Shopify has set a clear direction with the new Horizon theme. It's more than just another free theme. It marks the start of a new generation that places greater emphasis on modularity, flexibility, and AI-powered features.
In this article, we'll break down the Horizon theme for you. Our theme expert Vincent has studied the new features in depth and shows which features are truly useful, how AI prompting for theme blocks works in practice, and where its limitations remain.
Our assessment will help you better understand whether Horizon is the right approach for your online shop or whether you should opt for a premium theme.
Vincent has successfully launched countless online shops for a wide variety of brands at tante-e. He regularly shares his in-depth knowledge of themes and his criteria for identifying high-quality Shopify themes in the tante-e podcast. This article is based on his detailed analysis of the Horizon theme (available on YouTube / Spotify / Apple Podcasts ).
1. What is the Shopify Horizon Theme?
Horizon can be described as the next generation of free Shopify themes and the successor to Dawn. While Dawn has served as the starting point for numerous Shopify stores in recent years, Horizon now marks the next evolution. With Horizon, Shopify aims to provide merchants with a more flexible yet future-proof foundation for their online stores.
Horizon was first introduced in Shopify Editions Summer 2025. There, it was presented not only as another free theme, but also as part of a new way of thinking about building themes more modularly and enabling AI-powered workflows.
In the Shopify Theme Store, Horizon is available alongside nine other offshoots that differ primarily visually. Technologically, they all share the same foundation.
Horizon is available for free. Yet it offers a wide range of features that were previously only available in paid premium themes. This makes Horizon attractive for many projects. At the same time, it provides a clear glimpse into the standards Shopify will set in the future.
2. Overview of the most important new features of Horizon
The Horizon theme brings numerous new features that are interesting for both beginners and experienced traders. Tante-e expert Vincent particularly highlights these highlights:
2.1 More flexibility through block logic
A key feature of Horizon is the significantly enhanced block logic. Sections and blocks can be used even more modularly and combined more flexibly within the page structure. This creates entirely new possibilities for customizing content without necessarily requiring coding knowledge.
Examples of flexible block logic in the Horizon theme:
- Customizable ordering & nesting of elements on product pages
- Modular structure of landing pages and category pages
- Easier integration of new content across existing blocks
2.2 AI-based prompting for more design freedom
A highlight of Horizon are the new AI features. Blocks can be created directly in the Theme Editor using prompts. For example, you can quickly structure your own USP sections on the PDP or image galleries as individual blocks, including options for typography and layout.
Currently, the AI features are only available in English-language admin areas.
The AI-based content blocks offer the following possible uses:
- Faster implementation of ideas directly in the editor
- Support in creating individual layouts
- Visualization of concepts for internal or external coordination
- Basis for briefings to developers or agencies
Even though the AI-generated blocks don't yet reach the quality of a professionally created solution, they clearly demonstrate the direction Shopify is heading. The feature can already be a helpful tool for minor adjustments, tests, and visual drafts.
2.3 Features previously reserved for premium themes
With Horizon, Shopify is bringing features into its standard themes that were previously reserved primarily for paid premium themes. These include:
- Product variants can be displayed as so-called fake variants directly on the product page
- Integrated cross-selling through recommendations via Shopify Search & Discovery App
- Improved menu structures with mega menus and more design options
- Customizable product cards on category pages (size, additional information, price display)
These features make it easier to build a professional shop with a free theme that is based on the capabilities of premium themes in many areas.
2.4 Summary of the most important new features of the Shopify Horizon theme
| Area | innovation | Benefits for retailers |
|---|---|---|
| Block logic | Modular, flexible use | Fast adjustments, individual & brand-compliant design |
| AI prompting | Create blocks via text input | Fast visualization, fast prototype |
| Product presentation | Fake variants, cross-selling | More opportunities for storytelling and conversion |
| Navigation & Structure | Mega menu, better options | More clarity and better UX in the shop |
Horizon clearly shows: Shopify's goal is to give retailers more options to design professional, flexible, and efficient shops, even without large budgets.
What are our top recommendations among Shopify premium themes ? Find all the details in our blog.
3. Check: Strengths & Weaknesses of the Horizon Theme
We now take a look at the detailed review by our expert Vincent. His evaluation follows the proven criteria we use systematically to review themes at tante-e: from navigation and page structure to the design options for product lists and the storytelling potential on the product page. The flexibility of the new block logic and AI features, as well as the limitations compared to premium themes, are also taken into account in his assessment.
3.1 Navigation & menu logic
Compared to Dawn, Horizon offers noticeable improvements in navigation. Retailers have the option of using mega menus in a free theme. These allow for a clearer presentation of large product ranges, especially on desktop. Horizon also offers solid basic features for mobile, although there are still fewer design options here than with most premium themes.
