Here is the list of steps that should be done in order to get storeront up and running under serveradmin account.

1. Enable Ecommerce module for a reseller 
2. Configure Ecommerce Settings
3. Create Categories (applies to the storefront structure)
4. Create Billing Cycles
5. Create Taxations
6. Create Hosting Plan Products
7. Create Hosting Add-ons Products
8. Create Domain Names (if applicable)
9. Configure Ecommerce Scheduled Tasks

After all of these steps have been done reseller's storefront is ready to work and can be accessed by the following URL: http://path_to_the_webportal/Default.aspx?pid=ecOnlineStore&ResellerId=reseller_user_id. Also there is another kind of the storefront page is available also called "Quick Signup" that can be accessed by the following URL: http://path_to _the_webportal/Default.aspx?pid=QuickSignup&ResellerId=reseller_user_id.