The 40 best Shopify
stores in the world
We took the world’s top Shopify stores and ran full conversion audits. Here is exactly how we score a store, and what we would fix first.
The flagships, audited
Ten legends, scored like we score yours
These are ten of the most successful stores ever built on Shopify, from Gymshark and Allbirds to Kylie Cosmetics, Bombas and Ruggable. Even they leave revenue on the table. Each audit below is an outside-in expert review, from the shopper-facing site only, scored against our Shopify CRO playbook.
Gymshark
gymshark.com ↗The brand that turned Shopify Plus into a household name. Gymshark went from a garage in Birmingham to a billion-pound activewear giant, and its store is one of the most-studied conversion machines on the platform.
LIVE~9%
estimated revenue upside from the quick wins below
“A genuinely strong store with elite merchandising and social proof. The gains left on the table are speed and a thin layer of AI-search readiness, not the fundamentals.”
Scorecard
Sticky add-to-cart, clean cart drawer, fast checkout.
Outfit-led collections, strong cross-sell, great filtering.
Reviews everywhere, athlete proof, clear returns.
Heavy hero media drags LCP on mobile.
Thumb-friendly, but size guide hides key info.
Thin product schema and few answer-first FAQs.
What they nail
- ✓Outfit-based merchandising gets average order value up without feeling pushy.
- ✓Review density on product pages is excellent, and the photos in reviews build real trust.
- ✓The cart drawer keeps shoppers on the page instead of bouncing them to a full cart screen.
- ✓Size and fit guidance is present on most key products, which cuts returns.
Prioritised opportunities
Where the next ~9% is hiding
- 1
Compress the homepage hero for mobile
The leak. The full-bleed video and large hero images push Largest Contentful Paint well past 3 seconds on a mid-range phone. Every extra second of load costs conversions on the device most of their traffic uses.
The fix. Serve a lighter poster image for the first paint, lazy-load the video, and ship next-gen formats. Aim for LCP under 2.5s on 4G.
High impactModerate effort - 2
Add Product and Review schema to every PDP
The leak. Product pages are missing complete structured data, so Google and AI answer engines cannot reliably read price, availability, and star ratings. That means no rich results and no citations when shoppers ask AI for activewear recommendations.
The fix. Output full Product + AggregateRating + Offer JSON-LD on every product page, matching the visible price and review count.
High impactModerate effort - 3
Surface the size guide before the add-to-cart
The leak. Fit is the number-one reason apparel gets returned, but the size guide sits behind a modal that many shoppers never open. Uncertainty at the add-to-cart moment kills conversions and inflates returns.
The fix. Add an inline "find my size" prompt next to the size selector with a one-line fit note (runs small / true to size).
Medium impactEasy fix - 4
Make post-purchase cross-sell smarter
The leak. The cart suggests popular items rather than items that complete the outfit already in the bag, leaving easy attach revenue on the table.
The fix. Drive cart recommendations off the outfit logic already used on collection pages, not a generic best-sellers feed.
Medium impactModerate effort
Allbirds
allbirds.com ↗The wool-runner brand that made sustainability a selling point, not a footnote. Allbirds is a Shopify Plus poster child for clean, story-led product pages, but a tight, content-heavy experience hides a few conversion leaks.
LIVE~12%
estimated lift available from PDP and speed fixes
“Beautiful brand, clear story, strong trust. The leaks are practical: too many clicks to the right size, and product pages that load slowly because they carry a lot of brand content.”
Scorecard
Clean, but the size and fit step adds friction.
Strong storytelling, lighter on cross-sell.
Sustainability proof and reviews are excellent.
Content-rich PDPs hurt load time on mobile.
Good, but long PDPs bury the buy box.
Good content, but answers are not structured for AI.
What they nail
- ✓The sustainability story is specific and credible, with a carbon figure on every product.
- ✓Material and comfort education on the product page reduces buyer hesitation.
- ✓Reviews are well placed and filterable by fit, which helps shoppers self-serve.
- ✓The brand voice is consistent from homepage to checkout, which builds confidence.
Prioritised opportunities
Where the next ~12% is hiding
- 1
Pin the buy box on long product pages
The leak. Product pages are rich with story content, so on mobile the price and add-to-cart scroll out of view fast. Shoppers who get absorbed in the content lose the buy button at the moment they decide.
The fix. Add a sticky mini buy bar (image, price, size, add-to-cart) that appears once the main buy box scrolls off screen.
High impactEasy fix - 2
Defer below-the-fold brand content
The leak. All the sustainability storytelling loads up front, which slows the first paint. The story matters, but it should not delay the shopper seeing the product and price.
The fix. Lazy-load story sections and media below the fold so the buy box renders first. Prioritise the product image and price for LCP.
