Your store page is where a buyer goes when they are nearly convinced. It is worth twenty minutes.
What is on it
Your name and logo.
Your items — what is on sale now, and what has been.
Your ratings and reviews, as buyers left them.
Your returns policy and return conditions, in your words.
Your dispatch time, so people know how fast you post.
Your delivery options, including pickup points if you offer them.
Your shows — live now, scheduled, and the ones that have run.
Your store FAQ, if you write one.
What to fill in first
In order of what actually changes a buyer's mind:
1. Your returns policy, in plain words. The single most read thing on the page. Short and clear beats long and defensive — a paragraph of conditions reads as a store looking for a reason to refuse. How to set your return policy
2. Your dispatch time, honestly set to a bad week. How to set your dispatch deadline
3. A logo that is not a placeholder. Store logo and photos
4. A short description of what you sell. Two sentences. What you have, and why you have it.
5. The FAQ, with the three questions you actually get asked every week. Each one you answer there is a message you never have to send.
What buyers are checking for
Whether you are a real operation. A filled-in page says yes faster than anything you write about yourself.
Whether returns are possible. Not whether they are generous — whether they are stated.
Whether you answer. Visible in your reviews and in how your FAQ reads.
Whether you can deliver to them. The four ways an item reaches you
What not to put on it
Your personal phone number, or an invitation to deal directly. Off-platform selling removes the protections and is against the rules.
Claims you cannot support — "authentic guaranteed" on things you have not authenticated.
A wall of rules. Three clear lines beat twenty.
The thing new stores skip
Why you sell what you sell. Two honest sentences do more than a page of marketing, and they are the part a buyer remembers when choosing between you and somebody with the same item.
More: how to open a store, a checklist before your first show, what makes a store worth trusting.