Shopify Themes: How to Pick the Best Shopify Theme for Your Ecommerce Store

Shopify Theme

Between picking your product category and actually launching your store, there’s one important step: deciding on the best Shopify theme for your store. Shopify and other hosted ecommerce platforms make it super easy to launch a store: you just register for an account, select your store’s look, add products, and that’s it – you’re ready to go. However, each step in the creation of your store has to be carefully considered in order to succeed. Just like choosing a product category that is too broad or too narrow, a poor looking store will turn your prospective customers off at first glance. In fact, 70% of people don’t trust badly designed websites. It’s easy to find great Shopify templates. There are several Shopify themes you can choose from on Shopify, there are even a few free Shopify themes. This article will detail what elements to look for and common traits found in the best Shopify themes.

What is a Website Template?

A website template or a theme is a ready-to-use website design that you can download and install onto your existing website. This is different from the traditional way of building your store, which was usually done from scratch, as it allows you to create a nice looking store in minutes.

Choosing a website template or theme will decide how your website is ultimately going to look. First impressions matter, and you don’t just want to randomly choose any other website template, unless it truly represents you and your brand. It’s quite normal that you might feel overwhelmed with the responsibility of choosing the right ecommerce theme for your business, and that’s why you need to take a look at not just the type of website that you want to build, but also the different features and customization options, as well as the budget and experience you have. Your website theme will lay down the foundation of how people will perceive you, so that’s why we’ll look into the things you need to consider before selecting your web store theme.

How to Pick the Best Shopify Theme

Here are some things to keep in mind before picking your Shopify theme:

1. Your Shopify Theme Must Look Familiar

According to Krug’s first law of usability, the website should be obvious and self-explanatory. Or, in his words, “Don’t make your users think.”

The best Shopify themes follow a conventional design and use widely accepted methods and layouts. Free Shopify themes also follow the same design principles.

Next, think about the ecommerce cart and checkout pages— you’ll never look for them in the footer of a website, right? Shopify themes are perfect for your ecommerce store as they have a consistent look which people feel comfortable navigating. You’ll find that playing it safe by using a simple design is often best for converting potential customers. We believe that some of the best Shopify themes are familiar and intuitive for your customer. 

Let’s take a look at what a poorly designed ecommerce website template looks like.

Shopify Themes

The above product page has an extremely unfamiliar look. Let’s shed some light on all the things wrong with this product page:

  • The product image is placed between the product description and Call-to-Action button/price.
  • The product description itself is a bit off, as well as being squeezed into the corner of the page.
  • Maybe there are some reviews and testimonials that could be added.
  • There’s a lack of variety when it comes to the product images. 
  • It can’t be overstated: product photography is very important. The pictures added here are sort of one-dimensional. Try to add pictures that accentuate the products. For instance, the same products can be shown in use.
  • Features of the product are not listed.
  • The Call-to-Action button doesn’t do the page any justice in terms of grabbing attention. Take a look at this post if you’re looking to create a killer Call-to-Action.

Alright, now let’s take a look at the product page of an ecommerce website theme that stands out because it’s so brilliant.

ecommerce website themesThe above image shows a highly recognizable ecommerce web store theme for beauty products. Let’s take a look at all the superb things that make this website theme great:

  • The imagery is breathtaking. It’s showing the product on it’s own as well as the product in use
  • There’s a very clear Call-to-Action on the page, you just can’t miss it.
  • Thd product page is interactive. Move your cursor around the image and zoom into the product. Jump from one picture to the other. Take a closer look at what you like.
  • A detailed description of exactly what the product contains, right next to the product.
  • Or maybe this isn’t the lip color you were looking for? Don’t worry, this product page lets you easily get to other products that are similar or belonging to the same product line. 
  • Wait, were you looking for even more details of the product? This page has got you covered. You can simply click on the plus sign to the right of “details” and get a bunch of extra info that lets you dive right into the details that you’re looking for.
  • You can even add your email address on the same page, and sign up for more updates from their products.

