Partner Insights: The Top 10 Mistakes Every New Shopify Store Owner Makes (And How to Fix Them!)

JasonH
Community Moderator

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Kicking off an online business? It’s exciting, but hey, it can be a bit of a rollercoaster. 

 

We’ve spotted a pattern of pitfalls that trip up many new store owners. To smooth out those bumps, we're continuing the conversation with @StephensWorld to bring you solutions. 

 

Stick with us as we help you navigate the top 10 mistakes new Shopify store owners can make. 

 

10. Using .myshopify.com 

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Forgot to set your primary domain on Shopify? Quick fix ahead! Without it, your customers might spot the generic .myshopify.com URL. Not what you want, right? Let's make your custom domain the star of the show. 

 

 

9. Adding every app you possibly can 

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Apps can be added to your Shopify store to provide additional functionality. There certainly are many helpful apps you can add, but there's a fine balance between adding extra features to your site, and cluttering your site with too many apps (which can lower your loading speeds). 

 

Of course, it all depends on which apps you're adding, but I recommend keeping the total number of apps added to your store under 10. 

 

8. Showing low-resolution or over-sized images, logos, or banners

 

 

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Got fuzzy images or bloated banners on your site? That's a quick way to signal ‘low quality’ to customers. For example, if your product photos are pixelated or blurry, customers might assume the products themselves are poorly made.

 

High-quality visuals aren't just nice to have—they directly impact sales. Oversized images not only look spammy, but they also bog down your load times. And if it takes over 3 seconds to load? Bye-bye, shopper. 

 

  • Pro tip: Shopify has apps that can help whip your images into shape. Click here for a speedy rundown.

 

7. No sizing chart available?

 

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Selling clothes online? Sizing charts are must-haves. 

 

Why? Because without a fitting room, your customers rely solely on those charts to avoid the guesswork of sizing. Remember, a medium in one brand could be a small in another. Accurate sizing charts can be the make-or-break detail for ensuring your customers pick the right size from the get-go

 

Tuck those sizing charts neatly at the bottom of each product description or among the main images. 

 

Want to really impress? Opt for a theme that offers a built-in sizing chart on your product pages. Make it easy, make it right—the first time.

 

 

6. Pushing pop-ups upon customer arrival

 

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Popups: We all love to hate them. Nobody visits a site just itching for a popup to block their view. 

 

Sure, they're great for snagging customer emails or sharing discount codes—but timing is everything. Firing up a popup as soon as someone lands on your page? Big no-no. It’s like asking for a date before introducing yourself. 

 

Give people time to look around; set your popups to appear after 30 seconds and ensure they only pop once. 

 

Remember, you only get one shot at a first impression.

 

5. Selling everything you possibly can

 

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It's a common misconception that offering more products increases your chances of making a sale. Not quite. Casting a wider net on product selection and just hoping for the best is something you’d want to avoid for your store. 

 

The most successful shops I've seen keep it focused: they pick a niche and stick to it. Remember, your store isn't Amazon — no need to stock your digital shelves with everything. 

 

Choose a few products you're confident about, focus your marketing efforts there, and watch one bestseller transform your balance sheet. 

 

4. Choosing a super-bright color scheme

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Big, bold colors? A thought: Just because you can, doesn’t mean you should. 

 

Shopify might give you every shade under the sun, but that doesn't mean your storefront should shout with them. Sure, standing out is key—but not at the expense of user comfort. 

 

Stick to classics like a soft, off-white background and use your brand colors for accents (think links and buttons). 

 

Pro tip? Ensure that every bit of text is effortless to read. Your customers’ eyes will thank you.

 

3. Not checking your site on all devices before launch

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So you’ve powered through a marathon site-building weekend. It now looks top-notch on your MacBook — but hold that launch button! 

 

That stellar look on your computer may not look the same on other devices, particularly mobile devices like phones and tablets.  You may need to adjust images or tweak the layout to keep your brand looking sharp on all screens. 

 

And hey, a quick fix for a “smushed” layout with bulky horizontal scroll bars on a mobile device? Insert images instead of HTML whenever you can. 

 

2. Putting all your marketing budgets in one advertising basket

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Ads are everywhere: popping up on Google, buzzing through Instagram, spinning on TikTok. But When it comes to getting the word out about your online store, think outside the digital box. 

 

Local businesses thrive on the personal touch — think word of mouth! Try a little in-person charm. Engage with your community, share a smile, hand out business cards with great discounts, or build your email list one chat at a time. The key here is to create a personal connection with your customers. (Buy try to keep it natural and avoid staring like a deer caught in headlights).

 

For more marketing strategies, check out this tutorial: Make your first sale.  

 

1. Waiting for customers to magically discover your brand

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One big mistake I often see new entrepreneurs make is focusing too much on having a pretty website and expecting it to bring in sales on its own. Successfully selling products online requires more than just a nice-looking site; it also demands significant effort and a budget for marketing.

 

With millions of websites out there, the likelihood of someone randomly finding your new site is slim to none. Without effective marketing, it's very unlikely that your business will stand out.

 

Every new online store needs a clear business plan. Ask yourself: Who am I selling to? Where do these customers live? How will I let them know about my brand? What marketing methods will work best? You should think about these questions early on.

 

Many people post on Shopify Community each week wondering why their store isn't making any sales. More often than not, it's not their website or products that are at fault — it's that they aren't using effective marketing strategies. Just posting on Facebook a few times, running a modest ad campaign, and hoping for the best isn't enough.

 

If you desire better results, you must proactively market your online store. Explore various marketing strategies and see what fits your business here: Learn With Shopify.

 

If this task seems daunting, consider hiring a Shopify Marketing Expert or Partner. They can help develop and carry out a plan to increase your sales.

 

Pause and Play

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And there it is, your quick guide to sidestepping rookie moves and pushing your business forward. Try applying some of the tips we've discussed to your store and see what shakes out. Have any thoughts? Drop them in the comments. 

 

Looking for more insights? Keep your eyes peeled for upcoming posts. Want to exchange thoughts with @StephensWorld? Head over to Stephen’s World and start your collaboration journey. 

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