The question we hear most often from clients before a build is "what do we need to have ready?". The short answer: brand assets, product data, store structure and technical access. You don't need 100 percent of it, but the more is ready, the faster the work moves.
A chaotic start means delays, extra cost and frustration. This guide is for anyone planning to launch on Shopify - whether from scratch or migrating from another platform.
Below is what goes into each of the four groups. If you are preparing for a Shopify store build, you can use this list as your preparation checklist.
Brand identity
At minimum you need a store name, a logo and a short description of what you sell and to whom. A brandbook is ideal but not required - without one we design from what you have and align as we go.
The more clearly your brand is defined, the easier it is to create a coherent design and experience. Useful to have:
- Store name
- A short description - what you sell and who your target customer is
- Logo and icon (ideally vector or a high-resolution image) - we will prepare variations for different backgrounds along the way
- Colour palette and fonts, if you have them
- Visual style or examples that inspire you
You don't need to own fonts - Shopify offers a wide font selection that loads very fast.
If you need help with graphic work or brand identity, let us know - we have partners who can help.
Product data
You need full product titles, descriptions, variants with prices and SKU codes, quality photos, and categories with filter attributes. This is where most of the work sits - especially with a large catalogue.
If you have supplier files (XML, CSV or an API), they can be integrated. If this is a migration, we move the data from the old system. If you are starting from scratch, you will need:
- Full product titles, descriptions, variants (sizes, colours, volumes, prices, SKU codes, barcodes)
- Quality product photos (.webp or .jpg)
- Product categories and filter attributes (product type, size, colour, material and so on)
- Downloadable documents (technical data, usage instructions, ingredient lists and similar)
👉 Tip: if your catalogue is large, plan the filters in advance - it lifts conversion noticeably.
Store structure
Before the build, map out your navigation tree and content plan: main categories, subcategories and menu items, along with copy for the homepage and inner pages. Changing the structure later costs more than planning it now.
Specifically, you will need:
- A navigation tree (main categories, subcategories, menu items)
- Content for the homepage and inner pages (about, contact, services)
- Category descriptions and imagery
- A decision on which non-standard features you need (gift cards, loyalty programme, selling services, B2B functionality, bookings)
Technical items
We will ask for company details, access to domain management, and - in a migration - access to the current system and Google Search Console. You will also need a list of integrations and contracts with suppliers and delivery partners.
- Company details, contact information, email address
- Access to the current store's CMS and Google Search Console account (if migrating)
- Access to domain management (if you already have a domain)
- Contracts with suppliers and delivery partners (if you sell physical goods)
- A list of required integrations (accounting platform, payment providers, logistics or warehousing partners, advertising tools, sales channels)
Additional recommendations
Most important: have one internal person responsible for preparing the data and responding quickly. That speeds up the process more than any other element of preparation, because decisions get made the same day rather than a week later.
Also worth keeping in mind:
- The brand must be clear - a logo and style guidelines let us adapt the design faster
- Product filtering matters for conversion - especially with a large catalogue, decide which filters you want (colour, size, volume)
- Content should be informative and inspiring - take care of the emotional connection, not only the data
- Visuals create the first impression - invest in quality photos and a consistent style
Frequently asked questions
Do you need everything ready before the build starts?
No. A base is enough - name, logo, an initial product list and a rough structure. The rest we add as we go, it simply takes longer than if everything is ready upfront.
Is a brandbook required?
Not required. A logo, colours and a few examples you like are enough. A brandbook speeds things up, but not having one is no barrier to starting.
What do you need to prepare when migrating from another platform?
Access to the current system and the Google Search Console account. Product data is moved from the old system, so it doesn't need re-creating - what matters more is reviewing what should be cleaned up before the move.
Do you need to buy fonts for a Shopify store?
No. Shopify offers a wide selection of fast-loading fonts that is enough for most stores. Your own brand font can be uploaded if it is part of the brand.
In closing
Building an online store is teamwork. The more you prepare in advance, the faster and smoother the process. Even if it all looks complex - you don't need everything from day one. Sometimes a base is enough, and the rest can be added along the way.
If you don't know where to start, or want a preparation list tailored to your business - get in touch. We will help clarify the first steps and make sure your start with Shopify is smooth and effective! 🚀
