When to Redesign Your Luxury Brands Shopify Website

Are you wondering when is the right time to redesign your luxury brands Shopify website? 

Usually, as a business owner, you may ask yourself this question when you want to change something in your business that will make a more significant impact. Whether that is improving your conversions or you’ve outgrown your current store.

Approaching a Shopify redesign should be a strategic move in helping go after existing and new business goals. 

Quickly let’s go over a redesign vs refresh.

What Is a Shopify Redesign vs Refresh?

Before getting into the indicators that you are ready for a redesign. Let me quickly clarify the difference between a Shopify redesign vs. a refresh. A redesign is essentially overhauling your existing store design and creating a new experience. 

A refresh is when you are only changing or adding minimal elements. For example, adding a new product page layout or adjusting some design elements on your homepage. With a refresh, the core design and layout don’t really change. Compared to a redesign, refreshes are meant to be light and quick.

Redesigns focus on looking at your overall site and determining what needs to stay and what needs to be improved upon. Then design a completely new Shopify site that reflects your new goals.

Here are some indicators it may be the right time for your luxury brand to go through a Shopify redesign.

Your Luxury Brand is Growing

Business growth is one indicator that you should consider redesigning your Shopify website. As your business grows, so will your needs. Usually, what gets us started in business is not what we will need to reach the next level of our business goals. 

Typically if you’ve had your current Shopify store for at least 2 years your online store needs have shifted as you’ve become more familiar with your audience and business needs.

Reflect on your business and assess if there are areas that have grown that need more support.

For example, maybe you are seeing a higher cart abandonment rate because your current site does not support the growing demand of your business. 

Keep this in mind as a high cart abandonment rate means lost revenue and if your site is the culprit, that would be a top priority to note for your redesign.

Your Luxury Brand Needs A New Strategy

Strategy is vital in helping you to reach your goals in a more consistent manner. It’s not uncommon that as your business grows or shifts that you’ll need to revisit your strategy. 

It may even be possible that you never even created a solid strategy for your luxury brand in the first place and now you want to make sure you have one.

When you have a solid strategy for your luxury brand you’ll understand how to best show up in your market. You’ll also know what marketing messages to create that will help attract the right type of buyers into your business. 

After developing a new luxury brand strategy more than likely you’ll need to redesign your Shopify website to reflect the strategy you want to execute. 

Read the following article to learn more about What Is a Luxury Brand Strategy and Why It’s Important

Your Going to Rebrand Your Luxury Brand

A rebrand can bring clarity and a fresh perspective that creates a clearer path forward for your business. Where you have new messaging and an updated brand identity or visual presence.

After receiving a rebrand for your luxury brand. You’re more likely to want to have your website reflect the new messaging and look.

With a redesign, you can now have a new online store that reflects your new branding. So that your customers can experience your updated brand. Especially if you have new colors, typography, imagery, etc. 

If you are going through the rebranding process, also allocate your budget for your website as well as it may be hard to put the new branding onto an existing website.

Read the following article Luxury Branding: How to Make Your Products Irresistible

Your Current Shopify Website Limits Your Luxury Brand

If your current website feels limited, it may be time for a redesign. 

An example could be that your customer journey feels complex and it causes friction when customers are trying to buy your products. 

Or you’re not able to easily implement some necessary site improvements to help increase your overall revenue.

After crafting a well-intentioned Shopify website strategy. The next step would be to incorporate that strategy into your website. 

Your redesign can help alleviate and facilitate a better shopping experience for your customers.

Or even if you are expanding how your offer solutions such as adding a subscription option so that you can generate recurring revenue.

A redesign can help make sure that all the parts of your business run smoothly.

Your Luxury Brand Needs An Elevated Customer Experience

Relating back to the previous point if you want to improve your customer’s shopping experience. 

Maybe you’ve received consistent feedback about some challenges customers are facing while shopping for your products. A redesign may be needed to create a more seamless checkout experience.

Often when prospective clients reach out to me, they want to improve their checkout experience. Because they have goals of reducing their cart abandonment rate, increasing customer lifetime value, and their average oversize. So that their customers are happy and will return to their stores more consistently.

58% of consumers will stop shopping a business due to a poor customer experience.


If your current Shopify website is causing friction with your customers’ shopping abilities, this should be a top priority to resolve with your redesign.

Your Luxury Brand Needs Customized Ordering

Do you have any customizations that customers can have with their orders? If so, that typically will break you away from the standard ordering process that Shopify has. 

If you need your customers to add any type of personalization to their order. Then it may be time to redesign your luxury brands website depending on the complexity needed to make the process seamless.

For example, if your customers will need to have the option to add initials to a product or a special note that requires engraving.

It will be important to make that process easy for them as well as on your side as the business owner. I’ve seen some business owners have customers DM them or send a separate contact form with their requests. 

The problem with this method is that it’s not streamlined for the customer and definitely not for you. Especially if one day you have a large request for custom orders. 

Instead, it would be better to redesign your site and make both you and your customer’s experience more enjoyable.

You Want to Get New Business Opportunities

Does this sound familiar? Your vision of your business has shifted. Maybe you’ve gotten more clarity or you are refocusing. 

Now, you’re looking at the future and where you would like to be in the next 6 – 12 months. Where you are getting new business opportunities, possibly expanding to retail and getting featured in special publications. 

If that is the case, then a redesign of your luxury brand’s online store can help support your business vision. 

Maybe your current website doesn’t support your messaging or your current site doesn’t position you for the brand deals and partnerships you want.

Whatever the reason, any type of disconnect that you may have between your current situation versus where you want to be may be holding you back.

For example, maybe you want to introduce a new line of products to your business. But your current site seems misaligned. Which could mean that you feel less confident about launching your new products and promoting them to your audience.

With a redesign, you can have a more cohesive experience that helps you feel more confident about promoting and showcasing your products to customers & new business partners.

You’re Thinking Ahead About Your Luxury Brand’s Future

I always like to think that as business owners, we are working toward the next level in business. 

The next level is different for everyone and can often be referred to as scaling. Sometimes the word scale receives a negative connotation due to some shady marketing practices. Scaling just means that you are going after your next goal. 

A next-level goal could be to bring on an employee who helps you free up time to step into other areas of your business. Such as attending important industry meetings and events that will allow you to network and get in-store placements.

Or just simply to spend more time with your family. I have had several conversations with business owners who want to scale so they can bring their spouses home full-time. Or bring in extra revenue to help with childcare expenses because it can really add up!

Regardless of your reason, look at your business now and ask yourself, will your current online store help you reach your next-level goals? If the answer is no, then it may be time for a redesign, that can help you position your business for more aligned growth.

Are you ready to take your Shopify store to the next level? Then check out how we can work together via my Shopify website design & development experiences.

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I'm Karen, a Luxury Brand Strategist and Shopify Web Designer for product-based businesses. I take a strategy-first approach to create captivating branding and Shopify website experiences that help you attract high-end customersbuild brand loyalty, and increase conversions. Explore the other insightful eCommerce articles and listen to eCommerce Cultivated to help you grow a remarkable brand. Plus, discover how we can work together to create your luxury experience.


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