1. Japh

    Congratulations, Theme Shaper Team!!


  2. Adam

    I’m confused, the join page required the theme shop URL. Does this mean that individuals with no theme shop can’t submit their theme to be marketed on WordPress.com?


    • Ian Stewart

      You should be a “shop” in the sense that you’re ready to support and maintain a theme for your users. That said, I changed the form to read “Your home on the web”.

      When are you contacting us? :)


  3. Adam

    I’m still building the theme and hoping to submit it for review relatively soon. So the field supposed to be a specific URL to theme page details?

    Since I am supposed to be “ready to support and maintain a theme for your users”, so basically I need to provide a working URL to the theme with all details, support form etc?


    • Ian Stewart

      Just “your home on the web”. It could be your theme shop site (for a lot of theme providers) or your blog. Probably not your twitter or facebook profile. :)

      It sounds like you’re still getting started. Contact us when you’re ready and we’ll take it from there.


  4. Sami Keijonen

    Thanks for the article!

    I still think it’s really really hard to sell any of your products. But putting it out the different marketplaces is lot easier as WordPress.com now opened up. Oh well, creative market invite has been pending like a year:)

    I’d like to add couple of extra notes on the subject. We chatted with Marc from Obox Theme and we hope that quality stays top notch and reviewing process won’t get overload as in WP.org sometimes.

    There should be some quidelines also. You should have at least one theme on WordPress.org before you can try to send theme in WP.com. It’s crucial that you already know how theme review guidelines work and know how to make solid themes. Perhaps you should be even listed in WP.org commercial themes so that already are serious about creating themes.

    I hope that quality stays top notch and reviewing process won’t get overload as in WP.org sometimes. I also updated my post with questions and answers what I had in mind before submitting my theme. I hope it clears things for some people.

    – Yes you can have demo site on WP.com and you can manage the content. Actually you also get sandbox demo site which is pretty cool because you can test all the toys and whistles before they go live.

    – You can set the price of a theme. You’ll get 50% and we get 50%.

    – We use SVN for sending theme files. First we use review repo, and then live repo.

    – We have themerlobby (for themers only) blog where we update all the important things happening in WP.com theming.

    – You should participate in our support forum.


  5. oboxdavid

    Our strategy at Obox has always to be on as many marketplaces as possible. Themeforest and WordPress.com do stand out though and in terms of revenue per-theme, WordPress.com is mega.

    We all knew that at some point WP.com would open the flood gates, it had to happen as this industry is simply too lucrative to turn your back on.

    That being said, I too hope that the high coding standards that are expected of WP devs remain. Their reviews of our themes have been a huge lesson for my team and everything we apply to our .com versions eventually filter down to our Themeforest/Obox versions.

    To those of you who are new to the marketplace, I wish you all the best! :)


  6. Gary

    What the reasoning behind not allowing the use of css frameworks?


  7. Ian Stewart

    We’ve updated the contact page with an overview of selling themes on WordPress.com:



  8. Ruairi Phelan

    I have a few theme ideas, almost realised. I’ll submit them in the next week or so. I started designing / developing on underscores, as soon as I read Sami’s blog post. This will be big and I want in early!


  9. Denis Bosire

    Great article Jeff.
    So if my themes look good and adheres to all the standards set It’ll be accepted? I know a certain popular marketplace that has a very secretive review process.
    I believe opening up the shop to more developers will definitely improve the coding standards in the community and reduce theme feature overload that we’ve seen over the recent years.


  10. David Ossa Hernandez

    Great article! I’m happy to see that more and more theme shops make the right choice and start developing good looking themes without the features madness. I have a question tho. How is possible to keep the content portable between themes if some of them use custom page builders? Take a look at this one for example: http://theme.wordpress.com/themes/basis/

    I really like the flexibility that page builders give you… but isn’t that one of the reasons why most of us don’t like Themeforest themes? (The garbage code it leaves after you switch themes)


    • Sami Keijonen

      Basis doesn’t leave any garbage code behind you when you switch themes. You don’t lose your content but naturally lose your styles and content layout.


      • David Ossa Hernandez

        That makes perfect sense. I thought for a second that their page builder was using custom shortcodes, like Visual Composer does… but basically, it is simply creating completely valid HTML code and doesn’t leave any garbage when the user switch the theme. Awesome!


