The Beginner's Guide to Building a Hand Crafted Online Shop - wording placed over image a hand-crafted business work bench showing their tools and a laptop in the middle

Creating an online shop is a fantastic way for creative makers to expand their reach and sell their products to a global audience. Whether you create jewellery, pottery, textiles, candles, or any other handmade goods, an online shop can transform your passion into a thriving business.

Here’s a step-by-step guide to setting up an e-commerce platform that not only showcases your unique products but also embodies your brand’s spirit.

Step 1: Define Your Brand

Before diving into the technicalities of setting up a shop, it’s crucial to define what your brand stands for. What are your core values? Who is your target audience? What makes your products unique? Answering these questions will help you create a brand image that resonates with your audience.

Brand Identity: Choose colours, fonts, and a logo that reflects your brand’s aesthetic. This visual identity will guide the design of your online shop.

Brand Voice: How do you communicate with your customers? Whether it’s warm and friendly, sophisticated and professional, or quirky and fun, your brand voice should be consistent across all of the content you create.

Step 2: Choose the Right E-Commerce Platform

Selecting an e-commerce platform that suits your needs is key. Consider platforms like Wix, Shopify or WooCommerce. These platforms offer user-friendly interfaces, customisable templates, and various plugins that enhance functionality.

Wix: If you’re looking for a DIY option Wix is a good choice for selling online because it has everything you need for eCommerce included out-of-the-box.  If you value flexibility and the prerogative to change your mind, you may not love that once you choose a template and publish, you’re stuck. If you want to switch it up, you have to take the whole site down and start all over. Their “Business” package which includes a standard ecommerce facility starts from £25 pm, going upto £119 pm for their “Business Elite” package for advance ecommerce facilities.

Shopify: Great for beginners, offering robust support, easy set-up, and seamless payment integration. You may want to bear in mind the cost element of starting up a Shopify store which starts from £25 pm for their “Basic” package, going upto £65 pm for their Shopify package and £344 pm for their “Advanced” package.

WooCommerce: It’s highly customisable and perfect for those who want more control over their store.  It’s also low cost compared to other store systems.  The plugin WooCommerce is free with the WordPress directory. There are no monthly charges, other than you processor fees (Stripe/PayPal). This is my preferred platform as it allows you to add functionality as your business grows.

Step 3: Set Up Your Online Store

Once you’ve chosen your platform, it’s time to set up your shop.

Product Listings: Create detailed product descriptions that highlight the benefits and features of your items. Use high-quality photos to showcase your products from multiple angles.

image of a lady hand sewing her product

Categories and Navigation: Organise your products into categories to make navigation easier. A well-structured shop encourages customers to explore more products.

Payment Gateways: Set up payment methods. Most platforms support integrations with major payment gateways like PayPal, Stripe, and credit card processors.

Step 4: Optimise for SEO

Search Engine Optimisation (SEO) helps your website rank higher in search results, making it easier for potential customers to find you.

Keywords: Use relevant keywords throughout your site, especially in product descriptions and blog posts.

Mobile Optimisation: Ensure your site is mobile-friendly. Most users shop on mobile devices, so a responsive design is essential.

Loading Speed: Optimise images and streamline your site’s code to ensure fast loading times. Faster sites provide a better user experience.

Step 5: Launch Marketing Campaigns

With your shop set up, focus on driving traffic to your site.

Social Media: Use platforms like Instagram, Facebook, and Pinterest to showcase your products and direct followers to your online shop. 


Email Marketing: Build an email list to send updates, promotions, and personalised offers to your customers to encourage them to buy again and again.

Content Marketing: Start a blog related to your craft to share insights, behind-the-scenes stories, and useful tips. This not only drives SEO but also establishes your expertise in your field and builds interest with your audience.

Step 6: Analyse and Adapt

After your online shop is up and running, you will still need to monitor its performance to ensure you are getting the best from your website. Analyse which products are selling well and which pages are most visited.

Analytics Tools: Use tools like Google Analytics to track visitor behaviour on your site.

Customer Feedback: Gather and act on customer feedback to improve your products and services.


Building an online shop might seem daunting at first, but by breaking down the process into manageable steps, you can create a vibrant e-commerce platform that allows your ideal audience to buy from you whenever it suits them.

With a strong online presence, your handcrafted business can flourish, reaching customers far beyond the local markets and fairs you attend.

If you would like to have a chat to see if an online shop could work for your business please get in touch.