Short answer: an Indian online store needs a fast mobile catalogue, a short checkout with UPI and cash-on-delivery, OTP login, clear shipping and return policies, and an admin panel your team can run. Start on a template platform to test demand; move to a custom store when fees, limits or unique features start costing you sales.
Step 1: choose your platform
Template platforms launch in days but add monthly and app fees. A custom store costs more upfront but has no platform fees and supports any feature. Full comparison: Shopify vs custom e-commerce in India.
Step 2: must-have features
| Area | Features |
|---|---|
| Catalogue | Categories, filters, variants, search, wishlist |
| Checkout | Guest checkout or OTP login, address autofill, coupon field |
| Payments | UPI, cards, net banking, wallets, COD |
| Orders | Order tracking, emails/WhatsApp updates, invoices with GST |
| Admin | Products, inventory, orders, coupons, banners, staff roles |
| Growth | Referral wallet, reviews, abandoned-cart follow-up |
Step 3: payments
Razorpay is the common default for Indian stores. Plan for webhooks (so orders update even if the customer closes the browser), refunds and reconciliation. Guide: Razorpay payment gateway integration.
Step 4: shipping, returns and GST
- Use a shipping aggregator for pickups and tracking across couriers.
- Publish shipping, return and refund policies — gateways and customers both check them.
- Show GST correctly on invoices; talk to your CA about your category.
Step 5: industry features that win sales
- Jewellery: live gold rates, savings schemes — see jewellery websites.
- Eyewear: lens selection by power or prescription upload — Pal Chasme Wale.
- Wellness / D2C: bundles, subscriptions and product videos — The Hakiman.
Pages every Indian online store needs
- Home, category and product pages
- Cart, checkout and order-tracking pages
- About, contact (with GST and address) and FAQ
- Shipping, returns, refund, privacy and terms policies
Product-page SEO
- Unique title and description for every product.
- Real photos with descriptive file names and alt text.
- Product schema (price, availability) so Google can show rich results.
- Customer questions answered on the page.
- Internal links from category pages and guides.
Common mistakes
- Forcing account creation before checkout.
- Slow product images that are not compressed.
- No webhook handling, so paid orders stay "pending".
- Copying manufacturer descriptions word for word.
- No clear return policy — customers hesitate to buy.
Step 6: launch checklist
- Test payments with real small orders.
- Check every page on a budget Android phone.
- Set up Search Console, sitemap and product schema.
- Connect Google Merchant Center for free product listings.
- Write unique product descriptions — do not copy the manufacturer's.
Cost
A custom store is approximately ₹50,000–₹1,00,000 depending on features. Breakdown: e-commerce website cost in India. Ready to build? See our e-commerce development service.
Category guides: artificial jewellery store, Ayurvedic & herbal products store and live gold rates for jewellers. Real stores: The Jewellery Edit, The Hakiman and Narayan Jewellers.
Frequently asked questions
Which payment gateway is best for an Indian store?
Razorpay is a common choice because it supports UPI, cards, net banking and wallets with good developer tools; compare current fees before choosing.
Do I need GST registration to sell online?
Most online sellers need GST registration; confirm the rules for your category with your CA.
Should I offer cash on delivery?
COD often increases conversions in India but adds return risk; many stores offer it with order confirmation or limits.
Sources & references
| Source | Checked |
|---|---|
| Razorpay Docs | Oct 2026 |
| Google Merchant Center Help | Oct 2026 |
Prices in this article are approximate. Spotted an error? Email admin@2ndcode.com — see our editorial policy.