WordPress powers over 40% of all websites on the internet, and its massive popularity has created a thriving market for themes. If you’re a designer, developer, or creative with a knack for web design, creating and selling WordPress themes can become a highly profitable online business — even a source of passive income.
But how exactly do you start? What skills do you need? Where do you sell your themes? How do you stand out in a crowded market?
In this complete guide, you’ll learn everything you need to know about how to design and sell WordPress themes online — from idea to launch.
Why Sell WordPress Themes?
Let’s start with why this is such a great opportunity.
✅ Growing Market
WordPress powers millions of websites, and every one of them needs a theme. Businesses, bloggers, agencies, and online stores all search for themes that are beautiful, functional, and easy to customize.
✅ Scalable Income
Once you build a theme, you can sell it again and again. You’re not trading time for money like freelancing.
✅ Low Startup Cost
You don’t need a huge investment. A decent laptop, some design/development skills, and a few tools are enough to get started.
✅ Flexible Lifestyle
Work from anywhere, create at your own pace, and build long-term income.
Step 1: Learn the Skills You Need
To design and sell WordPress themes, you’ll need to combine creative and technical skills. Don’t worry — you don’t need to be an expert in everything at once. Here’s what to focus on:
🎨 Design Skills
- UX/UI design
- Layout and typography
- Color theory
- Mobile responsiveness
Use tools like Figma, Adobe XD, or Sketch to create mockups of your theme.
💻 Development Skills
You’ll need to understand:
- HTML, CSS, JavaScript
- PHP (for WordPress functionality)
- WordPress Theme Structure (templates, hooks, functions)
- Gutenberg and Full Site Editing (FSE)
If you’re not a developer, you can still design and partner with a coder to bring your idea to life.
📦 WordPress Standards
Learn how to structure your theme to meet WordPress standards. This includes:
- Template hierarchy
- Enqueuing styles/scripts properly
- Adding theme customizer options
- Making themes translation-ready
- Ensuring clean code and security
The WordPress Theme Developer Handbook is your best friend.
Step 2: Find a Niche or Theme Idea
You can’t just build another generic theme and expect it to sell. The best-selling themes are built for a purpose.
Find Your Niche:
- Small business websites (lawyers, cafes, salons)
- Portfolio themes for creatives
- Blogging themes (minimalist, travel, lifestyle)
- WooCommerce themes for online stores
- Membership/course platforms
- Niche hobbies (gardening, gaming, fitness)
Research what users are searching for and what’s missing in the market. You can use:
- Theme marketplaces like ThemeForest, TemplateMonster
- Reddit (e.g., r/WordPress, r/web_design)
- Forums and groups
- Google Trends
Focus on solving a problem or offering a unique look/functionality for a specific audience.
Step 3: Build and Test Your Theme
Now it’s time to bring your idea to life.
Set Up Your Development Environment
- Use LocalWP or MAMP to run WordPress locally.
- Install the latest version of WordPress.
- Start with a base theme or framework (e.g., _Underscores, Sage) or build from scratch.
Key Features to Include
- Mobile responsiveness
- Customization options (colors, fonts, layouts)
- SEO optimization
- Speed performance
- Compatibility with popular plugins (WooCommerce, Elementor, Yoast SEO)
Don’t Forget Documentation
Write clear, easy-to-follow documentation for your users. Include:
- Installation steps
- Setup guides
- FAQ
- Support contact details
Good documentation reduces support requests and builds trust.
Test, Test, Test
- Check browser compatibility
- Use different devices (desktop, mobile, tablet)
- Validate code with W3C tools
- Test with plugins (e.g., WooCommerce)
- Run security and performance checks
Step 4: Choose Where to Sell Your Theme
You have two options: sell on marketplaces or sell from your own website.
Option 1: Sell on Theme Marketplaces
These platforms already have built-in traffic, but they take a commission from your sales.