2. Think of Your Resources When Selecting a Shopify Theme

It’s true that dynamic visuals are extremely important when engaging your website visitors. However, there’s nothing worse than a poorly designed full-screen banner welcoming your visitors on the home page. 

When choosing a Shopify theme, decide how many resources you can invest into your store image design. If you don’t have design experience or are on a tight budget, look for Shopify themes with no or very few banners.  

Most people end up picking a Shopify theme that looks great with sample banners, but after inserting their own designs, they realize their designs makes their store unattractive. 

You’ll find that the best Shopify themes for your ecommerce store don’t take up too many of your vital resources. If you’re on a tight budget, don’t underestimate the effectiveness of free Shopify themes or other free ecommerce themes. Shopify templates, even the free ones, are designed to convert even if they’re simple in design. Not just this but Shopify’s free ecommerce themes are supported directly by Shopify through the Theme Support team. While it may not be your first choice, it will get the job done as you bring in your first few sales. As your business’ profits grow, you can re-invest money in some of the best Shopify themes to give your store a more attractive layout.

Shopify Theme

If you don’t have the resources to design beautiful banners, hide them or look for those themes that are focused on the products.

3. View Your Products on the Shopify Theme

When you’re browsing a Shopify theme you can view what your products will look like on many Shopify templates.

Shopify theme designers generally insert premium product images into their themes, which will suit the style of the theme perfectly. You can try to replicate this by using images of your own products, but unless you’re familiar with design then it may not look the same when you install the Shopify theme into your own store.

If you don’t currently have high-quality product images, it’s best to avoid Shopify templates which feature large product image sections. Fortunately, many of the images from Oberlo suppliers are high quality, so if you’re sourcing your images from Oberlo suppliers and Oberlo Verified suppliers, there then you’ll have no problems. (Even some images from AliExpress fit well with the best Shopify themes.)

Shopify Theme
Bika’s website theme looks awesome, but are you sure you’ll have high-quality images like this one?

4. Consider a Mobile Friendly Shopify Theme

More than 50% of sales on Shopify stores happen on Mobile devices. Given this fact, you should definitely choose a Shopify theme with the mobile version in mind. Mobile friendly ecommerce websites are important now more than ever. If your web store theme is mobile-friendly, it provides a better user-experience for your website visitors.

Most ecommerce entrepreneurs only take the time to check out their mobile version after they’ve installed the Shopify theme into their site. It’s critical that you take a look through every Shopify theme on both your smartphone and your tablet.

And again, look for mobile layouts which are familiar.

If you’re thinking about using a free Shopify theme, don’t worry. They’re mobile friendly, just like the best Shopify themes which cost money. Always try to keep mobile responsiveness in mind when you’re looking for the best Shopify theme for your store.

A Good eCommerce Mobile ThemeTake a look at the great webstore theme by Bika, which offers a very well done mobile experience.

5. Look for Lightweight and Fast Shopify Themes

Try to avoid Shopify website templates which have a lot of clumsy elements like busy loaders, weird animations, or fancy scrollers. The above-mentioned elements might appeal to some of your website visitors, but in most cases it will only decrease your page speed and create needless obstacles. 

The best Shopify themes provide a lightweight website which sells a product, and focuses on making a customer’s shopping experience as easy as possible. It’s said that if the Amazon page loading speed would decrease by one second, it would lose $16B in annual sales. The numbers are smaller for your store, but you get the point. When you’re browsing the Shopify theme store, always try to keep this in mind.

A Website with Heavy Animations

Needless animations make the website heavy and slow. Keep your web store theme simple and clean.

Disclaimer: All the ideas mentioned in this article are our own. You can find different approaches elsewhere, and they’re not necessarily wrong. Our suggestions are geared towards beginners, but if you have something to add, please share it in the comments!

