Starting a store needs an understandable offer and a process you can deliver. Avoid building a large catalogue first. Start with a small range and establish that purchasing, presentation, payment, delivery and service work together. The following sequence turns those decisions into a practical launch plan.
Does it fit your working week?
Reserve weekly blocks for customer questions, packing and administration. Time a trial parcel from checking the order to sending the dispatch notice. If that workload exceeds your available hours, first reduce the range or dispatch days and align your delivery promise.
What must be ready?
You need suitable products, verifiable suppliers, product information, a platform, payments and fulfilment. Check safety before selling. Cosmetics, toys and imports need different checks from a straightforward office accessory.
1. Choose a small range
Describe who each product is for and the need it addresses. Order samples, check quality and test packaging. Increase purchasing only after establishing sellability and replenishment lead times.
2. Check KVK registration
Use KVK’s criteria to determine registration requirements and arrange a suitable legal form and trading name. Business Register criteria differ from tax assessments; registration alone does not decide VAT treatment.
3. Plan VAT and records
Check VAT status, rates, deductions and any KOR participation separately. Document destinations and customer types. Test an invoice and credit note with your accountant before errors reach your first return.
4. Budget costs and cash
Illustrative assumption excluding VAT: €30 revenue less €12 purchasing, €2 packaging, €5 shipping, €1 processing, €4 acquisition and €2 return provision leaves €4 contribution. Labour, fixed costs and tax remain. Reserve cash for inventory and refunds too.
5. Compare platforms using the same trial
Test variants, order handling and export. MicroCart costs €39.95 per store per month or €399.50 per year excluding VAT, including all MicroCart apps and B2B. Trial it for 14 days without a card. Compare other providers using current regional terms, invoice currencies and payment conditions.
6. Configure payments
Verify your provider account and activate suitable methods. MicroCart charges 0% own transaction fees; provider charges still apply. Test cancellation and delayed status updates so that you do not fulfil against an incorrect confirmation.
7. Build useful product pages
Show real attributes, clear photographs, price and availability. Ask someone to choose a size or compatible item without your help. Complete business and contact information and check key pages on a phone.
8. Arrange delivery and withdrawal
Calculate shipping costs including handling. Publish clear returns information and check legal deadlines, exceptions and the required online withdrawal route. A policy page does not prove that the actual process works.
9. Make pages discoverable
Give categories and products clear names and internal links. Check indexability in Search Console. Create useful guidance around real buying questions; a new keyword does not automatically require a separate page.
10. Run a complete trial
Record the order number, selected variant, expected amounts and observed statuses during the full trial. Use the appropriate provider test mode to check failed payment and refund too. Assign each discrepancy to an owner and repeat that step until order, stock and accounts agree.
11. Acquire customers with a measurable hypothesis
Choose one suitable channel and a limited budget. Measure orders, acquisition costs, returns and contribution as well as visits. Improve the offer and pages before scaling.
Pitfalls
Distinguish revenue, contribution and profit. Avoid unchecked inventory and paid promotion before checkout works. Account for labour and tax even when an initial calculation keeps them separate.
Frequently asked questions
Is there a universal starting budget? No; products, stock model and your own time matter. Does KVK registration automatically determine VAT liability? No. Is a fixed platform price your entire monthly expense? No; processing and operations are additional.
Your next step
Create one checklist covering products, costs, responsibilities and unresolved questions. Set a launch date afterwards. Use the costing guide to complete your budget.
Sources and checks
Primary sources checked on 26 October 2026: KVK: registration criteria · Tax Administration: VAT entrepreneurship · ACM: withdrawal period and online function
