There are many reasons why retailers of all kinds rely on Shopify as their e-commerce platform. First, you don't need any programming knowledge to get started with e-commerce right away. Setting up your store is a breeze, and adding products is a breeze. But you don't have to sacrifice a modern and professional design. Themes allow you to present your brand attractively in your Shopify store in just a few clicks.
What are the best Shopify themes, and what exactly is important? Tante-e expert Vincent has already worked with numerous e-commerce brands and knows exactly which themes are truly suited to your online shop. In this article, he shares his favorites with you, including examples and tips.
1. What is a Shopify theme?
Themes are pre-built design templates that define the basic look and layout of your Shopify store. They can be installed in just a few clicks, allowing you to build an online store that looks impressive and aligns with your brand without any coding knowledge or significant time investment.
Themes can be thought of as a digital toolkit. They contain everything necessary to present products, categories, and brands in Shopify. Yet they offer you flexibility for individual and flexible customization (e.g., color, font, logos, and section layout).
Each theme has its own unique characteristics and is therefore suited to different uses. Some designs focus on visual storytelling, while others are predestined for extensive product ranges.
2. Where can I buy Shopify themes?
When it comes to themes, the official Shopify Theme Store is the place to be. Among the approximately 120 available themes, you're sure to find the perfect design for your online store.
The themes offered in the store are continuously updated by specialized developers and adapted to the latest Shopify features. The following points are crucial:
- State-of-the-art coding standards: The code of the themes must comply with the most modern development standards and feature clean, high-quality programming according to current guidelines.
- Detailed documentation: A listing in the Shopify Theme Store requires a minimum level of documentation and information about theme handling, functionality, and updates.
- Incorporation of the latest updates: With design templates from the Shopify Theme Store, you can rely on developers to update them for the latest Shopify versions and release updates regularly.
There are also external marketplaces such as Themeforest, but we advise against using them. Many of the themes offered there were originally developed for other platforms and then adapted for Shopify. This can lead to performance issues and missing updates.
Our checklists & guides: Everything you need to get started with Shopify 🚀
3. How much do Shopify themes cost?
Shopify themes are available at a variety of prices. The Theme Store even offers 12 free themes, which you can also customize in a variety of ways. While they offer a lot of customization options, they're a great option for small retailers or e-commerce newbies. Larger companies with complex requirements will quickly reach their limits with the free themes.
Large-scale e-commerce projects and Shopify Plus stores require paid themes. Prices range from $140 to $400.
Our recommendation: First, take a close look at what you expect from a Shopify theme and what features you need for your online store. We'll reveal the factors our experts pay particular attention to in the next section.
4. What are the key features of Shopify themes?
Choosing the right theme depends heavily on your industry and requirements. However, there are some key criteria that distinguish high-quality themes. We've summarized the most important aspects of Vincent's approach to identifying high-quality and suitable Shopify themes in the following section.
4.1. 5 important factors to help you find the right Shopify theme
a. Number and variety of sections
Each theme contains various sections (also called "modules" or "sections") that you can place in your store. These include image slideshows, product highlights, testimonial sections, or video sections. While some themes offer only 20-25 sections, others contain over 40 modules—providing more design flexibility.
- Depending on your specialization, check whether sections such as slideshows, rich texts or image galleries are included and fit your ideas
- Are there any sections that would be particularly relevant for your business? Fashion brands, for example, often rely on shop-the-look or lookbooks.
b. Mobile optimization
Since over 90% of shop visitors are mobile users, your theme should be perfectly optimized for smartphones. Pay attention to:
- Easy-to-read texts without annoying breaks
- Intuitive navigation (e.g. burger menu with clear hierarchy)
- Mobile-optimized images and videos
c. Navigation & menu structure
A well-structured menu helps visitors find their way around quickly. Make sure your theme:
- A mega menu offers, if you have many product categories, such as in the Enterprise theme
- Images supported in navigation (e.g. for visual categories)
- Clear hierarchies and an intuitive user experience offer
d. Shopping cart functions & conversion optimization
Themes typically provide many elements related to the homepage. Our tip: Make sure they also include sections relevant to the shopping cart. Check if your theme
- Has a shopping cart drawer (sidebar instead of redirecting to a separate shopping cart page)
- Native cross-selling & upselling features supported directly in the shopping cart
e. Category page & product detail page
A theme should also be flexible enough to customize your shop’s category and product pages.
- Can banners, videos or special promotions be integrated on the category page?
