The complete guide to Shopify Hydrogen storefronts (2025)

How Shopify Hydrogen storefronts are changing the game for growing brands

It’s time for a deep-dive on Shopify Hydrogen storefronts—because they’re changing the growth game for emerging ecommerce brands on a massive scale.

This article isn’t just a "here's a list of features" overview, but an honest conversation in plain English about

1. What Hydrogen storefronts are

2. Who they’re for and

3. The impact they’re having on growing brands (spoiler alert—it’s more than just site speed).

There are a lot of misconceptions out there about Hydrogen storefronts—that they’re highly complex and a nightmare to manage—so we’ll address those as well. 

After spending countless hours building Hydrogen storefronts for brands like UMZU, Cuts Clothing, Liquid IV, and BYLT Basics, we’re sharing what we’ve learned about what works, what doesn't, and what nobody tells you in the docs.

This article will cover:

• What is a Shopify Hydrogen storefront? (The simple version)

• Which Shopify brands are already using Shopify Hydrogen storefronts?

• The top benefits of a Hydrogen storefront (real numbers and examples)

• Should you make the switch to Shopify Hydrogen? (the quick version)

• The investment: cost, ROI, launch timeline, developer support for a Hydrogen storefront

• Picking a content management system that will fit your needs

• Integration & app strategy for Shopify Hydrogen

• Finding the right developer or agency to support your transition

• Next steps: Exploring Hydrogen

What is a Shopify Hydrogen storefront? (the simple version)

Shopify Hydrogen storefronts are a more flexible, performant alternative to a Shopify theme. 

But why does that matter? Can’t my theme do anything I want it to, as long as I throw a developer at it?

Yes and no. Here’s a quick example: 

Shopify themes are a bit like starting a food business in a food truck. When you’re only trying to serve a few menu items and customer volume is manageable, the food truck boosts your efficiency: it saves you on up-front costs, you don’t need a lot of space, and it allows you to test the market.

As customers start coming more consistently, you’re ready to expand menu options and upgrade your appliances and tools so you can produce food at scale. But as you pack appliances and team members into your truck—or in the case of a Shopify brand, as you add tons of apps to your Shopify theme—you start running out of space, power demands surge, and processes get hot, cramped, and slow.

Yes, you could choose to build an addition onto the food truck to create more space and install industrial-grade fans to cool things down. You can make a Shopify theme work. BUT in most cases, you’ll end up saving yourself time, money, and endless frustration if you just expand to a building that was meant for food production at scale.

Hydrogen is like graduating to that restaurant kitchen - designed for volume, efficiency, and expansion. It gives you:

• Complete control over how your storefront looks and how it works 

• Lightning-fast performance that traditional themes struggle to match (as long as you build it correctly)

• The ability to create unique shopping experiences your competitors will struggle to copy

• All while keeping Shopify's robust backend handling your inventory, checkout, and payments

• And…if you pick the right tools, you’ll also speed up content production

Which Shopify brands are already using Shopify Hydrogen storefronts?

Hundreds of brands you’ll recognize—from household names like Skims, Toms, Tecovas, FashionNova, to emerging stars like Cuts Clothing, BYLT Basics and Liquid IV—have successfully made the switch to a Hydrogen storefront. 

Check out this comprehensive list of brands on Shopify Hydrogen to learn which brands have made the switch, and what their tech stack looks like.

The top benefits of a Hydrogen storefront (real numbers and examples)

Let's talk about what a Hydrogen storefront can actually do for your business. Here's what we've seen across multiple implementations:

How Hydrogen storefronts impact your growth

Having a faster storefront that’s built on Shopify Hydrogen positively impacts user experience, SEO performance, ad performance (ex higher quality scores), and overall conversion rates. We’ve seen some pretty incredible impact to the bottom line for brands who have made the switch. Here are a just few examples:

• Manly Bands: Page load times dropped from 8-9 seconds to under 1 second, which doubled conversion rate from 1.2% to over 2% on some days.

