The surprising truth about Shopify redesigns (...and when to switch themes for maximum growth)

Every six months, Shopify doesn't just drop features. It lays out its vision. And this summer, the message is clear: "We're building the future of e-commerce for you to actually use." Shopify Editions Summer 2025 - dubbed "Horizons" - is a 150+ feature rollout that prioritises flexibility, AI support, and real ways to increase conversion. But beneath the noise is a focused opportunity for purpose-led brands: to finally have a Shopify setup that reflects the same clarity and integrity they pour into their product. How does sustainable growth sound to you? If you’ve been contemplating a Shopify redesign, this is your moment. What Shopify Editions Is (And Isn’t) Let’s clear one thing up: Shopify Editions isn’t a gimmicky launch event. It’s a biannual release of features and improvements across the whole Shopify ecosystem. Winters usually focus on backend stability and upgrades. Summers are where the big shifts land. Like Horizon. With Horizons, Shopify has introduced tools to help founders spend less time duct-taping their tech and more time growing a business that lasts. Horizon Themes: The Shopify Redesign You Don’t Need to Code The headline act of Summer 2025 is Horizon. Ten new theme presets. Fully modular. Built for mobile-first commerce. Designed to convert. But what makes Horizon different isn’t just the aesthetic polish, it’s what it unlocks: Insane new editor: More control, less reliance on developers. If your current theme feels brittle, this is the upgrade that removes excuses. AI-powered customisation: Yes, it’s AI, but not the gimmicky kind. Horizon uses blocks and prompts to help you write, edit, and adapt without overwriting your voice. Speed: Shopify’s fastest themes to date. For early-stage brands or those wanting to redesign or change their Shopify theme then Horizon offers the fastest route to a clean, conversion-optimised Shopify redesign. Sidekick AI: Actually Useful Now Sidekick is Shopify’s embedded AI assistant. It launched last year. It was... fine. Now it’s better: Understands product and order data Helps build sections and product descriptions Operates in 20+ languages Speaks back via chat and mobile voice input Instead of giving you generic suggestions, it helps with real decisions: should you move your bestsellers higher up the homepage? Is your returns policy buried? What could your PDPs say differently? For time-poor founders juggling roles, this is like having an ops co-founder in your toolbar. Smarter Checkout and POS Tools If your brand does any in-person selling , markets, pop-ups, or a physical store , the new Shopify POS is a serious upgrade. Branded receipts, carry-out shipping Multiple entity support (finally) Payment flexibility: cash, tap, split, subscriptions And online? Checkout is now: 2 seconds faster (which is big) Apple Pay-friendly for subscriptions Better split shipping for multi-product carts Sustainability perks are layered in too, with new carbon-neutral options baked into native checkout. You can do this with Planet app if you're on the Shopify Plus tier.  For ethical brands with hybrid selling models, this closes a huge gap between digital and physical. International Selling, Solved (Mostly) With better multi-currency support and smarter payouts via Shopify Markets, international DTC is now far less painful. You can: Run stores in local currencies Handle VAT, duties, and payouts without third-party plugins Talk to customers in their native language via Sidekick If you’ve been shipping globally but treating international as an afterthought, this is the time to take it seriously. Still Frustrating: Bundles and Variants Not everything’s perfect. The free Shopify Bundles app still doesn’t allow variant-level control (a deal-breaker for some). Variant limits are unchanged. Larger catalogues still face complexity and workarounds. We’ll call it: this is the one area where Editions under-delivered. What to Action This Month Shopify redesign on your radar? Don’t start from scratch. Start with what’s already been built to convert. Here’s how to use Editions to your advantage: Test a Horizon theme for a new product drop, campaign page, or subscription flow. It’s a low-lift way to trial a full redesign. Use Sidekick to audit your navigation and collection structure , especially if bounce rate is high. Enable new checkout features like Apple Pay for subscriptions, and carbon-neutral shipping. These are quick wins with lasting impact. Audit your PDPs and rewrite for intent. If your product pages still sound like an internal tech sheet, it’s time to rebuild them like landing pages. Final Thought: Editions Delivers Some Interesting New Help For Founders If you’re a sustainable brand trying to scale with soul, you don’t need to overcomplicate your stack. You need: A site that loads fast Pages that convert consistently A backend that works as hard as your product Shopify’s Summer 2025 update can help you do that, but tools alone don’t build strategy. Your theme might be built faster. But does it reflect the way your customers actually shop?  Sidekick can help write your product page. But does it speak in your brand’s tone or sound like AI? This is where founders get stuck… You invest in technology, but it still doesn’t convert. Not because the features are broken. But because the story, structure, or sales flow isn’t built to match your customer’s journey. That’s why working with the right partner still matters. Someone who: Gets what makes your product exceptional  Rebuilds your site around intent, not just content Knows when to AI or automate, and when to human If you’re staring at your options but unsure what to do, then that’s the moment to bring in help. Want help with a Shopify redesign or launching your first store?  Contact us to book a free website audit and we can get you set-up right so you’re making sales from day one. 