The Best Shopify Themes

First, look for Shopify templates on the official Shopify Theme Store here. Being a part of the Shopify Partners Community, I trust other Shopify Partners and can tell you that I haven’t yet downloaded a poorly designed theme from their official store.

I can’t say that about other ecommerce platform’s theme stores. In the past I’ve bought a theme which had no option to upload my store logo.

In general, Shopify is the safest option to choose and recommended. However, you can find less common themes at an affordable price elsewhere. An example here would be WordPress ecommerce themes. 

WordPress isn’t just limited to blogs and blogging. One of the great things about using WordPress is that you can build pretty much any site. This includes blogs, portfolio websites, business websites, and ecommerce websites as well. Using WordPress to build an online theme is not just quick but it’s also fairly easy to figure out.

Let’s take a look at a website that is built using WordPress.  wordpress ecommerce themes free

 OVER is a clothing store that is built using WordPress. The design is unique and the images used accentuate the look of the web store theme. It has a very hip design, and the web store is based on the Underscores starter theme.

Finally, here’s the list of some of the best Shopify themes and their developers:

If you’re an absolute beginner, two of the Shopify website themes that we recommend are:


Free Ecommerce ThemesJumpstart is one of the best free web store themes to rely on if you’re just starting with your business. So it’s perfect if you’ve just got one or two products. So let’s say you’re launching a business that revolves mainly around one or two products, it’s the ideal theme to choose. This free ecommerce theme will help highlight your product incredibly. It’s available both in desktop and mobile version, which as we mentioned is always recommended for a better user experience. This ecommerce website template is very light, super fast and flows smoothly. Not just that but it’s also beautifully designed and brings attention to exactly where you want your customers to be. 

So, quick recap, if you’re just launching your business, and you have ideally one or two products, this is a great web store theme for you to choose.


Free Ecommerce ThemesThis free website theme is perfect if you have more of a general webstore. So, basically if you’re selling multiple things, or if you’re dropshipping or selling collections. Brooklyn has two styles: classic and playful. The classic style is more serious and the playful style seems more colorful and vibrant in comparison. One of the best things about this free ecommerce theme is that it’s very customizable. You can easily change it according to your personal needs and requirements. On top of that, it’s very fast, it’s very light, it’s mobile optimized, and of course it’s supported by Shopify’s support team.

These themes are made by Shopify, and one of the greatest things about them is the support that you receive from Shopify while using them. Shopify has the customer support infrastructure behind them that can help you with your custom queries. So let’s say you’re just starting off and you really need some questions answered. When you’re just starting off with your store, and are already overwhelmed with a bunch of choices, make your starting a lot easier by relying on these simple, yet fantastic options that Shopify provides you in terms of free ecommerce themes.

Also, you can browse through other free Shopify themes here.

Let’s Answer Some More Questions About Ecommerce Website Themes

Are Free Shopify Themes Worth It?

Yes. Free Shopify themes offer many of the most important elements that are needed to create a successful store. Fortunately, you’ll still be able to customize it to make it your own branded store. Shopify themes are highly customizable, and you can create a unique store, even if you don’t have the best technical experience.

Free Shopify themes may not be your first pick. However, if you’re just starting out with your ecommerce store, it’s better to be cautious with what you spend your money on. Once your store is starting to succeed, you can re-invest it by picking from one of the many paid Shopify templates.

In all free Shopify website themes, you’ll be able to add products, blog posts, banner images, and more. Make sure that you do pay for your own .com domain as it will make your store look more professional, and will help you to increase your conversion rate. Overall, free Shopify themes are the best option for ecommerce entrepreneurs running their store on a budget, but they’re also used by successful ecommerce stores.

What Does a Good Product Page Look Like?

We’ve already talked about product page importance in the “How to Get More Sales With Less Visitors” article.

Your product pages are the most important parts of your store. It’s where you should lead your ad campaigns, it’s where you display your offers, it’s where the actual sale is initiated. In light of this, it’s critical that you have good looking product pages, or you’ll miss out on sales. Pick your Shopify theme based on this. 

