How to Choose the Right Theme for Your Shopify Store

We’ve set up enough Shopify sites—The Toy Box included—to know that picking the right theme can make or break your online store. The options are endless, but the reality is, you need something that fits your brand, works on every device, and doesn’t give you a headache trying to customise. Here’s how we approach choosing a Shopify theme for ourselves and for clients.

1. Start with Your Brand

Before you even start browsing themes, nail down your brand identity. Who are you targeting? What’s your look and feel? At The Toy Box, we wanted a vibe that appealed to mums aged 20–35, so bright, shouty colours were out—clean, welcoming design was in. Your theme should match your visual identity and speak directly to your audience. If you don’t know your brand, no theme will save you.

2. Make Sure It Works on Mobile

More than half your visitors will be on their phone. A theme might look great on desktop, but if it’s clunky on mobile, you’re losing sales. Stick to responsive themes that adapt to every screen size—most good ones in the Shopify Theme Store do, but check the demo on your own device to be sure.

3. Check Customisation Options

You want a theme that gives you flexibility—without needing a developer for every little tweak. Look for themes that let you change colours, fonts, layouts, and easily add your own imagery. If you need more, make sure it plays nicely with Shopify apps and doesn’t lock you into a set style.

4. Focus on User Experience

If your customers can’t find what they want, they won’t hang around. The theme should offer clear navigation, simple menus, fast-loading pages, and logical product/category layouts. We learned with The Toy Box that if you make it even slightly confusing, you’ll get abandoned carts and lost sales.

5. SEO Matters

A good-looking store isn’t enough—you need people to find it. Choose a theme that’s built with SEO in mind: clean code, proper headings, easy integration with SEO apps. Avoid themes that bury your content or don’t let you control titles and meta descriptions.

6. Support and Updates

Shopify is always changing. Go with a theme from a reputable developer who actually provides support, proper documentation, and regular updates. There’s nothing worse than being left stranded when something breaks after a Shopify update.

7. Inventory Compatibility

Not every theme handles big catalogues or product variants well. Make sure your theme can cope with your range—whether it’s a handful of products or thousands. Check it integrates with your preferred payment gateways and any inventory management you use.

8. Read Real Reviews

Before you commit, scroll through real reviews and testimonials. People will quickly call out if a theme is a nightmare to use or if the support is rubbish. Look for themes that other NZ businesses rate highly (not just the glowing reviews on the theme page).

9. Test Before You Buy

Most themes offer a free trial or demo—use it. Try adding products, editing pages, and viewing the site on mobile and different browsers. If it feels clunky or hard to customise, move on. We always give themes a good thrash before committing for any client site.

Final Thought

Choosing a Shopify theme isn’t rocket science, but it does matter. Match it to your brand, make sure it works everywhere, and don’t get sucked in by bells and whistles you don’t need. If you want help with setup, design, or just want to avoid the rookie mistakes, get in touch—we’ve been through it all, and can help you get it right from the start.

back