25 Inspiring Shopify General Store Examples

Studying Time: 12 minutes

Promote to 1 viewers, or promote to everybody. Promoting to everybody with a Shopify normal retailer spreads your gross sales and advertising and marketing skinny on paper. Nonetheless, actually, you gained’t discover a higher solution to accumulate product information and pivot into probably the most worthwhile gadgets.

You’ll discover that profitable normal shops promote lots of of merchandise but seemingly promote solely a handful of classes. These are their most worthwhile ones, both straight or not directly, with contributions to different class gross sales (for instance, pet meals fuelling gross sales of leashes).

There’s thought behind each technique, and this text reveals 25 of the most effective Shopify normal shops with insights into their advertising and marketing and gross sales approaches, plus product choice tricks to provide the finest begin.

What’s a Shopify normal retailer?

Basic Shopify shops promote merchandise throughout a number of niches, much like selection shops like Walmart and Goal. Shopify gives ecommerce and POS alternatives, so normal shops utilizing Shopify embrace purely on-line and hybrid ones.

The gross sales mannequin goals to attraction to the broadest buyer base and seize income from everybody, quite than refining gross sales and advertising and marketing efforts for a selected viewers.

As an alternative, you could have a number of audiences requiring their very own advertising and marketing method, and also you make stock selections based mostly on what sells in every class.

Your retailer isn’t caught in a single vertical, can pivot into something that’s extremely worthwhile, and isn’t overly uncovered to trade and financial system headwinds. Moreover, your distinctive gross sales information will enable you to differentiate and specialize, must you select to take action sooner or later.

25 Shopify normal retailer examples

Try these normal Shopify retailer examples to encourage your personal:

1. Boston Basic Retailer

Boston Basic Retailer gives a various choice of handcrafted, artisanal merchandise throughout classes, together with vacation, gifting, tub, kitchen, house, workplace, and various items. Its product pages use cross-selling to encourage bigger orders and shift extra inventory:

Though it’s a normal retailer, Boston’s product vary has a curated really feel, with a number of complementary gadgets. It’s extremely straightforward for purchasers to seek out one thing they like, and the free delivery over $75 provide units the stage for a minimal order worth.

2. Till Gone

Till Gone operates a liquidation mannequin with rotating each day offers, providing 50-89% reductions on closeout stock and refurbished electronics. Featured offers on the prime spotlight the highest-margin gadgets, thriller Junk Bins transfer lifeless inventory with out itemizing particular person merchandise.

Refurbished Apple MacBook Execs and iPads get bundled with instances, chargers, and display protectors to extend order worth.

The Final Likelihood part creates urgency for the stock that must be offered, and its rewards program brings prospects again for the subsequent rotation.

3. Mivimall

Mivimall operates a dropshipping enterprise promoting a various vary of merchandise throughout classes, together with automotive equipment, clothes, electronics, housewares, and instruments, with no particular focus. 

Its purchase three, get 10% OFF promotion will increase models per order, whereas its $50 free delivery threshold pushes basket dimension.

Merchandise present 40-61% reductions in opposition to inflated common costs, an ordinary dropshipping markup tactic, and its sizzling sale part highlights present finest sellers, letting them shift promotion to no matter converts this week quite than committing to mounted stock:

4. Rivertown Basic

Rivertown Basic is without doubt one of the prime normal Shopify shops, promoting sustainable and ethically sourced house and each day life merchandise. Its classes embrace stationery, pets, youngsters and infants, house, dry items, bar and cocktail, apothecary, and attire and equipment.

It cross-sells on product pages and gives a singular classic library, letting prospects buy older gadgets that want a brand new house:

5. Pearl River Mart

Pearl River Mart is an Asian product emporium, providing lots of of things in put on and care, house and decor, artwork and tradition, food and drinks, and present classes, every containing smaller sub-categories of high-quality merchandise. Right here’s a picture of its calligraphy and origami web page:

Its pricing technique varies by class, however most merchandise price beneath $30. There’s additionally a sale part, providing financial savings of between 10% and 50% on widespread merchandise.

