STORES

What Stores Does

Stores is the built-in e-commerce engine, letting a business sell physical or digital products directly through their website, with the same CRM, automations, and customer data everything else runs on. Unlike a standalone storefront tool, every order, abandoned cart, and customer sits in the same contact record the rest of the platform already uses, so a customer's ad click, cart activity, and eventual purchase all live on one timeline instead of being scattered across separate systems.

It handles a full product catalogue, variants, collections, shipping, coupons, inventory tracking, and checkout through Stripe, Apple Pay, or Google Pay. It's built directly inside a website (not a funnel), and realistically supports up to a few hundred SKUs comfortably. For very large catalogues, multi-warehouse logistics, or an extensive app marketplace, a dedicated platform like Shopify remains the better fit, this is the right tool for most service businesses and small-to-mid product catalogues, not a full replacement for large-scale retail operations.

Step 1: Set Up the Website Foundation

Go to Sites → Websites.

Create a new website, or open an existing one to build the store into.

Choose a template suited to e-commerce layouts.

Configure basic business settings: business name, contact email, phone, and address.

Save.

Step 2: Add the Store to the Site

Inside the website editor, click Add Elements.

Select Store, then add it to the site.

This automatically generates the core store pages needed to function, most notably a Products List page (the main shop page), along with supporting pages for product detail and checkout.

Step 3: Build the Product Catalogue

Go to Products within the store section.

Create each product with a name, description, images, and price.

Add variants where relevant (size, color, material, etc.), so a single product listing can offer multiple purchasable options instead of duplicating listings.

Organize products into collections (categories) so customers can browse logically rather than scrolling one long list.

Set inventory levels per product/variant so stock is tracked automatically as orders come in.

Note: Products can also be imported directly from an existing catalogue (e.g., Shopify) rather than rebuilt manually from scratch, useful when migrating an existing store.

Step 4: Configure Shipping

Set up shipping zones based on where the business actually ships to.

Define rates per zone (flat rate, weight-based, or free-shipping thresholds, depending on what's configured).

Save and confirm rates display correctly at checkout before going live.

Step 5: Connect Payments

Confirm a payment processor is already connected under Payment Settings (Stripe is the most broadly supported option here).

Enable the checkout methods to offer: card payments, Apple Pay, and Google Pay are all supported.

Confirm tax settings are correctly applied based on the business's jurisdiction, so tax calculates automatically rather than needing manual adjustment per order.

Step 6: Set Up Coupons and Promotions

Coupons (covered in more detail in the Coupons & Gift Cards walkthrough) can be applied directly to store products, useful for seasonal sales, first-order discounts, or promotional campaigns tied to a specific product or collection.

Step 7: Build Abandoned Cart Recovery

This is one of the most valuable pieces of running a store on this platform, since cart activity is already tied to the CRM.

Go to Automation → Workflows.

Create a workflow with the trigger Cart Abandoned (or equivalent).

Add a wait step (commonly 30 minutes to a few hours).

Add a follow-up action: an email or SMS reminding the customer of what's left in their cart, often with a direct link back to checkout.

Optionally add a second follow-up with an incentive (a small discount code) if the first reminder doesn't convert.

Save and publish.

Step 8: Set Up Post-Purchase Automation

Create a workflow triggered by Order Placed or Payment Received.

Add actions: send an order confirmation, tag the customer, notify the fulfillment team, and/or move the associated opportunity to a "Won" or "Customer" stage.

This closes the loop between "customer bought something" and everything that needs to happen next, without requiring anyone to manually check for new orders.

Assigning Store Management

For agencies or teams running the store day-to-day, it's worth assigning a specific team member (or virtual assistant) as the store manager responsible for product updates and order management, rather than leaving catalogue upkeep to whoever happens to notice something is out of date.