far, congratulations!

You’ve gone beyond the basic Shopify setup guide and are well on your way to launching a store that’s built for success.

Let’s do a quick check of everything you’ve nailed:

  • Got your pre-launch landing page capturing emails while you work
  • Set up essential policy pages to protect your business
  • Connected all your Google properties (not just Analytics!)
  • Built your technical SEO foundation
  • Made your store accessible to all users
  • Installed must-have Shopify apps
  • Created automated email flows to nurture customers

Here’s the thing about launching a store – it’s not just about pretty product photos. It’s about building something ready to grow. And you’ve done that.

One final tip: don’t let perfectionism keep you from launching. Launch your store, then keep making it better based on what your actual customers tell you. 

Ready to hit that publish button? If you’ve checked off everything in this guide, you’re already ahead of 90% of new stores.

Hi! If we haven’t already met, I’m Laura! Founder of Dolgify and author of this little blog. I help small to mid-sized sustainable merchants build eco-friendly stores and ethical stories their conscious customers deserve. If you liked this post and want to learn more, here are a few ways you can connect with me:

Join my email list: For a bi-weekly dose of sustainable eCommerce insights, tips for ethical brands, and the occasional behind-the-scenes look at how I help eco-conscious merchants like you succeed. I promise to keep it fun, engaging, and always valuable for your sustainability journey.
Explore my services: See how I can help you create a sustainable eCommerce store that’s as unique as your ethical brand. From crafting compelling eco-friendly copy to designing custom Shopify themes that highlight your sustainability efforts, I’ve got you covered. Let’s work together to bring your green vision to life and build an online presence that stands out from the conventional crowd.
Dive into the Dolgify blog: Find more posts like this one, covering everything from eco-conscious customer personas to ethical email marketing and beyond.

If you have any questions about sustainable eCommerce or just want to say hi, feel free to send me an email or connect with me on Instagram. I’d love to hear from you! Until next time, keep building those amazing eco-friendly stores and ethical stories. Your conscious customers (and the planet) will thank you for it!

Cheers,
Laura

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