Hyvä Theme goes open source !
For the past five years, Hyvä Theme has established itself as the go-to solution for frontend development on Magento. Created in response to the limitations of the legacy Luma theme and the complexity of headless architectures, Hyvä has restored developers’ enjoyment of coding on Magento.
Its promise can be summed up in a few words: performance, faster development, and a modern user experience. Today, more than 6,000 e-commerce sites worldwide — from SMEs to major international brands — run on this technology.
At the Meet Magento event held in the Netherlands in early November 2025, Willem Wigman, founder of Hyvä, made an announcement that is shaking up the Magento ecosystem: the theme is now released under an open source license. This marks a decisive turning point in the company’s strategy and redefines accessibility to the platform for all e-commerce players. You can read the official statement on Hyvä’s website.
A strategic move planned since day one
As of November 10, 2025, Hyvä Theme is completely free and available under the OSL3 and AFL3 licenses — the same ones used by Magento Open Source. This transition is not an improvised tactical shift but a carefully planned strategy dating back to the company’s creation. Over the past five years, Hyvä has built a solid financial foundation, developed a rich ecosystem of compatible extensions, and created complementary products generating recurring revenue.
The logic behind this move to open source is rooted in a clear vision of organic growth. By making the theme freely accessible, Hyvä opens the doors of Magento to a much wider audience: startups, students, small businesses, and entrepreneurs who were previously deterred by acquisition costs. The company applies a proven principle of the digital economy — whoever controls the entry-level market eventually dominates the mid-market. Users who start for free with the theme will naturally form the future customer base for premium solutions like Hyvä Checkout, Hyvä Enterprise, or Hyvä Commerce.
The licensing model also allows developers and agencies to create their own commercial themes based on Hyvä and distribute them under their own terms. This flexibility fosters innovation and multiplies options for merchants. Meanwhile, all compatibility modules are also being open-sourced to further enrich the ecosystem.
Regarding future monetization, Hyvä retains a range of premium products under proprietary licenses. Existing customers keep their benefits, including premium support and access to Hyvä UI, which becomes a separate, per-store product. Cashback mechanisms will encourage upgrades to higher tiers, creating a smooth and natural growth path.
Implications for the Magento and Adobe Commerce ecosystem
This decision comes at a pivotal time for Magento. Since its acquisition by Adobe and the subsequent strategic repositioning, the community has questioned the platform’s future as a standalone product. With Adobe clearly prioritizing its Commerce Cloud suite, Magento Open Source risked becoming a mere technical framework — without a product vision or innovation momentum.
Hyvä’s initiative directly addresses this concern. By becoming open source and free, the theme positions Magento as a credible and accessible alternative to the SaaS solutions currently dominating the market narrative. This renewed accessibility enables the platform to reclaim market segments it had gradually lost. Smaller businesses can now start with enterprise-level technology without major investments, while established players benefit from a revitalized and expanding ecosystem.
For Adobe Commerce specifically, this evolution also presents interesting opportunities. The free version of the theme works perfectly with Magento Open Source, but Adobe Commerce’s advanced features require Hyvä Enterprise, which remains under a commercial license. This segmentation creates a natural upgrade path — businesses can start on open source and move to Adobe Commerce when their scalability, B2B, or multi-site needs justify it. The ecosystem as a whole emerges stronger from this approach.
The impact is also evident in terms of competitiveness. Against SaaS platforms like Shopify or BigCommerce that emphasize ease of adoption, Magento regains a major advantage: no financial barrier to entry, combined with the power and flexibility of an enterprise-grade solution. This unique value proposition naturally attracts businesses unwilling to sacrifice technological freedom for convenience.
Concrete benefits for your E-Commerce projects
For your current and future sites, Hyvä’s transition to open source unlocks tangible, measurable benefits. The most obvious is the direct savings on licensing costs — budgets that can now be reallocated to higher-value areas: advanced customization, specific integrations, performance optimization, or enhanced user experience.
Reduced technical risk is another major advantage. Full access to the source code ensures complete transparency over how the theme works. Your development teams can audit, modify, and adapt every component to your specific needs without depending on a third-party vendor. This technical autonomy is especially valuable in an environment where agility and responsiveness often determine the success or failure of a digital strategy.
Project acceleration naturally follows from this accessibility. There’s no longer a need to manage license purchases, negotiate commercial terms, or wait for administrative approvals to start a new project. Teams can simply download the theme, integrate it, and start building right away. This operational fluidity translates into faster time-to-market and a greater capacity to test new ideas quickly.
The ongoing enrichment of the extension ecosystem directly benefits your projects. With licensing barriers lifted, more developers and vendors will create Hyvä-compatible modules. This diversification enhances your ability to meet business requirements precisely, without costly custom development. Every new compatible extension potentially represents saved time and resources.
Technical sustainability is also strengthened. A mature open source project like Hyvä benefits from the collective vigilance of a larger community. Bugs are identified faster, fixes arrive sooner, and improvements are continuous. This community-driven dynamic offers stronger long-term guarantees than a proprietary product whose evolution depends solely on one vendor’s priorities.
The Perfect Time to Invest in Magento
This major evolution in the Magento ecosystem creates an exceptional window of opportunity. Conditions have never been more favorable to launch a new e-commerce project on this platform or modernize an existing one. The combination of a proven framework, a now-free high-performance theme, and a vibrant community is a rare alignment in the history of web technologies. This lasting competitive advantage allows you to build your project on solid technical foundations while maintaining agility and strategic freedom. In an economic context where cost control and adaptability are crucial, this open source approach truly offers the best of both worlds.
Let’s Build Your E-Commerce Success Together
In light of this technological revolution, it’s natural to wonder how best to leverage it for your business. Whether you’re considering a full redesign, launching a new sales channel, or optimizing your existing site, our Magento and Hyvä expertise allows us to guide you every step of the way.
We have mastered the Hyvä ecosystem since its inception and have already deployed dozens of projects on this technology. Our approach combines technical excellence, deep understanding of your business challenges, and pragmatic execution. We don’t sell off-the-shelf solutions — we design tailor-made platforms that precisely match your growth objectives.
Hyvä’s transition to open source fundamentally changes the economic equation of your Magento projects. Let’s seize this opportunity together to rethink your e-commerce strategy and build the platform that will drive your growth in the years ahead.
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