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Shopware's Premium Themes – the perfect design for your online store?

Shopware's Premium Themes – the perfect design for your online store?

To the German article

The new Premium Theme "Shape" for Shopware 6 has arrived, joining the recently released Premium Themes "Elle" and "Showroom". We spoke with Shopware theme expert Julia Leusing, and in this blog post, we will show you what to consider when choosing a theme, what distinguishes the Shopware themes and which shops they are best suited for.

Why is the choice of theme so important?

When a customer enters a new shop for the first time, they immediately take in the atmosphere, whether consciously or unconsciously. The first few seconds, the first impression is crucial. And it is no different for an online shop. The design of your online shop is the first thing your visitors and potential customers see. It immediately determines whether the person feels comfortable and starts browsing, or whether they prefer to leave straight away.

In an online shop, the visual is possibly even more important than when visiting a physical shop, as other sensory impressions, such as smell, are irrelevant. This makes the user interface of the online shop all the more important: the impression of how uncluttered the store front appears, how harmonious the design is and what your attention is first drawn to. All of this is determined to a large extent by a theme. It is therefore worth taking a close look at the themes available to find out which one suits you, your shop and your Sales Channels best.

Digression: What is a theme?

A theme is the graphical interface design for your store. It contains a bundle of design elements, which you can usually configure. This also changes the visualisation of your online store. In the Shopware administration, you can get an overview of your themes via Content > Themes. There you will find, for example, the default theme, which is always supplied by default and is assigned to your storefront. By the way, in Shopware you can not only use one theme, but assign each Sales Channel its own theme.

The three Shopware Premium Themes

After the release of our Premium Themes "Elle" and "Showroom" this year, you can now also inspire your customers with the third Premium Theme "Shape". The Premium Themes have been specially developed by Shopware and are available alongside the regular Standard Storefront Theme for Shopware 6. All three Premium Themes are available to you free of charge in both the Professional and Enterprise Editions as cloud or self-hosted variants. Whether in the cloud or self-hosted, if you are already using a Shopware 6 Professional or Enterprise Edition, you can download and install the themes free of charge in the Shopware Administration App Store. If, on the other hand, you are using the Community Edition, you can get a free 30-day trial version in the Shopware Store. But first we'll show you how the designs differ and what the common features are.

What do the three Premium Themes have in common?

The three Premium Themes are easily configurable, so that nothing stands in the way of a straightforward change of theme. This means that you can get started with new themes easily and smoothly, even without professional support. Despite how simple the themes are to use, they still have plenty of customisation options so that you can customise them according to your own preferences. This means that you can design the theme according to your individual wishes without getting lost in complex settings options.

Since the three Premium Themes "Elle", "Showroom" and "Shape" were developed by shopware AG itself, you can be sure that they are perfectly adapted to Shopware and its functions. This means they are also compatible with other apps and can be easily extended. They also feature a flawless display on smartphones and other mobile devices – which, as we know, is more important for the user experience today than ever before.

All Premium Themes have been optimised for a good user experience and designed to the highest standards. The themes differ in the type of product placement, the colour palette and the arrangement of the elements – so each theme has its own style based on a perfectly harmonised symbiosis.

This is what makes the Shopware Premium Theme "Elle" unique

"Elle" is reminiscent of the Standard Shopware theme with its light and fresh look. But the Premium Theme "Elle" also stands out from the Standard thanks to the distinctive modern look.

  • Focus on the perfect product presentation 
  • Configurable colour palette for header and footer bars
  • Incorporate your own shop logo in the footer
  • Suitable for both small and large product ranges, as the theme scales well 
  • Narrow header puts your company story in the foreground
  • Optimal balance of white space and contrast provides even more emphasis for your content

The Elle Theme in the Store

How the Premium Theme "Showroom" helps you to create your virtual showroom

The Premium Theme "Showroom" impresses with a minimalist and clear structure and stands out with its stylish and clean design.

