Shopify speed isn’t just a technical metric; it’s a critical factor for user experience and conversions. In 2025, with the growing competitiveness of e-commerce, the performance of your Shopify store can directly impact your revenue. Research has shown that every 100 milliseconds of delay in page load time can cost 1% in revenue. If your site loads slowly, you risk losing customers, especially when running paid ads.

That said, obsessing over speed may not always be necessary. Many merchants worry unnecessarily about their PageSpeed Insights scores, but these metrics don’t always reflect real-world user experiences. Let’s dive into why Shopify speed matters, when it doesn’t, and practical steps to optimize your store for peak performance.

Why Shopify Speed is Crucial for Your Store

A fast-loading Shopify store improves the following:

• User Experience: Visitors expect instant results. Delays lead to frustration and higher bounce rates.

• Conversion Rates: Studies show faster sites result in higher sales. Amazon famously calculated that a one-second delay could cost them $1.6 billion annually.

• Ad Performance: If you drive traffic through paid ads, slow pages reduce the effectiveness of your campaigns.

But here’s the twist: even some of the biggest e-commerce brands fail speed tests yet still thrive. Fashion Nova, Gymshark, and Nike score poorly on tools like Google PageSpeed Insights but maintain strong customer bases. Why? Real-world performance often matters more than simulated tests.

Debunking Shopify Speed Myths

PageSpeed Scores Don’t Tell the Whole Story

Many large brands like IKEA or Best Buy fail speed tests but deliver seamless experiences to their customers. Testing tools often simulate slower networks, while most users have fast connections and modern devices. Always cross-check tool results with actual user experience.

Speed Isn’t Everything

If your store’s visitors aren’t complaining and your conversion rates are steady, you may not need to obsess over your speed score. Focus instead on optimizing what truly matters for your audience.

How to Test Your Shopify Store Speed

To get an accurate view of your store’s performance, use these tools:

• Google PageSpeed Insights: Measures metrics like Largest Contentful Paint (LCP) and First Input Delay (FID).

• Shopify Speed Report: Available in your Shopify admin for actionable insights.

• GTmetrix: A comprehensive performance analysis tool.

While these tools are helpful, always test your store manually on modern devices to understand what your customers experience.

Steps to Optimize Your Shopify Store Speed in 2025

1. Audit and Remove Unnecessary Apps

Apps are the most common culprit for slowing down Shopify stores. Over time, you might accumulate apps you no longer use. To clean up:

• Go to Settings > Apps and Sales Channels.

• Review all installed apps and uninstall those you don’t need.

• Ensure leftover code from uninstalled apps is also removed.

2. Review External Scripts and Tracking Codes

Third-party scripts like analytics and ad tracking can bloat your site. Audit your integrations:

• Identify outdated or unused tracking codes (e.g., old Facebook pixels).

• Consolidate tools where possible using platforms like Google Tag Manager.

• Disable or remove any scripts that don’t provide significant value.

3. Simplify Your Store Design

Overloading pages with images, videos, and extra sections can drastically slow down your site. Simplify by:

• Reducing the number of sections on key pages.

• Compressing and optimizing images.

• Avoiding autoplay videos or large background media files.

Example: Adding extra content reduced a demo store’s speed score from 71 to 40. Simplicity is key.

4. Optimize Media Files

Images and videos are often the heaviest elements on a page. Improve performance by:

• Using next-gen formats like WebP.

• Compressing images with tools like TinyPNG.

• Leveraging lazy loading for images below the fold.

5. Evaluate Your Theme Code

Over time, customizations and developer changes can clutter your theme’s codebase. Steps to address this include:

• Hiring a developer to audit and clean your theme.

• Consolidating redundant code from multiple past changes.

• Considering an upgrade to a faster Shopify theme.

Upgrading to a Faster Shopify Theme

Your theme plays a significant role in your store’s performance. If your current theme is outdated or bloated, consider switching to a faster option. Some excellent Shopify themes include:

• Paper: A versatile, high-performance theme suitable for all types of stores.

• Keystone: Designed for B2B and wholesale, with features for bulk ordering.

• Space: A minimal, sleek design for modern stores.

Upgrading to a modern theme can instantly boost your site’s speed and provide a better user experience.

Common Questions About Shopify Speed

• What’s a “good” Shopify speed score? Aim for a score above 50 on Google PageSpeed Insights, but prioritize user experience over the score.

• How often should I optimize my store speed? Perform an audit every 3-6 months or after making significant changes.

• Is it worth hiring a developer for speed improvements? Yes, especially if your store has undergone many customizations or you’re using a heavily modified theme.

Conclusion

Improving your Shopify speed doesn’t have to be overwhelming. Start with simple steps like removing unnecessary apps, optimizing media, and auditing your theme. For a significant performance boost, consider upgrading to a faster Shopify theme like Paper, Keystone, or Space.

Remember, while speed is important, focusing on delivering a seamless user experience is what truly drives conversions. Explore our recommended Shopify themes today to take your store’s performance to the next level!

Thomas Kimura
Founder, Brickspace Lab Thomas is the founder of Brickspace Lab, a Canadian-based digital agency that specializes in the design and development of Shopify themes. Thomas has worked with hundreds of Shopify clients and has spent many years in the depths of ecommerce.