Most store names fail for one reason: people can’t repeat them
A store name doesn’t need to be clever. It needs to be repeatable. If someone hears it once and can’t spell it, search it, or say it back to a friend, you pay the tax forever in paid traffic, customer support, and word-of-mouth.
The biggest naming mistake is optimizing for “availability” rather than communication. A name that is technically available but hard to say is usually more expensive than a name that requires a small tweak (adding a qualifier, choosing a different structure) to be clear.
Decide what the name is supposed to do
Before brainstorming, decide the job of the name. Do you want it to signal the category (high clarity), signal the brand personality (more abstract), or signal an outcome (problem/solution framing)?
Clarity-first names tend to convert better early because buyers immediately understand what you sell. Brand-first names can work, but they require heavier creative and repetition to teach meaning.
The 6 naming patterns that show up in real Shopify stores
Pattern 1: Category + qualifier (high clarity). Examples in structure: “Modern + Socks,” “Peak + Coffee.” This is usually the best default for early-stage stores.
Pattern 2: Founder/character name (trust). Works well when you lean into story and customer service.
Pattern 3: Outcome name (benefit). Often strong for wellness and performance categories if you can avoid medical claims.
Pattern 4: Metaphor/evocative word (brand). Requires strong creative and consistent identity.
Pattern 5: Place name (heritage). Works when it’s true and you can support the story.
Pattern 6: Invented word (ownable). Can be great, but only if it’s pronounceable and you can teach spelling quickly.
Constraints that prevent expensive rebrands later
If you think you might expand categories, avoid names that hard-lock you into a single product type. “BestWheyProtein” is obvious, but there are subtle versions too: names that include a material, a format, or a trend that might not fit later.
Also consider channel constraints. Names that include aggressive claims can be harder to advertise. Names that look like trademarks of existing brands can trigger platform issues. Names that resemble generic search terms can be hard to rank for because they collide with broader intent.
A fast sanity-check you can do in 15 minutes
Pronunciation test: can a friend say it after hearing it once?
Spelling test: can a friend type it into a phone without you repeating it?
Logo test: does it look awkward as a simple wordmark in all caps and all lowercase?
Ad test: does it look normal in “Shop now at ___” and “___ sale” copy?
Email test: is the support email readable and professional?
Domain and handle realities (and how to avoid getting stuck)
Don’t start with “.com availability or nothing.” Many strong brands use a modifier in the domain (shop, get, try, wear, official) while keeping the brand name clean. The goal is consistency and low confusion, not perfection on day one.
If you can’t get close domain/handles, that’s a signal the name may be too crowded. A tiny variation can fix it, but if you need three odd spellings, you’re buying long-term confusion.
How naming interacts with SEO (without turning into keyword stuffing)
Your store name is not how you rank for product searches. Product pages and collections do that work. Naming yourself “Best Running Shoes Store” rarely wins, and it can look spammy.
The SEO value of a good name is indirect: it’s memorable, it gets branded searches, and customers type it correctly. Branded search is one of the cleanest growth loops you can earn.
Use the Store Name Generator as an idea engine, not a decision maker
A generator is useful for exploring patterns you wouldn’t think of (metaphors, qualifiers, word pairs). The wrong use is picking the first “available” name without testing clarity.
If you want a structured set of ideas quickly, use the Shopify Store Name Generator tool, shortlist 10–20, then run the pronunciation/spelling tests before you commit.