Successful online shop launch

What should be considered when launching an online shop? What should you have arranged for the release? We give tips for your online business
Onlineshop erfolgreich launchen

A few basics for a successful online shop

Open an online shop

Of course, there is more to a successful webshop than just setting up the software and hardware

With the help of a ready-made shop system and the associated ERP (here JTL-Shop & JTL-WaWi), it is no longer a problem to start your own online shop. Whether with or without the support of an agency or a JTL service partner – an online shop is technically quite quick to set up.

But of course, there is more to a successful webshop than just setting up the software and hardware. In the end, of course, it’s all about finding visitors and potential buyers who will also bring sales to the shop.

But how do you position yourself in the shark tank of e-commerce? So where do you get visitors from? And how do you generate profits from sales in the long term? Every shop owner comes across these questions at some point.

In the following, we would like to give you step-by-step tips with which you could be well positioned right from the start.

1. USP – The unique selling proposition

USP for the online shop

A word you hear over and over again – What is your Unique Selling Point (USP)? So what makes your offering stand out from others? Why should visitors buy from you and not elsewhere?

It’s no different online than offline. The competition never sleeps and is usually just a click away. If you are not lucky enough to be able to offer unique products or services, you will have a hard time pondering here.

But a USP doesn’t always have to depend on the product. USP can also be:

  • Unique Product Bundles
  • Unbeatable prices
  • Extensive assortment
  • Strong service (hotline, warranties, returns, chat, recommendations, …)
  • Unique personality or message

An example: “Our products are of particularly high quality and are supported by an outstanding range of services”. Of course, some creativity is required here. You don’t always have to reinvent the wheel, but you should definitely formulate a defined USP (at least for yourself).

2. Online Shop Software

ERP and ERP solution for online retailers: JTL

As a JTL service partner, we naturally have a clear recommendation: The software from JTL-Software.

By being able to get started completely free of charge, you can keep the risk low at the beginning, but you have the opportunity to grow over time and adapt the software to the increased requirements. From beginners to online retailers with multishops, multiple marketplaces and >1,000 orders a day – JTL’s systems grow with you without any problems.

At JTL you not only get an online shop (JTL-Shop), but also the associated merchandise management system (JTL-WaWi), a warehouse management system (JTL-WMS), a POS solution (JTL-POS) and much more.

3. Basic analysis

SWOT Analysis

There are several approaches to an analysis. One of the most well-known is the SWOT analysis. In doing so, you analyze your own offer in relation to your environment.

SWOT stands for strengths vs. weaknesses and opportunities vs. threats

In such an analysis, it is important to approach the facts honestly and openly, because here you can only “deceive” yourself.

In the end, you will learn how your own online shop is set up internally and how it is positioned compared to the competition.

Here is a very good guide on how to perform this analysis: SWOT Analysis

4. Specific tasks

Online Shop Checklist

In order to bring the shop online and “attract” potential visitors, the following basic and practical tasks are unavoidable:

  • Good & unique product descriptions
  • Good & Unique Category/ Themes/ Brand Descriptions
  • High Speed (Server & Performance Optimization)
  • Well thought-out user guidance (usability)
  • SEO Basics (META Tags, Duplicate Content, schema.org)

Other tasks that will bring you advantages:

  • Good social networking (social media)
  • Latest content (news, blog)
  • Added value content (FAQ, advice, tips)

5. Trust

Trust and trust in the online shop

In the beginning, every visitor will distrust you per se. And why not? They may not know you yet and have no experience with your shop and offer.

It is therefore important to build trust right from the start. The following tips should help:

  • Convey a high level of transparency in processing (payment, shipping, etc.)
  • Accommodating return policy
  • Independent Reviews, Test
  • High standards of privacy and security
  • Detailed “accompaniment” of the customer when ordering (text & image)
  • Offer secure payment methods

6. Online marketing

Online marketing in the online shop

A wide field 😅

But one thing is clear – you won’t attract visitors for nothing these days.

Therefore, it is important to make a realistic budget estimate right from the start, with which you get into the topic of “monthly online advertising”. SEO measures are also part of this, because expert search engine optimization costs an enormous amount of money, because it is an enormous amount of work.

Easier and faster to implement than SEO is SEM (Search Engine Marketing).

It is important to advertise your own products on platforms such as Google, Bing, Amazon, idealo, billiger.de, etc. Unfortunately, it is often not foreseeable in advance which channels will work best here and must therefore simply be tested.

Of course, the JTL Shop already has a lot to offer in order to be able to use these channels sensibly.

In the long term, you should also think about your customer loyalty. You should think about the following measures:

  • Offer newsletters (e.g. Brevo)
  • Referral marketing (e.g. NOSTO)
  • Vouchers, coupons (e.g. in-house)
  • Bonus point system
  • Affiliate Program (e.g. Affiliate Program)

In the long run, you want to turn customers into regular customers. This goal is often neglected in favor of acquiring new customers. But new customers cost many times more marketing effort and order far smaller shopping carts on average.

7. Controlling

Control your data

All measures should be monitored using analysis software. It is only through ongoing experience that one learns and can draw certain conclusions.

Tools such as Google Analytics, JTL Shop Campaign Tracking or similar help to determine whether certain products or online marketing measures are working or not.


Unfortunately, only very few online shops manage to earn money in the long term. Amazon & Co are strong competitors that are not so easy to ignore.

Contrary to popular belief, customers don’t just buy from a provider because of the cheapest price, but weigh up more broadly. For example, points such as “Easy & hassle-free ordering”, “Good service in case of problems”, “Suitable payment methods” and “Reliable shipping” play a major role in the selection of secondary purchases and thus in building up regular customers.

Michael Stepanek is Managing Director at WebStollen GmbH, where he brings over 20 years of experience in marketing and online trading.

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