Swell is the most powerful ecommerce platform for modern brands, startups, and agencies. Create fast and flexible shopping experiences with our future-proof storefront apps and APIs.
This is the 3rd launch from Swell. View more
Swell Storefronts V2
Launch an online store in minutes using Shopify themes and custom storefront apps. Customize everything visually, with powerful features like subscriptions and B2B wholesale. Now you can build your true ecommerce vision without compromise and hidden costs.
Free Options
Launch Team
Swell
Hey Product Hunt 👋
Ever wish you could use Shopify themes with a more all-inclusive ecommerce platform? That’s what we’re launching today.
We built Swell with a mission to make ecommerce more accessible and flexible for all—from solo merchants to growing brands. In 2020, we introduced Storefronts V1 to help merchants launch quickly without code, but it fell short: customizations required intricate dev work and we were unable to make it scale.
The 2021 headless commerce boom helped us shine with API-first tools for custom frontends, but we knew not everyone has the resources for that—it's costly and distracting. We needed to bridge flexibility with a more scalable solution and visual customization.
We're excited to launch Storefronts V2, powered by our new Swell Apps framework. It makes launching a store easy while enabling endless customization—eliminating the trade-off between speed and creativity 🚀
Why Swell?
Ultimate flexibility: Swell was built as a true API-first platform (literally, we didn’t have a dashboard for the first couple years).
Subscriptions out-of-the-box: You shouldn’t need a 3rd-party app for subscriptions, instead it should work seamlessly as a key part of your growth strategy.
B2B + DTC: Whether your business started with wholesale or direct-to-consumer, it should be easy to enable features that allow you to combine both successfully in one easy to use backend.
How it works
📱 Proxima: Our first official app for storefronts, running natively on Swell—no external hosting. Open-source for forking or building new apps.
🛠️ Liquid themes: Proxima supports Shopify 2.0 themes out of the box. Start with our default or upload your own from the dashboard.
🌅 Sunrise: Our first official theme with customizable sections and blocks.
🎨 Theme Editor: Drag-and-drop to adjust layouts, preview devices, edit inline, and localize—publish in one click.
🔌 Swell Apps: Create full-stack extensions like inventory tools or AI features; App Store coming soon for easy distribution and installation.
Our goal 🎯
We’d love to get your feedback as we continue to iterate on and improve Storefronts, and to meet like-minded developers and partners who are eager to help online merchants go farther than ever before.
🎁 Get started free: Check out https://www.swell.is and get 20% off with promo code PH2025.
Headless Dropshipping Starter
Congrats on the launch@ericingram! It's been great to follow you building the new storefronts, and the theme support is excellent... oh, and apps, and the theme editor! So much goodness packed into this launch.
Swell
Thanks so much Jamie!
@ericingram Can it handle complex multi-repo projects easily? Would like to see how it works for bigger teams.”
Swell
@masump Absolutely!
@ericingram Congrats on the launch, 4 months in switching from Shopify to Swell has been really smooth with our headless integration taking full control of our checkout flow. The team has also been very helpful to our engineers
Swell
@hoektoe That's awesome!
Another aspect of the new framework is that it'll be possible to build checkout apps as swell as storefronts, and connect multiple apps together for one cohesive experience. More to come on that front.
Swell
Recent addition to the team here 👋
What stands out is the platform's flexibility - the app framework underneath is really well done. Proxima is another step in making that power more accessible.
Early days, but excited to see how it develops based on real merchant feedback.
Swell
We've always believed that empowering non-technical people to create and customise their storefronts is essential. Not just for building stores, but for creating unique brands and experiences that actually reflect who they are.
We knew this back when we first launched Swell in 2020. We know it even more today, watching more tools emerge that let anyone bring their vision to life.
This editor has been over a year in the making. We've poured everything into it: countless iterations, late nights, difficult decisions.All to deliver an experience that feels effortless but is incredibly powerful under the hood.
We built this because we believe the ecommerce world needs real alternatives. Not platforms that lock you in with limited functionality and opaque pricing, but tools that give you freedom, transparency, and control over your own success.
To everyone who's been part of building this with me: thank you. For the hard work, the back-and-forth, the care you put into every detail. This wouldn't exist without you, and I'm grateful to have created it alongside you.
Would love to hear what you think! Especially if you've felt limited by other platforms.