A storefront is a hosted shop at <handle>.allthe.store/<store-name>. You can run any number of independent stores, each with its own products, prices, theme and sales. Marketing pages: /storefronts, /storefronts/business (staff uniform stores, where staff pick their own size and address) and /storefronts/clubs (club and team stores, usually paid to allthe at cost).
Where things are
Storefronts in the dashboard menu has three groups: Stores (My Stores at /dashboard/pages, Messages), Promote (Tracked links, Discounts, Gift links) and Money & setup (Payouts, Shipping, Settings at /dashboard/storefronts/settings). My Stores shows your stores plus the combined numbers (orders, revenue, earnings, conversion) and the getting-started checklist until it is complete.
How do I create a storefront?
- Claim a handle in Storefront settings (/dashboard/storefronts/settings).
- Press "New store" on My Stores. It asks three things: a name (the address is made from it), who gets paid, and which products to include (you can search the list, or add products later). "Paid to you directly" (recommended): you are the merchant of record; buyers pay into your own Stripe account, you set prices and keep the margin. Set up Payouts at /dashboard/payouts before you can publish. "Paid to allthe" (sold at cost): allthe charges the buyer at cost and handles refunds. No Stripe setup and no money to front. You earn nothing on sales, discount codes and your postage settings don't apply, and personalisation add-ons are not charged. Gift links still work. The usual choice for clubs, teams and staff shops.
- "Create store" opens the editor. Stores start as drafts. Everything else (visibility, hero image, colours, layout, custom domain) is set in the editor's Settings tab.
- Editor tabs: Dashboard, Content (content pages and the store front), Products, Settings and Emails. Settings is grouped into Access & payments (visibility, who gets paid, custom domain), Design, and Behaviour (personalisation safety, shop menu). Add saved products from /dashboard/my-products.
Visibility options
Set in the editor under Settings, Access & payments: Public, Password (at least 4 characters), Private (random URL), or Email-gated (allowed domains or addresses).
Fees and money when I take the payments
Buyers pay your Stripe account. allthe takes a 5% platform fee on the item subtotal (non-refundable); Stripe's card fee comes out of your share. Your wallet (/dashboard/wallet) is charged the production cost: product plus 20% VAT plus shipping at allthe's rate. The price editor will not save a price at or below the cost floor and colours prices red, amber or green. If your wallet is at £0 an order is blocked and auto-cancelled after 3 days if unpaid. Refunds to buyers are issued from your Stripe balance. For anything about the production charge on a refunded order, contact support.
Payouts
/dashboard/payouts uses Stripe Connect: choose your business country (it cannot be changed later) and press "Continue with Stripe".
Custom domains
Where enabled on your account, a store can have one custom domain such as shop.yourbrand.com: press "Connect domain", add the CNAME or A record shown, then "Check status" until it reads Live. If you do not see the option, contact support.
Other storefront tools
Discount codes (one per order, no stacking; not available on stores paid to allthe), gift links (the recipient pays nothing and the seller's wallet pays production, so a gift can only be created or sent when the wallet or auto top-up can cover it), tracked links with click and sales stats, a buyer messages inbox (buyers use the Contact button, no buyer account needed), rich-text content pages with product grids, and per-region buyer shipping (allthe's rate, flat or free).