In this guide · 8 sections
- 01Own store, marketplace or Instagram only?
- 02Variants, size charts and fit information
- 03Exchange-first returns that stay within the law
- 04Instagram Shopping and Meta catalogue sync
- 05Product photos, models and permissions
- 06Restock alerts and drop launches
- 07Do it yourself or get help?
- 08Frequently asked questions
Short answer
Set up each style as one product with size and colour variants, add a size chart in cm to every product page, offer exchanges for change of mind (but repair, replace or refund faulty items), turn on restock alerts, and sync products to Instagram with Shopify's free Facebook & Instagram channel.
Own store, marketplace or Instagram only?
Many boutiques start on Instagram with DMs and PayNow, then add Shopee or Lazada, then their own store. Each channel has a role, and the right mix depends on your volume and how much you want to own the customer relationship.
Instagram and DMs only
- Fastest to start
- Every order is manual: stock, payment, address
- No order history or customer list you control
- Hard to scale beyond a few orders a day
Best for: Testing a new label or very small drops.
Marketplaces
- Built-in traffic and trust
- Commission and fees on every sale
- Customers belong to the platform
- Price competition is intense
Best for: Reaching new buyers alongside your own store.
Own Shopify store
Usually the core- Your brand, your customer list
- Automatic stock across channels
- Instagram and Facebook shops sync from it
- You drive the traffic yourself
Best for: Boutiques ready to grow repeat customers.
For a fee comparison, see Shopee and Lazada fees vs your own store, and for set-up budgets, how much a Shopify store costs.
Variants, size charts and fit information
Set up each style as one product with variants for size and colour, so customers see all options on one page and stock is tracked per size. Shopify's developer changelog confirms the limit is now 2,048 variants per product for all merchants, up from 100, which covers even wide size ranges.
Fit is where fashion returns come from. Give shoppers enough information to choose the right size the first time:
Fashion product page checklist
Keep one size chart template per category (dresses, tops, bottoms) and attach it to each product, rather than one generic chart for the whole store.
Exchange-first returns that stay within the law
Most boutiques prefer exchanges or store credit over refunds, and that is allowed for change-of-mind returns, as long as you say so clearly before purchase. Defective or wrongly described items are different: under the lemon law in the Consumer Protection (Fair Trading) Act, the customer can ask for repair or replacement, then a price reduction or refund, as the Ministry's lemon law advisory explains. That applies to discounted items too.
A clear boutique returns policy
- Exchanges or store credit within 7 days of delivery for change of mind
- Items unworn, unwashed, with tags attached
- Who pays return shipping, in dollars
- Faulty or wrong items: we will repair, replace or refund
- Final-sale items marked on the product page before purchase
Wording that backfires
- No refunds or exchanges under any circumstances
- Final sale applied after checkout
- Defects must be reported within 24 hours
- Store credit that expires in a few weeks without saying so upfront
Shopify supports exchanges and self-serve returns from the customer's order page, which saves a lot of back-and-forth messages. Our refund policy guide has full wording. This page is general information, not legal advice.
Instagram Shopping and Meta catalogue sync
Shopify's Facebook and Instagram by Meta sales channel syncs your products to a Meta catalogue for Facebook Shop and Instagram Shopping. Shopify says the channel is free to use with all Shopify plans, subject to store eligibility.
Install the Facebook & Instagram channel
From the Shopify App Store, connect your Facebook Page, Instagram business profile and Meta Business account.
Sync and check the catalogue
Publish the products you want on Meta. Fix any items rejected for missing images, prices or categories.
Get Instagram Shopping approved
Once approved, a View Shop button appears on your profile.
Tag products in posts and stories
Shopify notes that for products with several variants you choose a variant for each tag, and story tags work on image stories, not videos.
Check where checkout happens
Instagram Shopping now sends buyers to your own Shopify checkout to pay, so your payment methods and policies apply.
Shopify also notes that from 26 August 2025 Meta is no longer a marketplace tax facilitator, so if you are GST-registered, your tax settings must cover Facebook and Instagram orders too.
Product photos, models and permissions
Photos sell clothing, and they also carry legal strings. Before you post or advertise:
- Model release: get written permission from each model for how and where photos will be used (website, social, paid ads) and for how long.
- Photographer rights: agree in writing that you can use the photos commercially; by default the photographer may own the copyright.
- Customer photos: ask before reposting customer try-on photos, and credit them only if they agree.
- Accurate colours: heavy filters or AI edits that change the colour or fit can mislead buyers and drive returns.
- Event and pop-up photos: shoppers in the background are personal data; see our guide to event photography and the PDPA.
Restock alerts and drop launches
Sold-out sizes are a sale you have not lost yet. Add a back-in-stock alert so shoppers can leave an email or number for a specific size, and send the alert automatically when you restock. Only message people who asked, and include an unsubscribe option.
For limited drops, Shopify's hosting handles traffic spikes, but your settings need to keep up:
- Set accurate stock per size so you cannot oversell.
- Schedule the collection to publish at the launch time, and test the page on mobile beforehand.
- Limit quantity per customer with an app if resellers are a problem.
- Turn off slow pop-ups and extra apps on drop pages.
- Prepare a sold-out message with the restock alert sign-up.
Do it yourself or get help?
A boutique with a few dozen styles can set up Shopify, variants, size charts and the Instagram channel in a couple of weekends. The time goes into measuring garments, writing fit notes and photographing every colour properly.
Our Shopify Store package (S$1,890) sets up a store with up to 30 products, payments, shipping, policy pages and the Meta sales channel. For bigger ranges, Online Store Pro (S$3,490) covers up to 150 products with variants, filters, discounts, a reviews app, abandoned cart emails and one marketplace connector.
Frequently asked questions
For change-of-mind returns, yes, if the exchange-only rule is clearly shown before purchase. For defective or wrongly described items, the lemon law gives customers the right to repair or replacement first, then a price reduction or refund, even on sale items. Separate the two in your policy so customers are not misled.
Shopify raised the limit to 2,048 variants per product for all merchants in October 2025, up from 100. That is enough for most fashion ranges. Some older apps may not yet support the higher limit, so check any inventory, review or feed apps you rely on after adding large variant sets.
Shopify says its Facebook and Instagram by Meta sales channel is free to use with all Shopify plans, subject to store eligibility. Customers who tap a tagged product are sent to your Shopify checkout to pay, so your normal payment fees apply. Paid ads on Meta are a separate cost.
Garment measurements in centimetres for each size, such as bust, waist, hip and length, plus the model's height and the size they are wearing. Add a short fit note, the fabric and how stretchy it is. Shoppers use measurements far more than letter sizes, and accurate charts reduce returns.
It is strongly advisable. A written release sets out where and how long you can use the model's images, including paid ads. Also confirm in writing that you can use the photographer's images commercially, since the photographer may own the copyright by default. Ask customers before reposting their try-on photos.