TemplateMonster marketplace: A deep dive into costs and benefits for sellers

Following Shutterstock’s acquisition of Envato, many WordPress software makers are looking for new alternatives to established marketplaces. One popular option is TemplateMonster, a digital marketplace that sells website templates, WordPress themes, plugins, graphics, and other digital products.

TemplateMonster has operated since 2002 and has built a large catalog around WordPress and other website-building platforms. Its current WordPress catalog includes 3,478 WordPress themes and 399 plugins.

But is selling on TemplateMonster worth giving up a (high) percentage of every sale?

The answer looks different in 2026 than it did a few years ago. TemplateMonster removed its exclusivity model in January 2026 and now charges a flat 20% commission on WordPress themes, WoCommerce themes, Elementor templates, and WordPress plugins.

To get the full picture, I spoke with four industry experts:

• Freemius founder and CEO Vova Feldman, who has helped many makers shift away from marketplaces and sell through their own online stores for over a decade.
• Ilyas Benhadda, WordPress theme developer and one of the top authors on TemplateMonster.
• Freemius VP of Engineering Swashata Ghosh, who has experience selling products on WordPress marketplaces.
• Freemius CTO Dror Yaakov, who has valuable insights into the challenges and opportunities faced by product sellers on marketplaces.

Let’s dive in.

A brief history of TemplateMonster

TemplateMonster launched in 2002, about a year before WordPress. It started as a web design studio serving large companies, including a few from the Fortune 500 list. The business eventually shifted toward selling packaged website templates and digital products rather than relying solely on custom web design.

TemplateMonster and WordPress

According to its current company timeline, TemplateMonster began selling WordPress themes in 2005.

The company later became more closely involved with the WordPress ecosystem. In a 2019 interview with Freemius, founder David Braun described TemplateMonster’s early relationship with WordPress as difficult, but said the company eventually embraced the open-source ecosystem and released products under the GPL, which allows users to freely use, modify, and distribute the software.

“TemplateMonster, which was selling themes that didn’t fully comply with the GPL, found it challenging to align with these requirements,” Vova adds. “This licensing conflict caused TemplateMonster to focus on its own marketplace and other platforms.”

Transition to a marketplace model

TemplateMonster officially dates its marketplace transition to 2014. They started by selling their own themes, signaling to third-party software makers that they could also sell on the platform.

By 2019, the company said that more than 20,000 products from independent authors had been added to the marketplace.

“TemplateMonster used this approach to build a collection of high-quality products that people wanted, while still making it seem like many different creators were involved,” Vova clarifies. “Third-party makers gained access to a large audience and learned which themes were popular, helping them create products that had a built-in audience and sold well. This made the marketplace successful, with a range of in-demand themes that kept customers happy and drove sales.”

That shift changed TemplateMonster from primarily selling its own inventory into a platform where independent product makers could sell alongside TemplateMonster’s products.

The model gave authors access to an existing audience, marketplace discovery, checkout, and seller infrastructure without requiring them to build an entire ecommerce operation themselves.

With the history and evolution covered, let’s get into the stats and info.

Selling WordPress themes and plugins on Template Monster: The fine print

What does the 20% commission mean?

TemplateMonster previously used different commission rates depending on whether an author was exclusive and how much they sold. As of January 1, 2026, TemplateMonster no longer supports exclusive products. Authors can sell their products on other platforms while continuing to sell them on TemplateMonster.

As of July 1, 2026, the marketplace charges a fixed 20% commission for WordPress themes, WooCommerce themes, Elementor templates, and other listed product categories. The commission does not depend on an author’s sales volume or account status.

So, if you price a WordPress product at $50, TemplateMonster’s 20% commission leaves you with $40 before any other applicable adjustments.

That’s a considerably different proposition from the old 40–65% commission structure.

Does TemplateMonster help sellers with exposure?

Yes, although the amount of exposure an individual product receives depends on marketplace algorithms, product performance, and promotional opportunities.

TemplateMonster provides authors with guidance on growing product sales, and its marketplace uses Trending and Bestsellers sorting systems to surface products. The Bestsellers algorithm was updated in 2021 to use sales from the previous six months rather than lifetime sales, giving newer products a better chance to compete with older listings.

TemplateMonster also promotes products through its marketplace and affiliate ecosystem.

However, sellers should remember that marketplace visibility is ultimately controlled by the marketplace. You don’t own the distribution channel in the same way you own traffic to your own store.

Does TemplateMonster handle taxes?

TemplateMonster is not a merchant of record for an author’s independent software business in the same sense as a dedicated MoR such as Freemius. Authors remain responsible for their own applicable tax obligations.

For a WordPress software maker selling internationally, that means the marketplace should not be treated as a substitute for understanding your own VAT, GST, sales-tax, income-tax, and other obligations.

TemplateMonster pros

Effective marketing strategies, a robust affiliate program, a centralized product/sales/customer dashboard, and investment in the WordPress ecosystem are the main advantages of selling WP products on TemplateMonster.

