The world of e-commerce is rapidly changing, and the war in Ukraine motivates businesses to seek new survival and growth strategies. Considering that the domestic market has certain limitations, international sales are more necessary than ever.
Shopify is a system that allows Ukrainian entrepreneurs to quickly access the global market and sell their products anywhere in the world to customers.
If you dream of developing your online business but are unsure how to do it more safely and effectively due to the war — this guide is created for you. We will show step-by-step how to set up a comprehensive Shopify online store accessible to buyers from Europe, the USA, Asia, and other regions in just a few hours.
In this guide, you will learn how to:
- register quickly, open a store;
- prepare the site for international customers;
- add products with sophisticated descriptions to make you more competitive globally with profit;
- set up payment systems using Western Bid to support international transactions.
Today, Ukrainian entrepreneurs have an excellent opportunity not only to survive the crisis but also to reach a new level by attracting customers worldwide. Shopify provides the resources for this — quickly, easily, and without technical knowledge.
A tip for attentive readers
We are preparing to launch a new Shopify course for Ukrainian entrepreneurs where we will cover store setup, analytics, structure, design, SEO, GMC, and Western Bid integrations.
Using promo code PROMO10WB, you will receive a 10% discount on the upcoming course.
It will be activated immediately after registration opens.
After completing these simple steps, you will have not only a website but also a powerful export platform operating 24/7, capable of generating income despite local market issues.
Shopify is also known for its user-friendly, simple software suited for both beginners and professionals.
Many new cross-border sellers want to start faster and more professionally at the same time. In such cases, help from the Ecom-X Group agency in developing Shopify stores and Western Bid, which supports payment system connections and logistics, can be obtained.
With Western Bid, you will resolve issues related to international payments since Shopify’s standard payment method Shop Pay is unavailable in Ukraine, as are other well-known international, reliable systems like PayPal (not available for commercial payments) and Stripe. With Western Bid, you can accept payments from the USA and Europe without registering a company abroad or seeking workaround methods.
This detailed guide will teach you how not to get lost in settings and how to quickly sell on international websites.
Step 1. Register on Shopify
The first step toward creating your online store is to register on the main Shopify page. Visit shopify.com and click “Start free trial”. This allows you to try all platform features for a limited time (30 days) without any payments.
After clicking this button, a registration form appears. You will need to enter key information:
- Your email — be sure to fill in an existing email, as all important store notifications will be sent there;
- Password — create a secure password to protect your account;
- Store name — a special name for your brand that will be part of your website’s URL (e.g., myshopify.com/yourstore). Use a short, memorable name related to your niche.
- You will also need to enter your card details for activation, but this can be postponed for later.
Step 2. Initial settings
After registration and store creation, you are redirected to the Shopify admin panel, where you can assemble various aspects of your business. Let’s review key sections on the General Settings page:
- Store details
Specify your brand name and contact email. You will also need to provide a billing address — for Ukraine or any other country where you run your business. This affects transaction currency, tax settings, and document links. - Store currency
Choose the currency in which your customers will see prices. For Ukrainian sellers, this is UAH, but if you target foreign markets, you can connect multiple currencies in the Markets section. This allows customers from different countries to see prices in their local currency, increasing trust and sales. The default for international sales is often set to USD. - Measurement systems (Unit system) and weight units
Indicate which measurement system the store will use. It’s best to choose Metric system and weight in kilograms (kg), standard for most international markets, aiding proper shipping cost calculations. - Time zone
Select the time zone where order data and reports will be recorded. For Ukraine, it could be GMT+3 (Kyiv) or the nearest suitable zone for correct report display. - Order ID
Each order will be automatically assigned a Shopify reference number. You can add a prefix (e.g., # and letter) or suffix, which can be crucial for order identification and grouping in reports or processing.
This is a vital setup for maintaining organization in your Shopify store, especially if you plan to enter international markets.
Step 3. Choosing a store theme
To give your store a unique and professional look, select an appropriate theme. In the Shopify admin panel, go to Online Store → Themes from the left menu.
Here you will see several pre-installed theme options. To find new ones, click Explore free themes — Shopify’s official collection of free designs optimized for different business types.
If you want a more unique or specialized appearance, visit the Shopify Theme Store — a marketplace of paid and free themes with a wide range of styles and features.
Select a suitable theme and click Try Theme or Install to add it to your store.
