Do you dream of selling your own products online? Perhaps you already have an idea in your head or even a finished product, but have no idea how to turn it into a functioning online shop?
Don't worry: getting started in e-commerce is easier today than ever before - if you know what's important.
In this article, you will get a clear overview of the first steps, important decisions and typical pitfalls when creating an online shop.
How do I create an online shop?
You create an online shop by choosing suitable shop software (e.g. Shopify, WooCommerce or Shopware), creating products, setting up payment and shipping options and customising the design to suit your brand. Legally compliant texts (legal notice, terms and conditions, data protection) and optimised user guidance are also important for better sales.
The first step: What do you want to sell... and to whom?
Before you dive headfirst into technology or design, you should ask yourself a few basic questions:
- What products or services do you want to offer?
- Who is your target group?
- Do you want to sell locally, throughout Germany or internationally?
These questions not only determine your marketing strategy, but also, Which shop system suits you at all.
Is an online shop still worthwhile in 2025?
Short answer: Yes - but not for everyone and not at random.
✅ What speaks in favour?
- Online shopping is standard. Most people regularly buy online - and the trend is still rising, even in the B2B sector.
- Niche markets are booming. If you have a clear target group and a special offer, you can position yourself well - even against large platforms.
- Technology is more accessible than ever. With construction kits, AI support and automated tools, you can get started today even without a large budget.
❌ What speaks on the other hand?
- Competition is fierce. Amazon, Zalando & Co. set standards that small shops cannot always fulfil.
- Customer demands are increasing. Next-day dispatch, free returns, crystal-clear service - this is no longer "nice to have".
- Marketing costs. Without advertising (e.g. via social media or Google), your shop will hardly be found - organic growth takes time and expertise.
It pays to have your own online shop, if you have a clear concept, a real customer problem and staying power you bring with you. The tools and opportunities are there - but success doesn't come overnight.
Spoilt for choice: How do you want to set up your shop?
The market for e-commerce solutions is huge - and it can be quite overwhelming at first. There are not the one perfect solution, but many good ones - depending on how much time, budget and technical expertise you have.
We will now look at three common methods: Modular systems, CMS-based shops (e.g. WordPress + WooCommerce) and Customised in-house developments.
1. modular systems - the quick and easy way
If you want to start quickly and are not interested in technical details, providers such as Shopify, Wix or Jimdo is a great choice. Here you get everything from a single source: design templates, hosting, security updates and often even integrated payment processing.
Typical features:
- Drag-and-drop editors
- Pre-installed shop functions
- Automatic updates & hosting
- Monthly subscription prices
Ideal for: Individual entrepreneurs, creatives, handmade shops, side projects
2. CMS + shop system - flexible & expandable
Do you want more control but don't need your own development? Then a so-called Content Management System (CMS) with an integrated shop system is a very popular solution. First and foremost: WordPress in combination with WooCommerce.
? What is a CMS? A CMS is a platform with which you can manage content (texts, images, products) - without having to access the code directly. WordPress is the best-known example, but there are also Joomla, TYPO3, Drupal or Shopware as a "pure" shop CMS.
WooCommerce is a plugin that transforms WordPress into a fully-fledged online shop - with shopping basket, payment integration, shipping options and much more.
Advantages:
- Large selection of designs and plugins
- Many SEO and marketing tools available
- Full control over your data & hosting
Disadvantages:
- Updates, backups & security are your job (or that of your agency)
- Hosting & technical support must be organised separately
Ideal for: Growing projects, professional shops with individual requirements, content-driven brands
3. customised in-house development - maximum freedom, maximum effort
Do you want full control over functions, design and infrastructure? Then you can develop a shop completely yourself (or have it developed). You can do this with frameworks such as Laravel, React (for frontends) or specialised platforms such as Magento Open Source.
Typical for individual shops:
- Customised UX and functions
- Headless commerce approaches (frontend and backend separate)
- Performance optimisation and connection to other systems
But: Here you either need a development team behind you - or a good budget to pay for one.
Ideal for: Start-ups with a scalable concept, tech products, large brands with special requirements
A brief digression: CMS vs. shop system - what's the difference?
Many people confuse CMS and shop systems - but one is not automatically the other.
- CMS (Content Management System) = Focus on content (texts, blog, pages) → WordPress, Joomla etc.
- Shop system = Focus on products, orders & payments → Shopify, WooCommerce, Shopware
? Some systems (e.g. Shopware or WooCommerce) combine both - others concentrate on one page. What is important: What do you need? You?
Briefly outlined: Payment providers & shipping
As soon as your shop is up and running, you need to be able to sell. Meaning:
Payment providers (payment gateways) such as PayPal, Klarna, Stripe etc. - this is often already prepared in the shop system, but each has its own peculiarities.
And: How will the products reach the customer? You should also consider shipping options and service providers such as DHL, Hermes or dropshipping solutions at an early stage.
? Comparison of payment providers for online shops
? Comparison of shipping service providers for online shops
? Legal: Imprint, GDPR & Co.
Not the most exciting part - but extremely important. You need:
- A complete Imprint
- One Privacy Policy
- General Terms and Conditions (AGB)
- GDPR-compliant cookie banner & tracking solutions (e.g. Google Analytics or alternatives like Trackboxx)
Tip: There are tools and services (such as eRecht24 or Trusted Shops) that can help you get off to a legally secure start.
Read also: Making your website (or online shop) GDPR-compliant - here's how
? And now?
Your path to your own online shop starts with a decision:
Do you want to get started quickly - or grow in the long term?
No matter how you start: Every online shop continues to develop. Whether through new products, marketing campaigns or the next technical improvement - the main thing is to keep at it.
Creating an online shop - is it free?
The good news: Yes, you can create an online shop for free. The bad news is that you rarely get very far without investing - at least not permanently.
Some providers such as Shopify, Wix, Weebly or also ecwid offer Free trial phases or free plans on. You can often use it to create products, try out designs and build your first pages. Also with WordPress + WooCommerce a free start is possible - at least as far as software is concerned.
But: hosting costs (e.g. for WordPress), many designs, plugins or apps are subject to a fee, you have to buy domains (e.g. "meine-shopseite.de") separately and so on.
Our conclusion: "Free" is often a starting point - not a permanent state. If you are serious about selling, you should plan a small budget for domain, design, marketing and tools.
Which is the test winner among the online shop providers?
There is no one-size-fits-all answer - but certain providers have repeatedly prevailed in tests, depending on requirements:
For beginners & quick setup:
? Shopify is named as the test winner in many comparisons - because of its user-friendliness, app ecosystem and reliability.
For creatives & individualists:
? Wix convinces with a powerful design editor and flexible layouts.
For the technically savvy & SEO-focused:
? WooCommerce (with WordPress) scores with flexibility, control and expandability - but requires more knowledge.
? Our tip: Don't just look at test winners - first think about what You needSimplicity? Customisability? Scalability? Then you will find Your Winner.
What does a small online shop cost?
Today, a small online shop can often be realised for as little as €1,000 to €5,000 - including basic design, hosting, domain and setup. Ongoing maintenance or care costs an additional €500 to €1,000 per year. For more flexibility and customisation, budgets from €5,000 to €14,000 are also realistic.
