ThemeForest is the website theme marketplace in the Envato Market family. Developers and designers sell WordPress themes, Shopify themes, HTML templates, admin dashboards and site templates for other platforms. It’s one of the best known places to buy a theme, which is exactly why sellers want to be there. It is also a demanding, crowded market.
At a glance
| What it is | Envato’s marketplace for website themes and templates |
| How you earn | Your item price minus Envato’s author fee |
| Author fee | Flat 50% since July 1, 2026 |
| Cost to join | No joining fee; ID check required |
| Who it’s for | Front-end and WordPress developers with design skills |
| Where it works | Online, worldwide |
How selling on ThemeForest works
You build a complete theme with a live demo, documentation and clean code, then submit it for review. Envato’s reviewers check design quality, code standards and usability. Approved items go on sale with a page showing previews, features, ratings and comments. Buyers pay the list price, Envato keeps a fixed buyer fee plus its author fee, and you receive the rest.
What changed in 2026
ThemeForest follows Envato Market’s rules. Since July 1, 2026, all authors pay a flat 50% author fee and exclusivity is gone. Top exclusive authors used to keep far more per sale, so many raised prices or now push buyers to their own sites. You’re free to sell the same theme elsewhere, which is useful if you build your own audience.
New author applications are also paused while Envato reworks its intake. Check the author help centre for the current status before you start a theme aimed only at ThemeForest.
What buyers expect
A ThemeForest theme is a software product, not a design file. Buyers expect a polished demo with several homepage layouts, one-click demo import, compatibility with popular page builders and plugins, responsive design and good performance. They also expect regular updates as WordPress and plugins change, and answers in the support thread. Reviews mention support often, and good reviews are what keeps a theme selling.
Choosing a niche
General multipurpose themes are dominated by a few long-standing authors with huge catalogues. New sellers do better with a clear niche, such as themes for dentists, restaurants, law firms, SaaS landing pages or online courses. A focused theme is easier to design well, easier to describe and easier for buyers to find through search.
Pricing and earnings
Envato sets price guidance by category, and you choose within it. With a 50% fee, a theme sold at a typical price leaves you roughly half, before taxes. Earnings vary hugely. A few themes sell thousands of copies; most sell modestly. Treat your first theme as a test of demand and of your support workload.
Getting started
Pick one platform, usually WordPress, and learn the coding standards reviewers apply. Build a theme for one niche, with a fast demo and full documentation. Plan an update schedule and a support routine before launch. Build your own site and email list from the start, so you’re not relying on one marketplace’s rules.
Owen’s take
ThemeForest is still where theme buyers look, but the deal for sellers is worse than it was. I’d only build for it if you’re a capable developer who enjoys support work and can stick with one niche. Sell the same theme on your own site too. The marketplace brings buyers; your site keeps the margin.
Who it suits
It suits WordPress and front-end developers with design sense and patience for updates and support. It suits less well designers who don’t code, or anyone hoping for quick passive income.
Similar options
- Envato Market explains the wider Envato author program and fees.
- TemplateMonster is another large theme marketplace with its own author program.
- MyThemeShop sells its own WordPress themes and plugins.
- Webflow lets you sell site templates to Webflow users.
More options are in Selling Templates.
Pros and cons
Pros
- One of the best known theme stores
- You can now sell the same theme elsewhere
- Envato handles payments and licensing
Cons
- Flat 50% author fee
- Very competitive, especially for multipurpose themes
- Updates and support never stop
FAQ
How much do ThemeForest authors earn per sale?
Since July 2026, authors keep the item price minus a flat 50% author fee. A fixed buyer fee is added on top of the item price.
Can I sell my ThemeForest theme on my own site?
Yes. Envato removed exclusivity in July 2026.
Do I need to code to sell on ThemeForest?
Yes. Themes are reviewed as working software, including code quality.
Can new authors join ThemeForest now?
Envato has paused new author applications and plans a selective intake. Check its author help centre for the latest status.
What kind of theme should I build first?
A focused theme for one niche, built on one platform, with a strong demo and documentation.