A positive feature is that visual elements such as images can be integrated directly into the mega menu. Those who value a clear and visually appealing information architecture will find Horizon a better starting point than previous free themes.
3.2 Category pages & product presentation
A key advantage of Horizon is the flexible design of product presentation on category pages. Product cards can be customized in terms of size, additional information, and pricing. This allows retailers to control how much information is visible per product and how products are presented.
A special feature is the ability to display so-called fake variants. This allows different product variants to be linked directly on the product page and displayed visually, without the need for traditional variant structures. This function was previously reserved for premium themes.
You can find out all the information about how to properly handle real & fake variants on Shopify from our expert Nina.
Horizon also offers a so-called Editorial View for category pages. This alternative display is particularly suitable for smaller product ranges or visually highly curated products. For classic category pages, the traditional grid display remains recommended.
3.3 Product pages & storytelling potential
Horizon also offers more options on the product detail page than previous free themes. In addition to classic features like cross-selling, the new block logic allows for the targeted insertion of additional, brand-consistent content. This enables better product presentation and supports storytelling around the brand and product range.
The structure allows for modular design of elements such as USPs, benefits, or additional information. This brings Horizon closer to the flexibility usually found in premium themes. However, certain limitations remain. In particular, the design of individual areas, such as custom backgrounds for sections, is not fully available.
3.4 Flexibility through block logic & AI features
The new block logic clearly distinguishes Horizon from the previous Dawn generation. Merchants have significantly more freedom to flexibly arrange and combine content within the sections. This makes it easier to customize and expand pages modularly.
AI-based prompting allows you to create new blocks directly in the theme editor using simple text input. This can be used for initial visualizations or to communicate ideas within teams or with external partners.
In our opinion, this feature currently doesn't replace clean, manual coding. However, it's suitable as a starting point for testing, visualization, and rapid prototyping. However, for smaller adjustments or MVP projects, it can already provide real added value.
3.5 Limitations and restrictions compared to premium themes
Despite all the advancements, Horizon remains a free theme with corresponding limitations. Merchants quickly reach their limits, especially with larger or visually demanding projects. These include:
- Limited customization options in design and styling
- Less control over animations, micro-interactions and fancy layouts
- Limited options for complex product logic or specific shop functions
Premium themes offer more flexibility, both in terms of visual design and the integration of additional features. For simple to medium requirements, however, Horizon provides a solid foundation that already covers many basic functions natively.
4. Who is the Horizon Theme suitable for?
4.1 Small to medium-sized shops with standardized requirements
Horizon offers a solid foundation, especially for smaller brands and shops that want to get started without extensive developer resources. It provides many features that allow you to build a professional and brand-compliant Shopify store without having to invest in paid premium themes.
4.2 Teams without dedicated developer resources
For teams with little or no in-house development capacity, Horizon offers a pragmatic approach. The new possibilities of block logic and AI-based features support the desire for quick adjustments without the need for in-depth technical expertise. This allows merchants to make numerous adjustments independently and test new elements in the store.
4.3 Brands that want to shape Shopify's future
Horizon clearly shows the direction Shopify is heading in. Anyone who wants to get familiar with these new structures and opportunities early on should definitely give Horizon a try.
4.4 Who Horizon is not suitable for
However, in our opinion, Horizon isn't the right choice for all projects. Those with particularly high demands on customization, visual refinements, or technical features will likely continue to opt for premium themes or customized solutions.
Typical requirements where Horizon reaches its limits:
- Complex product logic or highly customized templates
- Specific design requirements that go beyond the capabilities of sections and blocks
- Projects with extensive integrations, micro-interactions or animations
5. Conclusion & Outlook
With Horizon, Shopify delivers a free theme that sets new standards for the future of its ecosystem in many ways. It brings more flexibility, significantly modernized block logic, and exciting AI features to the Shopify Theme Store. At the same time, it integrates features that were previously reserved primarily for premium themes.
For merchants, this means one thing above all: more opportunities to achieve better results with less effort. Horizon offers a strong foundation for stores that want to align with current and future Shopify logic.
tante-e expert Vincent emphasizes: Even though Horizon doesn't yet offer the depth and creative freedom that specialized premium themes provide in certain areas, it clearly shows where things are headed. The trend toward more modularity, AI-supported workflows, and a stronger focus on flexibility will continue.
In the coming months and years, Shopify Horizon is expected to continue to develop. Features like AI-based prompting are likely to become increasingly sophisticated and more integrated into the everyday lives of merchants. However, premium themes and custom developments currently retain their place when it comes to specific requirements and deeper customization.
Those who test Horizon today benefit from gaining early experience with the new capabilities. This not only helps them build their own store, but also helps them understand the next stage of development of the Shopify ecosystem.