Built-in distribution

One of the biggest reasons to sell through a marketplace is simple: you don’t have to start with zero traffic.

“As a developer, you don’t always have the time or expertise to market your products. I remember once scrolling through Facebook or Instagram and seeing a sponsored post from TemplateMonster showcasing my products, which was a pleasant surprise,” Ilyas mentions.

TemplateMonster says its marketplace attracts more than 2 million visitors per month, giving sellers access to an existing audience they would otherwise have to build themselves.

That doesn’t mean every product will receive significant traffic. Marketplace competition is intense, and visibility depends on product quality, category, reviews, sales, and marketplace ranking.

“There are valid concerns about being pushed down by the Best Sellers algorithm or the need to pay for Product Boosters,” Vova says. “But for many sellers, the marketing resources offered by TemplateMonster outweigh the issues.”

A strong affiliate ecosystem

TemplateMonster has operated an affiliate program since 2003, according to its company history.

“TemplateMonster’s strong affiliate program drives more traffic to the platform, which further benefits software makers,” Ilyas explains. “By allowing experienced marketers and advertisers to sign up as affiliates, it creates an additional promotional channel for products.”

Affiliates actively market and promote listings through their networks, which increases visibility and, ultimately, sales. In exchange, they earn a commission on every sale they generate.

“The affiliate program helps amplify your reach and opens up new sales opportunities without requiring extra effort on your part,” Ilyas says.

A centralized Author Cabinet

The Author Cabinet puts product management, sales information, downloads, reviews, billing, and support tickets in one place.

“It simplifies managing products, sales, and customer interactions all in one place,” Ilyas explains. “Its user-friendly interface makes it easy to upload and update WordPress themes and plugins, track sales performance, and manage payouts.”

However, Ilyas insists that what truly makes the Author Cabinet shine is the built-in ticketing system. “It organizes all inquiries in one place, making for quick and efficient responses. This saves time, allowing me to focus on creating better products and serving customers more effectively.”

Investment in the WordPress ecosystem

Many WordPress product makers are exploring alternative marketplaces following Envato’s acquisition by Shutterstock. A key reason is the growing disconnect between Envato and the WordPress ecosystem.

TemplateMonster changed hands in 2013 when David Braun and his partners sold the company to a US private equity fund, with Braun staying on as CEO until 2020. Despite this shift in ownership, TemplateMonster hasn’t completely lost touch with the WordPress community.

“While private equity firms typically focus on maximizing profit — which may seem at odds with the open source nature of WordPress — TemplateMonster is nonetheless actively pursuing innovation within the WP ecosystem,” Vova says. “For example, they offer a suite of tools and add-ons specifically for Elementor — one of the most popular WordPress page builders — through their Crocoblock brand.”

But TemplateMonster’s advantages come with valid concerns and drawbacks.

TemplateMonster cons

TemplateMonster’s main drawbacks are marketplace competition, limited control over the customer experience, the inability to use the marketplace as a substitute for your own distribution, and the economics of its subscription ecosystem.

Tough competition

“One of the biggest cons of selling on TemplateMonster is the intense competition,” Ilyas says. “With so many WordPress themes and plugins available, standing out becomes a real challenge.”

This is particularly tough for new sellers, as the high level of competition often demands extra marketing efforts and additional work.

“To beat the competition and succeed, your product needs to be unique — something that stands out from what’s already available in the marketplace. TemplateMonster tends to promote innovative ideas and unique products more effectively, but differentiating your offerings is often easier said than done.”

You don’t control the marketplace

Selling through TemplateMonster means accepting the platform’s rules around:

• Product approval
• Ranking
• Pricing presentation
• Checkout
• Customer experience
• Support workflows
• Commission
• Marketplace policies

That’s the price of using someone else’s distribution.

The 20% commission is therefore only one part of the equation. The bigger strategic question is how much of your business you want to build on an audience and infrastructure that you don’t control.

New sellers face a higher entry barrier

TemplateMonster changed its author onboarding process in 2026. The marketplace no longer accepts bulk open registration requests for new authors. Instead, each application is reviewed individually, and prospective authors are asked to provide details about their products and portfolio.

There is another important restriction: TemplateMonster no longer accepts bulk new submissions for WordPress themes as of January 1, 2026.

That makes TemplateMonster less straightforward for a brand-new WordPress theme maker than it was under the old open marketplace model.

MonsterONE can make revenue less predictable

TemplateMonster’s MonsterONE subscription adds another layer to the economics. MonsterONE is a subscription service that gives customers access to a broad catalog of digital products.

For participating authors, earnings don’t work like a normal product sale.

According to TemplateMonster’s author documentation, 50% of MonsterONE’s net revenue is allocated to authors. Net revenue is calculated after deductions such as affiliate fees, payment processing, refunds, chargebacks, promotional discounts, and special deals.

