The merch store launch checklist

Twelve checks that catch the problems that quietly cost a new Shopify merch store its sales. Run them before launch, then every Monday.

Before you build

1. Write the deal down.The revenue share (of gross or net?), who pays for product cost, the per-order fulfillment fee, shipping, and who keeps the store and customer list if it ends.
2. Launch with 3–6 products.A main tee, a hoodie, a hat, and maybe one fun item. A focused drop outsells a 40-product catalog.
3. Price from your margin.Price, minus product cost, payment fees, and any shipping you cover. Aim for 40% or more before anyone's share.

Setup

1. Every fulfillment location is in your shipping profile.If your print-on-demand app or warehouse is missing from the profile, in-stock products can show as sold out. Go to Settings, then Shipping and delivery, then your profile's fulfillment locations.
2. One free-shipping amount, everywhere.The announcement bar, the shipping rate, the FAQ, and the cart all show the same threshold.
3. Real policies, not defaults.Refunds, shipping, privacy, terms, and contact, edited to match how made-to-order items actually work.
4. A real-life photo first.The first image on each product shows it in use, ideally on the creator. Flat mockups come second.
5. An honest ship time on the product page."Made to order, ships in 3–5 business days" heads off most where's-my-order emails.
6. One real test order, then refund it.Check that it reached the right fulfiller and the emails look right.

Launch and after

1. Warm people up for 14 days.Tease it, show the process, announce the date, wear the sample on camera, then launch. A store that opens without warning usually opens quietly.
2. Never mark orders fulfilled early.Only once they're made and with the carrier. Tracking numbers for packages that don't exist yet lead to chargebacks.
3. A 20-minute audit every Monday.Nothing sold out that shouldn't be, no order older than your ship time, first photos still right, and no email waiting more than a day.