Tanja Šincek is an eCommerce consultant and the founder of Webroom Agency, specializing in launching online businesses, developing eCommerce solutions, and optimizing sales. With over 300 completed webshop and digital projects, she has helped numerous brands build, grow, and scale their online presence. As a mentor and educator, she supports companies and entrepreneurs in growth through sales strategies, digital marketing, and AI tools.
__
The domain name is available and purchased, the webshop is set up, the products are ready for sale – but what now, and what are the next steps?
Before you dive into the adventure of online sales, it’s important to think about what customers see first when they arrive at a webshop. Of course, it’s your branding and the visual identity of the webshop. In the world of online commerce, where the competition is just one click away, the first impression is not only important — it’s critical.
Branding: A Story That Builds Loyalty
A brand is not just a logo or a name. A brand is the entire experience a customer has with your online store. It’s the story, the feeling, the promise you make to your customers. When buyers feel a connection to your brand, they’re more likely to return — even if your prices aren’t the lowest. In practice, I often see entrepreneurs skipping this step, but that’s a mistake that ends up being very costly.
Branding is not an expense — it’s an investment in the future of your business.
How to come up with a name, logo, colors, and communication tone?
Webshop name:
Think of a name that is unique, easy to remember, easy to pronounce, and that somehow describes what you’re selling. Avoid generic names that are easy to confuse with others. The name should also be available as a domain (.com, .co.uk, etc.) and on social media platforms — so make sure you check that first.
Good example:
“Colorful Corner” for selling children’s toys, “Plant Pal” for decorative plants.
Bad example:
“Online Bookstore” or “Super Shop 123”.
Logo:
The logo is the face of your brand. It should be simple, recognizable, and professional. While it may be tempting to use free logo generators, I highly recommend investing in a professional designer. A poorly designed logo can give the impression of amateurism — the last thing you want. Always remember: professionalism builds trust.
Colors:
Colors have the power to influence emotions and perception. Choose a color palette that fits your brand and target audience.
A few examples:
- Blue is often used for seriousness and trust (banks, IT companies)
- Green is associated with nature and health
- Red creates a sense of urgency and passion (commonly used for sales and promotions)
Tone of voice:
Decide how you will communicate with your customers. Will you be formal and expert-like, or casual and friendly? Consistency in tone — from product descriptions to social media posts — builds trust and brand recognition.
Why is the first impression critical online?
In a physical store, you have scent, ambiance, music, and the ability to touch products and talk to a salesperson. In the online world, the first encounter with your brand happens through a screen. That’s when you rely on visual appeal and speed to keep someone on the page or lose them. Statistics show that users form an opinion about a webshop in less than 3 seconds. If the site looks unprofessional, cluttered, or outdated — sales suffer instantly. That’s why investing in quality design and UX is a decision that pays off quickly through trust and conversions.
How to create that visual “wow” effect at first glance?
High-quality images, clean and intuitive page structure, and consistent design make visitors feel comfortable and help them navigate easily.
A major mistake I see often:
Using amateur photos (taken on a phone, dark backgrounds…), copying product descriptions, and having a webshop full of “clashing” colors and unrelated elements. That sends just one message to customers: “You can’t expect quality here.”
Examples of Good and Bad Practices
Good Practices:
Brand with a story:
Webshop “Little House” sells handmade ceramic products. Their visual identity, from the logo featuring a house to warm, earthy tones, reflects the story of home warmth and uniqueness. Product descriptions are poetic, creating a sense that you’re buying more than just an item.
Consistency:
Webshop “Eco Corner” features minimalist design in green and brown tones. All product descriptions emphasize eco-friendliness. Even their promotional messages on social media align with the “eco” theme.
Bad Practices:
Cluttered page:
A webshop that sells a bit of everything. The logo is awkward, colors are too loud, and photos are low quality. Even if the products are good, the overall impression is untrustworthy. If you’re selling a wide range of products, I advise focusing on a smaller selection until you build trust.
Copying:
I’ve noticed shops that copy descriptions and photos from AliExpress, just translating them into local language. This is not only unprofessional, but also violates copyright laws and destroys brand reputation. If you do this, you can expect penalties for “borrowing” someone else’s content.
To recap:
- Test your name and logo with friends — and potential customers — because first impressions are real. Just because you like something doesn’t mean everyone else will.
- Use your color palette consistently across all channels: webshop, social media, newsletters.
- Simplicity and cleanliness always win. Cluttered design confuses users.
- Define your tone and stick to it — avoid sudden shifts in voice or introducing new colors randomly.
- Don’t cut corners on product photos — they sell your product more than anything else.
Branding and visual identity are not just an aesthetic game.
They build trust, tell your story, and directly impact sales. The first impression is fast and unforgiving, so don’t leave it to chance — or hope for a second one.
Invest your time in the name, logo, colors, and communication — because that’s what makes your webshop recognizable and trustworthy in a sea of online stores. And remember, one mistake in visual identity can cost you more than a poor-quality product.
Aim to make your brand and business story clear, professional, and consistent.
That’s the long-term strategy that will earn you not just customers — but loyal fans of your brand.
