The eCommerce landscape is constantly evolving, and with it, the tools and technologies that brands use to create compelling online shopping experiences. A recent discussion delved into the advantages and disadvantages of using custom versus off-the-shelf (OTS) Shopify themes. This debate highlights crucial considerations for eCommerce businesses striving to balance efficiency, cost, and brand identity.

The Case for Off-the-Shelf Themes

OTS themes are designed to cater to a broad merchant audience, offering pre-packaged solutions that can save time and resources. These themes come with well-scoped components, Figma files, documentation, continuous integration, and workflows. By leveraging these pre-built solutions, businesses can expedite their go-to-market strategy without compromising on quality. Building a world-class buying experience from scratch can be unnecessarily time-consuming when effective tools already exist.

Many large retailers have successfully migrated to Shopify using OTS themes without significant development resources. Ongoing developments in low-code and visual editing tools reduce the need for extensive customization, making it easier for brands to get up and running quickly while still allowing for some degree of personalization.

The Custom Theme Perspective

Working with default themes like Dawn presents challenges. The time invested in learning and customizing these themes can be as substantial as building a custom theme from scratch. Custom themes offer greater flexibility and the ability to create a unique brand experience, which is often essential for mid-to-large brands looking to differentiate themselves in a crowded market.

While custom themes used to be synonymous with bloated and poorly built solutions, the quality of OTS themes has significantly improved. This makes them a viable starting point, with the option to customize further based on specific brand needs.

Striking a Balance

A hybrid approach often provides the best of both worlds. Starting with a tested premium theme and customizing it to fit specific needs leverages the strengths of OTS themes, such as faster time-to-market and lower initial costs, while still allowing for brand-specific modifications.

There is a growing trend towards modifying pre-built themes rather than building entirely from scratch. This method reduces development time and costs while maintaining the flexibility to meet unique requirements.

Commence Studio’s Experience

At Commence Studio, we’ve successfully provided both custom and OTS solutions for our partners. Our experience spans across delivering tailored, bespoke themes that meet specific brand needs, as well as utilizing pre-built themes for quicker deployment. Additionally, through our sister company, Commence Commerce, we have developed our own OTS theme, Praise. This theme is designed to offer a robust starting point for brands looking for a quick and efficient way to launch their online stores while still providing the flexibility for customization as needed.

For our clients like Coffeebar, the brand experience was the most critical when launching into new markets, so a custom-tailored theme was built to instill their Hospitalian (Hospitality + Italian) culture into their online shopping experience. For Honey + Goldies and Pure Ground Ingredients, their custom manufacturing processes require custom variants and value props to be built into their Product Display Pages for custom orders.

Key Considerations for eCommerce Businesses

When deciding between custom and OTS themes, businesses should consider the following factors:

1. Budget and Resources: Custom themes require a larger investment of time and money. Brands with limited budgets may benefit more from starting with an OTS theme.
2. Time-to-Market: OTS themes enable quicker launches, which is crucial for brands looking to capitalize on market opportunities.
3. Brand Differentiation: Custom themes provide a unique look and feel, essential for brands aiming to stand out.
4. Maintenance and Updates: OTS themes often receive regular updates from their developers, ensuring compatibility and security. Custom themes may require ongoing maintenance by the brand or its agency.

Conclusion

The debate between custom and off-the-shelf Shopify themes is not a matter of choosing one over the other but finding the right balance that aligns with a brand’s specific needs and goals. By understanding the strengths and limitations of each approach, eCommerce businesses can make informed decisions that support their growth and success in the digital marketplace. At Commence Studio, we are committed to providing tailored solutions that meet our clients’ unique requirements, ensuring they can achieve their business objectives effectively. Need a new Shopify theme to take your brand shopping experience to the next level? Request a Web Blueprint today.