E-commerce launch checklist: what to check before you open for sales
A new store’s first order is a stress test of everything at once: payment, shipping calculation, transactional email, inventory, invoicing and customer service. Finding an error at that moment costs the sale and, worse, the customer’s trust. This checklist organizes what we check before releasing a store.
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Payment and orders
Shipping and delivery
Trust and required information
Tracking and marketing
Shopping experience
Why the test order is non-negotiable
No visual review replaces a real order. That’s where you find the shipping that won’t calculate for a remote region, the email that lands in spam, the coupon that won’t apply and the invoice that won’t issue. Place at least one order per payment method and cancel it afterwards.
What to leave for week two
Not everything has to be perfect on day one. Storefront tweaks, more sophisticated email automations and layout tests can come later — as long as the payment, delivery, required information and tracking foundation is solid.
Information an online store must display
In Brazil, Decree No. 7,962/2013, which regulates e-commerce under the Consumer Protection Code, requires online stores to display clearly and prominently, among other information, the company name and registration number (CNPJ), physical and electronic address and other details needed for location and contact, the product’s essential characteristics, the price including extra charges such as shipping, the terms of the offer and the payment methods. Consumers also have a right of withdrawal within seven days for purchases made outside a physical store. Other countries have equivalent rules — in the EU, for example, the Consumer Rights Directive.
Confirm the details with the company’s legal advisers — and keep this information accessible in the footer and at checkout.
Plan for the first four weeks
Week 1: stability
Follow orders, payments and emails every day; fix any failure in the purchase path before investing in media.
Week 2: first campaigns
Switch on brand and product search campaigns and the catalog on shopping platforms, with tracking checked.
Week 3: recovery
Turn on the abandoned-cart automation and the post-purchase sequence.
Week 4: review
Analyze conversion rate, average ticket, shipping and checkout abandonment to prioritize next month’s improvements.
The metrics that matter in the first month
| Metric | Where to look | Why track it |
|---|---|---|
| Conversion rate | GA4 and the store dashboard | Shows whether the store turns visits into orders |
| Cart abandonment | Store dashboard | Points to friction in shipping, payment or trust |
| Average ticket | Store dashboard | Sets how much you can pay for acquisition |
| Media cost per order | Ad platforms and store | Shows whether acquisition fits the margin |
| Orders with problems | Customer service and logistics | Reveals operational failures before they become bad reviews |
At Manáry, a store only goes live after final approval and full testing, and media starts with validated tracking — the process is described in Web Dev & Infrastructure and in Paid Media.
Frequently asked questions
What is mandatory for an online store?
In Brazil, among other requirements of Decree No. 7,962/2013, the store must display its company name, CNPJ, address and contact channels, product characteristics, price with extra charges and the terms of the offer, and respect the right of withdrawal. Check the equivalent rules in each country you sell to.
How long does it take to launch an e-commerce store?
Generally two to four months, depending on catalog size, payment, shipping and ERP integrations and how quickly approvals come.
Should I invest in media from day one?
It’s better to first make sure the purchase path, tracking and operations are stable. Media on top of a store with failures speeds up problems.
Nuvemshop or WooCommerce?
Nuvemshop reduces technical maintenance and speeds up launch; WooCommerce offers more flexibility for customizations and integrations. The choice depends on the operating model and the team available.
Launching or migrating a store?
Manáry is a Nuvemshop partner and handles structure, performance, integrations and tracking, with your approval at every step.
Want to apply this to your business?
Manáry looks at your real numbers — media, website and CRM — and hands back the priorities in order of impact.
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