Purpose #
This article explains what the Launch phase includes, how Shopstars prepares a store for go-live, and what clients can expect during this foundational stage. It covers setup, theme configuration, payments, shipping, analytics, and essential marketing tools. Clients should use this as the reference for understanding how their Shopify store is built from the ground up.
Why Launch Matters #
A store’s first impression is permanent. Launch is about more than switching a site live—it’s about ensuring every critical element is in place so that customers can browse, purchase, and trust the brand from day one. Poor setup leads to broken checkouts, inaccurate tracking, or bad SEO foundations, which cost time and revenue later. The Launch phase establishes a reliable, scalable foundation for growth.
Core Deliverables #
Store Setup
- Shopify account configuration (plans, settings, legal pages, checkout policies).
- Domain connection and SSL activation.
- Basic navigation and menu structure aligned with brand hierarchy.
Theme Configuration
- Selection of starter or premium theme depending on budget and timeline.
- Brand customization (logo, fonts, color palette).
- Homepage, product, and collection templates configured with initial content.
Catalog and Content
- Import of product data via CSV or manual entry.
- Setup of collections (manual and automated).
- SEO-ready product titles, descriptions, and images.
Payments and Checkout
- Shopify Payments or Stripe configured as the default processor (where available).
- PayPal and alternative gateways added for customer flexibility.
- Wallet payments (Apple Pay, Google Pay, Shop Pay) enabled for faster checkout.
Shipping and Taxes
- Shipping zones and rates configured (domestic, international, express options).
- Tax rules aligned with regional requirements.
- Test checkouts run to validate calculations.
Analytics and Tracking
- GA4, Meta Pixel, and other ad platform pixels installed and tested.
- Conversion events (Add to Cart, Checkout Started, Purchase) validated using Chrome tools and debug modes.
- Shopify analytics dashboards configured for client visibility.
Marketing Essentials
- Email capture forms installed (popup, footer signup).
- Klaviyo, HubSpot, or Brevo integration for automated welcome series.
- Initial SEO settings: site title, meta description, sitemap submission.
Testing Before Launch #
Every Launch includes a QA phase to confirm:
- Navigation works across desktop and mobile.
- Checkout functions with multiple payment methods.
- Pixels and analytics fire correctly without duplication.
- Site speed passes Core Web Vitals thresholds.
- Emails (order confirmations, abandoned cart) render properly.
Timeline #
Launch typically takes 2–4 weeks depending on catalog size, app integrations, and custom design needs. Stores with complex migrations or ERP/CRM integrations may require extended timelines.
Client Responsibilities #
Clients must:
- Provide accurate product data (CSV or platform export).
- Deliver brand assets (logo files, fonts, imagery).
- Approve theme selections and branding choices.
- Test the store pre-launch and confirm readiness in Basecamp.
Summary #
The Launch phase builds a Shopify store foundation that is technically sound, visually aligned with the brand, and ready to transact. Shopstars configures setup, theme, payments, shipping, analytics, and marketing essentials, while clients provide assets, approvals, and data. A thorough QA ensures a smooth go-live, positioning the store for growth in the next phase of the lifecycle.
