TL;DR: How to Customize Your WooCommerce Shop Page
The WooCommerce shop page is your store’s product archive. Because it’s built from a template file, you can’t edit it like a normal page, but you can redesign it completely with the right tool.
- What it is – Your store’s main product listing, generated from WooCommerce’s archive-product.php template
- Method 1: SeedProd – Drag-and-drop builder with WooCommerce blocks, 300+ templates, and full design control (no code)
- Method 2: WordPress Editor – Built-in option using the Site Editor (block themes) or WooCommerce Customizer (classic themes)
- Use SeedProd for – Custom layouts, banners, featured sections, and brand-matching WooCommerce shop designs
- Use the WordPress Editor for – Quick display tweaks like sort order, products per row, or column changes
When I first set up a WooCommerce store, I was excited to start selling, but I quickly realized the default shop page felt plain and didn’t match my brand at all.
If you’re in the same boat, don’t worry. WooCommerce is the most popular way to add eCommerce functionality to WordPress, and there are easy ways to make your WooCommerce shop layout stand out without writing a single line of code.
You can customize your WooCommerce shop page using a drag-and-drop builder like SeedProd (no code required) or the built-in WordPress Editor. Both methods take under 30 minutes and don’t require a developer.
These are the exact methods I used to turn my default shop page into something cleaner, more engaging, and much better at converting visitors into buyers.
What Is the WooCommerce Shop Page?
The WooCommerce shop page is the default product archive page that displays all of your store’s products. When you install WooCommerce, it automatically creates this page using your theme’s layout settings.
Think of it as your store’s main catalog or storefront. It’s where customers typically browse before clicking through to specific product pages.
By default, the shop page pulls content from your product listings and displays:
- Product images
- Titles and short descriptions
- Prices
- Product categories and tags
- Star ratings and reviews (if enabled)
It’s generated dynamically using your WordPress theme and the WooCommerce template files, and it can be customized to match your brand and improve conversions.
A well-designed shop page helps visitors quickly find what they’re looking for, reduces friction in the buying process, and increases sales.
Editing the WooCommerce shop page directly in the WordPress editor won’t work the way you might expect. The shop page is generated from a template file called archive-product.php, which WooCommerce uses to display your product archive dynamically using PHP hooks and shortcodes.
That’s why clicking “Edit Page” on the shop page doesn’t give you control over the WooCommerce shop page template or product grid. To customize it, you need a plugin like SeedProd, which replaces the template with your own design, or the built-in WooCommerce Customizer or Site Editor options.
Why Should You Customize the WooCommerce Shop Page?
Imagine walking into a physical store where all the products are randomly scattered on shelves. No signs, no categories, no featured items. You’d probably walk out fast.
That’s exactly what many shoppers experience when they land on a default WooCommerce shop page. A plain product grid with no context or direction leads to high bounce rates and missed sales opportunities.
Customizing your shop page helps you:
- Improve user experience (UX) by making it easier for customers to find what they want
- Increase conversions by highlighting bestsellers, sales, or high-margin products
- Improve SEO by adding keyword-rich content and schema markup
- Lower bounce rates by offering better navigation and visual hierarchy
- Build brand trust with testimonials, reviews, or user-generated content
A well-optimized WooCommerce store design is a critical part of turning visitors into buyers. If you’re still building your store from scratch, this guide on how to set up an online store in WordPress is a good starting point.
How to Customize WooCommerce Shop Page in WordPress
There are several ways to customize your WooCommerce shop page in WordPress. Here’s a quick look at your options before we dive in.
| Method | Best For | Code Required? |
|---|---|---|
| SeedProd | Full design control, custom layouts, banners, featured sections, brand-matching WooCommerce shop | No |
| WordPress Editor (Site Editor / Customizer) | Quick layout changes, product sort order, columns, no extra plugin needed | No |
| Custom code | Advanced modifications beyond what tools offer | Yes (developer recommended) |
Method 1: Use SeedProd to Customize WooCommerce Shop Page
We’ll use SeedProd to build a custom WooCommerce shop for the first method.
