25 inspiring Shopify general store examples

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Sell to one audience, or sell to everyone. Selling to everyone with a Shopify general store spreads your sales and marketing thin on paper. Still, really, you won’t find a better way to collect product data and pivot into the most profitable items.

You’ll find that successful general stores sell hundreds of products yet seemingly promote only a handful of categories. Those are their most profitable ones, either directly or indirectly, with contributions to other category sales (for example, pet food fuelling sales of leashes).

There’s thought behind every strategy, and this article reveals 25 of the best Shopify general stores with insights into their marketing and sales approaches, plus product selection tips to give you the best start.

What is a Shopify general store?

General Shopify stores sell products across multiple niches, similar to variety stores like Walmart and Target. Shopify offers ecommerce and POS opportunities, so general stores using Shopify include purely online and hybrid ones.

The sales model aims to appeal to the broadest customer base and capture revenue from everyone, rather than refining sales and marketing efforts for a specific audience.

Instead, you have multiple audiences requiring their own marketing approach, and you make inventory decisions based on what sells in each category.

Your store isn’t stuck in one vertical, can pivot into anything that’s highly profitable, and isn’t overly exposed to industry and economy headwinds. Additionally, your unique sales data will help you differentiate and specialize, should you choose to do so in the future.

25 Shopify general store examples

Check out these general Shopify store examples to inspire your own:

1. Boston General Store

Boston General Store offers a diverse selection of handcrafted, artisanal products across categories, including holiday, gifting, bath, kitchen, home, office, and assorted goods. Its product pages use cross-selling to encourage larger orders and shift more stock:

Although it’s a general store, Boston’s product range has a curated feel, with multiple complementary items. It’s incredibly easy for customers to find something they like, and the free shipping over $75 offer sets the stage for a minimum order value.

2. Until Gone

Until Gone operates a liquidation model with rotating daily deals, offering 50-89% discounts on closeout inventory and refurbished electronics. Featured deals at the top highlight the highest-margin items, mystery Junk Boxes move dead stock without listing individual products.

Refurbished Apple MacBook Pros and iPads get bundled with cases, chargers, and screen protectors to increase order value.

The Last Chance section creates urgency for the inventory that needs to be sold, and its rewards program brings customers back for the next rotation.

3. Mivimall

Mivimall operates a dropshipping business selling a diverse range of products across categories, including car accessories, clothing, electronics, housewares, and tools, with no specific focus. 

Its buy three, get 10% OFF promotion increases units per order, while its $50 free shipping threshold pushes basket size.

Products show 40-61% discounts against inflated regular prices, a standard dropshipping markup tactic, and its hot sale section highlights current best sellers, letting them shift promotion to whatever converts this week rather than committing to fixed inventory:

4. Rivertown General

Rivertown General is one of the top general Shopify stores, selling sustainable and ethically sourced home and daily life products. Its categories include stationery, pets, kids and babies, home, dry goods, bar and cocktail, apothecary, and apparel and accessories.

It cross-sells on product pages and offers a unique vintage library, letting customers purchase older items that need a new home:

5. Pearl River Mart

Pearl River Mart is an Asian product emporium, offering hundreds of items in wear and care, home and decor, art and culture, food and drink, and gift categories, each containing smaller sub-categories of high-quality products. Here’s an image of its calligraphy and origami page:

Its pricing strategy varies by category, but most products cost under $30. There’s also a sale section, offering savings of between 10% and 50% on popular products.

6. Mabel & Fox

Mabel & Fox promotes baby mats in most of its marketing. Still, he sells products across multiple children’s categories, including journals and planners, party supplies, pregnancy pillows, and personalized toys and decor.

Bundles are one of its most effective sales strategies. The image below shows a bundle created by the Shopify bundle app, promoting three products:

7. Rooftop Fruit

Rooftop Fruit pitches itself as a contemporary general store, selling multiple categories of products made by different groups, such as AAPI, BIPOC, black, Latino, LGBTQIA+, and women:

Product pages include related product recommendations that all match the customer-selected manufacturer type. Products include bedding, bath items, bags, coasters, crystals, glassware, beauty products, smokeware, and much more.

8. Moth

Moth curates Nordic and Japanese-inspired homeware, clothing, and accessories from international designers. 

Categories span everyday home collection, candles and incense, jewelry, art, office supplies, and books, with brands like Monica Castiglioni jewelry and Japanese ceramics featured throughout:

9. St. Frank

St. Frank sells textiles, furniture, and home decor with a focus on global patterns and artisan techniques. Its product range includes custom window treatments, such as French Pleat and Rod Pocket curtains, as well as printed pillows in Suzani and Kilim designs, along with fabric and wallpaper.

