Voltas is a Tata brand and a household name for air conditioners. Its Shopify store (voltas.com) reads as if the website is a public hoarding: the homepage, offers and category tiles are all images with the text inside them, the collection pages are set in all caps with prices too small to read, add to cart silently does nothing until you enter a pincode, robots.txt is missing, and two separate GA4 tags fire on every page. We audited it live on 27 August 2026. This is what was on the page that day.
This was the third store in episode one of our live Shopify Store Audit Show. It was the shortest segment because we ran out of time, so the list below is the first flags, not the full report. Watch from 59:50 in the full episode.
What a shopper sees
The homepage banners are images. The water dispenser section is an image. The offers are images. None of it is HTML text, which means Google reads a homepage with almost no content, and on a phone the text inside each image stays the size it was designed at.
The category section is worse. Product category tiles sit under the blog's heading, so it is not clear whether you are looking at a category or a blog post. A fan appears with a model in the shot and the product itself is barely visible. The navigation does not help.
Open a collection page and everything is in capitals. The price is small and hard to find. The only thing that stands out is "Save 3700", and it is not clear what the price after the saving is. Then, at the bottom of the collection page, there is a long block of plain text that looks like it was pasted there because someone said the page needed content for SEO. It does not read like it was written for a person.
Compare this with any decent brand's collection page on Amazon, where a brand works inside hundreds of restrictions and still manages to show features, design and specifications with some pride. Voltas owns its own store and has none of those restrictions.
The product page
We opened a product page. There is no out-of-stock label anywhere, and add to cart does nothing when you click it. It turns out you have to enter a serviceable pincode first. There is no message telling you that. A shopper clicks, nothing happens, and they leave thinking the product is unavailable or the site is broken.
Two fixes, either of which works: guess the pincode from the IP address and let the shopper correct it, or show a one-line prompt the moment add to cart is clicked without a pincode. Right now the store is producing dead clicks on the one button that makes money.
Our read is that Voltas is relying on its dealer network and treats the online store as a placeholder. That would be fine except that more buyers now want to purchase direct because marketplaces are full of fake sellers. If the brand's own store does not work, that demand goes to Amazon and Flipkart, and those platforms will white-label the category once the brand has built it for them. We covered the conversion side of this in our Shopify Plus CRO guide.
Audit flags
These are the flags we got through before the segment ended.
Content Security Policy allows code injection. Same as the other two stores. Script sources are not restricted.
Custom, modified theme. No vendor updates without a developer porting them by hand.
Contact information missing. The standard contact page is not filled in.
Policy pages are custom, not Shopify's. By the third store of the night this was a pattern. Shopify's built-in policy pages are linked into checkout and the footer and are what merchant checks and AI search look for. Custom pages at /pages/... are not.
21 products tagged "Sale" with no discount. A sale tag without a struck-out price is ambiguous and, over time, ignored.
Three collections contain no products. Live and crawlable.
Alt text missing on 100% of images. On a store where every piece of content is an image, this means the store is close to invisible to search engines and AI models. Our Shopify SEO guide covers what alt text should say.
robots.txt is missing. Shopify's default is not in place, so the account page and the search page are being indexed. Neither should appear in Google.
priceCurrency missing from product JSON. Structured data with a price and no currency is incomplete, so Google Shopping and AI search cannot use it.
Blog exists but is not in the standard format. So it does not get Shopify's blog handling.
Two GA4 tags. Two different tracking IDs fire on every page. Every session is double counted into two properties. Nobody looking at either property could trust the numbers, which suggests nobody is looking.
Fix order
- Fix the pincode gate: prompt on click or infer from IP. This is the direct revenue leak.
- Remove one GA4 tag and check the other is receiving e-commerce events.
- Add robots.txt so account and search pages drop out of the index. Move policies to Shopify's policy pages. Fill in the contact page.
- Rebuild the homepage and collection pages with HTML text: sentence case, readable prices, real category tiles. Move the SEO text block into short, useful copy at the top.
- Add alt text everywhere, and priceCurrency to the product schema.
- Remove the sale tag from the 21 products without a discount. Unpublish the three empty collections.
- Set CSP and the other security headers.
The store does not need a new theme. It needs someone to treat it as a shop rather than a banner.
Where Maxwize fits
We build and fix Shopify and Shopify Plus stores and run this audit before scoping any work. If you run a brand store and want the same audit, see our conversion optimisation service or write to nikhil@maxwize.in. Fixed price, fixed scope, no lock-in.