Shopify Pre-Launch Ops: What to Set Up Before Your First Order
The ops decisions you make before your first order determine how scalable your brand is from day one. Here is what to set up before you launch.
Step-by-Step Guide
1Write your core ops policies first
Return policy, shipping policy, refund policy, and privacy policy should be written and published before launch. Customers check these before purchasing — vague or missing policies reduce conversion and increase post-purchase disputes.
2Set up a dedicated support email and routing
Create a dedicated support email (hello@ or support@yourdomain.com) before launch. Route it to a helpdesk (Gorgias or Re:amaze) from day one — migrating from Gmail to a helpdesk later is disruptive and causes tickets to be missed.
3Configure your post-purchase email flows
Set up at minimum: order confirmation, shipping notification, and delivery confirmation in Klaviyo before your first order ships. These three emails prevent 40–50% of early WISMO tickets.
4Build 10 core macros for your most predictable tickets
Even before launch, you can predict your top ticket types: WISMO, return requests, refund requests, sizing questions, 'I ordered the wrong thing.' Build macros for these 10 scenarios so your first tickets are handled in minutes, not hours.
5Set up order tracking for customers
Integrate AfterShip or your carrier's tracking into your Shopify store to provide customers with a branded tracking page and automated tracking update emails. Your first shipping notifications should include a tracking link.
6Define your escalation plan
As a founder, you will be the escalation point for complex issues. Define what escalation looks like: what information should come to you, how quickly, and through what channel. A simple Slack channel for ops escalations beats email chaos.
Frequently Asked Questions
Do I need a helpdesk from day one?
Yes — even at low volume. A helpdesk tracks response times, ticket types, and gives you data to improve ops. Setting it up on day one means you have data from the start rather than trying to reconstruct it later.
What is the biggest ops mistake at launch?
Not writing a return policy before launch. The first return that comes in without a defined policy forces an ad-hoc decision that sets a precedent you may not want. Define the policy before you need it.
Let Opsio handle this for your Shopify brand
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