If you're a mission-driven brand on Shopify, you already know: not all agencies get you. Some will nail the aesthetic, but tank your conversion rates. Others push tactics that feel off-brand (urgency pop-ups on an ethical refillable site? Please no). So we did the digging. We analysed 30+ agencies through the lens that matters most for sustainable e-commerce founders: UX, CRO, mobile, story, and soul. Here are the top Shopify agencies for sustainable brands in 2025. For Good Club (FGC) Specialty: Sustainable CRO, brand-first UX, founder-led storytellingUSP: Shopify Glow-Up Days = fast, focused Shopify transformation for ethical brands Why it stands out: Designed for lean teams (no bloated tech stacks) Practical CRO-led improvements focused on buyer journeys Combines storytelling, SEO and conversion in one package Best for: Sustainable brands doing £100k–£5M/year seeking a balance between growth and brand integrity.   Blend Commerce Specialty: CRO + Klaviyo + Shopify = conversion labKnown for: Data-driven builds and retention strategies Highlights: Strong focus on performance metrics Clean UX with mobile-first practices Prioritises function over visual branding Best for: Brands ready to scale repeat revenue with CRO and email flows.   Charle Specialty: Shopify design and developmentKnown for: Technical precision, clean layouts, UK-based support Why we included them: Consistently strong PDP UX Good for internationalisation and subscriptions Not geared toward brand storytelling or retention flows Best for: Mid-stage brands with in-house marketing resources.   Rainy City Agency Specialty: Shopify design for DTC brandsKnown for: Clear layout logic, fast builds, solid dev support Why we rate them: Good structure for PDPs and collection UX Clear scope, fixed-rate projects Suited to brands with straightforward product catalogues Best for: Small sustainable brands launching new ranges quickly.   Noughts & Ones Specialty: B Corp-certified agency focusing on ethical e-commerce Why it stands out: Offers Conscious Development™ framework Deep commitment to environmental and social impact Best for: Founders looking for alignment between values and tech stack.   We Make Websites Specialty: Shopify Plus design and development Why it stands out: High-end builds with a strong design reputation Strong internationalisation capabilities Best for: Brands with global growth ambitions.   Space48 Specialty: Full-service e-commerce agency Why it stands out: Covers UX, development, and digital marketing Versatile across DTC and B2B Best for: Mid-market to enterprise brands.   Shero Commerce Specialty: Shopify Plus development and optimisation Why it stands out: Strong SEO and CRO focus Known for robust technical builds Best for: Complex product ecosystems or subscription brands.   Cake Agency Specialty: Brand and growth consultancy Why it stands out: Retailer-founded, strategy-first approach Ideal for retail/DTC hybrids Best for: UK-based lifestyle brands looking to scale.   Lionsorbet Specialty: Shopify for luxury and fine goods Why it stands out: Highly tailored builds for high-ticket items Visual and conversion balance Best for: Jewellery, accessories and premium gifting.   Swanky Specialty: Subscription-first Shopify Plus agency Why it stands out: Experts in health, wellness and CPG subscriptions Strong retention and growth strategies Best for: Brands building LTV via recurring models.   Fostr Specialty: Fashion and luxury Shopify builds Why it stands out: Helped scale brands like Gymshark Clean design with strong backend logic Best for: Ambitious fashion or athleisure brands.   Underwater Pistol Specialty: Shopify design and dev veterans Why it stands out: One of the oldest Shopify agencies globally Deep platform knowledge Best for: Brands that need both design finesse and robust build.   Quickfire Digital Specialty: Shopify development and e-comm growth Why it stands out: Friendly support and solid tech execution Great for brands new to Shopify or rebuilding Best for: Startups and small teams.   Exhibea Specialty: Premium Shopify design and dev Why it stands out: Design-forward with luxury sensibilities High-impact for minimalist brands Best for: Fashion, wellness, and beauty brands that lead with design.   By Association Only Specialty: High-end Shopify builds Why it stands out: Deep focus on luxury fashion and beauty Beautiful UX and conversion-aware Best for: Brands seeking a premium aesthetic without sacrificing performance.   TL;DR: Who Should You Pick? New brand, big story, small team? FGC, Noughts & Ones, or Cake Agency. Scaling with performance KPIs? Blend, Space48, or Shero. Need a total conversion-focused redesign? FGC or Swanky. Already nailed your look but losing sales? Pair Charle with a CRO expert.   Want a Shopify Glow-Up Designed for Real Impact? If you're a sustainable brand with a great product but underperforming store, FGC might be a fit. ✅ Audit your full funnel✅ Map your buyer journeys✅ Rebuild your PDPs, homepage and UX for conversion Book a free website audit   