6. Mabel & Fox

Mabel & Fox promotes child mats in most of its advertising and marketing. Nonetheless, he sells merchandise throughout a number of kids’s classes, together with journals and planners, social gathering provides, being pregnant pillows, and customized toys and decor.

Bundles are certainly one of its best gross sales methods. The picture beneath exhibits a bundle created by the Shopify bundle app, selling three merchandise:

7. Rooftop Fruit

Rooftop Fruit pitches itself as a up to date normal retailer, promoting a number of classes of merchandise made by totally different teams, equivalent to AAPI, BIPOC, black, Latino, LGBTQIA+, and girls:

Product pages embrace associated product suggestions that every one match the customer-selected producer kind. Merchandise embrace bedding, tub gadgets, baggage, coasters, crystals, glassware, magnificence merchandise, smokeware, and way more.

8. Moth

Moth curates Nordic and Japanese-inspired homeware, clothes, and equipment from worldwide designers. 

Classes span on a regular basis house assortment, candles and incense, jewellery, artwork, workplace provides, and books, with manufacturers like Monica Castiglioni jewellery and Japanese ceramics featured all through:

9. St. Frank

St. Frank sells textiles, furnishings, and residential decor with a give attention to world patterns and artisan methods. Its product vary contains customized window remedies, equivalent to French Pleat and Rod Pocket curtains, in addition to printed pillows in Suzani and Kilim designs, together with material and wallpaper.

It additionally operates a commerce program for design professionals and promotes its collections by means of a mode information that includes shoppable interiors:

10. Mohawk Basic Retailer

Mohawk Basic Retailer operates two adjoining places on Los Angeles’s Sundown Boulevard, promoting males’s and girls’s clothes, footwear, and residential items. 

Its Shopify retailer sells its personal SMOCK line constituted of deadstock materials in restricted runs, alongside manufacturers like Maison Margiela and Sophie Buhai. 

Product classes embrace blazers, pants, present gadgets, ceramics, and physique care, with each places sustaining constant hours and providing non-public procuring appointments.

UK bag model Vagari switched from Klaviyo to Omnisend and constructed buyer storytelling into its e mail technique, attaining 40-50% open charges, 6-7% SMS click on charges, and a £121 return for each £1 spent. Learn the Omnisend buyer story: Vagari Bags.

11. Vego Backyard

Vego Backyard manufactures modular metallic raised backyard beds, greenhouses, and indoor rising programs, that are offered straight and thru main retailers, together with Lowe’s and Dwelling Depot.

Product strains embrace basic, woodgrain, trendy, and novel mattress kinds in a number of colours, elevated beds, self-watering planters, composters, and watering programs.

It promotes non-toxic supplies, 100-day returns, and free delivery over $99, whereas working giving again and faculty backyard applications:

12. Treaty Basic Retailer

Treaty Basic Retailer boasts probably the greatest Shopify normal shops, whereas additionally working three mid-Atlantic places in Frederick, Maryland; Berlin, Maryland; and Bethany Seashore, Delaware. The shop sells curated clothes, denim, house items, and wonder merchandise. 

It shares an in depth vary of denim classes, from bootcut to wide-leg, plus intimates, furnishings, candles, DIY kits, and concrete backyard provides, choosing merchandise based mostly on design high quality and accountable manufacturing.

13. NCLA Magnificence

NCLA Magnificence manufactures physique scrubs, physique butters, and lip care merchandise in scented varieties like Pink Champagne, Birthday Cake, Coconut Vanilla, and Watermelon. 

Product strains embrace Hey Sugar physique scrubs, Hello Butter physique butters, Sugar Sugar lip scrubs, and Balm Babe lip balms, offered in complete sizes and travel-friendly discovery sizes:

Moreover, it gives vacation present units, creation calendars, and bundles, with most merchandise that includes candy dessert-inspired fragrances and free delivery on orders over $45.

14. Zen Minded

Zen Minded curates Japanese and Nordic homeware, specializing in minimal design and practical objects. Product vary contains KIN Chinese language incense and burners, Kinto tumblers and picket trays, KIYA carbon-steel grooming instruments, and Daiyo rice bran candles.

