Why ThemetechMount Is Going Direct: Building a Better Future Beyond ThemeForest Fees?
For years, customers have purchased ThemetechMount WordPress themes through ThemeForest. Today, we are building a direct store where customers can purchase our products directly from the team that designs, develops and maintains them.
This is not a sudden decision or a temporary change. ThemetechMount has been building WordPress themes and website products for years, with more than 18,000 ThemeForest sales and a growing catalogue of WordPress themes, plugins and templates.
Our direct store gives us greater control over the customer experience, product development, support, updates and the way we build our relationship with the people using our products.
Customers still get the same ThemetechMount products, but now they can purchase directly from the team responsible for creating, updating and supporting them.
This is why we are changing our direction. ThemetechMount products are now available directly through the official ThemetechMount store, where customers can explore individual themes, WordPress bundles and membership options while dealing directly with the team behind the products.
Current WordPress Theme Prices: Starting from $19, depending on the theme.
WordPress Bundle: Access 100+ premium WordPress themes and 650+ website templates.
Browse ThemetechMount WordPress Themes
Why Does Envato Keep More Than 60% When the Author Fee Is 50%?
Envato’s new pricing structure is described as a 50% author fee, but the actual amount retained from a ThemeForest sale can be significantly higher when calculated against the full price customers pay.
The important point is that the 50% fee is not applied directly to the complete ThemeForest selling price.
For example, if a WordPress theme is listed at $59, Envato first deducts the applicable fixed buyer fee. For a WordPress theme, this is currently $12. The remaining $47 is then used to calculate the author fee.
Under the new model, Envato takes 50% of that remaining amount as the author fee.
ThemetechMount’s $59 WordPress Theme Example
| Price breakdown | Previous model | From 1 July 2026 |
| ThemeForest list price | $59.00 | $59.00 |
| Fixed Envato buyer fee | $12.00 | $12.00 |
| Remaining item & support price | $47.00 | $47.00 |
| Envato author fee | $5.87 | $23.51 |
| Total retained by Envato | $17.87 | $35.51 |
| ThemetechMount receives | $41.13 | $23.49 |
Based on this example, Envato’s effective share increases from approximately 30.3% of the $59 sale to around 60.2% under the new structure.
That means the amount reaching the theme developer decreases substantially, even though the advertised author fee is described as 50%.
For ThemetechMount, the change means a larger portion of each ThemeForest sale goes to Envato, while the developer receives considerably less for creating, maintaining, updating and supporting the product.
The Effective Percentage Changes With the Product Price
The effective Envato percentage is not always exactly 60%.
Because the $12 buyer fee is fixed, its impact changes depending on the item’s selling price. With lower-priced WordPress themes, the fixed fee represents a larger portion of the customer’s payment, which can make Envato’s effective share higher.
For higher-priced products, the same $12 fee represents a smaller percentage of the total sale.
So, when evaluating Envato’s new fee structure, it is important to look at the actual amount received by the author from the complete customer payment, rather than looking only at the advertised 50% author fee.
| ThemeForest list price | Approximate author earnings | Approximate amount kept by Envato | Effective Envato share |
| $39 | $13.50 | $25.50 | 65.4% |
| $59 | $23.49 | $35.51 | 60.2% |
| $79 | $33.50 | $45.50 | 57.6% |
The new author fee is presented as a 50% revenue share, but when the calculation starts with the full customer-facing price on ThemeForest, the actual percentage retained by Envato can look considerably higher.
We had limited time to adapt to a major business change
Envato announced the proposed marketplace changes on 12 May 2026, with the new model taking effect on 1 July 2026.
For ThemetechMount, this created a short window to reconsider pricing, revenue expectations, product strategy, customer support, marketplace dependence and our broader digital-product business.
We did not receive a direct email explaining the change. We also did not notice a clear, prominent notification in our author dashboard or receive personal communication about how the new structure could affect our earnings.
We became aware of the announcement through discussions among Envato authors and the wider online community.
Other established authors have described receiving direct communication from Envato, while others reported learning about the changes through community discussions. From an author’s perspective, major changes to marketplace economics can have a significant impact on long-term planning, particularly for businesses that have invested years in developing products, providing support and maintaining customer relationships.
For ThemetechMount, the change is therefore not simply a modification to a fee structure. It affects how we evaluate marketplace sales, product pricing, customer support, future development and the importance of building a stronger direct sales channel through our own website.
The broader impact of the change and reactions from other established Envato authors have also been discussed publicly across author communities and industry publications.
Seven weeks is a very short transition period for a business that has spent years building products around a marketplace ecosystem.
For ThemetechMount, a change of this scale required much more than simply adjusting a percentage in a spreadsheet. A longer notice period would have given authors time to establish independent checkout systems, licensing processes, customer accounts, support infrastructure, marketing channels and direct-sales operations.