Popular Marketplaces:
Pros:
- Access to large customer base
- Easy setup
- Less marketing needed initially
Cons:
- Commission fees (30–50%)
- High competition
- You may need to meet strict approval criteria
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Option 2: Sell from Your Website
Create a professional site and sell themes directly to customers using tools like:
- Easy Digital Downloads (EDD) – for digital products
- WooCommerce – for physical/digital sales
- Gumroad – for simple theme sales
- Paddle – for handling global VAT/taxes
Pros:
- Keep 100% of your earnings
- Build your own brand and email list
- Total control over pricing and licensing
Cons:
- You need to handle your own marketing
- Requires more effort up front
Tip: You can sell on both marketplaces and your own site. Just follow each platform’s licensing rules.
Step 5: Price Your Theme
Pricing depends on:
- Your niche
- Features and support
- Competition
- Design quality
Common pricing models:
- One-time payment ($39–$99 per theme)
- Yearly access (with updates and support)
- Lifetime access (higher price)
- Subscription/membership (access to all themes)
Examples:
- Blog theme: $49 one-time
- Business theme with WooCommerce: $79/year
- Theme bundle access: $199/year
Offer multiple pricing tiers and discounts during launches.
Step 6: Promote Your Theme and Get Sales
Creating the theme is just half the work — now it’s time to market it.
🔍 SEO Optimization
- Write keyword-rich product pages and blog posts
- Target long-tail keywords like “minimal WordPress theme for writers”
- Create comparison content (e.g., “Best WordPress Themes for Photographers”)
📢 Social Media Marketing
- Share theme previews on Pinterest, Instagram, Twitter, and LinkedIn
- Use Facebook groups and communities (without spamming)
- Record demo videos and upload to YouTube
💌 Email Marketing
Build a mailing list and offer:
- Theme launch updates
- Discounts
- WordPress tips
Use tools like ConvertKit, MailerLite, or Mailchimp to automate.
🛠 Create Demos
Set up a live demo website to showcase what your theme looks like in action. Include:
- Multiple layouts
- Mobile views
- Example content (blog posts, portfolios, etc.)
🤝 Collaborate and Get Reviews
- Reach out to bloggers to review your theme
- Offer free copies to influencers for exposure
- Collect testimonials and display them on your site
Step 7: Provide Support and Updates
Buyers expect some level of customer support. Be responsive and professional.
Offer:
- Email or ticket support
- FAQs and troubleshooting guides
- Regular updates (especially for WordPress core changes)
Use tools like:
- Zendesk or HelpScout for customer tickets
- Trello or Notion for task tracking
- GitHub for version control
Bonus: Turn It Into a Business
Once you’ve launched your first theme, scale up:
- Build more themes in the same niche
- Create a theme club or membership model
- Add services like theme customization
- Outsource tasks and build a small team
Eventually, you could turn it into a full-fledged theme business like StudioPress, Kadence, or Astra.
FAQs on Selling WordPress Themes
Q: Do I need to code everything from scratch?
A: Not necessarily. You can use frameworks or starter themes, or even partner with a developer if you’re focused on design.
Q: Is it legal to use page builders like Elementor in my themes?
A: Yes, as long as you follow their licensing terms and make it clear to your buyers what’s required.
Q: How long does it take to build a theme?
A: For your first theme, it could take a few weeks to a few months depending on complexity and your skills.
Q: Can I make passive income selling themes?
A: Yes. Once your theme is live and marketed well, it can continue generating sales with little ongoing effort (aside from support and updates).
Final Thoughts
Designing and selling WordPress themes online is not only profitable but also creatively fulfilling. You get to build tools that help people bring their websites to life — and earn a scalable income in the process.
Start by learning the basics, choose a niche, build a high-quality product, and then promote it like a business. Over time, with consistency and focus, you can grow a brand that earns income month after month.
Ready to launch your first theme? Start small, learn as you go, and take action today — your first sale is waiting.
Would you like a checklist or template to plan your first WordPress theme launch? Let me know — I can help you get started faster.