• Umzu: 62% boost in overall business growth, 38% more new customers

• Liquid IV: 24% higher conversion rate

• Sand Cloud: 43% increase in conversion rates

• Public Rec: 52% faster page loads, 26% increase in CVR

While a site speed + conversion rate boosts are an important factor to consider, it shouldn’t be the only reason you’re looking to make the switch to a Hydrogen storefront. As always, impact on conversion rate will differ based on your unique brand and your starting point. Here are a few factors that will impact your results: 

• Are you doing a site redesign or 1:1 conversion? 

• What’s your existing conversion rate?

• How much optimization have you already done? 

• What is your current site speed?

Because there’s some unknowns with exact impact you’ll see, it’s crucial that you’ve identified other reasons why you’re making the switch to a Hydrogen storefront.

Hydrogen storefronts are game–changers for shopper targeting, personalization, and testing

Sure, your shoppers will appreciate instant page loads and a better mobile experience. But what Hydrogen storefronts really unlock is real-time A/B testing and personalization. 

Yes, you can test and personalize content on a Shopify theme. BUT:

• It requires expensive apps that can impact performance

• You can only personalize or test after your storefront starts loading on a shopper’s device—which generally results in screen flickers and once again, page load slow downs

• Tracking data gets messy because it's loading on your customer's computer, and is subject to heavy privacy regulations

Hydrogen storefronts are built from the ground up to support dynamic, real-time content personalization and testing. That means:

• Faster performance, seamless content delivery, and no more screen flickers.

• Tracking gets easier since you can track session data on the server instead of relying on client-side data from your shopper.

If you're at the stage where testing, personalization and targeting are important growth levers for your business, it's definitely time to consider the switch to Hydrogen.

Streamline content production workflows

Often overlooked, but this is where your wins from a Hydrogen storefront can multiply exponentially, or get wiped out. 

With a Hydrogen storefront, you’ll need a way to publish and edit your content—called a content management system (CMS). The key for Shopify brands is to look for a CMS that’s really intuitive (like Shopify’s theme Customizer) so that you can iterate on your site quickly and easily without needing to rely on a developer.

Most CMSs are overkill for Shopify brands because they’re:

1. Built for companies outside of the Shopify ecosystem—so there are tons of features and integrations Shopify brands don’t need / won’t use

2. Built to push content to multiple channels—a mobile app, an in-store kiosk, AND your website—which adds a lot of complexity

3. Requires a full development team to deploy / manage content because the interface is more than most marketers want to deal with

Bring a complex CMS into the equation, and instead of speeding up your content production you’ve created a new development bottleneck and slowed everyone down. 

If you’re looking for a Shopify-focused CMS that is as easy to use as Shopify’s customizer, here’s the CMS brands like Atoms, BYLT Basics, and Liquid IV recommend.

Should you make the switch to Shopify Hydrogen? (the quick version)

Here’s a super thorough breakdown of whether or not you should make the switch to a Hydrogen storefront. But if you want the quicker version, here’s the executive summary:

You're Ready for Hydrogen If:

• Your current theme is a pain to manage

• You find yourself pulling in a developer more and more to make changes to your site

• You’ve got a lot of expensive apps that are hard to customize

• You can’t manage your content quickly and easily

• You’re injecting content into your app / using 3rd party landing page builders

• Site speed issues are hurting your ability to scale traffic and conversion rates

• You’ve done low-hanging fruit optimization

• You’re considering a caching tool

• Your competitors have started to make the switch

• You’ve considered / have built a custom theme (it’s about the same amount of time, effort and budget to just go directly to Hydrogen)

• You want to lean into A/B testing and personalization to tap into new growth streams

Maybe Wait If:

• You're just starting out

• You can add features and content to your theme without worrying about site speed and without pulling in a developer

• You don't have developer support

The investment: cost, ROI, launch timeline, developer support for Hydrogen storefronts

Cost, return-on-investment (ROI), launch timeline and developer support needed really depend on factors like:

• The current state of your site (on a Shopify theme or on a headless build)

• How many products / SKUs and variants you have

• How many integrations you need

• Complexity of your site designs

• To what extent you are changing your site from its current state

• What content management system you choose

• How many / what types of development resources you have access to

…and more. But as a rule-of-thumb, spinning up a Hydrogen storefront can cost as little as building a custom theme, and take about as long (if you go with a Shopify-focused CMS like Pack).

