How to sell from your own shop

Store → Set up your shop. Add products, connect Stripe and open the shop: customers buy on your Otto website and every order lands on the Store page.

Updated 2026-10-28

Your shop is an online store that lives in Otto, so you do not need a separate shop platform. It sits on your Otto website, in the website's own colours and fonts: a page of products, a page for each product, a cart and checkout. Customers pay by card on Stripe's secure page, straight into your own Stripe account once it is connected. Otto never holds the money.

Only an owner or admin can set up, open or change the shop.

Before you start

A published website. The shop is shown under it. If you have none yet, Otto offers Make your website.
Stripe, connected. Customers can only pay once your Stripe account is connected. You connect it from the shop's own settings.

Steps

Open Store and press Set up your shop. The shop starts closed.
Open the Products tab and press Add a product to your shop. Add a picture, a name, a description and the price.
- If it comes in sizes or colours, turn on It comes in sizes or kinds and give each its own price and stock.
- Leave Stock empty if you do not want Otto to count it. With a number, Otto takes each sale off it and the shop shows Sold out at 0.
- Choose On sale when it is ready. A Draft is not shown to customers.
Press Shop settings. Under Card payments, press Connect Stripe and approve it at Stripe. You come back to the same settings.
Check the Currency your prices are in. Then set your shipping: one charge per order, free shipping above an amount if you want, and the countries you ship to. Add your shipping and returns policy; customers see it on the cart page.
Turn the shop on. View your shop opens it as customers see it.

Your website's menu gets a Shop link while the shop is open, and the featured products on your home page link to their shop pages. On your own domain the shop is at /shop/.

When someone buys

The order appears on the Store page under Orders, marked Your shop. You get a notice with the order number and total.
The customer is emailed a receipt straight away, and is added to your contacts. Buying does not sign them up for marketing emails.
Stock comes off the product. If the order desk's Take sold items off Stock switch is on, it comes off Stock too.
To send it, open the order and press Mark fulfilled with the tracking number. Leave Email the customer the tracking on to tell them. Like every change, it waits in Reviews first.

Good to know

Prices, shipping and the total are always worked out by Otto from your own products at the moment of checkout. Nothing a customer's browser sends can change a price.
An order is only made when Stripe confirms the payment. Someone who leaves Stripe's page without paying makes no order.
Refunds are made in your Stripe account. Once connected, Stripe tells Otto and the order is marked Refunded.
Sales tax: by default your prices are what customers pay, plus shipping. Turn on Stripe adds sales tax at checkout only once Stripe Tax is set up in your own Stripe account.
Closing the shop hides it and stops new orders. Your products and past orders stay.
You can sell from your shop and connect other places you sell, such as Shopify or Etsy once connecting them is switched on for your account. All their orders show together.

If it doesn't work

"Publish your website first: the shop is shown under it, in its colours." Publish a website on the Website page, then try again.
"Connect Stripe first…" Press Connect Stripe in Shop settings.
"Card payments are not switched on for this server yet." Otto's team turns this on. Nothing is needed from you until then.
A customer sees The payment page could not be opened: nothing was charged. You get a notice with what your connected Stripe account said.