# Borosil Shopify Store Audit: 35% of the Catalogue Is Out of Stock Author: Nikhil Bhansali S Author URL: https://maxwize.in/blog/author/nikhil-bhansali-s Published: 2026-08-27 Category: Shopify Category URL: https://maxwize.in/blog/category/shopify Meta Title: Borosil Shopify Store Audit: What We Found (Live) Meta Description: We audited myborosil.com live: 176 out-of-stock products, 498 images with no alt text, five fonts, custom policy pages. Full findings and fix order. Tags: E-commerce, SEO, CRO Tag URLs: E-commerce (https://maxwize.in/blog/tag/e-commerce), SEO (https://maxwize.in/blog/tag/seo), CRO (https://maxwize.in/blog/tag/cro) URL: https://maxwize.in/blog/borosil-shopify-store-audit Borosil's Shopify store (myborosil.com) scored 76 out of 100 on our store audit tool when we ran it live on 27 August 2026. It looks like a clean, well-designed store. Underneath, 176 published products are out of stock, 498 product images have no alt text, the site uses five font families, and the policy pages sit at custom URLs instead of the ones Shopify links into checkout. None of this needs a redesign. It needs someone to go through a list. This is the first store from episode one of our live Shopify Store Audit Show. Nikhil shops the site as a customer, Arun runs the Maxwize store audit tool and reads the flags. Watch the Borosil segment from 06:00 in the [full episode](https://www.youtube.com/watch?v=kUs1upl_Z6s&t=360s). Everything below is what was on the page that day. Borosil may have fixed some of it by the time you read this. ## The scores AreaScoreWhyOverall76 / 100Good bones, poor hygienePerformanceLowText baked into large images, no image widths set, high LCPSEOLowKeywords live inside images where crawlers cannot read themAccessibilityLowestImage text does not scale on mobile, poor colour contrast, no support for screen readersBest practicesHighShopify handles most of this by defaultSecurityLowPartial CSP, short HSTS, no referrer or permissions policy Performance, SEO and accessibility all trace back to the same decision: the homepage is built out of images with the text inside them. It looks good on a designer's screen. Google reads none of it, an LLM reads none of it, and on a phone the text stays the size the designer picked. ## Catalogue problems These are the flags that cost money directly. **176 products out of stock, 35% of the published catalogue.** These are mostly discontinued lines still live on the site. Google has ranked those pages over the years. A shopper searches, lands on Borosil's own site, sees out of stock, and leaves. The right move is a 301 redirect from each old product to its current version so the ranking and the customer both transfer. Leaving them live throws both away. **14 products tagged "Sale" with no discount.** A sale tag means a struck-out price and a lower one next to it. Without the discount the tag is noise, and once shoppers notice the tag means nothing they stop trusting it everywhere on the site. **Collections with zero products.** These empty collection pages are crawlable and linked. A visitor who follows one hits a dead page. Either add products or unpublish the collection. **Two published products with no image.** Only two out of 500 plus, so a small fix, but it affects the Google Merchant Center feed. **One product with stock set to zero but still purchasable.** The tool flagged it. We did not test the order, but it should not be possible. **Two product schemas on the same page that disagree.** Price and availability differed between them. Google picks one, and it may be the wrong one, which is how a product shows the wrong price in search results. ## Theme and configuration **Custom or forked theme with no vendor updates.** A Theme Store theme costs a few hundred dollars once and receives security, accessibility, SEO and usability updates from the vendor. Borosil's theme was either built from scratch or downloaded, edited and re-uploaded. Either way, updates now have to be ported by a developer by hand. **Custom policy pages at /pages/... instead of Shopify's policy URLs.** Shopify has four boxes in Settings for refund, shipping, privacy and terms. Paste the text there and Shopify links the pages into checkout, cart and the footer, and store-legitimacy tools find them at the expected URLs. Borosil's refund, terms, shipping and contact pages exist as custom pages and no homepage link points to them. The contact page reads like unedited template text at 23 words. **Cart to checkout flagged as failing.