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. It just showed a basic grid of products, and I had no idea how to customize it without hiring a developer.
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 shop page stand out without writing a single line of code.
In this guide, I’ll show you step-by-step how to:
- Customize your WooCommerce shop layout visually
- Organize products by category, popularity, or tags
- Add design elements like testimonials, banners, and featured products
- Use tools like SeedProd to build a storefront that feels like yours
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 can help visitors quickly find what they’re looking for, reduce friction in the buying process, and increase sales. That’s why customizing the default WooCommerce shop page layout is so important.
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. It shows all your products in a plain grid, with little context or direction. This can lead 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 shop layout is a critical part of turning visitors into buyers.
How to Customize WooCommerce Shop Page in WordPress
There are several ways to customize your shop page in WordPress. You could use a WooCommerce plugin, page builders, or code the customizations from scratch.
Because Iwant to keep this tutorial as simple as possible, I’ll focus on 2 of the easiest ways to customize WooCommerce pages.
The first method will use a powerful WordPress website builder plugin that’s easy to use and packed with customization options. Then I’ll show you how to use the WooCommerce customizer to change the layout of your shop page.
Method 1: Use SeedProd to Customize WooCommerce Shop Page
We’ll use SeedProd to add customizations to your online store for the first method.
SeedProd is the best 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.
This powerful plugin also allows you to create entire online stores with its WooCommerce integration. As a result, you can make and customize your WooCommerce shop page, product pages, shopping cart, checkout, and more with just a few clicks.
SeedProd comes with 150+ professional themes and templates to create your website. From there, you can customize your 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. However, you can change that easily 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. Simply 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 Theme Customizer
If you prefer not to use a third-party builder, WooCommerce includes basic customization options via the WordPress Customizer.
The customization options you see will depend on the WordPress theme you use on your website. We’re using the default Twenty Twenty-Two theme for this guide.
To customize your shop page with the customizer, click Appearance » Customize from your WordPress dashboard. From there, click WooCommerce » Product Catalog to see the customization options.
Next, click the ‘Shop page display’ dropdown menu and choose a layout.
For example, you can choose ‘Show categories’ to show only your product categories on the shop page.
Or you can choose ‘Show products’ to show only products.
Alternatively, you can 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.
Remember to publish your changes when you’re happy with your design. Here’s a preview of a shop page we styled using the WooCommerce Customizer.
FAQ: Customizing the WooCommerce Shop Page
SeedProd – a no-code drag-and-drop builder with WooCommerce integration
WooCommerce Customizer – lets you modify layouts directly in the WordPress Customizer
Elementor or Divi (optional) – other visual page builders with WooCommerce support
I hope this article helped you learn how to customize the WooCommerce Shop page.
As you can see, SeedProd makes it super easy to create a unique and user-friendly WooCommerce site without needing any prior design experience or code. It’s as simple as pointing and clicking, with stunning results potential customers will love.
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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