Build your store identity

Start building a unique identity for your online store by setting up your:

  • Store name
  • Logo
  • Favicon
  • Domain 
  • SEO 
  • Main menu
  • Footer links 

It is important to have a strong store identity as it helps the audience to differentiate you from the competition, and can positively influence your customers' buying behaviour. You can further define your branding by customising your storefront design too - which you can read more about in our collection: Online Store Design. 

In brief, what you will have to do is: 

  1. Go to your settings
  2. Add your logo and favicon
  3. Add your domain
  4. Add SEO for search engines
  5. Set your main menu and footer

  This article will go through the steps to set up the first part of your store identity!


Here is how to quickly add elements using the Setup Wizard

Watch our video from our YouTube Channel to see how to add your logo, favicon, and store name: 



Here is how to do it using your administration settings

There are more options for you to edit if you access the settings via the administration.

1. Go to your Settings

In your administration view, click SETTINGS in the side panel menu, then SETTINGS again. 
From the Settings Menu, click WEBSITE: 


2. Add your Logo and Favicon 

Logo's and favicons are vital to any website, playing a critical role in site branding and product recognition.

2.1 Add Logo

Click the SEARCH button located by the LOGO field to open your File Manager. 

If you have your desired file uploaded already, you can double-click on the icon to select it. 
Otherwise, you can upload a new file from your laptop/ desktop by clicking the UPLOAD icon: 

2.2 Add Favicon

Once the logo has been added, we can add the favicon in the same way. 

Favicons provide immediate visual identification of represented sites, appearing in many places, including browser toolbars, bookmarks, tabs, and address bars. Often people surf the net with many tabs open, so by adding a favicon, you are making it easier for people to locate their favourite website, quickly. 

Click the SEARCH button located by the FAVICON field to open your File Manager. 

If you have your desired file uploaded already, you can double-click on the icon to select it. 
Otherwise, you can upload a new file from your laptop/ desktop by clicking the UPLOAD icon. 

Once you have saved the Website Settings Page, you will be able to see the favicon in the browser's tab, when you are in "Shop" view, for example: 

Have more questions about favicons? Check out the FAQ section below. 


3. Add your Domain

A domain name is an address where Internet users can access your website, such as:

If you already have a domain purchased, simply click ADD EXISTING DOMAIN.
If you do not have a domain yet, you can easily buy one from one of our partner's or from your preferred provider. 

Once you have purchased a domain, please forward it to your ShopRoller e-store account. You can read more about what do by reading our help article: add a new domain to my store. 
If you plan to buy one later - or not at all - your URL will look like this: "".
If you have stores in multiple languages, then there will be an additional part to the URL to indicate the language. 


4. Add SEO for search engines

SEO is important for any e-commerce store -  make sure you get visible and add SEO data. 

  • The title will be your store name, by default. Feel free to leave it at that, or change it! 
  • Add words and short phrases as your meta keywords, separating them by comma.
  • Add a description of your site for search engine users to read before clicking on your link. 


5. Set up your Main Menu and Footer 

You can select what should be shown for your main menu and footer in this section: 

Header options: your main menu should display or direct users to

  • Content Pages: such as "about us" or "blog"
  • Categories: such as for your products
  • Text: add custom text in your header section

Footer options: your footer should display

  • Links: which viewers can use for navigation
  • Text: add custom text for your footer 



Congratulations! You have completed the first part of creating your store identity.  



Check out our frequent questions about this topic!   

What format should my logo be in?
The most common extensions you'll run into will look like these: .PDF, .EPS, .PNG, .JPG and .GIF. 

What format should my favicon be in? 
Favicon's can be saved in a variety of formats, although the most popular is: .ico
Other potential formats include: .jpg, .png, and .gif.

What size should the favicon be?
Favicons are square images, typically seen in sizes 16x16 and 32x32, as measured in pixels. While size 64x64 is possible, browser support is inconsistent for anything greater than 16x16 pixels. 

Where is the ShopRoller logo seen?
Generally, the ShopRoller logo can be seen at the bottom left-side of your store.

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