Classes span eating, kitchen, tub and wonder, furnishings and lighting, paper and writing, with manufacturers like Azmaya, SyuRo, and SUBU represented all through the gathering:

15. Recreation Room Store

Recreation Room Store gives a wide array of arcade video games and leisure tools for houses, places of work, and industrial areas.

Stock contains air hockey tables, pinball machines, billiard tables, shuffleboard tables, foosball tables, dartboards, basketball arcade video games, and poker tables from manufacturers like Unbelievable Applied sciences, Uncooked Thrills, Bandai Namco, ICE, and SEGA:

It additionally serves company purchasers, together with Google, Microsoft, and Penn State, providing financing choices, worth ensures, and free delivery over $99.

16. Evergreen Collective

Evergreen Collective gives sustainable family merchandise, plastic-free options, and eco-friendly necessities which have been vetted for truthful labor requirements and low-waste packaging. 

Its hottest classes embrace laundry provides, bamboo options, backyard merchandise, private care, and refillable cleansing options from manufacturers like Bamboo Change, Hello Bar, Maintain Your self, and Trendy Form. 

There’s additionally a recurring income technique through a refill service for hand and dish cleaning soap, with free delivery or native supply on orders over $50.

17. Tortoise Basic Retailer

Tortoise Basic Retailer gives a various choice of Japanese homeware and practical design objects throughout kitchen and eating, tub, residing, equipment, classic gadgets, and craft provides. 

Featured merchandise embrace Hasami Porcelain, designed by founder Takuhiro Shinomoto; Sori Yanagi kitchen instruments, tenugui hand-dyed cotton cloths; hinoki wooden necessities; Kamasada ironworks by Nobuho Miya; kokeshi dolls; mari balls; KINTO tumblers, and Sola Cubes.

18. English Nation Market

English Nation Market gives a variety of UK, European, and American manufacturers throughout kids’s merchandise and kitchen items by means of separate on-line outlets. 

The youngsters’s part options Jellycat London plush toys, Tea Assortment and Kyte Child clothes, starting from toddler to age 12, in addition to nursery bedding and decor, tub merchandise from Beekman 1802 Goat Milk and Archipelago Botanicals, and feeding and hair equipment. 

The kitchen store carries Mason Money cookware and bakeware, La Rochere glassware, cooking utensils and devices, gourmand pantry gadgets, tea and occasional instruments, tabletop serveware, candles, stationery, puzzles, and Habitat Clothes.

19. Kanso

Kanso curates Scandinavian and Japanese furnishings designed to final a long time quite than seasons. Made-to-order sofas and sectionals anchor the furnishings vary, whereas sculptural ceiling pendants, transportable desk lamps, and wall fixtures deal with lighting wants:

Hasami Porcelain mugs and plates dominate the tableware choice alongside Nordic Knots rugs, vases, mirrors, and residential fragrances. 

Manufacturers like Audo Copenhagen, Ferm Dwelling, New Works, and NORR11 provide the vast majority of our stock, all shipped with producer warranties and insured supply.

20. Greatest Selection Merchandise

Greatest Selection Merchandise operates as a home model promoting family-oriented merchandise straight and thru Amazon, Walmart, Goal, and Michaels. 

Its normal product lineup rotates closely round seasons, with Christmas timber, outside decor, nutcrackers, and wreaths dominating winter months alongside year-round choices like combo sport tables, ride-on toys for youths, faux play kitchens, and zero-gravity chairs.

All orders ship in-house inside two to 5 enterprise days, with frequent Black Friday-style reductions obtainable, reaching as much as 50% off.

21. Escalade Sports activities

Escalade Sports activities has a multi-brand normal sports activities Shopify technique. It operates Goalrilla basketball programs, STIGA desk tennis, Bear Archery, Brunswick billiards, and RAVE Sports activities water merchandise as separate manufacturers and sells all merchandise through its Escalade storefront.

