This is a question lots of people ask when they can't find their shop in Google search results by googling keywords they would like to show up for.
Your site is not indexed by Google
The first step in showing up in Google is being indexed.
Indexing is where a search engine visits your site, going through all of its pages to decide which ones are worth adding to its index- a directory of pages that potentially can show up in search results. This is the first step towards appearing in search results so you want to make sure you are being indexed. You can use the search engine's webmaster tools to find out how many pages have been indexed.
If no pages show up here then you should investigate. If your site is very new, it's likely that Google just hasn't visited it yet.
If you have a good number of indexed pages and you've been indexed for a few weeks you should start to appear for searches.
You can read more about it here: https://support.google.com/webmasters/answer/34397?hl=en&ref_topic=3309469
Your keywords have not been picked up
If you search for something like your brand name or a unique product you sell it can be confusing why you don't turn up for that search term.
Unfortunately we can only guide search engines in what we want to be ranked for. We do this by including keywords in page titles, writing product and collection descriptions containing keywords, writing blog posts including keywords, etc.
New keywords can take time to be picked up, gradually building value over time. You may well be down in the hundreds to start with! But if you have a good clickthrough rate and low bounce rate Google will naturally rise you up through the ranks.
Your site is not optimized for the best keywords
If you haven't already, take a look at the Optimizing Content mini-course video to find out how to optimize for the keywords you'd like to rank for.