Shopify Setup Best Practices for Apparel

Shopify is the right choice for most apparel brands. But a generic setup won't cut it. Clothing has unique requirements: sizing, variants, returns. Here's how to configure your store to convert from day one.

Theme Selection

Your theme needs to handle:

• Image-heavy layouts: Fashion is visual. Grid layouts, zoom, multiple angles.
• Variant selectors: Size/color swatches that are easy to use
• Mobile-first design: 70%+ of traffic is mobile

Recommended themes: Dawn (free), Impulse, Prestige, Turbo. Don't overthink it—pick one and launch.

Product Page Essentials

Photos

• Front, back, detail shots (minimum)
• On-model photos if possible (fit is everything)
• Consistent lighting and background
• 1:1 or 4:5 ratio for Instagram consistency

Descriptions

• Materials and fabric weight (GSM)
• Fit description (relaxed, regular, slim)
• Model's size and measurements
• Care instructions
• Features (pockets, hidden details, etc.)

Size Guide Setup

Size guides reduce returns. Period. Include:

• Measurement chart (chest, length, sleeve, etc.)
• "How to measure" instructions with visuals
• Fit recommendations by body type
• Comparison to known brands if helpful

Shipping Configuration

• Free shipping threshold: Set one. "Free shipping over $75" increases AOV.
• Flat rate shipping: Simpler than calculated rates for most apparel.
• Processing time: Be honest. "Ships in 1-3 business days" builds trust.
• International: Start with US only if you're not ready for international complexity.

Essential Apps

Keep it minimal. Every app slows your site.

• Email marketing: Klaviyo (the standard for e-commerce)
• Reviews: Judge.me or Loox (photos matter for apparel)
• Size guide: Kiwi Size Chart or built into theme
• Returns: Loop Returns or AfterShip (as you scale)

Checkout Optimization

• Enable Shop Pay (highest-converting option)
• Offer PayPal and Apple Pay
• Don't require account creation
• Clear return policy visible at checkout
• Trust badges if you have them

The Bottom Line

A well-configured Shopify store removes friction from buying. Size guides, clear photos, and simple checkout = fewer abandoned carts and fewer returns. Get these right before you spend money driving traffic.