number of products on page

You can easily change the number of products that show up on the Shop page. Add this to functions.php…

// Display 12 products per page
add_filter( 'loop_shop_per_page', create_function( '$cols', 'return 12;' ), 20 );

respectyoda’s answer is correct.

If you want that plus some more, i’ve created a nice plugin for a products per page dropdown here: WooCommerce Products Per page

Thank you both!