How to Start an Online Store in 2027: Costs, Platforms and Payments
Starting an online store is an opportunity for businesses to reach more customers, sell products beyond their physical location and build an additional sales channel.
Whether you want to sell clothing, electronics, food products, beauty products, camping equipment or specialised business supplies, an e-commerce website allows customers to browse products, place orders and make payments online.
But how much does it cost to start an online store, and which platform should you choose?
The answer depends on the products you sell, the number of items in your catalogue, the payment methods you need and how you plan to manage orders and deliveries.
A small business selling 20 products may need a relatively straightforward WooCommerce or Shopify store. A retailer managing thousands of products, multiple warehouses and specialised pricing may require more advanced integrations or custom development.
The most important decision is not simply how cheaply you can build an online store. It is whether the platform can support your business reliably and profitably as it grows.
In this guide, Web Anatomy explains how to start an online store in 2027, compares popular e-commerce platforms, examines development and operating costs, and explores payment gateways, delivery, security and search engine optimisation.
How to Start an Online Store: 10 Essential Steps
Starting an online store involves more than selecting a website template.
The process generally includes:
- Decide which products or services you want to sell.
- Research your target customers and competitors.
- Calculate product costs, margins and operating expenses.
- Choose an e-commerce platform.
- Register a domain and arrange hosting where required.
- Build your website and upload product information.
- Integrate secure payment methods.
- Configure delivery, collection and returns.
- Test the entire ordering process.
- Launch your store and begin marketing.
Each stage should be considered before the website goes live. A technically functional store can still struggle commercially if delivery costs, payment fees or product margins have not been properly planned.
1. Decide What Products You Want to Sell
Before choosing an e-commerce platform, establish what your business will offer.
Online stores can sell physical products, digital downloads, subscriptions, services or combinations of these.
A clothing store may require product variations for sizes and colours. A food business may need weight-based pricing and special delivery arrangements. A retailer selling equipment may need detailed specifications, warranty information and product comparisons.
The product type determines much of the website functionality.
Start by identifying your customers, researching demand and understanding what competing businesses offer.
Consider supplier reliability, stock availability, delivery requirements and the profit you expect to earn from each sale.
A smaller, well-organised product range is often easier to launch and manage than a large catalogue containing incomplete product information.
2. Choose the Right E-commerce Platform
The platform you choose determines how products are managed, how customers place orders and what functionality can be added later.
Three widely used options are WooCommerce, Shopify and Wix. Businesses with specialised requirements may also consider custom development.
WooCommerce: Flexible E-commerce With WordPress
WooCommerce is a free, open-source e-commerce platform built for WordPress.
It provides product management, shopping carts, checkout functionality, order administration and support for additional extensions.
Because WooCommerce runs on WordPress, businesses can combine their online store with service pages, blogs, buying guides and other marketing content.
WooCommerce allows businesses to choose their own compatible hosting provider and payment gateway.
It can be customised through themes, plugins and development work.
The core WooCommerce software does not charge a platform subscription or take a percentage of sales. However, hosting, premium extensions, payment processing and maintenance may still cost money.
WooCommerce requires ongoing technical management, including software updates, backups, security and performance monitoring.
Best suited to: Businesses wanting flexibility, control over hosting and a content-driven e-commerce website.
Shopify: An Integrated E-commerce Platform
Shopify is a hosted commerce platform that combines website infrastructure, product management, checkout and order administration.
Businesses can create a store using themes and extend its functionality through applications and integrations.
Shopify manages much of the underlying hosting and core platform infrastructure.
This can reduce the amount of independent server administration required.
However, businesses pay ongoing subscription fees, and additional applications or payment-related charges may increase the total cost.
Payment provider availability differs by country. Shopify Payments is not available in every market, and merchants using third-party payment providers may incur additional Shopify transaction fees.
Best suited to: Retailers wanting a managed e-commerce environment with integrated commerce functionality.
Wix: An Accessible Option for Smaller Stores
Wix provides a visual website builder with e-commerce capabilities on eligible plans.
It combines hosting, design tools and website management within one platform.
