Limits are variant-based, not product-based. Once a store exceeds 50,000 variants (variants = option combinations like size/color), non‑Plus shops can only create 1,000 additional variants per day. Exceeding this triggers an error and requires waiting 24 hours before continuing via app or CSV.
Shopify Plus stores are exempt from the 1,000‑variants/day cap. The hard limit of 100 variants per product still applies to all stores and cannot be changed.
For non‑Plus stores needing higher throughput, an exemption can be requested through Shopify Support. Criteria are strict; the large catalog must be essential to the business and not primarily dropshipping. Exact criteria were not fully detailed in the thread.
Operational workarounds: use scheduling/automation apps (e.g., Matrixify) to break large imports into daily chunks within the 1,000/day limit.
Outcome: Policy clarified; for large‑scale catalogs (e.g., 50k+ to hundreds of thousands), consider Shopify Plus or seek an exemption. Open items: no absolute maximum product count stated; exemption specifics require contacting Support.
There are various rules that must be met. One being, the large catalogue must be a requirement for your business (and are not primarily dropshipping).
I suggest getting in contact with our support team, so they can take a closer look at your store and determine whether you qualify.