  11. genesisfan

    Hi all,

    Very informative article, and the one the brought me to WP Tavern for the first time! My partner and I are dipping our toes into the WP theme business and have become a little disillusioned with ThemeForest – it seems, as others have noted, that they favour themes with hundreds of options over themes that offer simplicity first.

    We’re happy to hear the WordPress has opened their doors to all developers now, as we have a theme that’s just about ready to go, although after reading this post it seems I (being the developer half of the team) will have a few tweaks to make.

    I see the WP suggests using _s as a starter theme – I used a starter theme called Quark to build our theme, and I was wondering if this isn’t a big deal or if it’s worth rewriting the code in _s?

    My second question is: is it considered appropriate for me to link to our finished site design here for feedback before submitting to WP? It would be great to deal with any design issues the community here might find before sending if off to WP.

    Thanks in advance!


  12. Dragan Nikolic

    I think that WordPress.com did a major step forward and that this will popularize simple themes. End users shouldn’t be playing designers, they should spend 10 minutes customizing their website and be able to immediately start publishing.

    Does anyone know what payment gateways WordPress.com offers to theme sellers?


    • Sami Keijonen

      They use Paypal.


      • Dragan Nikolic

        Thank you so much, Sami.

        I enjoyed reading your “Becoming a theme author in WordPress.com” article and the experiment you’re running with Mina Olen. It seems that no matter what quality the code or design is, it’s endless features and a lot of marketing that sells a WordPress product (which is a shame).

        I suppose WordPress community has to work a lot more on educating end-users.


        • Sami Keijonen

          You’re welcome!

          You’re right that selling a WordPress product (theme or plugin) is a lot harder than creating one. But there are lot’s of benefits creating public themes even if those don’t bring food to the table.

          1. You really learn how to do it right. Others can review your code and you’ll get better over time.
          2. You get customer work more easily.
          3. You can do custom themes a lot faster for customer. Sometimes child theme is enough.
          4. It’s still kind of fun. At the moment it stops feeling good I’ll start doing something else.


  13. goldhatmg

    I’m not sure I understand the avoidance of CSS frameworks. I’m currently using Mystile theme from WooThemes and it’s pretty good, one of their few free and responsive themes. But I miss Foundation Framework. When I try to change the header and footer, quickly the layout falls apart. It’s very hard to change a responsive theme that is not based on a framework. You may be searching far and wide to find the CSS applicable to an area of the site, and to understand the logic behind the responsive features is nearly impossible. Personally I’d always prefer either Foundation or another responsive framework as it would make swapping areas much easier. Yes I can imagine if you make a theme dependent on a framework then only developers familiar with it will want to buy it. Yet I’d rather make a product easy to use by a few, then a product that is difficult to use for everyone or that has a sharp learning curve. Perhaps the question is how often do buyers of themes either create a child theme or want to change the layout of the main areas?


    • Sami Keijonen

      It’s very hard to change a responsive theme that is not based on a framework.

      I completely disagree. It’s just CSS.

      But I don’t think you should even try to do big changes in parent theme layout structure. It gets harder and harder to maintain parent/child theme relationship.


      • goldhatmg

        To better illustrate my point, if I am working with a framework and I want to change the layout of a given row using for instance Foundation, I can simply read the classes applied and change them or replace them. For instance if I see “large-4” and “large-8” which means a 4-column followed by 8-column grid in a row, it would be easy to change that to “large-6” and “large-6” making two even columns, or I could reverse the original order the classes are used in to move a sidebar to the right instead of the left. In contrast, without a framework, that same change may require reading 500 lines of CSS in order to identify the way in which a sidebar has been floated, to find out how the row has been cleared, to find out what logic is holding it all together. The code applicable may be found in as many as 20 different locations in the style sheets broken down according to what area of the template it applies to, or different media queries. And possibly, it will take 10, maybe 20 experiments with different CSS or different div placements to find a solution to the same problem I described above. I might find for instance that a certain column is created by a class that reads “width: 70%; max-width: 750px;” but when I change those values, the layout breaks and now the search begins for what other changes need to be made to keep the layout held together.


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