Businesses can use templates and visual editing tools to create product pages and configure basic store functionality.
Wix can be appropriate for smaller businesses with relatively straightforward product catalogues.
However, businesses requiring complex inventory systems, specialised integrations or extensive development control should confirm that the platform supports their requirements.
Best suited to: Small businesses wanting a convenient website builder with online selling functionality.
Custom E-commerce Development
Custom development may be appropriate when a business needs functionality that cannot be delivered efficiently through a conventional platform.
Examples include specialised product configurators, business-to-business ordering, customer-specific pricing, advanced stock systems and integrations with existing enterprise software.
Custom stores may use technologies such as ASP.NET, PHP, React and other development frameworks.
Custom development provides flexibility but can involve higher development and ongoing support requirements.
Importantly, Google does not automatically favour WordPress, Shopify or custom-developed websites. All must meet the same fundamental crawling and indexing requirements.
Best suited to: Businesses with specialised operational or integration requirements.
3. WooCommerce vs Shopify vs Wix: Which Should You Choose?
Each platform has strengths and limitations.
| Feature | WooCommerce | Shopify | Wix |
|---|---|---|---|
| Hosting | Separately arranged | Included | Included |
| Core software | Free and open-source | Subscription | Subscription |
| Payment gateways | Compatible integrations | Country-dependent providers | Country-dependent providers |
| Content management | WordPress | Shopify CMS | Wix CMS |
| SEO controls | WordPress and plugins | Built-in and apps | Built-in tools |
| Maintenance | Merchant or developer | Core platform managed | Core platform managed |
| Custom development | Extensive | Platform and API-based | Platform-based |
| Best fit | Flexible e-commerce | Dedicated retail | Smaller stores |
For businesses already using WordPress, WooCommerce may be a practical choice.
Shopify can simplify infrastructure management, while Wix may suit a smaller store with straightforward requirements.
Custom development should be considered when the business has a clear need for specialised functionality.
The decision should account for long-term costs, integrations, maintenance and the ability to grow.
4. How Much Does It Cost to Start an Online Store in 2027?
The cost of starting an online store varies according to the platform, design, product catalogue, integrations and development requirements.
It is useful to separate the initial website investment from the costs of operating the business.
Example Online Store Setup Budgets
The following are illustrative planning scenarios, not verified 2027 industry averages or Web Anatomy service quotations.
| Online store scenario | Example initial budget |
|---|---|
| DIY store using a standard template | R3,000 |
| Small professionally configured store | R15,000 |
| Professionally developed e-commerce store | R35,000 |
| Advanced store with integrations | R85,000 |
| Complex custom e-commerce system | Requires individual scoping |
These figures illustrate how different requirements can affect the scale of a project.
A DIY budget assumes that the business owner completes most of the work. It does not necessarily include stock, marketing, ongoing subscriptions or significant development.
A professional project may include design, product setup, payment integration, shipping configuration, technical SEO and testing.
For a meaningful quotation, the developer should establish the number of products, required features, integrations and responsibilities before providing a final price.
Ongoing Online Store Expenses
Operating expenses may include:
- Domain renewals and hosting or platform subscriptions
- Premium themes, plugins and applications
- Payment gateway charges
- Website maintenance and backups
- Courier and packaging costs
- Product photography and content updates
- Advertising and SEO
- Returns, refunds and customer support
Businesses should calculate their total operating costs rather than comparing platform subscriptions alone.
A cheaper website may become more expensive if it requires several paid extensions or extensive technical support.
5. Register a Domain and Choose Suitable Hosting
Your domain name is the address customers use to find your online store.
Choose a name that is easy to remember, relevant to your business and suitable for your intended market.
If you choose WooCommerce, you will need hosting that supports WordPress and the demands of an online store.
E-commerce websites may require more resources than simple informational websites because they process product searches, customer sessions, shopping carts and checkout transactions.
Important hosting considerations include server reliability, database performance, security, backups and available resources.
Shopify and Wix include hosting within their subscriptions.
For self-hosted stores, avoid selecting hosting solely because it has the lowest advertised price.
An online store should remain reliable during periods of increased traffic and sales activity.