  • Focus on unique product placement, functions as a showroom for your items  
  • Configurable colour palette for header and footer bars
  • Incorporate your own shop logo in the footer
  • Suitable for both small and large product ranges, as the theme scales well 
  • Clean, small menu bar provides space for large-format product photos

The Showroom Theme in the Store

The Premium Theme "Shape" gives your brand identity style and recognition value

The Premium Theme "Shape" stands out with its elegant and expressive look. Featuring an open and dynamic design, this theme offers you plenty of space to optimally present your products and content. With "Shape" you can put your brand identity in the foreground and give your brand style and recognition value.

  • Focus on images and editorial content; vibrant product experience
  • Flat structure, navigation designed for small category trees
  • Perfect for small and individual product ranges, as the category depth is limited to three levels
  • Coordinated accents and shadows – linked to the main colour
  • Specially created illustrations for special shop pages, for example page in maintenance mode, 404 error page, etc. 

 The Shape Theme in the Store

All Shopware Premium Themes are customisable across industries 

All three Premium Themes impress with fantastic new designs that stand out from the Standard and offer you individual configuration options. Because similar to the Standard Theme, you can customise the Premium Themes according to your wishes.

The following screenshot shows what you can customise in the Showroom theme, for example.


Now that you have an overview of the themes, here are some deeper insights. With Julia's help, we were able to clarify some interesting questions.

Q&A on the development of the themes with Shopware's Product Owner Area Sales Channels Julia Leusing

Hey Julia, you were involved in the development of the themes. How long did the development process take overall? 

This is not easy to answer and varies from theme to theme because there were different design requirements and changes compared to the default template. All in all, a lot of work and commitment went into the themes: from the conception phase, to the feasibility testing by developers, to quality assurance, then on to release and marketing.

What were the biggest challenges in the development process of the themes? 

The biggest challenge was and is to weigh up what added value the design adjustments have for the shop operator and ultimately also for the end customer and how much maintenance effort is involved. Some things only become apparent during development and then a decision has to be made. 

Why did you decide to develop the themes "Elle", "Showroom" and "Shape"?

The names were created in consultation with our designers. Care was taken to ensure that the names were neutral and could not be assigned to any particular industry. Anything can be created in a "Showroom". "Elle" is a name, but says nothing about a colour scheme or a product. In the same way, the name "Shape" can be freely interpreted and means "to give something shape, to form something". 

Do you have a favourite theme?  

No, I don't, because each theme has its own design language. I'm happiest when I see that the themes are being used and that the shop owners like them. That's why I'm looking for any feedback – including suggestions for improvement or design ideas. Users can submit these to us via the Issue Tracker 

How can I decide which theme suits me?  

Try it out! Since the Premium Themes are features of the Professional and Enterprise Editions, you don't have to decide right away. You have the opportunity to test which theme provides the best framework for your product and brand. Just remember that the most beautiful framework is of no use if the product images are not impressive.

Are there any other themes in the pipeline? 

Actually, in addition to the three themes published so far, "Elle", "Shape" and "Showroom", we are planning more Shopware Premium Themes. So the community has even more to look forward to. 

Thanks Julia for the insights and tips!


Julia Leusing, Product Owner Area Sales Channels, shopware AG, Twitter: @whizzymind

Conclusion: Choosing a theme should always be an individual decision

In general, it makes sense to choose your themes carefully. If your customers feel comfortable in your online shop and can find their way around quickly and easily, this will ultimately have a positive effect on the user experience and thus also on your sales. So feel free to test them out and convince yourself of the look and feel of the different designs before you finally assign one to a Sales Channel. The Shopware Premium Themes are particularly suitable for this, as they are simple to install, quick to configure, and you can switch between them easily. However, those who prefer a more complex theme with more extensive configuration options will find many more themes in the Shopware Store.

All Themes in the Shopware Store

 Learn more about themes here: 


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