I’m Helen from Shopify Support. Thanks for your question.
The message you are receiving when trying to install a theme on your account is usually due to being on the Lite Plan. The Lite Plan is great for being able to sell your products on social media, or through your own personal website via the Buy Button, but it does not include an online store.
To add the Online Store sales channel to your account so that you can choose a theme, and begin customizing your storefront, please go to ‘Settings > Sales Channels > Add Sales Channel’. This will automatically update your subscription to the Basic Plan.
To further upgrade to the Shopify or Advanced Plan (or downgrade at any time), please do so from ‘Settings > Plans and Permissions (or Account) > Compare Plans’.
Let me know if this helps!
Helen | Social Care @ Shopify
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