6. Build an Online Store That Is Easy to Use
Website design should support the purchasing process.
Customers need to find products, understand pricing, view delivery information and complete purchases without unnecessary difficulty.
An effective online store should provide clear navigation, logical product categories and useful search or filtering options where appropriate.
Product pages should display accurate descriptions, images, availability, variations and prices.
The shopping cart should make it easy to review selected items and understand the order total.
Checkout should be straightforward, especially on mobile devices.
Avoid unnecessary distractions, confusing forms and unexpected charges that only appear at the final stage.
A professional design is valuable, but a clear and reliable purchasing experience is more important than excessive visual effects.
7. Add Products, Images and Descriptions
Product information helps customers make informed decisions.
Each product should include a descriptive title, accurate pricing, suitable images and relevant specifications.
Depending on the product, useful details may include dimensions, weight, materials, colour, size, warranty information and compatibility.
Product Photography
Use clear photographs that accurately represent the products.
Where helpful, show different angles and include photographs demonstrating how the product is used.
Optimise image dimensions and file sizes so product pages do not become unnecessarily slow.
Product Descriptions
Avoid relying exclusively on generic supplier descriptions.
Original descriptions can answer customer questions and explain the product’s practical benefits.
For example, a camping equipment store could explain the dimensions, portability, fuel requirements and intended uses of a particular braai.
Product Categories
Organise products into categories that make sense to customers.
A clear category structure also supports internal linking and helps search engines discover relevant product pages.
8. How to Accept Payments on Your Online Store
A payment gateway enables customers to pay through your website.
Depending on the provider, supported methods may include cards, bank-based payments, digital wallets and instalment payment services.
Businesses should select a payment provider based on customer preferences, supported currencies, transaction fees, security and compatibility with the e-commerce platform.
Payment Gateway Options for South African Businesses
Payfast
Payfast offers payment processing for South African merchants, including card payments and various alternative payment methods.
It provides integrations for popular e-commerce platforms.
Yoco
Yoco supports online payments through website integrations and payment links.
Its payment services can be useful for businesses that sell both online and in person.
Peach Payments
Peach Payments provides payment processing solutions and integrations for online businesses.
Merchants should review available payment methods, settlement arrangements and current fees.
Ozow
Ozow provides bank-based payment solutions that may be suitable for businesses wanting to offer customers an alternative to card payments.
What About Shopify Payments?
Shopify Payments is only available in supported countries.
As of November 2026, South Africa is not included in Shopify’s published supported-country list.
South African merchants using Shopify should therefore investigate compatible third-party payment providers and the additional Shopify transaction fees that may apply.
Payment availability should always be confirmed before selecting a platform.
9. How Much Do Payment Gateways Charge?
Payment processing fees affect the profitability of every online sale.
Providers may charge a percentage of the transaction value, a fixed amount per transaction or a combination of both.
Additional fees may apply for payouts, refunds, international payments or particular payment methods.
Published South African Payment Examples
As checked in November 2026:
| Provider and method | Published transaction fee |
|---|---|
| Payfast card payments | 3.2% + R2 |
| Payfast Instant EFT | 2%, minimum R2 |
| Yoco online payments | 2.55%–2.95% |
The listed provider fees exclude VAT and may vary by merchant arrangements, payment method and future pricing changes.
Example: Payment Fees on a R500 Order
Using Payfast’s published card fee of 3.2% plus R2:
- Order value: R500
- Percentage fee: R16
- Fixed fee: R2
- Total processing fee: R18 excluding VAT on the fee
This means payment processing is one of the costs that must be considered when calculating product margins.
Why Shopify Fees Need Additional Attention
Shopify may charge third-party transaction fees when a merchant uses an external payment provider.
These fees are separate from the payment provider’s processing charges.
The applicable rate depends on the Shopify plan and payment configuration.
For South African merchants, this can materially affect the cost comparison between Shopify and WooCommerce.
Businesses should calculate payment costs using their expected monthly sales, average order value and payment methods.
10. Calculate Your Profit Before Setting Product Prices
One of the most common mistakes when starting an online store is confusing revenue with profit.