Once the theme is downloaded, click “Customize”. This takes you to Shopify’s theme editor, intuitive and easy-to-use without coding knowledge, where you can adjust everything: buttons, headers, positions, widgets.
During editing, you will see the store structure in the left panel displayed as blocks — a variety of page elements in a visual layout.
- Banners — large static or dynamic images on the homepage. Subpages can load up to 8 elements (images, titles, short descriptions, links).
- Colors — fully customize the website’s color scheme by choosing shades that reflect your brand character and style. Maintain a consistent palette for buttons, headers, and backgrounds to create a cohesive, professional design. Thoughtful contrast will help highlight key actions and improve user experience.
- Fonts — choose different font types and sizes for headings, main text, and buttons, making the interface readable and stylish. Limit to 2–3 fonts per project to preserve visual coherence. Pay attention to contrast between headings and text to facilitate quick scanning and enhance usability.
- Block placement — drag sections on the page or select positions from the admin menu.
- Additional elements — buttons, social media icons, subscribe forms, navigation menus, footers, and more. Customize each part, including content and style.
The editor works in real-time; you can see changes as you make them. Remember to save your work after finishing adjustments.
With flexible customization options, you can achieve a more expressive style that drives sales and builds a strong brand, guiding customers through the buying process.
Besides the official Shopify themes, you can find additional designs on third-party marketplaces like ThemeForest, which offers thousands of themes by independent developers with various styles and functionalities.
ThemeForest offers more customization options to make your store truly unique.
Remember, your chosen theme should be responsive (look good on mobile devices) and load quickly, as that directly impacts user experience and conversions.
Step 4. Adding products
Shopify allows manual product addition and importing from other platforms. This greatly reduces the launch time, especially if you already have a catalog on Etsy, WooCommerce, or Amazon.
How to add or import products into Shopify
Shopify supports both manual entry and import from other platforms, streamlining the process when you have existing inventories.
Main import methods:
1. CSV file import
A universal method for transferring products from spreadsheets or other platforms.
Menu: Products → Import → Add file.
2. Import from Etsy via Shuttle app
Shuttle transfers products with descriptions, photos, variations, and SEO data.
Link.
3. Import from WooCommerce
Official importer for transitioning from WordPress.
Link.
4. Import from Amazon, eBay, AliExpress
Via CedCommerce or DSers apps:
5. Dropshipping and Print-on-Demand
Products are added automatically through services like Printful, Printify, Spocket, etc.
How to create an effective product title
A good title should be informative, concise, and highlight key features.
Unsuccessful example:
Handmade Bag
Successful example:
Handmade Leather Shoulder Bag, Premium Soft Leather, Adjustable Strap
This title is clear, understandable, well-indexed, and immediately conveys the product description.
Example of an effective product description (structure + text)
This is a sample aligned with the style of international stores and Shopify recommendations.
Description
Handmade leather bag crafted from natural soft leather, designed for daily use. Combines practicality, durability, and a minimalistic style.
Key characteristics
- Natural leather
- Durable hardware
- Adjustable strap
- Universal size
- Handmade by Ukrainian artisans
Advantages
- Maintains form and color for many years
- Suitable for casual and formal wear
- Makes a great gift
- Compact yet spacious
Delivery and warranty
Delivery to the USA and EU — 7–12 days.
Exchanges and returns — within 30 days.
How to write descriptions: ready formulas
To create descriptions faster, use any of the listed structures. They suit all product categories.
AIDA formula (Awareness → Interest → Desire → Action)
- Customer problem
- How the product solves this problem
- Benefits and social proof
- Call to action
Template:
Problem: [what concerns the customer]
Solution: [product name] solves this via [mechanism].
Benefits: [list of 2–3 strong arguments]
Recommendation: suitable for [target audience/situation]
Action: click “Add to cart”.
FAB formula (Feature → Advantage → Benefit)
Feature – what the product has
Advantage – why it’s better
Benefit – how it changes the customer’s life
Example:
Feature: Natural leather
Advantage: Lasts for years of use
Benefit: Bag looks new even after intensive wear
“5 points that sell” formula
- Main benefit
- Why it works
- Social proof or fact
- Who it suits
- Call to action
Problem → Solution → Proof → CTA formula
Problem: Customer faces [need]
Solution: [product] solves this
Proof: review, certification, metric
CTA: add product to cart
Premium product formula
Minimal text, focus on status:
- Handmade
- Limited edition
- High-quality materials
- Value for customer
Next, let’s consider the most common method of adding products — manual.
