In brief
- A Shopify redesign rebuilds your store's experience (design, customer journeys, performance, SEO) to generate more revenue, not just to make it look better.
- There are four types of redesign: visual, UX, technical and SEO. Most projects combine several, and that mix is what drives the budget.
- At Stellar Projects, a Shopify site redesign costs €10,000 to €30,000 on average, for brands generating between €500,000 and €5M in revenue, with a timeline of 2 to 5 months.
- A recent case: after switching over to Shopify with Stellar, Maroquinerie Renouard grew its online revenue by about 20% and doubled its traffic.
- The number one risk of a redesign is SEO: without a redirect plan, a store can lose a large share of its organic traffic within a few weeks.
Updated September 24, 2026 by Volkier Bentinck, co-founder of Stellar Projects.
Your Shopify store is running and orders are coming in, but something is no longer working. Your conversion rate is flat, the design no longer reflects your brand, every new feature means yet another app, and your teams spend more time working around the site than selling. That is usually when the question of a redesign comes up.
At Stellar Projects, a certified Shopify Plus Partner agency based in Paris, we have been running Shopify redesigns since 2018, mainly for lifestyle brands generating between €500,000 and €5M in revenue. This guide brings together what we apply in the field: how to tell whether you need a redesign, which kind, what it really costs, how to carry it out without losing your SEO, and what it can deliver.
Table of Contents
What is a Shopify redesign?
A Shopify redesign, meaning the redesign of an e-commerce site built on Shopify, consists of rebuilding an existing store so that it once again serves the brand's goals: selling more, telling the brand story better, loading faster, ranking better, and being easier to evolve. It can involve a store that is already on Shopify, or accompany a switchover from another platform.
A redesign is not a theme change. Changing your theme while keeping the same site structure, the same product pages and the same customer journeys is like repainting a house whose rooms are badly laid out. A real redesign starts from your business goals, then rebuilds the journeys, content and design to serve those goals.
Visual, UX, technical or SEO redesign: which one do you need?
The word "redesign" covers four very different workstreams. Identifying the one you need is the first step toward scoping a realistic budget.
| Type of redesign | What it changes | When it becomes necessary | Expected impact |
|---|---|---|---|
| Visual redesign | Visual identity, typography, photos, layout of key pages | The brand has evolved (new logo, new positioning) or the site looks dated | Brand trust and desirability |
| UX and UI redesign | Navigation, customer journeys, product pages, cart, mobile experience | The traffic is there but conversion is dropping, especially on mobile | Conversion rate and average order value |
| Technical redesign | Theme, code, apps, page speed, integrations (ERP, logistics, CRM) | Slow site, pile-up of apps, recurring bugs, old theme that is hard to evolve | Performance, reliability, team autonomy |
| SEO redesign | Collection architecture, content, tags, internal linking, structured data | Organic traffic is flat or declining, pages are not ranking | Organic traffic over 6 to 12 months |
In practice, most of the projects we run combine at least two of these dimensions. A visual redesign without reworking the UX produces a better-looking site that does not sell more. A technical redesign without SEO work puts existing traffic at unnecessary risk.
Two complementary resources to go further: our method for choosing a Shopify theme, the starting point for any visual redesign, and our Shopify conversion levers, at the heart of any UX redesign.
The signs that a redesign is necessary
A redesign should be decided on the basis of metrics, not a gut feeling. Here are the ones we look at first during an audit, in Shopify and in Google Analytics:
- Mobile conversion is falling behind desktop, even though most of your traffic comes from mobile.
- Pages are slow: beyond 2.5 seconds to display the page's main element (LCP), Google considers the experience as needing improvement.
- Your theme is not Online Store 2.0 compatible: sections on every page, dynamic metafields and native filters are then out of reach.
- Every need requires a new app, to the point where your monthly app costs exceed your Shopify subscription and slow down the site.
- The brand has evolved and the site no longer keeps up: new identity, new product range, new positioning.
- Your teams work around the site: product pages that cannot be updated without a developer, promotions set up by hand.
- Organic traffic is declining even though your market is not.
- Your site does not meet accessibility requirements: since June 28, 2025, the European Accessibility Act imposes accessibility requirements on e-commerce sites, with the exception of microenterprises.
- You are preparing to go international: languages, currencies and taxes handled manually or through layers of apps.
If three or more of these signs match your situation, a redesign is probably more cost-effective than a series of fixes.
When it is better not to redesign
A redesign is a heavy project. If your metrics are healthy, a redesign "to look modern" carries more risk than benefit. In that case, it is better to work iteratively: improve the pages that concentrate your revenue (product page, cart, homepage), test, measure, repeat. Our guide to CRO on Shopify details this approach.
A full redesign is justified when the gap between your site and your goals is too wide to be closed through adjustments, or when the technical foundation prevents any lasting improvement.
How much does a Shopify redesign cost?
At Stellar Projects, a full redesign costs between €10,000 and €30,000 on average, with a timeline of 2 to 5 months. As a rough guide, lighter projects that rely on an off-the-shelf theme and focus on a few templates (homepage, collection, product page) can come in under €10,000. Projects involving custom development, heavy integrations or Shopify Plus go beyond €30,000.
| Scope | Indicative budget | Timeline |
|---|---|---|
| Targeted redesign (customized off-the-shelf theme, key templates) | Under €10,000 | 4 to 8 weeks |
| Full redesign (design, UX, technical and SEO) | €10,000 to €30,000 | 2 to 5 months |
| Custom redesign, complex integrations or Shopify Plus | Over €30,000 | 3 to 9 months |
Five factors affect the quote:
- The number of dimensions covered (visual, UX, technical, SEO).
