I am moderately tech-y but I don’t even know where to begin with this and don’t have a lot of time to dedicate to this - I would love to just know what’s working and where my time spent would be most effective.
Don’t worry about the technical side; Shopify is designed to handle the “tools” so you can focus on being a “business person.” If you don’t have much money, you must invest time. Your time is best spent talking to five new potential customers every day.
They won’t talk to you about Shopify; they will talk about their pain points (like back pain or hair loss). Your goal is to understand how your product solves those problems. For the technical setup, use a reliable, free theme like Dawn, ensure you have high-quality photography and video, and focus your energy on customer engagement rather than custom coding.