High impactModerate effort - 3
Turn the help content into answer-first FAQs with schema
The leak. Allbirds has great answers to fit, care, and sustainability questions, but they are written as prose rather than structured Q&A. AI answer engines cannot easily quote them, so the brand misses citations on exactly the questions it should own.
The fix. Restructure key questions into concise Q&A blocks and add FAQPage schema, keeping the visible text identical to the markup.
Medium impactModerate effort - 4
Add a complete-the-look cross-sell
The leak. Product pages focus on a single item with little prompting to add socks or a second colourway, so average order value stays lower than it could.
The fix. Introduce a small, relevant "pairs well with" row on the PDP and in the cart, capped at two or three curated items.
Medium impactModerate effort
Kylie Cosmetics
kyliecosmetics.com ↗The launch that broke Shopify. Kylie Cosmetics famously sold out drops in minutes on Shopify Plus, proving the platform could handle celebrity-scale traffic. The store leans hard on hype, which leaves room to convert the calmer, everyday shopper better.
LIVE~15%
estimated upside from trust and PDP clarity fixes
“A high-energy store built for drops. It converts superfans well, but the everyday shopper needs more proof, clearer ingredients, and faster pages to buy with confidence.”
Scorecard
Smooth checkout, but PDPs lean thin on detail.
Strong bundles and shade ranges.
Reviews exist but are uneven across products.
Image-heavy pages slow mobile load.
Built mobile-first, strong visuals.
Sparse product detail and weak schema.
What they nail
- ✓Shade and bundle merchandising is genuinely strong and drives larger baskets.
- ✓The store is unapologetically mobile-first, which matches the audience.
- ✓Drops and limited editions create real urgency without fake countdown timers.
- ✓Checkout is fast and frictionless, which protects the impulse purchase.
Prioritised opportunities
Where the next ~15% is hiding
- 1
Make reviews consistent on every product
The leak. Some hero products have hundreds of reviews while others have almost none. For a shopper who is not already a superfan, an empty review section is a reason to leave and check a marketplace instead.
The fix. Run a post-purchase review flow with photo incentives and show review counts on collection tiles, not just the PDP.
High impactModerate effort - 2
Add full ingredients and how-to-use to every PDP
The leak. Beauty buyers want ingredients, finish, and application detail before they buy, and AI answer engines need that text to recommend the product. Thin product copy costs both conversions and AI visibility.
The fix. Add structured ingredient lists, finish, and a short how-to-use block to each product, with Product schema that includes them.
High impactModerate effort - 3
Optimise product imagery for speed
The leak. Large, uncompressed product and campaign images slow the first paint on mobile, the exact device the audience shops on. Slow pages quietly suppress conversion on every visit.
The fix. Serve responsive, next-gen image formats, compress campaign media, and lazy-load anything below the fold.
Medium impactModerate effort - 4
Add shade-matching guidance
The leak. Choosing the wrong shade is the top return driver in beauty, and the store offers little help picking the right one, which raises returns and hesitation.
The fix. Add a short shade-finder or undertone guide near the shade selector, plus user photos by shade in reviews.
Medium impactModerate effort
Fashion Nova
fashionnova.com ↗The fast-fashion phenomenon that scaled on Instagram and Shopify Plus. Fashion Nova ships trends at breakneck speed, and the store is tuned for volume and urgency, which leaves product clarity as the obvious upgrade.
LIVE~13%
estimated upside from PDP detail and trust fixes
“A volume machine with strong urgency and social proof. The gap is product detail: thin fit and fabric info costs both conversions and returns.”
Scorecard
Fast browse-to-cart with frequent urgency cues.
Huge, fast-moving catalogue and strong new-in.
Reviews exist but are uneven by product.
Image-dense pages slow mobile load.
Built for mobile, strong visual browse.
Thin copy and weak schema limit AI visibility.
What they nail
- ✓New-in cadence and trend breadth keep shoppers coming back.
- ✓Urgency cues like low stock are used well without fake timers.
- ✓Mobile-first browse matches where the audience actually shops.
- ✓Shop-the-look merchandising lifts basket size.
Prioritised opportunities
Where the next ~13% is hiding
- 1
Add real fit and fabric detail to every PDP
The leak. Product copy is thin on fit, fabric, and measurements, so shoppers guess and return more, and AI engines have nothing to cite.
The fix. Add structured fit notes, fabric, and a measurements table to each product, with Product schema.
High impactModerate effort - 2
Make reviews consistent across the catalogue
The leak. Hero products have reviews while most do not, and an empty review block on a fast-fashion item is a reason to bounce.
The fix. Run a post-purchase review flow with photo incentives and show counts on collection tiles.
High impactModerate effort - 3
Compress product imagery for mobile speed
The leak. Image-heavy pages slow first paint on the phones the audience uses, quietly suppressing conversion.
