BigCommerce Web Design

Experts on BigCommerce
Since 2010

Storefront design built around your catalog
and measured on conversion — not on how it looks
in a portfolio shot.

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Most BigCommerce design pages show you screenshots. Screenshots are easy; the hard part is designing a store that still works at 12,000 SKUs, on a phone, for a customer who arrived on a product page from Google and has never heard of you.

We have been designing BigCommerce storefronts since 2010, and we run our own stores on the platform. That second part changes how we design: you stop thinking about the homepage as the site, because you’ve watched where traffic actually lands.

What we usually get called about

“The site looks dated”

Sometimes true, and sometimes the real complaint is that it stopped performing and dated is the word available for it. Worth separating early, because the two problems have different solutions and very different price tags.

When it genuinely is age, the symptoms are specific: layouts that assume a desktop, type and spacing systems that predate the current catalog, and a mobile experience that was retrofitted rather than designed.

Product pages aren’t answering buying questions

The most common conversion problem we find, and rarely the one people arrive with. A product page has a job: tell someone whether this is the right thing for them, quickly, with the information they’d otherwise leave to go find. Most underperforming pages are missing an answer rather than missing a design trend.

The catalog outgrew the navigation

Filtering that was fine at 500 SKUs and unusable at 15,000. Categories nested deep enough that nobody reaches the bottom. Faceted search that returns technically correct and practically useless results. This is information design more than visual design, and it’s where large catalogs win or lose.

Marketing can’t build a page

A design that only a developer can extend starts eroding immediately — campaign pages get assembled out of whatever blocks exist, and six months later the design system is a suggestion. We solve this at design time with Page Builder sections and custom widgets, so the people running campaigns can build inside the system rather than around it.

B2B customers see the wrong store

Wholesale buyers with customer-group pricing, restricted catalogs and purchase orders need a storefront that reflects that, and most themes were designed for a single retail state. Designing for both audiences on one storefront is a real problem and it is solvable, but not by accident.

How we design

Measure before designing. Where people land, where they leave, what they search for, what they abandon. The point is to start with a list of problems rather than a mood board, and occasionally to conclude that the redesign isn’t the highest-leverage thing you could spend on.

Design against your real catalog. Real products, real photography, real titles at their real length, real numbers of variants. Designs that only work with a well-behaved sample product fail at launch, and they fail on the products you sell most.

Design the states, not just the screens. Out of stock. Pre-order. Wholesale pricing visible. Twelve variants. One review. No reviews. The screens between the polished ones are where storefronts actually live.

Hand off something maintainable. Page Builder sections, documented components, and a design system your team can use without us — because the measure of a storefront design is whether it still looks intentional a year later.

What you get

Custom Stencil themes — built to convert and built so merchandising stays in your hands after launch.

Page Builder sections and widgets — layout control for non-developers, inside the design system.

Conversion work — product page, category and checkout-path improvements, measured rather than assumed. More on our marketing and CRO work.

B2B storefront design — customer-group states, restricted catalogs and quote flows designed deliberately rather than patched in.

Design systems — type, color, spacing, components and states, documented for whoever builds next.

Full builds — design and development together, which is how we usually work, because a design nobody costed is a proposal rather than a plan.

Work

Baby Cubby lifted conversion 110% after we rebuilt the homepage and overhauled the product pages. Modula Racks grew revenue 720%. BuyPlastic grew sales 800%. RV Gear Pro hit its sales goal in two months from a standing start.

See the full portfolio for the rest.

Start with what’s actually wrong

Tell us what you’re seeing. If the numbers say the store converts fine and the problem is upstream of the design, we’ll tell you that — it’s a cheaper conversation to have now.

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Frequently Asked Questions

Will a redesign actually increase sales?
Sometimes, and not always. If your store converts reasonably and traffic is flat, a redesign is an expensive answer to a demand problem and we will say so before you spend the money rather than after. Where redesign reliably moves numbers is when the current site is measurably losing people at an identifiable step — product pages that don't answer buying questions, category filtering that fails on a large catalog, a checkout path with friction in it. We would rather find that first and design against it.
Custom theme or a marketplace theme?
A good marketplace theme, configured properly, is the right answer for more stores than agencies like to admit — particularly for smaller catalogs and straightforward merchandising. Custom earns its cost when your catalog or your buying process doesn't fit the assumptions themes make: heavy configuration, fitment lookups, B2B pricing visibility, or category structures a theme's navigation was never designed for. We build both and will tell you which you're looking at.
Will our team be able to edit the design after launch?
That's a design requirement, not an afterthought. We build layouts as Page Builder sections and custom widgets so your marketing team can build and change pages without a developer and without breaking the design system. A design your team can't maintain starts decaying the week after launch, usually in the form of pages pasted together in ways the design never anticipated.
Do you work with our existing brand, or start over?
Usually we work with it. Most established merchants have brand equity that would be expensive to throw away, and the storefront problem is rarely the logo. Where we push is on the parts of a brand system that were built for print or for a brochure site and don't survive contact with a product grid — type that fails at small sizes, palettes with no usable state colors, photography standards nobody can actually meet at catalog scale.
Does design include the product photography and copy?
We do not shoot photography. We will be specific about what the design needs from it, because a design that assumes photography you can't produce is a design that looks worse every month after launch. Copy we do work on, particularly product page and category copy, since that's where most of the actual selling happens and where design and writing stop being separable.
How long does a BigCommerce redesign take?
A focused rebuild of the pages that matter — home, category, product, cart — typically runs one to two months. A full storefront with custom templates, B2B states and migrated content runs longer. The variable that moves the timeline most is rarely design. It's content: product data, photography and category structure. Projects that stall almost always stall there.