- Are there different layouts for product lists?
- Is there a variant selection integrated into the product pages that can switch between linked products?
- Theme documentation: Detailed documentation, including features and updates, often provides information about the quality of the theme and the care taken by the developers.
- Loading times: Themes vary in speed. An impressive-looking store is worthless if customers are frustrated with the performance.
5. The best Shopify themes recommended by our expert
a. Prestige (Maestro)
The Prestige theme is our top recommendation for brands with a sophisticated, minimalist design. In fact, it's a long-time favorite of many Shopify merchants (and the tante-e team).
Prestige focuses entirely on strong visual language and emotional brand presentation. The name says it all: In no time at all, your online shop will take on an elegant and luxurious flair.
The theme offers a comprehensive range of features with over 30 well-structured sections. It's intuitive to configure and, for complex requirements, provides an ideal foundation for customized extensions through custom coding. Another major strength of the theme, for us, is its responsive design.
We recommend the Prestige Theme...
- Beginners with a manageable range who want to effectively highlight individual products
- scaling retailers with a growing portfolio
- as a base theme to add special features via custom coding in the future
- Retailers with demands for an elegant look, e.g. fashion and cosmetic brands
Cost: $380
Example: LeGer by Lena Gercke
LeGer stands for high-quality premium fashion. We chose the Prestige theme as the basis to create the sophisticated editorial look of the Shopify store.
Visually strong banners, immersive animations and shop-the-look sections convincingly convey the sense of the brand's aesthetic and effectively illustrate the garments.
Learn more about how LeGer benefits from a theme-based approach with prestige in our case study
b. Enterprise (Clean Canvas)
The Enterprise theme is our insider tip for all Shopify retailers with large product portfolios. It impresses with its excellently structured mega menu, which ensures order and clarity even in fragmented catalogs.
Powerful search and comparison sections on product pages ensure a seamless customer experience and help customers make the right choice.
From a technical point of view, the Enterprise also delivers good code structure and fast performance.
We recommend the Enterprise theme…
- Retailers with extensive product ranges
- Retailers who want to provide a lot of information about products that require explanation and comparisons
- if you want a professional, practical shop design
- for technical products (tools, electronics)
Cost: $380
Example: NoCry
We implemented the NoCry online tool shop with Enterprise, placing a clear focus on the products. The central mega menu provides user-friendly access to categories and products.
In clear tables and drop-down menus on the product pages, customers can immediately find all the information they need.
c. Impact (Maestrooo)
The Impact theme comes from the developers of the Prestige theme, but with 35+ configurable sections, it offers even greater flexibility and features. If you want the greatest possible design flexibility, Impact could be the right choice for you.
We particularly appreciate the focus on maximizing conversions, for example, through the elegant cross-selling module. Additional sections, such as promotions between product lines on category pages, offer you even more scope to effectively showcase your brand.
We recommend the Impact theme…
- if you want a particularly flexible configurable theme
- Retailers who want to effectively use conversion-boosting elements such as cross-selling
- as a multi-talent for all industries, whether food, cosmetics, technology or fashion
Cost: $380
Example: 3Bears
Using the Impact theme as a foundation, we were able to accurately reflect the brand in the 3Bears online shop. The clean and colorful design is a real eye-catcher and authentically conveys the joy of delicious porridge dishes.
Interactive elements such as animated banners and cross-selling sections round off the customer experience.
You can find out more about the implementation of the 3Bears shop in ourcase study .
d. Stretch (Maestrooo)
The Stretch Theme also comes from Maestrooo and is aimed specifically at brands with high visual standards.
Large image areas, flowing animations, and interactive layouts enable a particularly aesthetic product presentation. Fine details such as animated scrolling effects, custom typography options, and visual navigation elements like category bubbles make Stretch an exciting theme for anyone who focuses on storytelling and brand presence.
We recommend the Stretch theme…
- for visual industries such as fashion, jewelry, lifestyle and design
- if high-quality product photos and strong imagery are available
- for brands that value a differentiating and emotional shop experience
Cost: $400
Vincent's detailed analysis of the Stretch Theme is available in the tante-e podcast and can be read in our blog.
e. Horizon (Shopify)
The Horizon theme belongs to the latest Shopify theme generation and offers many features that were previously reserved only for premium themes.
Modern block logic and AI-supported features like theme block creation via prompt facilitate flexible design and help test new ideas in the store in a flash. Retailers also benefit from features like fake variants on product pages and improved cross-selling options.