The fix. Serve responsive, next-gen images and lazy-load anything below the fold.
Medium impactModerate effort
Bombas
bombas.com ↗The one-purchased-one-donated sock and apparel brand that turned mission into a moat. Bombas is a Shopify success story with strong bundles and trust, where the main lever left is tightening a content-heavy product page.
LIVE~8%
estimated lift from PDP and speed tightening
“Strong, trusted, and well-merchandised. The page works hard to educate, sometimes too hard, pushing the buy box and proof below the fold.”
Scorecard
Clean cart and checkout, clear bundles.
Multi-pack bundles drive order value well.
Mission proof and reviews are excellent.
Content-rich PDPs add weight on mobile.
Good, but long PDPs bury the buy box.
Solid content, partly unstructured for AI.
What they nail
- ✓The donation mission is specific, credible, and it converts.
- ✓Multi-pack bundles are the default, lifting average order value.
- ✓Reviews and comfort claims are well placed and believable.
- ✓Returns and guarantee messaging reduces purchase risk.
Prioritised opportunities
Where the next ~8% is hiding
- 1
Lead the product page with the bundle
The leak. Single-pair pricing shows first even though multi-packs are the better value and the bigger basket.
The fix. Default the PDP selector to the most popular multi-pack with per-pair savings shown.
High impactEasy fix - 2
Tighten the buy box above the fold
The leak. On mobile the price, size, and add-to-cart sit below a lot of education, so the decision moment scrolls out of view.
The fix. Compact the top of the PDP and add a sticky buy bar once it scrolls away.
Medium impactEasy fix - 3
Structure care and sizing into FAQ schema
The leak. Great answers to fit and care questions sit as prose, so AI engines cannot quote them.
The fix. Restructure into Q&A blocks with FAQPage schema, keeping visible text identical to the markup.
Medium impactModerate effort
ColourPop
colourpop.com ↗The fast, affordable beauty brand that mastered the drop on Shopify. ColourPop has huge range and great bundles, with shade confidence the clearest place to lift conversion and cut returns.
LIVE~11%
estimated upside from shade help and trust
“Strong range and bundles at speed. Shoppers struggle to pick the right shade and to trust thinner-reviewed products.”
Scorecard
Smooth bundles and checkout.
Massive range, excellent kits and bundles.
Uneven reviews across the catalogue.
Image-heavy collection pages.
Mobile-first with strong visuals.
Sparse detail and weak schema.
What they nail
- ✓Bundle and kit merchandising drives larger baskets naturally.
- ✓Range and newness keep repeat shoppers engaged.
- ✓The pricing and value position is crystal clear.
- ✓A mobile-first build matches the audience.
Prioritised opportunities
Where the next ~11% is hiding
- 1
Add shade-matching guidance
The leak. Choosing the wrong shade is the top return driver in beauty, and the store offers little help choosing.
The fix. Add an undertone or shade-finder near the selector, plus user photos by shade.
High impactModerate effort - 2
Make reviews consistent across products
The leak. Many products have few or no reviews, which stalls shoppers who are not already fans.
The fix. Run a post-purchase review flow with photo incentives and show counts on tiles.
High impactModerate effort - 3
Add ingredients and how-to-use to PDPs
The leak. Thin product copy costs both conversions and AI citations.
The fix. Add structured ingredients, finish, and a how-to-use block with Product schema.
Medium impactModerate effort
Death Wish Coffee
deathwishcoffee.com ↗The world’s strongest coffee built a cult brand on Shopify. Death Wish has bold positioning and a real subscription business, where making the subscribe value obvious at the product page is the next win.
LIVE~9%
estimated lift from subscription clarity and speed
“Bold brand, strong subscription, loyal base. The subscribe-and-save value is underexplained at the moment of choice.”
Scorecard
Clear add-to-cart, strong subscribe option.
Good bundles and grind options.
Strong reviews and brand story.
Reasonable, hero media adds some weight.
Solid mobile flow.
Decent content, schema gaps.
What they nail
- ✓An unmistakable brand voice that builds loyalty and word of mouth.
- ✓Subscription is a real, well-built part of the business.
- ✓Reviews and ratings are strong and prominent.
- ✓Grind and size options are clear on the product page.
Prioritised opportunities
Where the next ~9% is hiding
- 1
Make the subscribe-and-save value explicit
The leak. The recurring saving and flexibility are underexplained right where shoppers choose one-time versus subscribe.
The fix. Show the exact saving, cancel-anytime, and next-ship control beside the subscribe toggle.
High impactEasy fix - 2
Add a starter bundle for first-timers
The leak. New shoppers face many SKUs with little guidance on where to start.
The fix. Offer a clear best-first-order bundle or short quiz on the collection page.
Medium impactModerate effort - 3
Add Product and Review schema
The leak. Missing structured data costs rich results and AI citations for coffee queries.
