Common Shopify Mistakes and How to Avoid Them

After working on dozens of Shopify stores, I see the same mistakes over and over. Most are easy to fix once you know what to look for.

Here are the most common problems and how to solve them.

Poor Product Descriptions

This is the number one mistake. I see product pages with:

• One sentence descriptions
• Just copied manufacturer specs
• No explanation of why someone would buy it

The Problem

When someone lands on your product page, they can’t touch or try the product. Your description is your salesperson. A weak description means lost sales.

How to Fix It

Write descriptions that answer these questions:

• What is this product?
• What is it made of?
• Who is it for?
• What problem does it solve?
• Why should I buy it from you?

Bad example:

Blue cotton shirt. Available in S, M, L, XL.

Better example:

Our Classic Cotton Shirt is made from 100% organic cotton that gets softer with every wash. The relaxed fit works for the office or weekends. Pre-shrunk so it stays true to size. Machine washable. If you’re between sizes, size up for a looser fit.

Include dimensions, care instructions, and anything that answers common questions. Fewer questions = fewer abandoned carts.

Missing or Wrong Shipping Settings

I’ve seen stores where:

• Shipping costs weren’t set up at all
• International customers couldn’t check out
• Calculated shipping was wildly inaccurate

The Problem

Surprising shipping costs are the top reason for cart abandonment. If customers get to checkout and the shipping doesn’t make sense, they leave.

How to Fix It

Go to Settings > Shipping and delivery and verify:

Your shipping zones Make sure you’ve set up zones for everywhere you ship. If you only ship to the US, make that clear so international visitors don’t waste time.

Your rates Test checkout with different products and addresses. Are the shipping costs reasonable? Do they match what you’ll actually pay to ship?

Your free shipping threshold If you offer free shipping over a certain amount, make it prominent. Put it in the announcement bar. Mention it in product descriptions.

Shipping times Tell customers when to expect delivery. “Ships in 1-2 business days” or “Delivery in 5-7 days” sets expectations.

Ignoring Mobile Preview

Over half your visitors are probably on phones. Yet many store owners only look at their site on desktop.

The Problem

What looks fine on a computer can be awful on mobile:

• Tiny text that’s hard to read
• Images that load slowly
• Buttons too small to tap
• Content that extends beyond the screen

How to Fix It

In the theme editor, click the mobile icon to preview mobile layout. Check:

Every page, not just the homepage. Product pages, collection pages, checkout.

Font sizes. Body text should be at least 16px.

Button size. Tappable areas should be at least 48px.

Image loading. Large images slow down mobile. Compress them.

Navigation. Can you easily find the menu? Can you get to products in 2-3 taps?

Actually use your store on your phone. Add a product to cart. Go through checkout. If anything feels frustrating, fix it.

No Clear Return Policy

Shoppers want to know what happens if they’re not satisfied. If your return policy is hidden or missing, they may not risk buying.

The Problem

No policy, or a confusing policy, creates uncertainty. Uncertainty kills sales.

How to Fix It

Create a clear, easy-to-find return policy:

1. Go to Settings > Policies
2. Fill out your refund policy in plain language
3. Make sure it’s linked in your footer
4. Consider putting key points on product pages

Your policy should answer:

• Can products be returned?
• How long do customers have?
• Who pays return shipping?
• How long until refund?
• Any exceptions?

A customer-friendly policy often increases sales more than it increases returns.

Generic or Missing Meta Descriptions

Meta descriptions are the snippets that appear in Google search results. Most Shopify stores leave them blank or use default text.

The Problem

A generic meta description like “Check out our products” doesn’t tell Google or customers what you offer. It doesn’t give anyone a reason to click.

How to Fix It

Write unique meta descriptions for:

• Homepage
• Important collection pages
• Key product pages

For each page, go to the bottom of the editor and find “Search engine listing preview.” Click “Edit website SEO.”

Write a description that:

• Describes what’s on the page
• Includes relevant keywords naturally
• Gives a reason to click
• Is under 160 characters

Example:

Handmade leather wallets crafted in Portland. Each wallet is made from full-grain leather and ages beautifully. Free shipping on orders over $50.

Too Many Apps

New store owners often install every app that sounds useful. Then the problems start.

The Problem

Apps add code to your store. Each one:

• Can slow down your site
• May conflict with other apps or your theme
• Costs money (often more than expected)
• Creates potential security vulnerabilities

How to Fix It

Audit your apps regularly. Go to Apps and ask for each one:

• Am I actually using this?
• Is it worth what I pay?
• Did it have the effect I wanted?

Start with fewer apps. Only add what you genuinely need. Before installing any app, check reviews and consider whether you really need it.

Essential apps are usually just:

• Email marketing (like Klaviyo or Mailchimp)
• Reviews (like Judge.me)
• Maybe analytics

Most other functionality can wait until you need it.

Poor Product Photos

Photos are your first impression. Yet I regularly see:

• Dark, grainy images
• Only one angle
• Inconsistent backgrounds
• Images that don’t zoom well

The Problem

Online, photos are all customers have. Bad photos make your products look cheap, even if they’re not.

How to Fix It

You don’t need a professional photographer. Here’s what works:

Good lighting. Natural light near a window works great. Avoid harsh direct sunlight.

Simple background. White or light gray is classic. A bedsheet or poster board works.

Multiple angles. Show front, back, side, and details. Let people see what they’re getting.

Lifestyle context. Show the product in use. A shirt on a person, not just flat on a table.

Consistent style. All your product photos should have similar lighting, background, and feel.

Proper size. Shopify recommends 2048 x 2048 pixels minimum. Enable zoom so customers can see details.

Not Testing Checkout

You’d be surprised how many store owners never actually complete a purchase on their own store.

The Problem

If checkout is broken or confusing, you’re losing sales and won’t even know.

How to Fix It

Place a test order. Use Shopify’s Bogus Gateway or just do a real purchase and refund yourself.

Check:

• Can you complete checkout smoothly?
• Is shipping calculated correctly?
• Are the confirmation emails clear?
• Does the order appear correctly in your admin?

Do this periodically, especially after installing new apps or changing settings.

Weak About Page

Many stores have no About page or just a paragraph copied from somewhere.

The Problem

Customers want to know who they’re buying from. This is especially true for small businesses competing against big retailers.

How to Fix It

Your About page should explain:

• Who’s behind the business
• Why you started it
• What makes you different
• Maybe a photo of you or your team

You don’t need to share your life story. A genuine paragraph about why you do what you do helps build trust.

No Contact Information

Some stores make it nearly impossible to contact them.

The Problem

If customers can’t reach you easily, they’ll:

• Wonder if you’re legitimate
• Leave when they have a question
• Get frustrated if there’s a problem

How to Fix It

Make contact easy:

• Contact page with email or form
• Phone number if you can answer it
• Link to contact in footer (on every page)
• Consider live chat if you can staff it

Respond quickly. Even 24-hour response time is better than days.

Missing Legal Pages

Privacy policy, terms of service, and refund policy are legally important and build trust.

The Problem

Missing legal pages can expose you legally and make your store look amateur.

How to Fix It

Go to Settings > Policies. Shopify provides templates for:

• Privacy policy
• Terms of service
• Refund policy
• Shipping policy

Customize these for your business. Link them in your footer. For serious businesses, have a lawyer review them.

---

Most of these mistakes take an afternoon to fix. The impact on your sales and customer experience is worth the effort.

---

Gustavo has worked in web development and digital marketing for 15 years. He writes these guides to help small business owners understand technology without the jargon.