since half season 1 they disabled auto buying custom item builds.
depending on the guide you need to build from left to right.
several guides give you a lot of choices etc. Normally you start by building the core items (from left to right)
and after that you look at what you feel you need and look in the given section (like if you need more survivability look in the defense tab and pick something)
Building is a hard thing to learn however after a while you get to know the items and you can experiment a bit more with builds.
I don't know how the shop works on xbox as I play on pc
Most guides have the item-buying order. As Devampi said you buy items from left to right and many guides have "Core" part, where you can find items which that god/goddess needs and which are effective on him/her.
About creating your builds - It really depends on which god you are playing in what role and what gods the enemy team has. It's a good idea to counter-build enemy gods (Like when the enemy team has a healer you probably want Weakening Curse and/or Pestilence or other healing reduction items to counter it).
Sometimes there are items which are very effective for a certain role. For example Doom Orb is considered a must-have item for most mages (but not Aphrodite, Chang'e, Freya ... ). It's cheap and provides you with a lot of magical power, while stacking is easy for mages in middle lane and you don't have to worry about it.
If you want write some gods you play and in what roles you play them and I will try to give you a clue on what to build and when ;)
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