Instead, many of these decisions had to be reconsidered within a very limited timeframe.
Years of work and thousands of customers cannot be treated like a new sale
ThemetechMount has spent years developing WordPress themes, plugins, templates and other digital products for customers across different platforms.
Our marketplace journey helped us build a large product catalogue, establish customer relationships and develop a long-term support and maintenance process. During that period, we invested continuously in product development, design, compatibility testing, documentation and customer service.
For years, marketplace sales were an important part of our digital-product business. We accepted the marketplace model and built products around its ecosystem, including its traffic, purchasing process and customer base.
Under the previous structure, long-term marketplace participation and sales performance could have a meaningful impact on an author’s effective earnings.
The new model changes that calculation.
A developer who has spent years building a large catalogue and serving thousands of customers can now face the same standard 50% author fee structure as someone who has only recently started selling on the marketplace.
The difference between years of contribution and a single new sale is therefore much less significant from a revenue-share perspective.
A marketplace badge can recognise experience, but it cannot replace the revenue required to develop, maintain and support digital products.
We understand that removing exclusivity gives authors greater freedom to sell through their own websites and other channels. That flexibility is valuable. At the same time, it also means authors must take greater responsibility for building their own sales infrastructure, customer acquisition systems and long-term business channels.
For ThemetechMount, this makes our own website and direct customer relationship increasingly important.
What does ThemeForest still provide?
We also want to acknowledge the value that ThemeForest continues to provide.
- Marketplace visibility and customer discovery
- An established platform for purchasing digital products
- Payment processing infrastructure
- Support for applicable taxes and VAT
- Product hosting and marketplace functionality
- An existing customer base familiar with the platform
However, the marketplace does not create ThemetechMount products or carry the full cost of maintaining them.
ThemetechMount remains responsible for:
- Theme and plugin design and development
- New templates, demos and website layouts
- WordPress and PHP compatibility
- WooCommerce and third-party plugin compatibility
- Testing and quality assurance
- Bug fixes and ongoing maintenance
- Security updates and compatibility improvements
- Documentation and setup resources
- Demo website hosting and maintenance
- Customer support
- Long-term product development
These responsibilities continue long after a product is published.
A professional WordPress theme or plugin cannot simply be developed once and forgotten. WordPress, PHP, WooCommerce, browsers, page builders and third-party plugins continue to evolve, requiring ongoing testing, updates, fixes and technical support.
Our direct store also requires its own infrastructure and operating costs. We are therefore investing in a stronger direct-sales channel through the ThemetechMount website, where we can manage our products, customers, licensing, promotions and long-term product strategy more independently.
The goal is not simply to replace one marketplace with another. It is to build a sustainable direct relationship with customers while continuing to provide reliable products, updates and support.
Below is a fully rewritten, unique ThemetechMount version with a similar overall length, structure, and level of detail. I’ve replaced the AnpsThemes-specific claims, pricing, products, and platform references with ThemetechMount-focused wording.
Is ThemeForest changing direction or losing ground?
We cannot say that ThemeForest is disappearing, and we do not know what Envato’s long-term plans are for the marketplace.
What we can discuss is what we are experiencing as a long-term digital product business.
Envato has increasingly highlighted Envato Elements in its broader strategy, while the new Market model has also changed the economics for individual marketplace products. For authors who have spent years building WordPress themes, plugins and templates around ThemeForest, these changes create important questions about the future of marketplace-based businesses.
At ThemetechMount, we have also seen changes in the performance of marketplace sales compared with previous periods. One month of lower sales cannot establish the future of an entire marketplace, but a significant decline becomes difficult to ignore when marketplace exposure is accompanied by a substantially higher effective revenue share.
For us, this means relying on a single marketplace is no longer a strategy we want to depend on for the long term.
That does not mean we are abandoning ThemeForest immediately. It means we are building a stronger direct relationship with our customers through ThemetechMount.
Why buying directly can benefit customers and developers
ThemetechMount is expanding its own online store so customers can purchase WordPress themes, plugins, templates and other digital products directly from us.
When a customer purchases directly, the transaction does not need to pass through the same marketplace revenue structure as a ThemeForest sale.
This creates an opportunity to offer competitive pricing while allowing a larger portion of the purchase revenue to go toward product development, updates, testing, infrastructure and customer support.
| Purchase channel | Customer price | Revenue retained by ThemetechMount | Support |
| ThemeForest | Marketplace price | Reduced by marketplace fees | According to marketplace terms |
| ThemetechMount Store | Direct-store price | Higher share retained by ThemetechMount | Direct support |
| Promotional direct purchase | Discounted store price | Higher share than comparable marketplace sale | Direct support |
The exact price and support period can vary by product, promotion and licence.
When you purchase directly from ThemetechMount:
- You can access products through our own store.
- You deal directly with the team responsible for the products.