Go to Products → Add product.
Fill in these key fields:
- Product Name
Come up with an attractive, understandable name that describes your product. Avoid overly generic names; highlight the unique advantages of your product. - Product Description
Describe the product in detail: features, benefits, materials, sizes, usage, and care instructions. Use simple language, include keywords for SEO without keyword stuffing. - Photos
Use images sized 1600–2000 px on the long side for clear quality without excessive weight. JPEG format is optimal for fast loading; WebP is preferred if supported. Keep image weights around 300–400 KB for speed, and 20–25 MB for videos. - Price
Set a selling price. You can also add a compare-at price to show discounts. - Stock quantity
Display current stock levels. The system will auto-calculate remaining stock and notify you as it drops below the minimum. - Product variations
If your product has different options (color, size, etc.), add these options to allow customers to choose.
After entering all data, click “Save product”. Your product will be added to the catalog and available for sale.
Shopify significantly updated its product options system, so the old “100 variants and 3 options” limit is obsolete. Now, the platform supports much more complex product structures, important for large catalogs or products with many combinations. You can add up to 2000 variants per product and use up to five options (color, size, material, format, kit, etc.). This frees sellers from splitting single products into multiple listings just because of system limits.
The new variant logic allows flexible management of each modification: setting its own price, SKU, barcode, stock level, and photos. This simplifies catalog work, inventory management, and handling large product matrices without additional apps or complex solutions. Especially useful for apparel, decor, handmade items, furniture, and customizable products.
Note that older stores may still operate under the previous model until their product system is upgraded to the new architecture. New stores typically get extended variants immediately. Some outdated apps may not support the new variants system, so check compatibility before migrating. Overall, the upgraded variants system makes Shopify much more convenient for international trade and scalable for Ukrainian sellers.
Describe your product briefly and systematically from your target audience’s perspective. The description should be broken into several logical sections:
- Main characteristics (material, size, color, etc.)
- Main advantages and distinguishing features
- Usage or maintenance instructions
- Potential questions or objections (hypoallergenic, safe packaging, guarantees, etc.)
What are tags in Shopify?
Tags are metadata labels that help:
- Create automatic collections
- Configure filters
- Organize products in the admin panel
- Use conditional logic in themes
Example tags: leather, handmade, black-color, gift, new-collection.
Categories = Collections
Shopify doesn’t have traditional categories; instead, it uses Collections:
Manual collections
You add products manually.
Automated collections
Collections are formed automatically based on rules:
- by tags
- by price
- by name
- by product type
- by variations
- by availability
Automatic collections save time, especially when catalog contains 50+ items.
Products added? Time to build trust with reviews
Adding products is only half the success. On international markets, buyers heavily rely on social proof. Great photos, descriptions, and prices are good, but lack of reviews sharply reduces conversions, especially for new Ukrainian brands unfamiliar to foreign customers.
Therefore, after adding products, it’s crucial to immediately add review blocks—text, photos, videos, or carousels. They increase trust, display real customer experiences, and reduce first-purchase hesitation.
What types of reviews work best?
1. Text reviews
The simplest format — quick to import and place.
Work well on product pages and as “collage” blocks on homepage.
2. Photo reviews
Must-have.
Show customers’ real product photos — boosts trust 2–3 times.
3. Videos or carousels
For foreign audiences, photo and video reviews are among the strongest triggers for purchase.
Especially if the product is fashion, handmade, accessories, home decor, or art.
Tip for attentive readers
We are preparing to launch a new Shopify course for Ukrainian entrepreneurs, where we will go through store setup, analytics, structure, design, SEO, GMC, and Western Bid integrations.
PROMO10WB
It can be activated immediately after registration opens.
How to add reviews if you don’t have international orders yet?
No need to wait for sales in your new store — you can import genuine reviews from other platforms where you sold before: Etsy, Amazon, AliExpress, or even Google Maps.
Shopify allows easy automation via apps:
1. Shuttle — import reviews from Etsy to Shopify
If you sold on Etsy, Shuttle automatically transfers all reviews:
- texts,
- photos,
- ratings,
- dates,
- customer names,
- star ratings.
You can also add or hide your Etsy store links.
Link.
(One of the most convenient apps for transferring complete brand history.)
2. Loox Reviews — import photo reviews and reviews from Amazon/AliExpress
Loox is the most popular app for beautiful galleries and photo review carousels.
