How to Brief a Developer for Your Online Store

Most problems with website projects do not start with the developer's skills. They start with a brief that was too vague. If the person building your store does not know what you want, they will guess, and you will both end up unhappy. The good news is that a useful brief is not hard to write. Here is how to put one together.

Start with your goal, not the technology

Begin by explaining what you want the store to achieve. "Sell our handmade candles to customers in the UK and US and make it easy for them to buy in a few clicks" is much more helpful than "We need a Shopify site." The goal gives the developer something to aim for and lets them suggest solutions you may not have thought of.

If you can, add a few simple targets, such as how many products you plan to sell, how many orders you expect or when you need to launch.

Describe your business and your customers

A short introduction goes a long way. Explain what you sell, who buys it, what makes your brand different and how you want customers to feel when they visit. A developer who understands your customers will make better design and layout decisions than one working from a list of features.

Say what you already have

List what exists: a logo, brand colours, product photos, existing content, a domain name, an old website, social media accounts. Be honest about what is missing. If you do not have good photos or product descriptions yet, say so, because that affects both the timeline and the cost.

List what the store must do

Write down the features you need, and separate the essentials from the nice-to-haves. Think about:

• How many products and variants you have
• Payment methods you want to offer
• Shipping rules and countries you will sell to
• Taxes and currencies
• Discount codes, gift cards or subscriptions
• Customer accounts or guest checkout
• Reviews, wishlists, or product bundles
• Connections to other tools you use, such as email, accounting or inventory systems

Marking items as "must have", "would like" and "later" helps the developer plan a sensible first version and avoid overbuilding.

Show examples you like and dislike

Send links to a few websites you admire and say what you like about each: the layout, the colours, the way products are shown, the simplicity of checkout. Also share examples of what you dislike. Visual references are often clearer than a long description, and they help avoid disappointment.

Be clear about content and who provides it

Decide who will write product descriptions, take photos, prepare policies and fill in the pages. Developers can build the structure, but empty pages do not sell anything. If you expect them to do the content, say so, and agree what is included in the price.

Talk about timing and budget openly

Give a realistic launch date and explain why it matters, such as a seasonal peak. Share an honest budget range if you can. This is not about getting charged more. It helps the developer suggest what is achievable and tell you if your plans and your budget do not match. A good developer would much rather hear this upfront than discover it halfway through.

Agree how you will work together

Clarify the practical details early:

• Who is your main contact, and how quickly do they respond?
• How often will you get updates, and in what form?
• How will you give feedback, and how many rounds of changes are included?
• Who has to approve things, and how fast can they do it?
• What happens if the scope changes?

Many project delays happen because the client takes weeks to reply. Agreeing a rhythm helps both sides.

Make sure you own what you pay for

Agree in writing who owns the store, the design, the domain and the accounts. You should have access to everything, such as your store admin, domain and hosting accounts, and not be dependent on one person. If you use paid themes or apps, check who holds the licences.

Discuss what happens after launch

A store is never finished at launch. Ask about support: who fixes problems, how long the first weeks of help are included, and what ongoing maintenance or improvements cost. It is also worth asking for a short handover guide so you know how to add products, change banners and manage orders yourself.

Ask about testing

Find out how the developer tests the store before it goes live. A good process includes checking on different devices and browsers, placing test orders, and testing emails, shipping and tax settings. You should also test it yourself, as a customer would, before you approve it.

Questions to ask the developer

• Have you built something similar before, and can I see it?
• What will you need from me, and by when?
• What is included in the price and what is not?
• How will we handle changes?
• What support do I get after launch?
• Who owns the final result?

A simple brief template

You can fit most of this on one or two pages:

• About us and our customers.
• Goals for the store.
• What we already have and what we need.
• Must-have, nice-to-have and later features.
• Examples we like and dislike.
• Timeline and budget.
• How we will communicate and approve work.
• Support and ownership after launch.

If you would like to talk it through

Briefs are much easier to write with a conversation first. If you are planning a new store or a rebuild, our e-commerce development service starts with a free consultation, where we ask the questions above and help you shape a clear plan.