Building a Direct Sales Website for Indie Authors: The Complete Checklist
Creating a direct sales website is one of the smartest moves an indie author can make. It allows for complete control over pricing, branding, customer data, and profit margins. But it’s not as simple as launching a single-page site and linking a PayPal button. To sell books, merch, and bundles directly to readers, authors need a full-stack eCommerce setup—one that handles formats, fulfillment, payments, delivery, and reader engagement. Whether you choose Shopify or WooCommerce, the foundational elements are the same.
This article provides a complete checklist of what you'll need to create a fully functional direct sales store, organized by platform. It includes everything from formats and tools to plugins, payment processors, legal policies, and graphic assets—so you can launch like a pro and grow from there.
Core Requirements for Any Direct Sales Website
Regardless of platform, the following elements are required to sell books and merchandise directly to readers:
Domain Name & Hosting
You’ll need a custom domain (e.g., yourauthorname.com) and web hosting. Shopify includes hosting in its plans. WooCommerce, being self-hosted, requires a provider like SiteGround, WP Engine, or Bluehost.
SSL Certificate
Required to protect customer data and enable secure checkout. Shopify includes SSL by default. With WooCommerce, your host usually provides this.
Payment Processors
Connect services like Stripe, PayPal, Shopify Payments, or Square to accept credit cards, Apple Pay, and Google Pay.
Email Marketing
An email provider is critical for collecting leads, sending newsletters, and automating sales flows. Common choices include ConvertKit, MailerLite, and Klaviyo.
Digital Delivery System
You’ll need a way to deliver eBooks and audiobooks. BookFunnel is the most common tool and integrates with both Shopify and WooCommerce. Alternatives include Payhip, Lemon Squeezy, or Gumroad.
Sales Tax & Compliance
Use TaxJar or Quaderno for handling sales tax, VAT, and compliance across international borders. Install relevant plugins or apps based on your platform.
Privacy Policies and Legal Pages
Use Termageddon or pre-written legal templates from The Contract Shop to comply with GDPR, CCPA, and other laws.
Customer Support Tools
Options like HelpScout or Tidio allow you to answer reader questions and manage issues without clogging your inbox.
Analytics
Install tools like Google Analytics, Hotjar, or Fathom Analytics to track sales performance, traffic, and customer behavior.
What to Sell on Your Store
A direct sales store should include all reader-friendly formats and products you can offer, such as:
eBooks – Delivered via BookFunnel or Payhip. Sell in MOBI, EPUB, and PDF formats.
Audiobooks – Delivered via BookFunnel Audio or Soundwise. You own the full experience and can include bonuses or exclusives.
Print Books – Offer signed paperbacks, hardcovers, or special editions. Ship them yourself or through fulfillment tools like ShipBob or EasyPost.
Bundles – Combine formats (e.g., eBook + print + audiobook) for premium pricing and added value.
Merchandise – T-shirts, mugs, tote bags, art prints, bookmarks, and swag using print-on-demand services like Printful or Printify.
Signed Copies & Bookplates – Offer signed editions or sticker-based bookplates with personalized notes to deepen reader connection.
Graphic and Illustration Needs
Every element of your store must be visually clear, enticing, and branded. Here’s what you’ll need:
Book Covers (all formats) – Display full front cover for eBooks and 3D mockups for print editions. Use tools like BoxShot or DIY Book Covers.
Audiobook Covers – Square format, 3000x3000 pixels. Create versions for retail and for website display.
Merchandise Mockups – Use print-on-demand generators (Printful, Printify) to design and display items on models or flat-lays.
Website Banner/Header – Include your brand, series name, or featured offer. Tools like Canva or Adobe Express can help create custom graphics.
Buttons & Call to Action Graphics – Make sure CTAs are consistent and highly visible across mobile and desktop.
Thank You Pages – Add a branded message or bonus gift illustration to thank customers after purchase.
Brand Style Guide – Keep a style guide with fonts, colors, logos, and image templates to ensure a cohesive experience.
Shopify Checklist: Tools and Setup
Shopify is an all-in-one hosted platform that streamlines setup and growth. Here's your Shopify-specific checklist:
Platform:
Shopify –
Choose a plan that fits your needs, starting at $39/month.
Theme:
Select a clean, responsive theme like Prestige, Debut, or Story.
Apps:
- BookFunnel Integration via Zapier or direct
- Digital Downloads for free or low-volume eBooks
- Printful for merchandise
- Recharge for subscriptions
- Klaviyo for email flows
- Shopify Email as a built-in option
- Smile.io for loyalty and rewards
- Order Printer Pro for packing slips
Payments:
Delivery & Fulfillment:
Abandoned Cart Recovery:
- Built-in Shopify feature, enhanced by Klaviyo or Carti
Legal Pages Generator:
- Shopify auto-generates Privacy Policy, Terms, and Refund pages
WooCommerce Checklist: Tools and Setup
WooCommerce is a flexible plugin for WordPress users, ideal for authors wanting full control. Here's your WooCommerce-specific checklist:
Platform:
WooCommerce
on a WordPress
site with a quality host like SiteGround or WP Engine
Theme:
Choose an eCommerce-ready theme like Astra, OceanWP, or Flatsome
Plugins:
- WooCommerce Bookings for timed orders like signed copies
- WooCommerce Subscriptions for memberships or serialized fiction
- WooCommerce PDF Vouchers for downloadable items
- WooCommerce Stripe Gateway for payments
- PayPal Payments
- BookFunnel Integration via Zapier
- Printful Integration for merch
- MailPoet or Klaviyo for email marketing
- WooCommerce PDF Invoices & Packing Slips
- MonsterInsights for analytics
Payments:
Delivery:
- BookFunnel via integration
- Gumroad or Easy Digital Downloads for lightweight options
Support Tools:
Legal Pages:
Use WP AutoTerms to generate and manage Privacy and
Terms pages.
Final Thoughts: Your Author Store, Fully Equipped
Setting up a direct sales website is like building a digital bookstore—and a fulfillment center, a mailing list, a product hub, and a fan engagement system all in one. Whether you’re working with Shopify’s sleek hosted system or WooCommerce’s modular customization, the tools now exist for indie authors to launch with confidence and grow sustainably.
You don’t have to do it all at once. Start with eBooks and signed print books, then layer in merchandise, subscriptions, and premium content as your audience grows. The important thing is to own your sales funnel from start to finish. Every email collected, every sale made, every product delivered is one more building block in a publishing career powered by your own engine—not someone else’s.