** The tool could not complete a purchase from the cart. The likely cause is a quick-checkout app intercepting the cart. Worth testing on a real device weekly. **Five font families in code, more in images.** Body text, headings, buttons and the "View all" link each use a different face. It is the reason the store feels slightly off without being able to say why. **Full-resolution images with no width set.** The browser downloads the full file and resizes it, which is where most of the performance score goes. **One dead link in the navigation.** ## Alt text, structured data and AI search 498 of the published product images have no alt text. That is nearly the whole catalogue. Alt text is what a search engine reads when it looks at an image, and it is what ChatGPT and Gemini read when deciding which product to show. A "50% off" banner with no alt text is, to them, a random image. The product JSON feeds and structured data matter for the same reason. They are among the first things an LLM indexes for a brand. If the JSON is missing or the two schemas disagree, the store is invisible in AI search as well as under-performing in Google Shopping. Our [Shopify SEO guide](https://maxwize.in/blog/shopify-seo-guide) covers how the schema should look. ## Security headers None of these require a developer for more than an hour. - Content Security Policy is partial: present on some pages, missing on others. A missing CSP is how injected scripts run. - HSTS max-age is too short. Set it to one year. - Referrer policy is missing, which also breaks referrer tracking in analytics. - Permissions policy is missing. - SSL and HTTPS are fine. ## The product page as a shopper We opened a multi-kettle. The image takes about 60% of the screen on a 13-inch laptop and the full image is still cut off, with no left and right arrows to move between photos. Font sizes in the body are small. The one-year warranty is mentioned but not what it covers. There are product videos but no customer reviews for a brand that must have thousands of them. Below the star rating there is a partially rendered offer strip. When we inspected the code it said "Get 95 reward points with purchase". The rewards programme exists, but the customer cannot see it. ## Fix order 1. Redirect or unpublish the 176 out-of-stock products. Biggest revenue leak, one afternoon of work. 2. Move the four policies into Shopify's policy settings and fix the footer links. 3. Add alt text to product images, starting with best sellers. Fix the disagreeing product schema. 4. Cut fonts to two. Set image widths. Move hero text out of images into HTML. 5. Set CSP, HSTS to one year, referrer and permissions headers. 6. Fix the product page: reviews, warranty detail, image navigation, the broken rewards strip. None of these needs the theme rebuilt. That is the point of the show: most stores do not need more traffic, they need a cleaner path from first screen to paid order. ## Where Maxwize fits We build and fix Shopify and Shopify Plus stores, and the audit tool in the episode is what we run before quoting any [Shopify project](https://maxwize.in/services/ecommerce/shopify). If you want the same audit on your store, send the URL to nikhil@maxwize.in or [contact us](https://maxwize.in/contact). Fixed price, fixed scope, no lock-in. ## FAQs Q: Is Borosil's website built on Shopify? A: Yes. myborosil.com runs on Shopify with a custom or forked theme. Because the theme is custom, it does not receive the automatic updates a Theme Store theme gets. Q: Why does an out-of-stock product hurt SEO? A: Google has already indexed and ranked the page. A shopper lands, sees out of stock, and leaves. If a newer version of the product exists, the old page should 301 redirect to it so the ranking and the shopper both carry over. Q: Why should a Shopify store use the built-in policy pages? A: Shopify links the built-in refund, shipping, privacy and terms pages into checkout, cart and the footer automatically. Store-legitimacy checkers and Google Merchant Center look for them at the standard URLs. A custom page at /pages/shipping does not get any of that. Q: How many font families should a store use? A: One or two. Borosil uses five in code and more inside images. Every extra family is another download and another reason the page looks unfinished. Q: What is a Shopify storefront CSP? A: A Content Security Policy tells the browser which scripts are allowed to run. When it is missing or partial, a compromised app or injected script can run on your store. Borosil's CSP was partial across pages. --- This blog is powered by Superblog. Visit https://superblog.ai to know more. ---