- Start with a clear product, customer and price, then check your margins after shipping, payment fees, returns and ads.
- Get the basics ready: business bank account, GST registration where required, and category licences such as FSSAI for food.
- Launch your own website (Shopify or WooCommerce) and add marketplaces and quick commerce when you are ready.
- Set up payments, shipping, tracking and policies before you spend on ads.
1. Choose your product and customer
Successful online brands start narrow. Pick a product range you understand, a specific customer, and a reason to buy from you rather than a big brand. Check:
- Is there real demand? Look at Amazon reviews, Google searches and Instagram competitors.
- Can you sell at a healthy margin after GST, shipping, payment fees, returns and ad costs?
- Is the product easy to ship without damage, and does it need special licences?
2. Register your business and get the paperwork
The exact requirements depend on your business type, products and turnover, so speak to a chartered accountant. Most online sellers need:
- A business structure (sole proprietorship, partnership, LLP or private limited)
- A current bank account in the business name
- GST registration where it applies. Marketplaces usually ask for a GSTIN, and rules for small online sellers have changed in recent years
- Category licences, such as FSSAI for food products and the relevant approvals for cosmetics
- Trademark application for your brand name, especially before you invest in packaging
3. Choose your platform
Your own website builds your brand and margins, while marketplaces bring ready buyers.
- Shopify: fastest to launch, easy to manage.
- WooCommerce (WordPress): full ownership and flexibility, strong for content and SEO.
- Marketplaces: Amazon, Flipkart, Myntra and Meesho bring traffic but charge commissions.
- Quick commerce: Blinkit, Zepto and Instamart suit fast-moving products in metro cities.
Not sure which platform fits? Read WordPress vs Shopify.
4. Build a store that converts
Most Indian shoppers browse on mobile, so design for phones first:
- Clear product photos from several angles, plus a short video if possible
- Benefit-led product descriptions, sizes, ingredients or specifications
- Visible delivery time, return policy and COD availability
- Reviews, trust badges and a WhatsApp contact button
- A fast, simple checkout with UPI as an option
5. Set up payments
Connect a payment gateway such as Razorpay, Cashfree, PhonePe or PayU to accept UPI, cards, net banking and wallets. Decide whether to offer cash on delivery, and whether to add a small COD fee or limit it by pin code. Compare options in our payment gateway guide.
6. Set up shipping and returns
Shipping aggregators let you book couriers across India from one dashboard, compare rates and handle COD remittance. Define your packaging, shipping charges, delivery timelines and a clear return and refund policy. Read our tips to reduce RTO and COD returns.
7. Launch and get your first customers
- Tracking first: install Google Analytics 4 and the Meta Pixel before any ads.
- Friends, family and community: early orders and honest reviews.
- Instagram content: Reels that show the product in use.
- Paid ads: small Meta and Google tests, then scale what works. See our Meta ads guide.
- SEO: optimised product and category pages that bring free traffic over time.
- Marketplaces: add Amazon or quick commerce once your operations are stable.
Want a team to launch it for you?
Bombay Marketing builds stores, sets up payments, shipping and tracking, and runs the marketing that gets your first orders. See our ecommerce website development service or book a free call.
Frequently asked questions
How much money do I need to start an online store in India?
It depends on your products, inventory and marketing plans. Platform and setup costs can be modest, but keep a separate budget for inventory, packaging and at least a few months of marketing.
Do I need GST to sell online in India?
Most marketplaces require a GSTIN, and GST rules for online sellers depend on your turnover, products and where you sell. Rules have changed in recent years, so confirm your situation with a chartered accountant.
Should I start on Amazon or my own website?
Many brands do both: marketplaces for ready demand and their own website for brand building and better margins. Our guide on Amazon versus your own website explains the trade-offs.
How long does it take to launch?
A focused Shopify store can go live in a few weeks once products, photos, content and registrations are ready.