It allows you to:
- import reviews from Amazon;
- import reviews from AliExpress;
- show attractive photo carousels under products;
- automatically collect new reviews via email.
Link.
3. Google Reviews — pull reviews from Google Maps
If your business has a Google Business Profile — use it!
Google reviews are very convincing, especially if you are:
- manufacturer,
- workshop,
- showroom,
- local brand.
Options include:
Option A — via Loox
Loox supports importing Google reviews on certain plans.
Option B — app “Google Reviews by Reputon“
How to best display reviews in your store?
1. On the product page — mandatory
Reviews should be right below the product description and images.
Don’t hide them at the bottom — buyers need to see them without extra scrolling.
2. On the homepage — “Testimonials” block
Suitable for photo carousels or video reviews.
3. On a dedicated page “Customer Reviews”
To gather:
- all reviews,
- photo galleries of reviews,
- video reviews from buyers.
Practical tips (from Ecom-X experts)
- Include at least 10 photo reviews, even if your market is local — they work universally.
- If reviews are in another language (Etsy → English), leave the original. It adds trust.
- Place a photo carousel under “Add to cart” — increases conversion by +18–30%.
- Use only one app — don’t install three different ones, as this:
- slows down the site,
- worsens SEO,
- creates duplicates.
Step 5. Connecting payment systems
To accept payments, you need to set up payment systems. Unfortunately, Shopify Payments, Stripe, and PayPal are not officially available in Ukraine. That’s why Ukrainian entrepreneurs should consider Western Bid, which helps connect PayPal and Stripe for accepting international payments within Shopify.
How to connect Western Bid?
- Register on the Western Bid website. This is necessary to start accepting payments via PayPal, Stripe, and credit cards. Don’t forget to verify your email.
- Once you get access to your account, upload documents for profile verification. Since you will also receive and withdraw funds, this is a mandatory step. It’s possible to operate as an individual entrepreneur (FOP) or as a legal entity.
- Apply to connect your store for payments on this page or via your Western Bid personal account.
Western Bid managers will contact you via email within 1–3 business days, review your request, advise, and assist with connection stages.
The company takes a 4% commission on turnover for payment processing — a standard fee ensuring fast, secure operations, buyer dispute handling, and additional services.
Advantages of working with Western Bid:
- Accept payments worldwide, including Apple Pay, Google Pay, Visa, Mastercard, American Express, and other credit cards.
- Option to pay via PayPal, especially popular in the USA.
- Automatic display of all transactions in your Western Bid account with quality control.
- Use funds from sales for delivery, fulfillment, purchasing, or withdrawal in over 10 convenient ways.
- Professional support for new services like order processing, shipping, logistics.
More info can be found on the Western Bid website, through chat consultation, or hotline. The multi-level support service is ready to assist with any questions.
Connecting Shopify to Western Bid is a convenient and reliable solution if you plan to sell products via your online store and accept international payments.
Step 6. Setting up shipping
The first task for international sellers is to calculate shipping costs to targeted countries. Start by determining packing specifications, weight, and dimensions, then use the Western Bid calculator to estimate the cost. Record the resulting price, add about 10–15% for service and payment system fees. We will discuss this in more detail below.
Once you have this, you can set up shipping on your site.
For smooth operation, configure delivery methods, tariffs, and regions in your Shopify admin menu under Settings → Shipping and Delivery.
Main aspects:
- Select shipping regions
Specify countries or zones where you will deliver: Ukraine, Europe, USA, etc. This allows proper rate setup for each zone. - Set shipping tariffs
Shopify allows creating different tariffs:- Free shipping (e.g., for orders above a certain amount). Encourages larger orders. Remember, this cost is generally built into product prices.
- Flat-rate shipping — convenient if products have similar size and weight.
- Weight-based shipping — cost depends on order weight, suitable for heavy or bulky items.
P. S. For voluminous products, consider that volume weight may influence shipping costs, so for accurate calculation, use volumetric weight. Watch this video for more insights.
- Create shipping profiles for different product groups
Configure shipping profiles if you have multiple groups with different shipping conditions (e.g., some shipped from Ukraine, others from Europe).
Features of shipping within Ukraine
Due to technical limitations (Shopify’s built-in system), selecting Nova Poshta or Ukrposhta branch options is unavailable on the checkout page with basic rates.
However, alternative solutions (integration with partners like Chekly) allow customers to choose branches during checkout, simplifying ordering and reducing manual processing for sellers.