Typical costs and return on investment (ROI)

To estimate the ROI to your brand, we recommend considering these factors:

Wins + Savings from switching to Shopify Hydrogen:

1. Faster time-to-value for landing pages and marketing updates (marketer + developer hours saved)**

2. Efficiency boost for launching localized international stores (markter + developer hours saved)**

3. Streamlined developer workflows, improving collaboration and project delivery speed (Developer hours saved, contract labor savings)**

4. Lift in conversion rates through improved speed and usability & lift in Meta EQM

5. Organic traffic growth driven by optimized SEO capabilities 

6. App savings (monthly fees for A/B testing platforms, landing page builders, caching tools)**

Cost of migrating from a theme or headless stack to a Shopify Hydrogen storefront:

While the days of 6-figure development-only projects are behind us, making the transition to Shopify Hydrogen still requires some investment. And what that investment looks like can vary widely, depending on the factors mentioned in the intro (# of products / variants, integrations, what CMS you choose etc).

If you decide to partner with an agency to make the switch, price points vary based on hourly rates. Over years of working with Hydrogen migrations, we've seen quotes range anywhere from $20k-$200k. 

If you have internal development resources, you’ll want to get them involved early to scope the project for your specific brand, which should help you get an idea of cost / time investment.

Generally the overall cost of the project will be closely tied to how long it ends up taking.

Launch Timeline

Your launch timeline will depend largely on:

• The current state of your site (on a Shopify theme or on a headless build)

• How many products / SKUs and variants you have

• How many integrations you need

• Complexity of your site designs

• To what extent you are changing your site from its current state

• What content management system you choose

• How many / what types of development resources you have access to

Because there are so many variables to consider, it’s hard to give an exact estimate for an individual brand. Here are two rules of thumb you can use based on experiences we’ve had with growing brands:

Rule of thumb #1: customizing a theme vs. building from scratch

One of the major impacts on your launch timeline is the extent to which you customize your site.

Here’s the spectrum we’ve seen for Pack + Hydrogen migrations:

Lower time and investment:

Customize Pack’s Hydrogen Theme, exactly replicate your existing site (30-60 days): This approach is the fastest and most cost-effective way to make the switch to a Hydrogen storefront. With Pack’s Hydrogen theme Blueprint (comparable to a Shopify theme) and pre-built third party integrations as the basis for your store, developers are focusing their time on customizing the theme to match your existing site.

Medium time and investment

Customize Pack’s Hydrogen Theme and redesign your site (40-80 days): Baking a redesign into the migration is a typical move we see brands make to help push branding and brand identity forward along with the infrastructure improvements. 

High time and investment

Fully custom build (60-90 days+): Build your own theme from scratch / net-new Figma designs for a fully bespoke experience, generally an agency-led approach. While this is the most expensive option, this gives you maximum control over every aspect of your site.

Rule of thumb #2: brand size and complexity

Looking at the size and complexity of your business can be another method of getting a very rough idea of how long the migration process might take. 

For Pack + Hydrogen storefronts, it takes: 

- Small stores: 1-2 months

- Medium stores: 2-4 months

- Large stores: 4+ months 

Pairing down your launch timeline can significantly reduce the overall cost, especially if you’re working with hourly agency rates.

Developer resource requirements:

If you have a solo, part-time development resource in-house or some development support through an agency, you’ll have everything you need for a Pack + Hydrogen migration. 

That’s because: 

1. Pack gives developers a running start with an open-source Hydrogen theme and pre-built 3rd party integrations.

2. Once your site is up-and-running, marketers can make changes and deploy to the live site just like on a Shopfiy theme, so they don’t need to rely on a developer for every change.

