Costs · Margins · The business of ecommerce
The Theme Store ranking looks like one stable list but the daily count shows nine in ten listings changed position over twelve days, and the usual single stability number hides that some categories barely move while others reshuffle almost completely.
This article settles which editor settings in UTD's Gain theme are real checkboxes with defaults and which features are built into the code with no switch at all, because a demo store only ever shows one configuration, never the full range.
The usual answer treats Theme Store ranking as one number for the whole catalog, but a twelve-day tracking run shows churn moves at completely different speeds depending on which category you look at, so a single churn rate hides more than it reveals.
A reader searching for a Shopify FAQ section theme usually wants to know whether the accordion is a real section or a layout trick, and across the six themes UTD publishes in the Shopify Theme Store the answer is more uniform than the search results suggest.
A handmade object loses most of its argument in a row of square thumbnails. Impression is built around sections the scroll drives — four of its eleven exclusive sections move with the page — and it carries 141 hand-tuned easing curves, more than any other theme we publish.
Most theme demos are built for one category. Real catalogues drift. Of the six themes we publish, Allure is the only one with no preset sitting in the back half of its Shopify Theme Store category — its weakest is in the top third.
Forget the spreadsheet templates with 40 tabs. Unit economics is one question: after one order pays its own bills, what is left? Here is the math on a single $60 order, every line explained.