Set up your online store and take your first order

Your customers already shop on their phones. They scroll status updates, ask friends for a link, and compare prices before they leave the house. An online store lets them find you at that moment, even when your shop is closed or they live on the other side of town.

But a store that nobody trusts will not sell. The good news is that trust online comes from the same things that build trust in a physical shop: clear goods, honest prices, fair delivery and a quick, friendly response. This guide walks you through each one, then shows you how to handle your first order so it becomes your second, third and tenth.

Start with 10 products, not 200

A common mistake is trying to list everything before you open. It takes weeks, and you lose interest before the store goes live. Start with the 10 to 15 items that sell best in your shop, or the ones that travel well. A phone accessories seller might start with chargers, earbuds, screen protectors and power banks. A fabric seller might start with her most popular wax prints by the yard.

Once those are selling, add more each week. A small store that is complete and accurate beats a big one full of "out of stock" and missing prices.

Write product listings that answer questions

Every question a buyer has to ask is a chance for them to give up. A good listing answers the usual questions before they are asked.

• A clear name: "Type-C fast charger, 25W, with cable" is better than "Charger".
• Good photos: take them in daylight, on a plain background, with the item filling most of the frame. Show the real item, not a picture from the internet.
• The details that matter: size, colour, weight, what is in the box, how many yards in a piece, how long it lasts.
• The right unit: if you sell rice by the kg or fabric by the yard, say so, so nobody expects a full bag or a full piece.

Price honestly, including delivery

Nothing loses a buyer faster than a surprise at checkout. Show the real price, and make the delivery fee clear before the customer pays.

Think about delivery in zones. Customers close to you should pay less than customers far away. Here is a simple example for a shop in Kumasi:

Ask your usual rider or transport station what they charge before you set your fees. If you set them too low, every far-away order quietly eats your profit.

In Snnel, you can set delivery zones by area, region or country, and the most specific zone that matches the customer's address is the one that applies. You can also choose whether your store accepts cash on delivery, while Mobile Money and card payments are available at checkout.

Decide on cash on delivery carefully

Cash on delivery makes new customers comfortable, because they only pay when the goods arrive. It also carries a risk: the rider travels, and the customer is not home or changes their mind. That trip still costs you.

Some ways to manage it:

• Offer cash on delivery only in nearby zones, where a wasted trip is cheap.
• Call or message the customer to confirm the address and time before the rider leaves.
• For high-value items, ask for payment upfront by Mobile Money or card.

Share your store link everywhere

A store is only useful if people can find it. Your store on the marketplace has its own link. Put it everywhere your customers already look:

• Your WhatsApp Business profile and status.
• Your Instagram, TikTok and Facebook bio.
• The bottom of every receipt and invoice you share.
• A printed card or sticker at the counter, so walk-in customers can reorder from home.

When someone messages you to ask "how much is this?", reply with the price and the store link. Over time, more customers will order directly instead of chatting back and forth. If most of your orders still come through chats, see our guide on selling on WhatsApp without losing track of orders.

Handle your first order like a pro

Your first order is a test, and the customer is watching how you respond. Here is a simple routine:

1. Reply fast. Confirm the order as soon as you see it. A short "Thank you, we have your order and will deliver this afternoon" calms most worries.
2. Check the stock. Make sure the item is really on the shelf before you confirm. If it is not, tell the customer at once and offer an alternative or cancel.
3. Pack it well. Clean packaging and a receipt inside make a small business look serious.
4. Keep the customer informed. Send a message when the rider leaves, with a rough arrival time.
5. Follow up. A day later, ask if everything arrived well. This is also the perfect moment to ask for a review or a referral.

Keep the store fresh

A store that never changes stops getting visits. Once a week, take ten minutes to add a new product, update a price, remove anything you no longer stock, and share one item on your social pages. Small, regular updates give returning customers a reason to look again.

Your first order will not come from a perfect store. It will come from a clear, honest one that you share widely and look after well.