It also operates a trade program for design professionals and promotes its collections through a style guide featuring shoppable interiors:

10. Mohawk General Store

Mohawk General Store operates two adjacent locations on Los Angeles’s Sunset Boulevard, selling men’s and women’s clothing, shoes, and home goods. 

Its Shopify store sells its own SMOCK line made from deadstock fabrics in limited runs, alongside brands like Maison Margiela and Sophie Buhai. 

Product categories include blazers, pants, gift items, ceramics, and body care, with both locations maintaining consistent hours and offering private shopping appointments.

11. Vego Garden

Vego Garden manufactures modular metal raised garden beds, greenhouses, and indoor growing systems, which are sold directly and through major retailers, including Lowe’s and Home Depot.

Product lines include classic, woodgrain, modern, and novel bed styles in multiple colors, elevated beds, self-watering planters, composters, and watering systems.

It promotes non-toxic materials, 100-day returns, and free shipping over $99, while running giving back and school garden programs:

12. Treaty General Store

Treaty General Store boasts one of the best Shopify general stores, while also operating three mid-Atlantic locations in Frederick, Maryland; Berlin, Maryland; and Bethany Beach, Delaware. The store sells curated clothing, denim, home goods, and beauty products. 

It stocks an extensive range of denim categories, from bootcut to wide-leg, plus intimates, furniture, candles, DIY kits, and urban garden supplies, selecting products based on design quality and responsible manufacturing.

13. NCLA Beauty

NCLA Beauty manufactures body scrubs, body butters, and lip care products in scented varieties like Pink Champagne, Birthday Cake, Coconut Vanilla, and Watermelon. 

Product lines include Hey Sugar body scrubs, Hi Butter body butters, Sugar Sugar lip scrubs, and Balm Babe lip balms, sold in whole sizes and travel-friendly discovery sizes:

Additionally, it offers holiday gift sets, advent calendars, and bundles, with most products featuring sweet dessert-inspired fragrances and free shipping on orders over $45.

14. Zen Minded

Zen Minded curates Japanese and Nordic homeware, focusing on minimal design and functional objects. Product range includes KIN Chinese incense and burners, Kinto tumblers and wooden trays, KIYA carbon-steel grooming tools, and Daiyo rice bran candles.

Categories span dining, kitchen, bath and beauty, furniture and lighting, paper and writing, with brands like Azmaya, SyuRo, and SUBU represented throughout the collection:

15. Game Room Shop

Game Room Shop offers a wide selection of arcade games and recreational equipment for homes, offices, and commercial spaces.

Inventory includes air hockey tables, pinball machines, billiard tables, shuffleboard tables, foosball tables, dartboards, basketball arcade games, and poker tables from brands like Incredible Technologies, Raw Thrills, Bandai Namco, ICE, and SEGA:

It also serves corporate clients, including Google, Microsoft, and Penn State, offering financing options, price guarantees, and free shipping over $99.

16. Evergreen Collective

Evergreen Collective offers sustainable household products, plastic-free alternatives, and eco-friendly essentials that have been vetted for fair labor standards and low-waste packaging. 

Its most popular categories include laundry supplies, bamboo alternatives, garden products, personal care, and refillable cleaning solutions from brands like Bamboo Switch, Hi Bar, Sustain Yourself, and Modern Kind. 

There’s also a recurring revenue strategy via a refill service for hand and dish soap, with free shipping or local delivery on orders over $50.

17. Tortoise General Store

Tortoise General Store offers a diverse selection of Japanese homeware and functional design objects across kitchen and dining, bath, living, accessories, vintage items, and craft supplies. 

Featured products include Hasami Porcelain, designed by founder Takuhiro Shinomoto; Sori Yanagi kitchen tools, tenugui hand-dyed cotton cloths; hinoki wood essentials; Kamasada ironworks by Nobuho Miya; kokeshi dolls; mari balls; KINTO tumblers, and Sola Cubes.

18. English Country Market

English Country Market offers a range of UK, European, and American brands across children’s products and kitchen goods through separate online shops. 

The children’s section features Jellycat London plush toys, Tea Collection and Kyte Baby clothing, ranging from infant to age 12, as well as nursery bedding and decor, bath products from Beekman 1802 Goat Milk and Archipelago Botanicals, and feeding and hair accessories. 

The kitchen shop carries Mason Cash cookware and bakeware, La Rochere glassware, cooking utensils and gadgets, gourmet pantry items, tea and coffee tools, tabletop serveware, candles, stationery, puzzles, and Habitat Clothing.