A store may generate substantial sales but still struggle if product margins are too low.
Example: Profit on an Online Order
Consider a hypothetical product sold for R500.
| Item | Amount |
|---|---|
| Selling price | R500 |
| Product purchase cost | −R250 |
| Packaging | −R15 |
| Delivery subsidy | −R45 |
| Payment processing, illustrative | −R18 |
| Advertising allocation | −R40 |
| Contribution before other expenses | R132 |
This example is simplified and excludes taxes, returns, fixed operating expenses and other business costs.
The remaining R132 is not necessarily net profit.
Businesses must also account for website subscriptions, hosting, maintenance, salaries, stock losses and other overheads.
This is why pricing and operating costs should be planned before the online store launches.
11. Set Up Shipping, Delivery and Collection
Delivery is an essential part of operating an online store that sells physical products.
Customers need to know how much delivery costs, how long it may take and what happens if an order needs to be returned.
Common delivery arrangements include flat-rate shipping, calculated courier rates, free shipping above a specified order value and local collection.
Some businesses offer nationwide courier delivery, while others focus on local or regional markets.
Courier integrations can help automate shipping quotations, waybills and tracking information.
South African businesses may investigate services such as The Courier Guy and Bob Go, depending on their operational needs and supported integrations.
Delivery pricing should account for product dimensions, weight, destination and packaging requirements.
Before launch, test different delivery destinations and product combinations to ensure checkout charges are calculated correctly.
12. Website Security, Privacy and Consumer Protection
Online stores handle customer information and financial transactions.
Security and compliance should be included in the development process.
Important measures include HTTPS, secure administrative accounts, appropriate access controls, backups and supported software.
For WooCommerce, regular WordPress and plugin updates are particularly important.
Businesses should use reputable payment providers and avoid storing sensitive card information unnecessarily.
Using a payment gateway does not remove every security or compliance responsibility from the merchant. Payment handling arrangements should be reviewed against applicable PCI DSS requirements.
South African Legal Considerations
South African online businesses should consider applicable requirements under the Protection of Personal Information Act (POPIA), the Electronic Communications and Transactions Act and the Consumer Protection Act.
These may affect how customer information is collected, how online transactions are presented and what information must be disclosed to customers.
Businesses should provide appropriate privacy information, contact details, delivery terms and return or refund policies.
Specific legal requirements depend on the products, customers and business circumstances. Professional legal advice may be appropriate.
13. SEO for Online Stores: How Will Customers Find Your Products?
Launching an online store does not guarantee Google traffic.
Search engine optimisation helps search engines discover and understand product pages, categories and other public content.
Important e-commerce SEO considerations include descriptive product titles, original descriptions, crawlable internal links, appropriate canonical URLs and XML sitemaps.
Google applies the same fundamental crawling and indexing requirements to WooCommerce, Shopify and custom-developed stores.
The platform itself does not guarantee rankings.
Product Structured Data
Product structured data helps Google interpret information such as product names, prices, availability and offers.
Eligible product pages may qualify for enhanced search appearances, but structured data does not guarantee that Google will display a particular search feature.
Product data should accurately reflect the information visible to customers.
Google Merchant Center
Google Merchant Center can help businesses provide product information for eligible Google shopping experiences.
Merchants may use product feeds or supported platform integrations.
Availability and eligibility depend on the merchant, product category, target country and applicable Google policies.
Product Categories and Buying Guides
A well-structured online store should include useful product categories and supporting content.
For example, a business selling braai equipment could publish buying guides explaining how to choose a portable braai, compare fuel types or select accessories.
This content can attract customers who are researching products before making a purchase.
14. Marketing Your Online Store After Launch
An online store needs a plan for attracting customers.
Depending on the business, this may involve SEO, Google Ads, social media, email marketing and partnerships.
Search engine optimisation can help attract visitors looking for products and related information.
Paid advertising can provide additional exposure, but profitability depends on advertising costs, product margins and conversion rates.
Social media can help businesses demonstrate products, communicate with customers and build awareness.
Email marketing can support repeat purchases and product announcements when customers have provided appropriate consent.