- The level of customization: a well-adapted off-the-shelf theme costs much less than a custom-built theme, and is enough in many cases.
- Specific features: product configurator, subscriptions, loyalty program, B2B.
- Integrations: ERP, logistics, CRM, marketing tools.
- Content and data migration, especially if the redesign comes with a platform change.
These amounts exclude the Shopify subscription, theme license and apps. Also plan for a 10 to 15% buffer for contingencies. For the subscription and recurring fees, see our page on Shopify pricing in 2026. To compare service providers, our analysis of Shopify agency pricing explains what makes quotes vary.
Maroquinerie Renouard: about +20% online revenue and doubled traffic
Maroquinerie Renouard, an artisan leather goods house founded in 1891, switched over to Shopify with Stellar Projects as part of its store redesign, with one main goal: growing its online revenue. Here are the results shared by the brand.
- About +20% online revenue in 2025, a trend that is holding in 2026.
- Traffic doubled, including direct traffic that the team attributes to Shopify's strong SEO and optimized meta fields. Since there was no precise reporting before the switchover, the exact breakdown is not known.
- A store connected to its channels: Google Shopping, Pinterest and Meta, with a clearer view of the business.
- Klaviyo, integrated during the redesign: 59% open rate, 11.5% click rate, and a contact list up 25% in less than a year.
"Overall, Shopify has brought us a lot of clarity. It lets us refocus on what really matters in our digital business and set up new tools / apps very easily. A gain in autonomy that allows us to test lots of things [...] The choice to integrate Klaviyo with Shopify is one of the best decisions made during this redesign."
Maroquinerie Renouard, on its Shopify redesign
Not everything changed at once, and that is also what makes this feedback useful. Average order value has not moved yet: the client plans to work on it with cross-selling and upselling. And the conversion rate was skewed by a wave of bot traffic from China and South America in late 2025 and early 2026, which makes it unrepresentative. On the other hand, the autonomy gained allows the team to test translations, installment payments, shipping options or a WhatsApp button, and to prepare for international expansion and a loyalty program. To go further on email marketing, our Klaviyo guide for Shopify details the setup.
The method: the 5 phases of a Shopify redesign
- Scoping: quantified goals (revenue, conversion, average order value, launch date), inventory of what exists (pages, products, apps, integrations, redirects) and prioritization of the pages that drive revenue.
- Audit and strategy: analysis of data, SEO and customer journeys, collection and content architecture, choice between a theme and custom development.
- Design: mobile-first mockups, then desktop, for the key templates (homepage, collection, product page, cart), approved before any development starts.
- Development and content: theme integration, app and integration setup, content and data migration, speed optimization built in from the design stage.
- Acceptance testing, launch and follow-up: tests on real devices, redirect plan, indexing and tracking checks, go-live, then fixes and optimizations in the following weeks.
The last phase is the one most often neglected. A redesign does not end at go-live: the first few weeks are for measuring, fixing and adjusting based on what the data reveals.
Shopify redesign and SEO: how not to lose your traffic
A redesign is when you either gain or lose your SEO. Every URL that changes without a redirect, every page removed without an equivalent, every piece of content shortened for no reason can wipe out rankings built up over years.
The rules we apply on every project:
- Map all existing URLs before touching the site structure, prioritizing those that generate traffic and backlinks.
- Redirect every old URL to its closest equivalent, never in bulk to the homepage.
- Keep or improve the content that ranks, rather than rewriting it from scratch.
- Monitor traffic and indexing in Search Console for at least 90 days after go-live.
Our article on the redirect plan for a Shopify migration details the method step by step.
Your store is not on Shopify yet?
If that is the case, the question is different: should you redesign the site on your current platform, or use the project as an opportunity to switch over to Shopify? The Maroquinerie Renouard case presented above illustrates the second option. To decide based on your situation, our Shopify migration guide explains when to migrate, how a switchover unfolds, how long it takes and what it costs.
The KPIs to track after the redesign
- Conversion: overall, by device and by channel, and at each step of the funnel (add to cart, checkout access, order).
- Speed: LCP, INP and CLS, by page template.
- Visibility: impressions, clicks and rankings for your strategic queries in Search Console.
- Business: revenue, average order value, repeat purchase rate, customer acquisition cost.
- Data quality: keep an eye on bot traffic, which can distort your conversion rate, as it did for Maroquinerie Renouard.
Set a baseline before the redesign: without a measured starting point, there is no way to prove what the project delivered.
Why entrust your redesign to Stellar Projects
We mainly work with lifestyle brands (fashion, beauty, home, sports, food) generating between €500,000 and €5M in revenue. This is the range where a well-executed redesign truly changes a brand's trajectory, and where every euro invested has to be justified. Several of these brands are featured in our selection of lifestyle Shopify stores.
As a certified Shopify Plus Partner agency, we also handle more complex projects, up to dedicated B2B instances on Shopify Plus. But our initial advice is the same for everyone: a redesign has to be justified by numbers. If your store mainly needs targeted adjustments, we will tell you.
Considering a redesign? Let's talk about your store: one initial conversation is enough to identify the type of redesign you need and the budget to plan for.
About the author
Volkier Bentinck is the co-founder of Stellar Projects, a Shopify Plus Partner agency founded in Paris in 2018. A former L'Oréal employee, he has co-founded several e-commerce brands and supports brands with their Shopify creation, redesign and migration projects. Learn more about Stellar Projects. He is the co-author of the book Créer sa marque à l'ère de l'IA (Building Your Brand in the Age of AI, Eyrolles), which formalizes the STELLAR method.