What are the Must Have Elements for Shopify Templates?

The best Shopify themes all share the same must have elements. Besides elements like product images and price tags, your product page must contain a distinct Call-to-Action button (in most cases an “Add to Cart” button).

Next, a good product page displays all the relevant information but doesn’t clutter the page. You should have a place to include product descriptions, specifics, delivery information, and returns/refund information. Ideally, these would be separate tabs below the product, but a simple description tab would work too. 

Furthermore, to keep your visitors attention, your product page shouldn’t be the end page of your store, instead it should lead to other products to prompt browsing visitors. The related products section works well, and if your Shopify theme doesn’t have one, you can always install a free Shopify App.

free Shopify themes

The Copenhagen theme has a distinct green Call-To-Action button and organizes the most relevant information under the product description tabs.

Bonus: To keep your site trustworthy, add social proof using security badges or reviews. You can add these into your Shopify theme by installing apps from the App Store like Yotpo

What is a Good Product Page Layout?

Like mentioned earlier, a good product page looks familiar and is intuitive to use.

A web design blog, Smashing Magazine, gives an example of how intuitive it should be:

…translate the page in Japanese and provide [your visitors] with a task to find something in the page of different language. If [it’s layout is familiar/intuitive], users will be able to achieve a not-too-specific objective, even if they can’t understand a word of it.

Look at the product page in Czech — try to see if they ship to the US.  Can you tell which button is the Buy Now button?

Light In The Box Product Page

You don’t have to do this for every page on your commerce store, but this will truly test the customer experience with your Shopify theme if you do.

What Does a Good Category Page Look Like?

Consider the things we talked about above (Think of Your Products, Think Mobile, etc.) and just make sure it’s easy to navigate, without a lot of clutter or needless elements.

The best Shopify themes typically provide a good category page that consists of a clear title, easy navigation sidebar, and a clean list of products. To get a better grasp on how it should look, here’s an example:

A Good Category Page

A comprehensive category page from ELLA theme.

What Does a Good Home Page Look Like?

From my own experience, the ecommerce landing page that is mostly visited by repeat customers and referrals is the homepage — so use it to serve both audiences:

  1. Showcase your stores new arrivals to engage with returning visitors.
  2. Tell your store’s key value proposition, showcase your best sellers, and include trust boosting elements (security badges, etc) to engage the referral traffic.
  3. Create a friendly atmosphere that will entice potential customers into making a sale.

Also, remember the section ‘Think of Your Resources When Selecting a Shopify Theme’. If you don’t have the resources to design a great looking slider and update it frequently, don’t include it in your home page and scare your customers away. Mark it down as something that you can add to your Shopify theme later on. 

Surprisingly, some actually go on to say that a slider is a conversion killer. Having only one banner typically converts best.

best Shopify themes

The Connoisseur theme welcomes visitors with a section of featured brands to give the store more credibility and grabs the prospect’s attention with new products.

How to Customize Shopify Templates?

In the end, even the best Shopify templates will be customized by you. Being non-programmer friendly, Shopify provides an easy to use editing panel to edit the look of your theme.

Just go to Online Store > Themes > Customize Theme, and on the right-hand sidebar, you’ll see each section of your theme: Header, Body, Footer, etc.

Shopify templates

Play around with each to get the feeling of what can be done with the Shopify theme.

Advanced Editing: Unless you’re a developer, you should avoid changing your template code. Often times, changing the code will mean you will end up publishing bugs, such as errors on the mobile site theme or ruin other elements on the other side of your page.

Some of the best Shopify themes will come with customization help directly from the developer, but this is unlikely with free Shopify themes.

Want to learn more?

Is there anything in particular which you look for when you’re selecting a Shopify theme? Do you have any advice about the best Shopify themes right now? Let us know in the comments section below!

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