Additionally, if you want one site to sell both domestically and internationally, the Chekly app can manage checkout flows and offer Western Bid payments for cross-border purchases and Ukrainian acquiring for local orders.
But the best approach is to create separate stores: one for Ukraine, the other — for international sales.
International shipping
For exports, specify exact tariffs per country, weight categories, or order value.
This optimizes logistics and offers clear conditions and delivery times to customers. Connect popular carriers via Shopify apps or external services.
However, there is a ready solution for your business — international shipping via top global logistics providers (UPS, FedEx, Nova Poshta International, DHL) through Western Bid, the largest and most cost-effective Ukrainian delivery aggregator with special discounts from partners, shared generously with clients. Sending abroad through Western Bid is more profitable and cheaper. You can pay for shipping directly from your sales proceeds in your Western Bid account.
Western Bid offers various delivery options — express and economy, differing in cost and speed. They also have exclusive fast delivery proposals to the USA at very low prices. Western Bid partners with Nova Poshta, allowing you to get discounts even on international Nova Poshta shipments.
Choosing Western Bid for delivery allows flexible setup, ensuring excellent customer experience and increased sales both locally and internationally.
Use this calculator for estimating costs.
While you will calculate and set shipping costs, zones, and timelines manually, competitive prices and flexible options allow you to adapt per shipment. Depending on package weight, size, value, and destination, select the most convenient option each time.
To start delivering abroad via Western Bid, no additional options are required if you already have an account. Your Western Bid personal account simplifies the process — all seller tools in one dashboard! You can pay for shipping from the sales income directly within your Western Bid account, without withdrawing or converting funds separately.
Western Bid also has fulfillment centers in Miami, USA, and Poland, allowing you to send large batches. This enables your store to compete with American online shops and deliver goods to US customers very quickly!
Step 7. Testing and publishing your store
After configuring main parameters, adding products, selecting a theme, and linking payments and shipping, verify that your store functions and looks as desired.
- Preview your store
Find the Preview button in the top control panel. Click to view how your store appears on different devices:- Desktops
- Tablets
- Smartphones
This step ensures your site adapts correctly, all elements display properly, and user experience is smooth and appealing.
- Test all functional elements
Make sure to test:- Shopping cart and checkout process
- Payment and delivery methods
- Contact info and policies (returns, privacy, etc.)
- Mobile version of the site
- Select Shopify plan
When ready, go to Settings → Plan and choose a plan that matches your needs and budget. The basic plan usually suffices for start — it unlocks all necessary features and removes trial restrictions. - Connect your domain
To give your store a unique address (e.g., yourbrand.com), buy or link a custom domain via Online Store → Domains. Having your domain builds trust and improves SEO. - Activate the store
After selecting the plan and domain, click “Activate”. Your store goes live and is accessible worldwide.
Proper testing and launch ensure excellent customer service, seamless access, and business stability from day one.
You can launch independently or seek help from partners like Ecom-X Group, which offers comprehensive store setup services:
- Custom store design aligned with your brand and target audience requirements.
- Site structure development for better navigation and conversion.
- Precise product addition and SEO optimization, copywriting, or rewriting descriptions.
- Marketing strategies to attract your target audience via social media, email, ads, content marketing.
- Training and ongoing support for business owners to independently manage the store.
To ensure smooth payment system operation during international sales, partner Western Bid offers:
- Maximal adaptation of PayPal and Stripe gateways for Shopify.
- Secure and efficient payment processing across countries.
- Ongoing technical support to prevent system failures.
- Assistance with handling disputes per payment system rules.
- Complete solution for cross-border sales.
These professionals make launching a Shopify store the simplest and fastest way to start your online business, even without technical skills. Follow their simple instructions, and they will handle the rest.
After store launch, next steps focus on promotion — crucial for visibility and sales growth in international markets. Strategies include email marketing, SEO, social media, paid advertising, marketplace listings, and partner programs. Content marketing, reviews, repeat sales, referral programs, and customer loyalty are also key. Monitoring user interactions helps optimize marketing efforts. Remember, marketing is an ongoing process supporting your store’s growth. No one-size-fits-all; each niche, product, and market requires a tailored plan. Developing a detailed promotion strategy is essential and is a topic for a separate article.
What you do today opens new opportunities tomorrow! Create your Shopify store and start selling today. Your business deserves the best.