SeedProd is the best drag-and-drop website builder for WordPress, with over 1 million users. It lets you create custom WordPress themes, high-converting landing pages, and responsive website layouts without code.
In performance testing, SeedProd loaded in 556ms compared to Elementor’s 1,882ms, with half the HTTP requests. That makes it a strong choice for any custom WooCommerce shop where page speed matters.
This plugin also lets you create entire online stores with its WooCommerce integration. You can customize your shop page, product pages, shopping cart, checkout, and more with just a few clicks.
SeedProd comes with 300+ professional themes and templates. From there, you can customize your WooCommerce store design with easy-to-use content blocks and sections.
Follow these steps to customize your WooCommerce shop page with SeedProd.
Step 1. Install SeedProd Website Builder
The first step is downloading a copy of the SeedProd website builder plugin.
Note: SeedProd offers a free version to build simple landing pages. However, we’ll use the SeedProd Elite plan for the WooCommerce features we need.
You’ll need to install SeedProd on your WordPress website next. You can follow these instructions for installing a WordPress plugin if you need help.
After installing and activating SeedProd, go to SeedProd » Settings and enter your plugin license key.
You can find your license key by logging into the SeedProd website and copying it from the ‘Downloads’ section.
Enter your license key and click the Verify Key button before moving on to the next step.
Step 2. Create a Custom WooCommerce Theme
We’ll use SeedProd’s theme builder feature to customize your WooCommerce shop page. It will override your existing WordPress theme, replacing it with your customizations.
You can find it by going to SeedProd » Theme Builder from your WordPress dashboard.
There are 2 ways to create your eCommerce theme with SeedProd:
- Create each part (template) of your theme individually
- Create all of your theme templates with a pre-made WordPress theme template
We’ll use the 2nd option for this tutorial because it automatically makes every part of your WooCommerce website.
Click the Themes button at the top of your screen to launch SeedProd’s theme templates gallery. You can choose from many themes, including designs for online stores.
We’ll go with the ‘Furniture Store’ theme for this tutorial.
To import the theme, hover over the thumbnail and click the checkmark icon.
As you can see in the screenshot below, SeedProd will create all of the templates for your theme automatically, including:
- Header Navigation
- Product Archives
- Product Page
- Shop Page
- Single Page
- Single Post
- Blog Index, Archives, Search
- Homepage
- Sidebar
- Footer
You can customize each template with SeedProd’s drag-and-drop builder. We’ll show you how to customize the shop page template in step 3.
Step 3. Customize WooCommerce Shop Page
To customize your WooCommerce shop page with SeedProd, hover over the ‘Shop Page’ template and click the Edit Design link.
After clicking the link, your shop page template will open in SeedProd’s visual drag-and-drop page builder.
On the left are blocks and sections you can add to your page. You can see a preview of how your page looks in real-time on the right.
Your shop page will show a list of all your products by default. You can change that by adding new layouts, content blocks, and sections.
Let’s say you want to add a scrolling banner showcasing a sale or promotion. In that case, you can drag over the Image Carousel block and upload custom banner images.
You can then customize your carousel in the block settings by changing it to a dark or light theme, auto-playing the slider, and showing the image captions.
What if you want to highlight your featured products or best-selling products? To do that, add a new section to your page, then scroll down to the WooCommerce blocks panel and drag the Best Selling Products block onto your page.
This block will display your top-selling products in a uniform grid.
You can make this new page section stand out more by giving it a custom background color.
Then in the Best Selling Products block Advanced Settings, you can change the color, typography, and add to cart buttons.
You can also display products by category with SeedProd’s WooCommerce block. To do that, drag over the Product Grids block, change the ‘Query Type’ to Custom Query and click the Select by Category option.
From there, you can choose which categories to include in the product grid.
Some other blocks you can add to your shop page include:
- Testimonials to boost trust and credibility
- Countdown timers to create urgency for your sale
- Accordion to display frequently asked questions
- Facebook or Twitter embeds to display user-generated content
You can even easily change your WooCommerce shop page title.
When you’re happy with your shop page, click the green Save button in the top right corner of your screen.
