E-Commerce·15 MIN READ
Shop Relaunch Checklist: 50+ Points for a Successful Launch
The complete guide for your shop relaunch: From planning through SEO migration to go-live.
By Martin Ogris
Founder & Managing Director·2 December 2025·15 min read
A shop relaunch is a critical project. Done wrong, SEO rankings, customer data, and revenue can be lost. Done right, it offers the chance for a fresh start with better performance, UX, and conversion. This checklist guides you safely through the process.
Phase 1: Planning (8-12 Weeks Before Go-Live)
Strategic Decisions
- ☐Define relaunch goals (performance, UX, features, international...)
- ☐Platform decision: Stay, migrate, or rebuild?
- ☐Plan budget and timeline realistically
- ☐Define project team and responsibilities
- ☐Choose go-live date (not during peak season!)
Inventory
- ☐Capture all URLs of current shop (Screaming Frog crawl)
- ☐Identify top-performing pages (traffic, revenue, rankings)
- ☐Analyze backlink profile (which URLs have backlinks?)
- ☐Document current conversion data as baseline
- ☐Collect customer feedback and known pain points
Phase 2: Development (4-8 Weeks Before Go-Live)
SEO Migration
- ☐Create redirect mapping: Every old URL → new URL
- ☐Implement 301 redirects (not 302!)
- ☐Set canonical tags correctly on all pages
- ☐Hreflang tags for international shops
- ☐Prepare XML sitemap for new shop
- ☐Check robots.txt (no important pages blocked)
- ☐Meta tags (title, description) for all important pages
Critical: SEO Migration
SEO migration is the most common mistake in relaunches. A complete redirect mapping of ALL URLs is essential. Missing redirects = lost rankings.
Data Migration
- ☐Transfer product data completely (incl. variants, images, SEO data)
- ☐Migrate customer data (observe GDPR!)
- ☐Transfer order history
- ☐Set up categories and structure
- ☐Transfer content pages (CMS)
Functional Tests
- ☐Complete checkout process (all payment methods)
- ☐Test registration and login
- ☐Check cart functions
- ☐Test email notifications
- ☐Mobile responsiveness on various devices
Phase 3: Pre-Launch (1-2 Weeks Before Go-Live)
Technical Check
- ☐Measure and optimize Core Web Vitals
- ☐SSL certificate correctly configured
- ☐CDN set up
- ☐Caching configured
- ☐404 page set up
- ☐Backup strategy defined
Integrations & Tracking
- ☐Google Analytics 4 set up
- ☐Google Search Console prepared
- ☐E-commerce tracking configured
- ☐Facebook Pixel / Conversion API
- ☐Payment provider in live mode
- ☐Email marketing integration
Legal
- ☐Terms and conditions updated
- ☐Privacy policy adapted
- ☐Imprint complete
- ☐Cookie banner GDPR compliant
- ☐Cancellation policy current
Phase 4: Go-Live
Go-Live Checklist
- ☐Switch DNS
- ☐SSL active and functional
- ☐Redirects live and working
- ☐Submit new sitemap to Search Console
- ☐Place test order
- ☐Activate monitoring (uptime, errors)
Phase 5: Post-Launch (1-4 Weeks)
Monitoring
- ☐Check crawl errors in Search Console daily
- ☐Monitor ranking development
- ☐Compare conversion rate (before/after)
- ☐Identify and fix 404 errors
- ☐Collect and evaluate customer feedback
Shop Relaunch Planned?
We guide you through the entire relaunch process – from planning through SEO migration to post-go-live optimization.
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