- Your purchase supports continued product development.
- We can communicate product updates and improvements directly.
- We can build a stronger long-term customer relationship.
- Promotional pricing can be offered directly through our store.
Buying directly helps us put more of the revenue from each purchase back into development, maintenance, updates and customer support.
Our objective is not simply to offer a lower price than a marketplace. We want to create a sustainable direct-sales model where customers and product developers both receive greater value from the relationship.
Direct pricing will evolve as the store grows
We also want to be transparent about our pricing strategy.
ThemetechMount has been expanding its own store and direct product catalogue. Promotional prices may be available during product launches, seasonal campaigns and other special offers.
However, introductory or promotional pricing should not be confused with permanent pricing.
Developing professional WordPress products requires continuous investment. A theme or plugin may take months of development before launch and continue requiring maintenance for years afterward.
Our pricing therefore needs to support:
- New product development
- New demos and layouts
- WordPress compatibility
- Plugin compatibility
- Security improvements
- Performance optimisation
- Documentation
- Testing
- Customer support
- Hosting and infrastructure
- Future updates
We do not want to compete only by being the cheapest provider.
Our goal is to build products that provide practical value for website owners, freelancers, agencies and developers while maintaining a sustainable development and support process.
What do you receive when purchasing directly?
A direct ThemetechMount purchase can provide access to the product and the services associated with its applicable licence.
Depending on the individual product, customers may receive:
- Original ThemetechMount product files
- Access to available demos
- Product documentation
- Theme or plugin updates
- Technical support according to the applicable licence
- Secure product downloads
- Licence or order information
- Product improvements released during the applicable update period
- New features and compatibility improvements
- Direct access to our support process
- Additional WordPress development and customization services where available
The exact inclusions can vary between products, so customers should review the individual product page before purchasing.
Our direct platform gives us greater control over how products are distributed, updated and supported.
That is important because a professional WordPress product does not end when the initial download is completed.
WordPress continues to evolve. PHP versions change. WooCommerce introduces new functionality. Page builders release updates. Browsers change. Third-party plugins introduce compatibility requirements.
Maintaining a product over several years therefore requires continuous technical work.
We are not abandoning existing ThemeForest customers
We also want to make one thing clear.
Customers who previously purchased ThemetechMount products through ThemeForest are not being forgotten.
We understand that many customers discovered our products through the marketplace and have used them for their websites for years.
Our goal is to continue supporting existing customers according to the terms applicable to their original purchase while gradually expanding our direct platform.
If you previously purchased a ThemetechMount product through ThemeForest, you should continue using the available ThemeForest purchase and support mechanisms associated with that product.
As our direct platform develops, we also want to make it easier for existing customers to establish a direct relationship with ThemetechMount where the applicable product and licence terms allow it.
We do not expect customers to purchase the same product again simply because we are building a new sales channel.
The marketplace support model is only one part of the equation
A marketplace can provide valuable infrastructure, but the marketplace does not eliminate the cost of developing and maintaining digital products.
For ThemetechMount, our responsibilities include:
- Designing WordPress themes
- Developing WordPress plugins
- Creating website templates
- Building modern demos
- Maintaining existing products
- Testing WordPress compatibility
- Testing WooCommerce compatibility
- Fixing bugs
- Improving performance
- Addressing security-related issues
- Updating documentation
- Maintaining demo websites
- Providing customer support
- Developing new features
- Researching changing web technologies
These responsibilities continue throughout the lifetime of a product.
A customer may purchase a theme once, but the work required to keep that theme useful can continue for years.
This is why sustainable revenue is important.
When product revenue becomes too heavily reduced by marketplace fees, authors have fewer resources available for development and long-term maintenance.
A direct sales channel gives us more control over that cycle.
What the Envato changes encouraged us to build
The marketplace changes did not simply require us to reconsider pricing.
They also encouraged us to invest more heavily in our own infrastructure.
Instead of relying entirely on an external marketplace for product discovery, sales and customer relationships, we are developing ThemetechMount.com as a complete direct-sales platform.
This includes work around:
- Direct product pages
- Online checkout
- Customer accounts
- Secure product downloads
- Order management
- Licence management
- Product updates
- Support systems
- Product documentation
- Promotional campaigns
- Search engine optimisation
- Direct customer communication
- Product analytics
- Marketing and advertising
- Independent customer acquisition
This requires time and investment while we continue developing and maintaining our existing product catalogue.
ThemetechMount has hundreds of digital products across multiple categories, including WordPress themes and plugins as well as templates for platforms such as Shopify, Webflow, Wix, HTML, React and others.
Building a direct channel therefore represents a significant operational project.
But we believe having a stronger relationship with our customers is important for the long-term future of the business.
A larger direct platform for digital products
Our experience has also highlighted a broader opportunity.
Many independent theme and plugin developers have built successful businesses through marketplaces but have limited control over the customer relationship.