Clients can store for merchandise in distinct classes, equivalent to indoor sport tables, outside recreation, water sports activities, and health tools, beneath varied names. Gross sales methods embrace cross-sells between manufacturers on the main web site and rotating promotions throughout product strains.

22. Outdated Devoted Store

Outdated Devoted makes use of heirloom and endurance language to justify premium pricing on Scandinavian and Japanese design manufacturers like Ferm Dwelling and Fritz Hansen. 

Editorial collections group merchandise thematically, quite than by class, encouraging prospects to purchase coordinated seems quite than particular person gadgets. Its commerce program generates B2B orders in quantity, and early sale entry requires a publication signup to develop the e-mail checklist.

23. Mujo Retailer

Mujo manufactures its personal handwoven textiles and ceramics, whereas curating Japanese artisanal manufacturers equivalent to Noda Horo and Azmaya. 

Making their very own merchandise controls margins on high-demand classes, and sourcing items fills gaps with out manufacturing funding. Its weblog teaches product care and cooking methods, lowering returns and constructing experience notion.

24. Cissy Wears

Cissy Wears sells to whole households throughout child, youngsters, and grownup classes, so one buyer outlets a number of demographics:

Model partnerships with Mini Rodini, Bobo Choses, and Jellycat deal with product growth and pattern forecasting. Reward guides are organized by recipient as an alternative of product kind, steering folks towards full options quite than particular person shopping.

Dutch biking attire model La Machine Cycle Membership sends emails round Tour de France and Giro d’Italia races, segments loyal prospects for Black Friday exclusives, targets Sunday mornings earlier than rides, and hits 64% automation open charges. Learn the Omnisend buyer story: La Machine.

25. Jinen

Jinen combines Japanese house items with wellness merchandise, together with tub salts, incense, and aroma oils, successfully cross-selling practical gadgets alongside self-care. 

The $200 free delivery threshold encourages prospects so as to add extra gadgets to their orders. It additionally has a Store This Look characteristic, which bundles associated merchandise visually, turning single-item curiosity into multi-product purchases:

What to promote in your normal Shopify retailer

Take into account promoting these merchandise in your Shopify normal retailer:

• Downside-solving devices, prospects seek for options to annoyances and frustrations, making these straightforward to market with focused adverts
• Dwelling & kitchen instruments, fixed want for replacements retains demand regular, light-weight gadgets ship low-cost, and merchandise see few returns
• Health equipment, small gadgets like resistance bands, water bottles, and yoga mats, present loads of revenue upside
• Magnificence merchandise, repeat purchases improve buyer lifetime worth, and pattern sizes allow you to take a look at manufacturers with out enormous stock threat
• Pet equipment, homeowners spend with out hesitation on consolation and security, plus there’s subscription potential for consumables like treats
• Child clothes, your prospects embrace family and friends wanting to buy each requirements and items
• Small electronics, equivalent to battery banks, earphones, charging cables, and torches, are at all times in demand
• Craft provides, create bundles for paper, material, glues, paints, instruments, and extra merchandise to realize excessive common order values
• Impulse buys beneath $25, the low worth level removes buy friction, good for promoting in quantity and offering upsells at checkout

Develop your Shopify normal retailer

You must market your retailer subsequent. Confirmed advertising and marketing channels for normal shops embrace natural search engine optimization, YouTube movies, paid adverts throughout each search and social media, influencer advertising and marketing, email marketing, and SMS, every requiring its personal devoted finances.

YouTube and influencers can work on small budgets, whereas paid adverts typically require trial and error (finances burn) earlier than yielding outcomes. Natural search engine optimization offers long-term visitors and might effectively gasoline most of your gross sales with the best rankings.

Nevertheless, it’s finest to start out with e mail and SMS to create a seamless buyer expertise by means of owned channels, that means you personal your checklist and the publicity, along with your messages reaching prospects straight with out algorithms influencing your outcomes or others outbidding you. 

US manufacturers generated $25 million+ in SMS sales in 2024, and Omnisend prospects generated $68 for each $1 spent throughout each channels.