Startup Shopify theme – Startup preset
Startup
Moderately active Well rated beauty

Startup Shopify theme

Startup preset

Created by Pixel Union

Startup takes a sleek, minimalist approach aimed at direct-to-consumer brands with a single product or a small catalog looking to build trust quickly. It pairs a dedicated testimonials section with quick view and quick buy, plus mega menus, breadcrumbs, and swatch filters for navigation.
Source Shopify Theme Store Official
★★★★★
★★★★★
4.2 · 103 reviews · 83% positive
PRICE
$ 100,00 USD
PRESETS
4 styles
View on Theme Store
PRESETS INCLUDED Total 4
Startup Duvet Travel Comfort
Theme support
support.pixelunion.net/hc/en-us/requests/new
Documentation
support.pixelunion.net/hc/en-us/sections/360003909174-Startup

Independently reviewed by the eDIY editorial team

How fast is Startup?

Google PageSpeed Insights scores for the home page, out of 100

In our October 2026 test, the official Startup demo scored 60/100 on mobile and 85/100 on desktop. Mobile LCP was 9.5s, CLS was 0.00, and Total Blocking Time was 218ms.

Theme demo store

Official Startup demo, home page
60 /100
Mobile
Needs improvement
85 /100
Desktop
Needs improvement

Tested Oct 2026 · Google PageSpeed Insights lab data

MetricMobileDesktop
Largest Contentful Paint 9.5s 1.2s
Cumulative Layout Shift 0.00 0.23
Total Blocking Time 218ms 97ms
Speed Index 6.0s 691ms

Across 8 live stores we tested, the average PageSpeed score was 39/100 on mobile and 61/100 on desktop. Average mobile LCP was 12.7s and CLS was 0.10. These are complete production stores, so the numbers cover more than the theme itself.

Live stores average

Mean across 8 stores running Startup
39 /100
Mobile
Poor
61 /100
Desktop
Needs improvement

Tested Oct 2026 · Results include each store's apps, images, tracking scripts and customizations

MetricMobileDesktop
Largest Contentful Paint 12.7s 2.7s
Cumulative Layout Shift 0.10 0.18
Total Blocking Time 845ms 459ms
Speed Index 6.9s 2.0s

Per-store results

8 live stores · tested Oct 2026
Tozando Katana Shop
japanesesword.net
Mobile 28
Desktop 73
WholesaleVinylWindows.com
wholesalevinylwindows.com
Mobile 37
Desktop 60
RUEI
ruei.store
Mobile 56
Desktop 71
True Chesapeake Oyster Co.
truechesapeake.com
Mobile 43
Desktop 79
MuscleSquad
musclesquad.com
Mobile 22
Desktop 52
Farm to Feet
farmtofeet.com
Mobile 45
Desktop 64
Girls Get Off
girlsgetoff.com
Mobile 33
Desktop 25
Copper H2O
copperh2o.com
Mobile 47
Desktop 64

Features

Built-in features listed on the Theme Store.

Cart and checkout

  • Cart notes
  • In-store pickups
  • Quick buy

Customer accounts and sign-in

  • Account menu

Marketing and conversion

  • Age verifier
  • Blogs
  • FAQ page
  • Promo banners
  • Quick view
  • Recommended products

Merchandising

  • Animation
  • High-resolution images
  • Image zoom
  • Product options
  • Product tabs
  • Product videos
  • Slideshow

Product discovery

  • Breadcrumbs
  • Mega menu
  • Product filtering and sorting
  • Recommended products
  • Sticky header
  • Swatch filters
22 features

Startup ranking and satisfaction

Position among all Shopify themes
#306 of 1349
Position among Shopify themes for "beauty"
#35 of 141
Overall satisfaction based on all reviews
83% positive

Release history

LATEST VERSION
v13.2.0
Released April 24, 2026
Moderately active

Startup has received 2 updates in the last 12 months.

Releases in 12 mo 2
Total releases 69
First release January 18, 2017
v13.2.0 FEATURE

Startup 13.2.0 adds the Shopify Customer Account Web Component.

Added

  • Added new Shopify Customer Account Web Component (replaces old account sign-in)
v13.1.1 FIX

Startup 13.1.1 fixes Liquid syntax errors to ensure compatibility with Shopify’s new rigid parser.

Fixed

  • Fixed Liquid syntax errors in multiple files (gift-card.css.liquid, theme.css.liquid, and faceted-filters.liquid) to comply with Shopify’s new rigid parser update.
v13.1.0 FEATURE

Startup 13.1.0 adds support for high-variant products with a new section and template, and hides quick shop for high-variant products.

Added

  • Added support for high-variant products and combined listings! With the new high-variant product template, you can now display products with 250+ variants directly in your store. This update follows Shopify's requirements for supporting large product catalogs.

Changed

  • Desktop layout width.

Fixed

  • Fixed missing translations in section categories.
v13.0.0 MAJOR

Startup 13.0.0 includes adjustments to the theme directory structure for the 2025 theme store redesign.

Changed

  • Restructuring of theme files for the upcoming theme store redesign.
v12.3.3 FIX

Startup 12.3.3 removes a console error when using the theme editor.

Fixed

  • Eliminated a console error when opening the theme in the theme editor.

Full changelog

69 releases
Loading releases…

What merchants say about Startup Shopify theme

We know about 103 reviews · showing 6

Merchant sentiment summary

AI

85 of 103 reviews are positive, 3 neutral and 15 negative. Merchants most often praise the responsive, helpful support team, the clean and flexible design, and how easy the theme is to customise and set up. The most common criticism is limited customisation, such as fixed homepage sections, font and text controls, and missing basic features, and several reviewers say support did not resolve these.

Generated from all 103 Theme Store reviews ·

Positive 85 · 83%
Neutral 3 · 3%
Negative 15 · 15%
Well rated

Startup has received 1 review in the last 12 months.

Reviews in 12 mo 1
Total reviews 103
First review

I'm very happy with the StartUp theme; even the defaults do pretty much everything I need, and the theme has provided me with a fairly easy and intuitive way to learn how to use Shopify as well. So far, the theme has been stable and performant. I have also recently experienced excellent customer support from Pixel Union; my issue was resolved promptly and follow-up questions addressed in detail.

M
mindful(ish)
Apr 6, 2026

The Startup theme has worked great for our business website botsy.com for many years. The theme is stable and easy to manage. The very important thing is that their customer support- quick, efficient and helpful. It seems their team is overseas. If you have a question, send it even in the evening and an answer comes by the next morning. Sweat.

B
BOTSY- The Wall Drawing Robot
May 31, 2025

The team took time to fix some code in my blog. This was much appreciated as this blog post was important to our customers. Very good customer service.

S
Soundrise
Dec 4, 2024

Great theme and excellent customer service! :-)

H
Healthspan Holistic
May 31, 2024

A rather mediocre template, only slightly better than a free template, but still lacking in some aspects. For instance, there is no option for brand statements in the footer, and the font choice is unappealing. I would like a refund.

I
iFramix
Feb 27, 2024

Showed some features on the sample, but in reality, these features can't be applied. All the media put can't be seen by the google team which led to a suspended google account. Google said it is the theme issue.

D
Dust Devil
Jan 10, 2024

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