Whenever you create a Zen Cart based e-commerce site, you need to change one thing, at least. It is site’s look and feel. If you use Zen Cart’s default theme, that will show your site in a common look, which is a barrier for branding your shop. You need to change the look of your site. You can do it by two ways: use some third-party templates designed for Zen Cart, or develop a template for Zen Cart at your own. In my book Zen Cart: E-commerce Application Development, I have tried to describe how to build a Zen Cart template. A full chapter is dedicate on building a template and customization of existing templates. My publisher, Packt Publishing, has kindly made the chapter available to public. This this article on Creating a new Zen Cart template.