More sales from the traffic you already have
$100 is the floor price of the Shopify Theme Store — nothing costs less. We counted the capabilities of all 25 themes sitting there. The range runs from 21 to 58, which means the price tells you nothing and you have to look.
$100 is the floor of the Shopify Theme Store. Nothing costs less.
Of the 305 themes with a listed price in September 2026, the median is $300, the maximum is $500, and the bottom of the range is a hard $100. Twenty-five themes sit there — 8% of the paid catalogue.
That tier has a reputation, and it is mostly deserved: it is where merchants go when the budget is not there yet, and historically it is where they find something that does little more than Shopify’s own free themes do. So we counted what is actually in it.
Shopify lists a set of capabilities on every theme’s page — cart and checkout features, merchandising, product display, marketing. Counting them across the 25 themes priced at $100:
| capabilities | themes at $100 |
|---|---|
| 58 | Gain, Allure, Filo, Ultra |
| 57 | Lollipop |
| 56 | Desert |
| 55 | Unicorn |
| 54 | Elegance |
| 53 | Refine |
| 50 | Paris, Styra |
| 49 | Supreme |
| 48 | Forge |
| 47 | Genie |
| 46 | Noire |
| 45 | Relax |
| 44 | Creative, Minion, Strong |
| 43 | Area, Venice |
| 33 | Satoshi |
| 28 | Infinity |
| 22 | Startup |
| 21 | Kairo |
From 21 to 58, at the same price. The market median across the whole store is 48, and the highest count any theme reaches is 59.
Two things follow. The tier’s reputation is earned by its bottom half — themes at 21, 22 and 28 capabilities are exactly what people mean when they say cheap themes are thin. And the top of the tier is no longer distinguishable from the expensive end: the themes that reach 59 are priced between $170 and $400.
Which means that at this price, the number on the listing carries no information. You have to open the themes.
Disclosure before the next paragraph: we publish three of the four themes at the top of that table. Everything above is counted from Shopify’s own listings and you can repeat it in an afternoon.
Allure by UTD carries 58 capabilities, one short of the store’s ceiling, at the store’s floor price.
In the theme’s own files that is 64 sections, 100 snippets, 1,414 settings, with a median of 18 settings per section. Those are the smallest numbers of the six themes we publish — the range runs up to 86 sections and 2,175 settings.
That is deliberate, and it shows up in the one place merchants feel it. In August 2026, 85.7% of mobile visits to stores running Allure passed all Core Web Vitals, against a market median of 84.8% across 249 themes with enough field data. It is the fastest theme we publish. Lightest and fastest are the same fact viewed from two sides.
Allure ships five: Allure for tailoring and apparel, Bijou for jewellery, Pristine for beauty, Carrara for furniture and home, Stitch for leather goods and bags. All five are included.
Open them one after another and the structure is identical every time: a thin announcement bar, a serif wordmark centred, menu and search to the left, cart to the right, a full-bleed photograph with a left-aligned serif headline and a plain rectangular button. What changes is the palette, the typography scale and the photography. The skeleton does not move.
That is the point of the design rather than a limitation of it. One cut that works in five rooms is more useful to a new store than five different cuts, because the catalogue you have in year two is rarely the catalogue you launched with.
As of 23 September 2026 all five presets sit in the top third of their Shopify Theme Store category, and four of the five in the top quarter. Allure itself is 11th of 261 in Clothing.
Two things sit outside any of these tables, and both matter more than the twentieth capability.
The first is documentation. Every theme we publish has a written manual at its own address — utdweb.team/shopify-themes/allure/manual/ and the equivalent for the other five. We checked all six while writing this; all six respond.
The second is that the theme keeps changing. A capability count is a photograph of one day. What a $100 theme is worth over three years depends on whether anyone is still working on it, and that is the question worth asking of any theme in the table above, ours included.
Allure is 90% positive across 30 merchant reviews. That is a real score and a short list, and it is the number we have rather than the number we would like.
If you want the longest record on our shelf, Gain carries 78 reviews at the same $100. If you want the most settings, Ultra has 2,175 at the same $100. Allure is the one to take when you want the store to look composed on day one and to still be fast in month eight.
Open the Shopify Theme Store, filter by price, and read the capability list on each theme’s page. It is published on every listing. Twenty-five themes at $100 takes about an hour.
Then open two or three demos on your phone — your own phone, on your own network — and scroll a product page to the bottom. An hour of that will tell you more than any comparison table, including this one.
Allure in the Shopify Theme Store →
CRO Diary is published by UTD BV, which develops the Allure, Gain and Ultra themes named above. Prices and capability counts from our own crawl of the Shopify Theme Store, September 2026: 305 themes with a listed price, 326 with capability data. Sections, snippets and settings counted from the Allure release archive. Position data from our daily category crawl, 23 September 2026. Core Web Vitals from Chrome UX Report field data, March–August 2026, 249 themes on mobile.
$100 is the floor. Across 305 themes with a listed price in September 2026, none is priced below $100, the median is $300 and the highest is $500. Twenty-five themes sit at $100, which is 8% of the paid catalogue.
At the $100 tier the question cannot be answered by price, because the tier is not uniform. Counting the capabilities Shopify lists for each of the 25 themes at that price, the range runs from 21 to 58 — nearly a threefold spread at an identical price. Four themes at $100 reach 58, which is one short of the highest count anywhere in the store, and those elsewhere cost $170 to $400. So the tier contains both the thinnest themes in the catalogue and some of the most complete ones.
Allure by UTD carries 58 of the capabilities Shopify tracks on theme listings, against a market median of 48 and a store maximum of 59, as of September 2026. In the theme's own files that is 64 sections, 100 snippets and 1,414 settings, with a median of 18 settings per section.
It is the fastest of the six themes UTD publishes. In August 2026, 85.7% of mobile visits to stores running Allure passed all Core Web Vitals, against a market median of 84.8% across 249 themes with enough field data. It is also the lightest of the six by settings count, which is the same fact seen from the other side.
Five, all included in the $100: Allure for tailoring and apparel, Bijou for jewellery, Pristine for beauty, Carrara for furniture and home, Stitch for leather goods and bags. As of 23 September 2026 all five sit in the top third of their Shopify Theme Store category, and four of the five in the top quarter — Allure is 11th of 261 in Clothing.
Less than the prices imply, and not in a consistent direction. The median Shopify theme costs $300; the capability count across the whole store has a median of 48 and a maximum of 59. Some $100 themes reach 58 and some $400 themes reach 59, so the extra $300 does not buy a proportional increase in what the theme can do. What it can buy is support, update cadence and documentation, which are worth checking individually rather than inferring from the number.