Track E-commerce Performance
Google Analytics 4 and other reporting tools can help businesses understand how customers interact with the store.
Useful measurements include product views, add-to-cart actions, checkout activity, purchases and revenue.
Businesses should also monitor average order value, conversion rate, advertising costs and product profitability.
Tracking must be configured and tested to ensure the data is reliable.
15. Test Your Online Store Before Launch
A complete checkout test is essential.
Test the purchasing process from product selection to payment confirmation.
Confirm that product variations work correctly, cart totals are accurate and delivery charges are calculated as expected.
Check successful, failed and cancelled payment scenarios.
Ensure orders are created correctly and that customer notifications, stock adjustments and refunds operate as intended.
Test the store on desktop and mobile devices.
Review important public pages for crawlability, indexing restrictions and technical SEO configuration.
A website should not be considered ready simply because the homepage looks complete.
Common Mistakes When Starting an Online Store
Businesses sometimes underestimate the work involved in managing an online store.
A low initial development price may seem attractive, but the store still needs reliable hosting, product management, security and ongoing support.
Other common mistakes include incomplete product information, confusing delivery policies, poorly tested payment integrations and insufficient marketing budgets.
Selecting a platform without considering future growth can also create problems when the business needs more advanced functionality.
The most successful approach is to plan the website and the business operations together.
Frequently Asked Questions
How Much Does It Cost to Start an Online Store?
Costs depend on the platform, development requirements, product catalogue and integrations. Businesses should budget separately for initial development, subscriptions, hosting, payment fees, delivery, maintenance and marketing.
Is WooCommerce Free?
The core WooCommerce software is free and open-source. Hosting, premium extensions, development, maintenance and payment processing may still involve costs.
Is Shopify Better Than WooCommerce?
Neither platform is universally better. Shopify provides managed commerce infrastructure, while WooCommerce offers greater control over hosting and customisation. The best choice depends on the business’s requirements and operating costs.
Can I Start an Online Store Without Coding?
Yes. Shopify, Wix and WooCommerce provide tools for creating online stores without writing application code. More complex functionality may require professional development.
What Is the Best Payment Gateway for an Online Store?
The best option depends on your country, e-commerce platform, customer payment preferences, transaction volumes and fees.
Can I Accept International Payments?
Many providers support international payments, but available currencies, settlement arrangements and charges differ. Confirm the provider’s requirements before launching international sales.
Does Shopify Charge Transaction Fees?
Shopify may charge third-party transaction fees when external payment providers are used. These can be separate from the payment processor’s fees.
Do I Need Hosting for WooCommerce?
Yes. WooCommerce runs on WordPress and requires compatible hosting. Shopify and Wix include hosting within their subscriptions.
Can an Online Store Rank on Google?
Yes. E-commerce websites can appear in Google Search when their pages are accessible, indexable and provide useful content. No platform guarantees indexing or rankings.
How Long Does It Take to Build an Online Store?
A simple store may be launched relatively quickly, while complex stores can take several weeks or longer. Product preparation, payment approvals, integrations and testing can significantly affect the timeline.
Can I Add an Online Store to an Existing WordPress Website?
Yes. WooCommerce can add e-commerce functionality to a compatible WordPress website, provided the hosting and technical environment are suitable.
Ready to Start Selling Online?
Starting an online store is an investment in more than a website.
The platform, payment systems, product information, delivery processes and ongoing marketing all influence whether the business can operate successfully.
For smaller businesses, WooCommerce, Shopify and Wix provide established ways to begin selling online.
For businesses with specialised requirements, custom development may offer greater flexibility.
The right solution depends on the business model, available budget and long-term requirements.
At Web Anatomy, we help businesses develop and manage WordPress and WooCommerce websites, evaluate hosting requirements and improve technical SEO and website performance.
Whether you are launching your first online store or improving an existing e-commerce website, the objective is to create a reliable platform that supports customers and business growth.
Planning to launch an online store?
Contact Web Anatomy to discuss e-commerce website development, hosting, maintenance and technical SEO services.
Last updated: 10 November 2026.
