BigCommerce Templates vs Custom Design: What’s Best for Your Store?

If you’re building or redesigning your BigCommerce store, one of the first decisions you’ll face is whether to use a ready-made theme or go with a fully custom design. It’s a big decision, and not just about looks. Your choice will impact cost, launch timeline, flexibility, and even how your customers experience your site.

There’s no one-size-fits-all answer, so let’s break down what each option really means, the pros and cons, and how to decide what makes the most sense for your business.

What Is a BigCommerce Template?

A template (or theme) is a pre-built design you can buy from the BigCommerce Theme Marketplace or other providers. These templates come with built-in layouts, styling, and features that can be customized—to a point.

Most modern BigCommerce templates are built using the Stencil framework, which makes them responsive, fairly fast, and easier to work with. For many merchants, a premium template is a great starting point.

What Is a Custom BigCommerce Design?

A custom design goes beyond simply tweaking a template. It may involve designing your site from the ground up or heavily modifying an existing theme to create something unique to your brand. Most custom themes begin with Cornerstone, a bare-bones BigCommerce developer theme.

Custom design work is often done by experienced BigCommerce designers and developers who understand how to work within the platform’s constraints while delivering something tailored to your vision.

Templates vs Custom Design: Pros and Cons

Factor	Templates	Custom Design
Cost	More budget-friendly	Higher upfront investment
Timeline	Faster to launch	Takes more time to plan and build
Flexibility	Limited to theme structure	Fully adaptable to your needs
Scalability	Great for smaller or growing stores	Ideal for established or complex businesses
Maintenance	Easier to update with fewer dependencies	May require developer support for updates

How to Decide What’s Right for You

You don’t need a custom design just because it sounds more professional. And you don’t have to settle for a template if you have bigger goals. Here are some guidelines:

Use a premium template if you:

• Are just getting started or testing a new product
• Have a limited budget but want a professional look
• Don’t need complex customizations yet

Invest in a custom design if you:

• Need a branded experience that looks and feels unique
• Want to improve UX, navigation, or conversion paths
• Have specific design or layout goals that templates can’t support
• Are ready to scale and want your site to grow with you

What About a Hybrid Approach?

Many of my clients fall somewhere in between. We might start with a well-built premium template and then customize key parts—like the homepage, navigation, or promotional sections—to better match your goals.

This hybrid approach gives you the benefit of faster launch and lower cost while still letting your brand shine through.

Final Thoughts

The right choice depends on where you are in your e-commerce journey. A great-looking store is only helpful if it supports your business goals, loads quickly, and helps customers buy.

If you’re not sure what direction makes sense for your store, check out my BigCommerce design services or reach out and we can talk through the options.

Smart design isn’t just about looking good—it’s about helping your business grow.