SEOshop Documentation

Checking procedure

Developing a new theme

In developing new themes, designers need to take into account the minimum requirements based on the needs of merchants. The theme checklist summarizes the criteria into three specific main parts, front-end validation, back-end validation, and performance validation. In evaluating these criteria, please consider the following:

  • The front-end validation deals with every aspect of the theme once it's installed on a merchant's shop. The sub-category demo validation deals with the demo shop(s) displayed on our theme store for the merchants to inspect.
  • The back-end validation deals with the customization elements available to the merchants in the design customization settings. It checks that all these settings can fully modify the client's website, but also that they are presented and explained to the client in a clear and concise way.
  • The performance validation checks that the theme performs well across a number of browsers, devices and internet standards such as (but not limited to): W3C, SEO, page speed, etc...
  • We will also have a localisation validation in order to ensure that all themes are ready for individual international markets. This mostly concerns the languages available within your theme.

Every point should be considered compulsory but in some cases there might be a bit of room for individual concessions, please contact your partner manager for details. Validation is an on-going effort, and as such bug reports and improvements may be asked of the theme builder.

Please note: Themes may get rejected or de-listed from the theme store if validation is not met or if the developer cannot be reached.


Before a theme can be approved by our specialists, it needs to be of a certain quality. We therefore recommend adhering to our checklist as closely as possible to avoid rejection. Once a theme passes each validation criteria, its pricing and overall performance will be affected by the following points:

1. Localisation

As an international company, we strive to have a high standard of localisation. We want to make sure that all elements and support is provided to customers of as many countries as possible. At the moment we require the following languages to be active on our European cluster : Dutch, German, English.

Themes should always be designed and conceived with English as the primary language.

2. Style/design

The design needs to be unique, but it also needs to be 'pixel-perfect'. Make sure that all elements are perfectly in line.

We love beautiful themes, but we also love themes that answer a specific need. It's generally a good idea to have a look at our theme store and see if there is anything missing visually or functionally. If your design is different and unique or if it adresses a specific need you think is currently not met, you run the chance of more merchants picking your theme because it "stands out" against the competition.

3. Features

Extra usability features could send your theme over and beyond the capabilities of regular themes. Try to think of ways to increase conversions or surprise and delight users with ease of access. Think about case studies and special needs of some of your past clients. Study recent e-commerce trends to find out about up and coming techniques to motivate sales. Better yet, test out your designs with some clients or regular users to find out the pros and cons of your theme and find places where it is lacking.

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