A direct platform can provide greater independence.
For ThemetechMount, the long-term goal is to create an ecosystem where customers can:
- Discover products
- Purchase licences
- Download products
- Manage orders
- Receive updates
- Access documentation
- Request support
- Discover new releases
- Receive direct product information
We are also continuing to expand our product catalogue and direct-store infrastructure so that customers can find more of our products without needing to depend entirely on third-party marketplaces.
What could Envato have done differently?
We understand that running a global marketplace involves substantial infrastructure and operating costs.
We also recognise the value that marketplaces provide through customer discovery, payment infrastructure, product distribution and an established purchasing environment.
Our concern is primarily about balance.
Authors invest significant amounts of time and money creating the products that generate marketplace revenue. They also continue paying the cost of development, compatibility, updates, support and maintenance after a product is published.
A major change to the revenue model therefore has consequences beyond a simple percentage adjustment.
From an author’s perspective, a stronger transition process could have included:
- More advance notice before implementation.
- Clear direct communication with affected authors.
- Prominent notifications within author dashboards.
- A longer adjustment period for established businesses.
- Greater recognition of long-term marketplace contribution.
- More transparency around marketplace traffic and future strategy.
- A clear plan for supporting individual-product sales.
- Better distinction between subscription products and one-time software purchases.
There will continue to be customers who want to purchase a specific WordPress theme or plugin rather than subscribe to a large library of digital assets.
That market remains important to independent developers.
You Can View Our ThemetechMount Themeforest Profile
Our message to the marketplace ecosystem
ThemetechMount has spent years creating digital products for website owners, agencies, freelancers and developers.
We have invested in product development, design, customer support, documentation, testing and ongoing maintenance.
Marketplace platforms played an important role in helping us reach customers.
We appreciate that contribution.
At the same time, recent changes have shown us that building a business around a single external platform carries significant risks.
We therefore believe that developing our own store is not simply an alternative sales strategy.
It is part of building a more independent future for ThemetechMount.
We will continue evaluating marketplace opportunities, but our direct website is becoming an increasingly important part of our business.
Our future is direct.
Buy ThemetechMount products directly
Customers can now explore and purchase ThemetechMount products directly through our official website.
WordPress Themes
Our WordPress collection includes business, corporate, eCommerce, portfolio, medical, construction, education, agency and other website categories.
Explore the ThemetechMount WordPress Themes collection to discover available themes, demos and product information.
For customers who need multiple WordPress products, our WordPress Theme Bundle provides access to a large collection of premium WordPress themes under the applicable bundle terms.
It is particularly useful for freelancers, agencies, developers and customers working on multiple websites.
ThemetechMount also offers a collection of Shopify themes for eCommerce stores and online businesses.
Explore Shopify Themes to view available designs and product options.
For customers building websites with Webflow, our Webflow Templates collection includes professionally designed templates across different industries and website categories.
Templates and Digital Products
ThemetechMount also develops products for platforms and technologies including:
- WordPress
- WooCommerce
- Shopify
- Webflow
- Wix
- HTML
- React
- Squarespace
- OpenCart
- PrestaShop
- Framer
- Other web technologies
Explore all ThemetechMount products
Frequently asked questions
Is ThemetechMount’s direct store official?
Yes. ThemetechMount.com is the official website operated for our direct product sales. Customers can browse products, view demos and purchase eligible products directly through our store.
Are ThemetechMount products available outside ThemeForest?
Yes. We are expanding our own store so customers can purchase eligible products directly from ThemetechMount rather than relying exclusively on third-party marketplaces.
Why should I purchase it directly?
Direct purchasing gives customers a direct relationship with ThemetechMount and allows more of the purchase revenue to support our development, testing, updates, infrastructure and support operations.
Will existing ThemeForest customers continue receiving support?
Existing customers should continue to follow the support and update terms associated with their original purchase. We are also working toward making our direct platform increasingly useful for existing customers where product and licence terms allow.
Does buying directly mean the product is different?
Not necessarily. The product itself is created and maintained by ThemetechMount. The main difference is the sales and customer relationship channel.
Does ThemetechMount offer bundles?
Yes. ThemetechMount offers bundle options for customers who need multiple products. The WordPress Theme Bundle is designed for customers looking for a larger collection of premium WordPress solutions.
Is ThemetechMount moving completely away from ThemeForest?
Our strategy is evolving rather than changing overnight. We continue to evaluate marketplace sales while investing significantly in our own website and direct customer channel.
Why is direct sales important for developers?
Direct sales provide greater control over pricing, customer relationships, product distribution and communication. They also allow developers to retain a larger portion of product revenue for ongoing development and support.
Where can I see all ThemetechMount products?
You can visit the official ThemetechMount store to explore WordPress themes, plugins, templates, bundles and other available digital products.