We recommend the Horizon theme…
- for small to medium-sized shops that want to work efficiently and flexibly
- for teams who want to gain initial experience with AI-supported Shopify logic
- for everyone who wants to use Shopify's modern modular logic without a premium theme
Cost: free
In the tante-e podcast & blog, our expert Vincent analyzes the Horizon theme in detail.
f. Focal (Maestro)
TheFocal theme is another alternative for retailers who prioritize visuals while maintaining a clear store structure. Focal offers numerous sections for presenting USPs and details and integrates high-quality elements, such as tabbed descriptions and upsell options, especially on the product page.
We recommend the Focal theme…
Online shops with a focus on imagery as an alternative to the prestige themeCost: $320
Example: Demo Store
g. Aurora (Getsitecontrol)
With 32 sections, theAurora theme also ranks at the top end of the highly flexible design spectrum. In our experience, it could be the right choice for visually focused retailers who want to effectively integrate cross-selling and upselling elements (in the product page and shopping cart).
We are also impressed by the extensive customization options for the menu, which can hardly be found in any other theme.
We recommend the Aurora theme…
- Retailers with a visual focus
- Retailers who want to focus on cross-selling and upselling
- Online shops with high demands on the menu
Cost: $340
Example: Demo Store
h. Impulse (Archetype Themes)
Along with Prestige, Impulse is also one of the most popular and widely used Shopify themes. In our opinion, it's ideal for implementing storytelling through aesthetic imagery, provided you have the necessary materials.
The sections are designed to create a balanced mix of images, videos, and text without making the shop appear cluttered. Large areas provide an optimal introduction to categories. A wide range of customization options also allow for a customized look. We consider the reduced shopping cart, which can be implemented as a drawer, and the clean mobile menu to be particularly strong.
We recommend the Impulse theme…
- Retailers with a small product range but a focus on individual products
- Retailers with a high amount of content
- Online shops in the fashion and cosmetics sectors
Cost: $380
Example: FLØR
For the online shop of the nutritional supplement brand FLØR , we used the Impulse theme. Illustrated category entries and banners add stylish accents to the homepage. Illustrations and graphics also create an atmospheric brand experience on the product pages.
i. Expanse (Archetype Themes)
Our last example, the Expanse theme , again appeals to retailers with large product ranges that require information.
Advanced navigation and filtering options help customers easily find the right products. Expanse is designed for extensive product ranges, but combines structure and aesthetics. Retailers who weren't attracted to the Enterprise theme may find this an alternative.
We recommend the Expanse theme…
- Retailers with extensive product ranges who want to combine clarity and look
- for various industries from food to fashion to interior design
Cost: $360
Example: culinarico
With the Expanse theme, culinarico 's online shop manages to comprehensively display its complex catalog without sacrificing any of its vibrancy or charm. The mega menu with central search guarantees maximum clarity.
Striking preview images of the spices as well as visual category entries provide an effective insight into the product world.
6. More tips for Shopify themes
6.1. Don't necessarily filter by industry
The industry filter in the Shopify Theme Store generally helps you quickly and easily navigate through the multitude of available themes and narrow down your choices. However, themes from other industries may also be a perfect fit for your needs. Therefore, don't be too quick to rule out themes based on the industry filter.
We therefore recommend that you review all themes regardless of their categorization or industry. Every brand has specific needs: Perhaps you place great emphasis on storytelling, content marketing, and branding. To optimally reflect your brand, you need themes with sections specifically designed for images, videos, and text, for example. Other brands, on the other hand, place a more pragmatic focus on their products and require themes with other elements.
Therefore, a theme that's categorized in a different industry in the store might still be a perfect fit for you. Our tip: Don't be confused by the categorization and instead get a holistic overview. If you sort by paid themes and popularity, you'll also immediately find the most established themes trusted by popular brands.
6.2. Consider your portfolio size
The scope of your product range will largely determine which theme is right for you. Some designs focus on search, menus, and category pages, making them suitable for large catalogs. For smaller portfolios, highlighting individual products should be the priority.
6.3. Test your theme thoroughly
Have you found a theme that completely captivates you? Great! Test it in your online store before purchasing it. By using each feature and section in detail, you'll get an even better idea. This way, you can purchase the theme later with complete confidence and without regrets. You can test themes for free and only pay once your store is live (if it's a paid theme). Be sure to take advantage of this opportunity and test it thoroughly.
