Launching a Shopify store: the pre-launch checklist (UAE edition)

Most launch problems come from things nobody tested: a payment method that only works on desktop, VAT added twice, a delivery rate that’s free to Fujairah by mistake, order emails landing in spam. None of them is hard to fix. They just need checking before customers find them.

Work through the six areas below in order. The checklist has every item with where to find it in Shopify.

1. Payments

• Shopify Payments is available for businesses in the UAE. Complete the business verification early, because it can take time.
• Cash on delivery: if you’ll offer it, turn on the built-in manual payment method and write clear instructions (exact amount, card or cash on delivery if your courier supports it). Orders paid by COD stay unpaid until you mark them paid.
• Wallets: check Apple Pay and Google Pay show on a real iPhone and Android phone.
• Other gateways or instalment providers: if you add one, remember Shopify charges an extra transaction fee on third-party gateways (2% on Basic). Compare the options in Shopify vs WooCommerce for the UAE.
• Payout account: a UAE bank account in the business’s name.

2. Tax (VAT)

Shopify’s automatic tax services cover the US, EU, UK, Canada and a few other countries. In the UAE you use Manual Tax: you set the rate and whether prices include tax yourself.

• If you’re VAT-registered (mandatory once taxable supplies pass AED 375,000 a year), set 5% VAT for UAE sales.
• Decide whether displayed prices include VAT. For consumer stores, showing VAT-inclusive prices avoids a surprise jump at checkout.
• Decide whether delivery fees are taxed.
• Check the order confirmation and invoice show what your accountant needs, including your TRN. Confirm the details with your accountant. Shopify notes that tax is the merchant’s responsibility.
• Plan ahead for UAE e-invoicing, which is being introduced in phases from 2027. See UAE e-invoicing for small businesses.

3. Shipping and delivery

• Shipping zones and rates: UAE by emirate if your rates differ (remote areas often cost more), plus GCC or international if you ship abroad.
• Free delivery threshold: shown on product pages and in the cart, not just at checkout.
• Delivery promise: show realistic times (“Dubai: next day”) that your courier actually meets.
• Address fields: ask for what couriers need (area, building, flat or villa, landmark, mobile number). A mobile number matters more than a postcode in the UAE.
• COD rules: maximum order value for COD, and a confirmation step (a WhatsApp or call) for COD orders before dispatch.

4. Policies and legal pages

Shopify can generate templates for return, privacy, terms of service and shipping policies under Settings → Policies. Templates are only generated in English. If you sell in Arabic too, you’ll need your own translated versions. Shopify points out that you’re responsible for following what you publish, so edit the templates to match how you actually work.

• Returns: how many days, condition, who pays return delivery, how refunds are paid (including for COD orders).
• Shipping: areas, times, costs.
• Privacy: what you collect and why, and which apps receive data.
• Contact page: phone or WhatsApp, email, business name and trade licence details as appropriate.
• Link the policies in your footer menu as well as at checkout.

5. Tracking, analytics and email

• Domain: connected, with HTTPS working, and the myshopify.com address redirecting to it.
• Analytics: Shopify analytics, plus Google Analytics and Search Console if you’ll run ads or SEO. Submit your sitemap (/sitemap.xml) in Search Console.
• Ad pixels: Meta and Google tags installed through their official channels or apps, with a test purchase showing up in each.
• Email sender: set your sender address on your own domain and authenticate it, so order emails don’t land in spam. See email deliverability: SPF, DKIM, DMARC.
• Notifications: review order confirmation, shipping and abandoned-checkout emails. Add your logo, check the wording and test them. See abandoned cart recovery.

6. Test orders

Shopify recommends placing at least one test order during setup and whenever payment settings change. You can use Shopify Payments’ test mode or Shopify’s test gateway. Test orders don’t appear in payouts or reports. Customers can’t place real orders while test mode is on, so switch it off before launch.

Place these tests on a real phone, not just a desktop:

After launch: the first two weeks

• Watch the abandoned checkouts list for patterns (the same step, the same payment method). See why shoppers abandon checkout.
• Read every customer question. Each one shows something your product pages or policies don’t explain yet. See the product page checklist.
• Check that ad conversions match real orders. See Conversions API and enhanced conversions.

If you’d like the store set up and checked end to end, that’s our online store service.

Frequently asked questions

How long does a Shopify launch take?

The settings above take a day or two. Products, photos and descriptions usually take longest. For build costs, see how much a website costs in the UAE.

Can we launch with a few products and add more later?

Yes, and it’s often better: launch, learn from real customers, then expand. Make sure the products you launch with have complete pages.

Do we need to be VAT-registered before selling online?

Registration depends on your taxable supplies, not on whether you sell online. It’s mandatory above AED 375,000 a year and voluntary from AED 187,500. Ask your accountant about your situation.