What Shopify theme does Pura use?

Answer: No theme (headless storefront)

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

Pura is a headless Shopify store: it runs on Shopify for products and checkout, but the storefront is a Custom Hydrogen storefront rather than a Shopify theme. We detected 1 app and tools on the storefront, including Northbeam. The homepage passes 13 of 18 teardown checks.

Theme details

Apps and tools on Pura

Analytics: Northbeam

Teardown: 72/100

What Pura could improve

• ✕
  At least 90% of images have alt text Accessibility

  20 of 32 images have alt text.

  Fill in alt text in the Shopify admin for products and section images. It helps screen readers and image search.
• ✕
  Homepage HTML under 250 KB Speed

  HTML is 395 KB.

  Large HTML usually comes from inline app code, huge mega menus or many hidden sections. Remove unused sections and apps.
• ✕
  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 Pura gets right

• ✓
  Homepage title is 30-65 characters SEO

  Current: 36 characters.
• ✓
  Meta description is 70-160 characters SEO

  Current: 82 characters.
• ✓
  Homepage has exactly one H1 SEO

  Found 1.
• ✓
  Canonical tag present SEO
• ✓
  Open Graph image for link previews Social
• ✓
  Structured data (JSON-LD) SEO
• ✓
  Below-the-fold images are lazy loaded Speed

  28 of 32 images use loading="lazy".
• ✓
  10 or fewer third-party script domains Speed

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

  15 script tags.
• ✓
  Mobile viewport configured Mobile
• ✓
  Page language declared Accessibility
• ✓
  Favicon set Brand
• ✓
  Free shipping offer visible on homepage Conversion

Other stores using Headless (Hydrogen)

All Headless (Hydrogen) theme examples

Questions about Pura

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