There are currently no limits but for an optimal shopping experience for your customers, we suggest between 50-75 items be offered. Each color option of a product will count as 1 item in your store. For example, if you add a red option, blue option and a white option of the same shirt to your store, that will count as 3 items in your store.
Overloaded stores tend to push customers away before making a purchase as there are too many choices to look through. Stores that have too many products also produce much slower loading times for the storefronts which can be a deterrent for customers looking to place an order.