The fix. Output full Product and AggregateRating JSON-LD matching the visible price and ratings.
Medium impactModerate effort
Chubbies
chubbiesshorts.com ↗The shorts brand that made fun its whole personality on Shopify. Chubbies has a brand voice that sells, with a busy mobile experience the main thing standing between browse and buy.
LIVE~10%
estimated upside from mobile nav and PDP focus
“The voice and merchandising convert. A cluttered mobile navigation and a busy product page slow the path to cart.”
Scorecard
Good cart, but the PDP is busy.
Strong themes, fits, and collections.
Good reviews and guarantee messaging.
Animated, media-rich pages add weight.
Fun but cluttered category nav.
Personality-led copy, light on schema.
What they nail
- ✓The brand voice is genuinely differentiated and memorable.
- ✓Fit and length options are well merchandised.
- ✓Guarantee and returns messaging lowers risk.
- ✓Strong themed collections drive discovery.
Prioritised opportunities
Where the next ~10% is hiding
- 1
Simplify mobile category navigation
The leak. The fun, dense nav makes finding a category harder than it should be on mobile.
The fix. Streamline to clear top categories with a tidy filter, keeping the personality in content, not nav.
Medium impactModerate effort - 2
Focus the product page on the decision
The leak. A lot of playful content pushes size and add-to-cart down the page.
The fix. Bring the buy box up and add a sticky buy bar on scroll.
Medium impactEasy fix - 3
Trim page weight for mobile speed
The leak. Animation and large media slow first paint on phones.
The fix. Lazy-load below-the-fold media and compress hero assets.
Medium impactModerate effort
Ruggable
ruggable.com ↗The washable-rug brand that scaled fast on Shopify. Ruggable has a great product configurator, with size and room confidence the clearest lever to convert more first-time buyers.
LIVE~12%
estimated lift from sizing help and PDP trust
“A strong configurator and a clear value proposition. Shoppers hesitate on size and on how it will look in their room.”
Scorecard
Good configurator, the size step adds friction.
Strong styles and rug-plus-pad bundles.
Reviews good, in-room context is thin.
Large lifestyle imagery slows mobile.
Configurator works, but is long on mobile.
Decent content, schema gaps.
What they nail
- ✓The washable hook is clear and genuinely differentiated.
- ✓The configurator (size, shape, pad) is a strong buying tool.
- ✓Lifestyle imagery sells the product in context.
- ✓Bundles like rug-plus-pad lift order value cleanly.
Prioritised opportunities
Where the next ~12% is hiding
- 1
Add a room-size helper before add-to-cart
The leak. Choosing the right size is the main hesitation, and there is little guidance tying size to room type.
The fix. Add a "what size for my room" helper with simple room diagrams next to the size step.
High impactModerate effort - 2
Show more in-room user photos by size
The leak. Shoppers want to see the rug in real homes at their size before committing.
The fix. Surface customer room photos filtered by size and style on the product page.
Medium impactModerate effort - 3
Speed up lifestyle imagery on mobile
The leak. Large hero and gallery images slow first paint on phones.
The fix. Serve responsive, next-gen images and lazy-load the gallery.
Medium impactModerate effort
Steve Madden
stevemadden.com ↗The footwear giant runs its direct business on Shopify. Steve Madden has a huge catalogue and brand pull, with collection filtering and cross-sell the clearest places to convert more of that traffic.
LIVE~14%
estimated upside from filtering and cross-sell
“Big brand, big catalogue, strong demand. Discovery and attach are underbuilt for the size of the range.”
Scorecard
Solid checkout, weak cross-sell.
Huge range, but filtering is basic.
Reviews present, uneven depth.
Image-dense collections slow mobile.
Decent, filtering is the weak point.
Large catalogue, thin structured data.
What they nail
- ✓Brand recognition pulls strong direct demand.
- ✓Breadth of range covers many occasions and price points.
- ✓Imagery and styling are strong and aspirational.
- ✓Checkout itself is clean and quick.
Prioritised opportunities
Where the next ~14% is hiding
- 1
Improve collection filtering
The leak. A huge catalogue with basic filters makes the right pair hard to find, so shoppers give up.
The fix. Add rich filters (size, heel height, occasion, colour) with fast, persistent results.
High impactModerate effort - 2
Add complete-the-look cross-sell
The leak. Product pages rarely prompt a matching bag or second style, leaving attach revenue on the table.
The fix. Add a curated "styles with this" row on the PDP and in the cart.
Medium impactModerate effort - 3
Add Product and Review schema
The leak. Thin structured data limits rich results and AI visibility across a large range.
The fix. Output full Product and AggregateRating JSON-LD per product.
Medium impactModerate effort
The full list
Top 40 Shopify stores in the world
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