19. Kanso

Kanso curates Scandinavian and Japanese furniture designed to last decades rather than seasons. Made-to-order sofas and sectionals anchor the furniture range, while sculptural ceiling pendants, portable table lamps, and wall fixtures handle lighting needs:

Hasami Porcelain mugs and plates dominate the tableware selection alongside Nordic Knots rugs, vases, mirrors, and home fragrances. 

Brands like Audo Copenhagen, Ferm Living, New Works, and NORR11 supply the majority of our inventory, all shipped with manufacturer warranties and insured delivery.

20. Best Choice Products

Best Choice Products operates as a house brand selling family-oriented products directly and through Amazon, Walmart, Target, and Michaels. 

Its general product lineup rotates heavily around seasons, with Christmas trees, outdoor decor, nutcrackers, and wreaths dominating winter months alongside year-round offerings like combo game tables, ride-on toys for kids, pretend play kitchens, and zero-gravity chairs.

All orders ship in-house within two to five business days, with frequent Black Friday-style discounts available, reaching up to 50% off.

21. Escalade Sports

Escalade Sports has a multi-brand general sports Shopify strategy. It operates Goalrilla basketball systems, STIGA table tennis, Bear Archery, Brunswick billiards, and RAVE Sports water products as separate brands and sells all products via its Escalade storefront.

Customers can shop for products in distinct categories, such as indoor game tables, outdoor recreation, water sports, and fitness equipment, under various names. Sales strategies include cross-sells between brands on the leading site and rotating promotions across product lines.

22. Old Faithful Shop

Old Faithful uses heirloom and endurance language to justify premium pricing on Scandinavian and Japanese design brands like Ferm Living and Fritz Hansen. 

Editorial collections group products thematically, rather than by category, encouraging customers to buy coordinated looks rather than individual items. Its trade program generates B2B orders in volume, and early sale access requires a newsletter signup to grow the email list.

23. Mujo Store

Mujo manufactures its own handwoven textiles and ceramics, while curating Japanese artisanal brands such as Noda Horo and Azmaya. 

Making their own products controls margins on high-demand categories, and sourcing goods fills gaps without manufacturing investment. Its blog teaches product care and cooking techniques, reducing returns and building expertise perception.

24. Cissy Wears

Cissy Wears sells to entire families across baby, kids, and adult categories, so one customer shops multiple demographics:

Brand partnerships with Mini Rodini, Bobo Choses, and Jellycat handle product development and trend forecasting. Gift guides are organized by recipient instead of product type, steering people toward complete solutions rather than individual browsing.

25. Jinen

Jinen combines Japanese home goods with wellness products, including bath salts, incense, and aroma oils, effectively cross-selling functional items alongside self-care. 

The $200 free shipping threshold encourages customers to add more items to their orders. It also has a Shop This Look feature, which bundles related products visually, turning single-item interest into multi-product purchases:

What to sell in your general Shopify store

Consider selling these products in your Shopify general store:

• Problem-solving gadgets, customers search for solutions to annoyances and frustrations, making these easy to market with targeted ads
• Home & kitchen tools, constant need for replacements keeps demand steady, lightweight items ship cheap, and products see few returns
• Fitness accessories, small items like resistance bands, water bottles, and yoga mats, provide plenty of profit upside
• Beauty products, repeat purchases increase customer lifetime value, and sample sizes let you test brands without huge inventory risk
• Pet accessories, owners spend without hesitation on comfort and safety, plus there’s subscription potential for consumables like treats
• Baby clothing, your customers include friends and family wanting to purchase both necessities and gifts
• Small electronics, such as battery banks, earphones, charging cables, and torches, are always in demand
• Craft supplies, create bundles for paper, fabric, glues, paints, tools, and more products to achieve high average order values
• Impulse buys under $25, the low price point removes purchase friction, perfect for selling in volume and offering upsells at checkout

Grow your Shopify general store

You need to market your store next. Proven marketing channels for general stores include organic SEO, YouTube videos, paid ads across both search and social media, influencer marketing, email marketing, and SMS, each requiring its own dedicated budget.

YouTube and influencers can work on small budgets, whereas paid ads often require trial and error (budget burn) before yielding results. Organic SEO provides long-term traffic and can efficiently fuel most of your sales with the right rankings.

However, it’s best to start with email and SMS to create a seamless customer experience through owned channels, meaning you own your list and the exposure, with your messages reaching customers directly without algorithms influencing your results or others outbidding you. 

US brands generated $25 million+ in SMS sales in 2024, and Omnisend customers generated $68 for every $1 spent across both channels.