What Shopify theme does Birchbox use?

Answer: No theme (headless storefront)

Teardown of birchbox.com, checked 2026-10-25

Birchbox is a headless Shopify store: it runs on Shopify for products and checkout, but the storefront is a Custom Next.js storefront rather than a Shopify theme. We detected 2 apps and tools on the storefront, including Google Tag Manager, accessiBe. The homepage passes 11 of 18 teardown checks.

Theme details

Apps and tools on Birchbox

Analytics: Google Tag Manager

Accessibility: accessiBe

Teardown: 61/100

What Birchbox could improve

• ✕
  Canonical tag present SEO

  Shopify themes normally output this. If missing, the theme layout was edited.
• ✕
  Structured data (JSON-LD) SEO

  Add Organization and WebSite JSON-LD so Google can show brand info and a sitelinks search box.
• ✕
  Below-the-fold images are lazy loaded Speed

  2 of 188 images use loading="lazy".

  Lazy load images below the first screen to cut initial page weight.
• ✕
  Free shipping offer visible on homepage Conversion

  Shipping cost is the top reason for cart abandonment. If you offer free shipping over a threshold, say so in the announcement bar.
• ✕
  Product reviews app detected Conversion

  Show reviews on product pages. Shoppers trust other customers more than product copy.
• ✕
  Email or SMS capture tool detected Conversion

  Capture emails from first-time visitors with a signup offer, then automate a welcome flow.
• ✕
  Public product catalog found Catalog

  Could not read the catalog.

  If products exist but none are found, the store may be password protected or have the products feed restricted.

What Birchbox gets right

• ✓
  Homepage title is 30-65 characters SEO

  Current: 40 characters.
• ✓
  Meta description is 70-160 characters SEO

  Current: 157 characters.
• ✓
  Homepage has exactly one H1 SEO

  Found 1.
• ✓
  Open Graph image for link previews Social
• ✓
  At least 90% of images have alt text Accessibility

  188 of 188 images have alt text.
• ✓
  Homepage HTML under 250 KB Speed

  HTML is 130 KB.
• ✓
  10 or fewer third-party script domains Speed

  1 third-party domains load scripts.
• ✓
  Under 40 script tags on the homepage Speed

  21 script tags.
• ✓
  Mobile viewport configured Mobile
• ✓
  Page language declared Accessibility
• ✓
  Favicon set Brand

Other stores using Headless (Next.js)

All Headless (Next.js) theme examples

Questions about Birchbox

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