The good news is that your developers also don’t have to be experts in Remix to pick Hydrogen up quickly:

Picking a Content Management System (CMS) that will fit your needs

To pick the best content management system, you’ll want to revisit your core business objectives. We’ve mapped out two different approaches to consider:

Approach A: 

If you find yourself gravitating toward approach A, Pack’s Hydrogen-focused content management system is your best option. 

Approach B:

If you find yourself gravigating toward approach B, a traditional CMS such as Sanity.io is your best option.

Integration & app strategy for Shopify Hydrogen

Let's address what every marketer asks about first: Can I still install apps from the Shopify app store if we switch to Shopfiy Hydrogen?

The answer: Most one-click Shopify apps won't work automatically with Hydrogen—there’s usually some development required to set up an integration. 

But here's the plot twist: that's actually good news for your business, because apps can actually create more problems than they solve.

Hidden challenges of 1-click install Shopify apps

One of the Shopify advantages for growing brands is the Shopify app store—where merchants can add features to their store in a single click.

While it can be exciting to test new features out—especially without having to involve a developer—apps often create other challenges that have to be solved in the code later—which means you need to bring the developer back in anyway. 

When apps are “too easy” to install, it quickly leads to:

• App bloat

• Slower page load times (lots of apps to load)

• More bugs (due to conflicting app scripts)

• Off-brand experiences (low control over aesthetics)

• More development time on the back end to fix all of the above

• More $$$ to pay for the apps

And in more cases than not, when we’ve reviewed apps with merchants most of them aren’t even being actively used anymore—because they didn’t work or they were only needed for a short time.

Benefits of the Shopify Hydrogen appproach for apps

Shifting to Shopify Hydrogen—and moving away from 1-click app installs—has some massive upsides: 

• Fewer $$$ toward monthly app fees

• Bespoke features that integrate seamlessly with your branding

• Fewer dev fixes for apps that don’t work correctly

• Lower impact on site performance

• Less app clutter

With a more intentional approach, you can keep costs down and focus on more bespoke experiences.

Remember UMZU's story? They went from 30+ apps to a streamlined stack and saved $3k monthly on app subscriptions. That’s not an uncommon 

There are definitely some apps you’ll want to keep, and many apps offer APIs to allow brands to continue to access the functionality on Shopify Hydrogen. Many CMSs also offer pre-built integrations to reduce the time and effort it takes to get integrations up and running.

Finding the right developer or agency to support your transition

If you’re planning to work with an agency, finding the right partner is critical to the success of your project. 

Look for agencies that:

1. Quickly develop positive rapport with your team

2. (Ideally) Have experience with Hydrogen projects and can show you some work samples

3. Align with your budget requirements

Here’s a list of agency partners that have successfully completed a Hydrogen storefront project. If you’d like more advice on what agency might be a good fit, and you’re considering Pack as a CMS for your project, you’re welcome to book some time with Pack’s team.

The bottom line: Is a Shopify Hydrogen storefront right for you?

If you’re a growing brand who’s starting to feel the limitations of a theme and are ready to graduate from a food truck to a restaurant that’s built for scale, the answer is yes.

But make sure you’re doing it for the right reasons—not just a site speed and performance boost, but to give yourself the runway and flexibility to grow your business and to maximize your efficiency.

Next Steps

For developers:

Go into testing and evaluation mode. Play with Sanity and Pack, and other CMSs. Hook them up to Hydrogen. Test the marketer content editing experience. Do some project scoping.

If you’re curious about Pack specifically, here’s where we recommend getting started:

1. Pack’s developer docs

2. Create a free account

3. Explore Pack's open-source Hydrogen theme

For marketers:

Talk to other brands who have made the switch with a variety of different toolsets and cost structures. 

If you’re curious about Pack specifically, check out

1. These case studies

2. This Pack demo video

3. And / or book super casual call / demo with our team

Remember: Hydrogen isn't just another way to build a Shopify store—it's a fundamental shift in how your ecommerce business can operate and perform. Whether that shift makes sense for you depends on where you are in your journey and where you want to go.

The future of ecommerce is fast, flexible, and focused on user experience. Hydrogen might just be your ticket to getting there.