Why Your Shopify Redesign Might Be Holding You Back You’re not imagining it. Your traffic’s growing, your product’s strong, but sales? Flat. Naturally, you start asking: "Do we need a full redesign? Should we switch Shopify themes?" The answer isn't always yes. In fact, chasing a prettier website could be what’s stalling your growth. Here’s the surprising truth: Most sustainable brands don’t need a full redesign. They need a strategic rebuild that prioritises conversion, not just aesthetics. 1. Visibility ≠ Conversion You can have a beautiful, brand-aligned Shopify site and still lose sales if it’s not built for how people shop. We see this constantly: founders investing in polished branding, high-end photography, custom fonts. But the homepage buries products, CTAs are vague, and product pages read like spec sheets. Case Study: The Little Coffee Company This coffee brand had it all: bold visuals, a powerful mission around women-led farming, and great product shots. But conversions were lagging. Why? Their homepage was overwhelming, the navigation wasn’t intuitive, and collections didn’t reflect how people shopped (e.g. by roast strength or taste profile). We restructured the homepage into a clear narrative: mission-led H1, product bundles based on taste, a "Start Here" quiz block, and trust signals like BBC reviews. The result? A 2.5x lift in conversion within 4 weeks. What to check: Are your bestsellers and bundles visible above the fold? Is there a clear value prop in your H1? Can I shop in two clicks or less from the homepage? If not, you don’t need a redesign. You need a CRO lens. 2. You’re Upgrading the Wrong Thing Redesigns often focus on “branding” while the real growth levers go untouched. A new font doesn’t fix: A buried navigation Collection pages that mirror your internal SKUs, not customer behaviour Product pages that lack emotional pull, trust drivers, or urgency Example: Ethical Beauty Brand One founder came to us with a freshly rebranded site that looked stunning - soft pinks, elegant serif fonts, high-res lifestyle photography. But it was underperforming. The navigation hid the key categories customers searched for (sensitive skin, fragrance-free, etc.). Product pages lacked reviews and social proof. And the homepage offered no clear CTA until scroll depth 5. We kept the visual branding but rebuilt the structure: Simplified nav: Shop by Skin Type, Shop by Concern Featured products with star ratings above the fold Benefit-driven product intros Result: +47% increase in add-to-cart rate. Instead, map your pages to different shopper types: Newcomers: Show bundles, quizzes, "Start Here" CTAs Loyal customers: Spotlight subscriptions, one-click reorders Intent-driven buyers: Clear categories by need (e.g. gifting, refills) 3. When a Theme Switch Is the Smart Move There are moments where a new theme is the growth unlock. But it should be driven by functionality, not just visuals. Here’s when switching themes makes sense: Your current theme doesn’t support mobile-first UX (hello, sticky ATC buttons) You’re locked out of modular content blocks or can’t customise key sections Page speed is tanked by legacy code You’ve outgrown the structure (e.g. want better filtering, bundling, subscriptions) Example: Modern FMCG Brand A client was running an older theme without Shopify 2.0 support. They couldn’t easily customise sections, every update required a developer, and mobile load times were creeping past 4 seconds. We migrated them to the Impulse theme, rebuilt key pages with native blocks, and removed three apps by replacing them with theme-native features. Result: +1.3 second page load improvement, +22% mobile conversion increase. Pro tip: Choose a premium Shopify 2.0 theme built with performance and flexibility in mind. Fewer third-party apps = faster load times + fewer breakpoints. Good examples: Impulse, Ride, Dawn (for lean builds with smart CRO add-ons). 4. Your Problem Might Be Storytelling, Not Design If your bounce rate is high and add-to-carts are low, the fix isn’t always visual. It’s narrative. Most Shopify brands are still writing product pages like internal specs: roast levels, materials, dimensions. But what drives action? Emotional hooks, benefit-led copy, social proof, and clear outcomes. Before and After: PDP Rework Before: "Single-origin Colombian coffee. 250g. Medium roast." After: "Love a rich, chocolatey brew that cuts through oat milk? This one’s for you. Ethically sourced from women-led farms in Antioquia, this bold roast balances depth and drinkability." Add: Icons for delivery, ethical sourcing, taste profile Reviews widget with photos Brewing tips, FAQs, and subscribe-and-save toggle This rework led to +30% PDP conversion in 3 weeks. Try this: Add review widgets with photos above the fold Start with an emotional hook Use badges and icons to quickly convey sustainability creds, delivery speed, and guarantees 5. Redesigning Without a Growth System = Burnout We get it. The site feels ‘off.’ You’re tired of the DIY setup. A glow-up feels overdue. But here’s the hard truth: a redesign without retention flows, clear SEO, and a proper CRO foundation is just expensive procrastination. The FGC Growth Engine Approach: Attract: SEO-led blog content, collection copy, lead magnets Convert: CRO-first design, quiz funnels, intent-driven navigation Retain: Klaviyo flows, segmentation, loyalty touchpoints We recently worked with a refillable deodorant brand who wanted a rebrand. But the real issue? They had no abandon cart flow, no segmentation, and a product quiz buried three pages deep. We didn’t start with design. We started with: Product benefit mapping Objection handling copy Welcome and post-purchase flows Only then did we refresh their homepage. The new design earned its place. TL;DR: The Redesign Reality Check Don’t switch themes for aesthetics. Switch for functionality. Don’t redesign to look better. Rebuild to convert better. Don’t DIY your way into another low-performing homepage. Redesigns should earn their keep. And when done with CRO, SEO, and retention in mind? They absolutely can. Not sure if it’s time to rebuild or redesign? Book a free Shopify audit and we’ll tell you, honestly.