The author pool is then distributed based on downloads and product value points.

For example, a WordPress theme receives 9 value points, while a WordPress plugin receives 7 points. If a subscriber downloads several products, the author pool is divided according to the relative value points of those downloads.

That makes the economics less predictable than a normal direct sale.

If a subscriber downloads your product, you participate in the revenue allocation. If they subscribe but don’t download your product, you don’t earn from that subscriber for that month.

Is MonsterONE beneficial for authors or not?

There are a few factors to consider.

Dror points out, “One month you can have 10 downloads, and the next only 1, making it impossible to calculate monthly recurring revenue (MRR) accurately.” This creates a revenue imbalance. Overall, Dror says, “MonsterONE seems like a big win for TemplateMonster but takes away potential revenue from authors.”

Can authors still make good money on MonsterONE? According to Swas, it depends on popularity. “To earn well on such a platform, the author needs to be well-known. There are already established products on MonsterONE, so the chances of consistent downloads for newer products are low.”

Swas also highlights the competition: many authors offer similar products, leading to a situation where users download multiple items every month, diluting earnings. “In my experience, as more similar products are added, author earnings drop. Plus, if your product is already popular on TemplateMonster, why use MonsterONE unless it’s bringing in more traffic?”

From web design studio to comprehensive digital marketplace to all-in-one subscription service — what is Template Monster’s current position in the WordPress market, and where is it headed?

TemplateMonster vs. selling directly

The real decision isn’t necessarily:

TemplateMonster or your own store?

For many software makers, it can be:

TemplateMonster for distribution + your own store for the business you want to own.

Here’s how the models compare:

A merchant of record takes on the legal responsibility associated with transactions it processes, including payment processing and applicable indirect-tax obligations.

For a WordPress software maker, that can mean avoiding the need to build and maintain the infrastructure required to handle international tax compliance, payments, invoicing, licensing, subscriptions, and related commerce operations yourself.

The important distinction is that a merchant of record doesn’t require you to give up your entire storefront or marketplace ownership. You can sell from your own website while outsourcing the complicated parts of global commerce.

That’s the model Freemius is designed around.

Is TemplateMonster still worth the commission, or is it time to sell directly?

For a WordPress software maker who wants access to an established audience without building every part of the ecommerce operation from scratch, TemplateMonster can make sense as an additional sales channel.

It provides marketplace discovery, checkout, product management, reviews, support tooling, and access to an existing audience. TemplateMonster says the marketplace attracts more than 2 million visitors per month.

But there are still reasons not to make it the foundation of your business.

You don’t control the marketplace. You compete against thousands of other products. New author applications are individually reviewed, and bulk new WordPress theme submissions are no longer accepted.

Then there’s MonsterONE, where author earnings depend on subscription usage and the marketplace’s revenue-allocation formula rather than the listed price of an individual product.

So the question isn’t simply whether 20% is a reasonable commission.

It’s whether 20% is worth paying for access to TemplateMonster’s audience and infrastructure, given how much of the customer experience and distribution you want to control yourself.

For a new WordPress software maker, the answer may be yes.

For an established product business, I’d treat TemplateMonster as one distribution channel rather than the foundation of the business.

Selling through your own store takes more responsibility for acquisition, but you get much more control over your storefront, pricing, customer experience, and long-term relationship with buyers.

With a merchant of record such as Freemius handling payments and applicable tax compliance, you can outsource much of the operational complexity without putting your entire business inside a marketplace.

If owning that relationship matters more to you than getting marketplace distribution from day one, book a quick call with Vova to see whether Freemius fits how you sell.

FAQ on TemplateMonster marketplace

Who owns TemplateMonster?

TemplateMonster is owned by Theme Technologies LLC and operated by Jetimpex Inc. The company was founded by David Braun; TemplateMonster changed ownership in 2013, when Braun and his partners sold it to a U.S. private equity fund.

Is TemplateMonster a legitimate marketplace for WordPress products?

Yes. It has operated since 2002 and became a multi-author marketplace in 2014. It currently lists WordPress themes, WooCommerce themes, plugins, and other digital products from independent authors.

How much commission does TemplateMonster take from sellers?

As of July 1, 2026, TemplateMonster’s commission is 20% for WordPress themes, WooCommerce themes, and Elementor templates, meaning authors receive 80% of their set product price. The marketplace also charges buyers a separate fee.

What happened to TemplateMonster in 2013?

It was sold to a U.S. private equity fund. Founder David Braun remained CEO until 2020.

Is TemplateMonster worth it for WordPress software makers?

Potentially, but mainly as an additional sales channel, not your core business. The 20% commission is relatively attractive, and the marketplace provides distribution, checkout, payouts, reviews, and customer support infrastructure. The main downside is that you’re building sales on someone else’s marketplace, with less control over customer relationships and pricing. Also, as of 2026, TemplateMonster is no longer accepting bulk new submissions for WordPress themes, so entry is more selective.