You can now follow the same process to customize the other parts of your WooCommerce store. Click ‘Edit Design’ on any of your theme templates and customize the layout and styling to suit your brand.
Step 4. Publish Your Custom Shop Page
When your WooCommerce site looks how you want, it’s time to make it live. To do that, go to SeedProd » Theme Builder and in the top-right corner, turn the ‘Enable SeedProd Theme’ toggle to the ‘Yes’ position.
Now you can preview your WooCommerce shop page live on your website.
Method 2: Customize WooCommerce Shop Page Using the WordPress Editor
If you prefer not to use a third-party builder, WordPress and WooCommerce include built-in tools to adjust your shop layout. Which option you use depends on your active eCommerce theme.
Using the Site Editor (Block Themes)
If your site uses a block theme (like Twenty Twenty-Four or Twenty Twenty-Five), you can edit the WooCommerce shop page template directly in the Site Editor.
Go to Appearance » Editor from your WordPress dashboard. Open the Templates list and look for the Product Catalog template (some themes label it Shop). Click it to open the template editor.
From there, you can add, remove, or rearrange blocks to change your WooCommerce shop layout. When you’re done, click Save.
Using the Classic Customizer (Classic Themes)
If your site uses a classic theme, WooCommerce adds display settings directly to the WordPress Customizer.
Go to Appearance » Customize from your WordPress dashboard. Then click WooCommerce » Product Catalog to see the customization options.
Click the ‘Shop page display’ dropdown menu and choose a layout.
For example, choose ‘Show categories’ to show only your product categories on the shop page.
Or choose ‘Show products’ to show only products.
You can also display your product categories first, then a grid of products with the ‘Show categories and products’ option.
Additionally, you can show products by:
- Popularity
- Average rating
- Most recent
- Price
You can also choose how many products per row and rows to display on each page.
Here’s a preview of a shop page styled using the WooCommerce Customizer.
FAQ: Customizing the WooCommerce Shop Page
Why can’t I edit my WooCommerce shop page directly in WordPress?
The WooCommerce shop page is generated from a template file called archive-product.php, not stored as regular page content. Clicking “Edit Page” gives you access to the page object, but the product grid and layout come from WooCommerce’s PHP template system, not the block editor. To change the design, you need a tool that overrides the template, like SeedProd, or the built-in Customizer and Site Editor options.
How do I change what products show on the WooCommerce shop page?
You can control product visibility from the individual product settings in WordPress. Set a product to “Featured” to highlight it, adjust its publish status to show or hide it, or use product categories and tags to organize what appears. The WooCommerce Customizer also lets you change the default sort order (popularity, average rating, newest, price) under Appearance » Customize » WooCommerce » Product Catalog.
What is the WooCommerce shop page template file called?
The WooCommerce shop page uses the archive-product.php template file. You can find it in the WooCommerce plugin folder under woocommerce/templates/. To customize it with code, copy it to your theme’s woocommerce/ folder and modify it there. This prevents your changes from being overwritten on plugin updates.
How do I add a banner or featured section to my WooCommerce shop page?
The easiest way is to use SeedProd’s drag-and-drop builder. Open your shop page template in SeedProd, then drag an Image Carousel block above the product grid to create a scrolling banner. For a featured products section, add a new section and drop in the Best Selling Products or Featured Products block. You can style each section independently with custom backgrounds, colors, and typography.
What’s the difference between the WooCommerce shop page and product pages?
The shop page (also called the product archive) is a listing page that shows all of your products in a grid. Product pages are individual pages for each item, showing detailed descriptions, images, price, and the Add to Cart button. Customers typically land on the shop page first, browse, then click through to individual product pages. Both can be customized with SeedProd.
I hope this article helped you learn how to customize your WooCommerce shop page.
SeedProd gives you full control over your WooCommerce shop layout without touching a line of code. The drag-and-drop builder makes it straightforward even if you’ve never customized a WooCommerce store before.
Ready to boost your WooCommerce sales?
You might also like this guide on how to set up WooCommerce conversion tracking while you’re here. Or this one on the best WooCommerce affiliate plugins.
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