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In today’s email we’re going to talk about:

• Shopify app store now showing features above apps

• Shopify Improving BFS submission

• Infographic for new apps

• Shopify App Growth Blueprint: Breaking a plateau and unlocking growth

Let’s go! 🔥

Shopify app store now showing features above apps

For some keywords, Shopify now show their in-house feature.

It is not an app but it’s a feature from Shopify. They want to show merchants features that already exist within Shopify just in case they’re looking for an app that does exactly what Shopify can do

It’s not a good thing for app developers but it’s a good one for merchants.

Let’s see how this evolves!

Shopify Improving BFS Submission

That’s good news!

Shopify heard us and knows that the BFS process is complicated.

800 apps in total have that badge but they want more so here is what they’re gonna do:

1. If you are already Built for Shopify, if you have to make a change or you lose your badge, you’ll get access to a real email address (instead of noreply)

2. When there are rejections, Shopify design team will validate the accuracy of the review

3. They’re reviewing the guidelines to see where they can reduce complexity.

If you don’t have it yet, maybe it’s a good time to start it, perhaps it will be easier than it was for us!

Infographic for new apps

I love infographics because I feel like it’s easier to remember something.

I just made one about launching on the app store. So save it!

Tell me if you want more:

Shopify App Growth Blueprint: Breaking a plateau and unlocking growth

Ever looked at your MRR chart and thought, “Why the heck isn’t this going anywhere?” You’re not alone. Most Shopify apps hit a plateau at some point where new installs and churn basically cancel each other out, resulting in zero growth. It feels like running in place. Not cool.

But here’s the truth: a plateau doesn’t mean it’s game over. It’s more like your app’s way of sending an SOS signal telling you it’s time to step back, figure out what’s broken, and fix it. Let’s dive in.

Why Plateaus Happen

In simplest terms:
Churn = Acquisition.
You’re losing as many users as you’re gaining. It might be for a bunch of reasons: outdated onboarding, neglected marketing channels, or you’re simply not keeping up with merchant needs.

The fix? Either reduce your churn, increase your acquisition, or do both. Let’s talk about how.

Talk to Your Power Users

Listen, if you take only one thing from this article, it should be this: stop guessing what your users want and ask them. Your power users (those folks who rave about your app, constantly upgrade, or share feedback) are an untapped goldmine of insights.

1. Set Up Mini Chats or Surveys
   Shoot a quick email: “Hey, can I grab 15 minutes on a Google Meet call to hear your thoughts?” (You can even offer money for it 👀)
   Do it also whenever someone opens the app dashboard through the live chat.

2. Ask Targeted Questions

   • “What feature do you use most?”

   • “What part of the app annoys you?”

   • “What’s the one thing we could build that would make your life easier?”

3. Focus on Real Pain Points
   Don’t assume you know the pain points. Your power users will tell you exactly where they struggle. That’s your roadmap right there.

Pro Tip: If everyone complains about a clunky setup flow, guess what’s next on your to-do list?

Optimize Your App Flow

Let’s be real: features and app flows we designed six months ago can feel ancient in Shopify time. Merchants expect snappy, intuitive experiences. So if your setup still looks like the dashboard I had for WideBundle in 2020, that’s your red flag.

Onboarding Overhaul
Make sure your first time user experience is butter smooth. Are there too many steps? Are your instructions outdated? Simplify it.

Email and Notification Check
When was the last time you updated those onboarding or follow up emails? Are you still referencing “Summer 2022 Promo” anywhere? Time for a refresh.

In-App Guidance
Tooltips, quickstart guides, maybe even a little progress bar. Anything that helps users see real results in the first day (or hour) will reduce churn.

When (And How) to Explore New Audiences

Don’t chase new audiences just because you’re stuck. Only do this after you’ve tackled the obvious fixes. If your core user base is dropping off because your flow stinks, adding more users won’t magically fix that. You’ll just bleed them out the other side.

But once you’ve nailed your core experience and your current users are happy, consider tapping into a fresh audience or niche. For example, if your app helps fashion stores with product bundling, maybe you can expand those bundling features for electronics or subscription based businesses. Just make sure you don’t spread yourself too thin. Only jump if you can truly offer value to that new market.

Check Everything You’ve Already Done

Look, building an app is an ongoing process, not a set it and forget it affair. Stuff you set up a year ago can be hopelessly out of date. Here’s a quick checklist:

1. Email Sequences
   Do they still make sense? Are you referencing features you’ve removed?

2. Landing Pages and App Listing
   Is the copy fresh? Any new screenshots or merchant testimonials you can add?

3. In-App Copy
   Instructions, tooltips, or disclaimers that might be outdated.

4. Price and Billing
   Does your pricing reflect your app’s current value? Are you missing out on revenue because you haven’t updated your tiers?

Manage Churn and Boost Acquisition

Since plateau = churn equals acquisition, you can break it down into two main levers:

1. Reduce Churn

   • Polish your product flow

   • Give better (and faster) support

   • Add or refine features your users are begging for (we’ll talk about churn tactics in another section)

2. Increase Acquisition

   • Revisit your marketing channels. Are you relying too heavily on the Shopify App Store search? It might be time to diversify.

   • Consider partnerships. Linking up with complementary apps or agencies can put your app in front of a totally new audience.

   • Change your App Store listing with new visuals and up to date copy.

And hey, if you can do both at once, awesome.

Quick Example

Let’s say you have an app that helps merchants optimize their storefront layout. You’ve been hovering at 5K MRR for months. You do some detective work:

• You interview 5 of your top users who say, “We love how quick the app is, but the setup is confusing. And your email instructions are missing screenshots.”

• You jump on it: revamp the onboarding, add screenshots to each email, maybe even insert a 2 minute walkthrough video.

• Result? Installs are more likely to stick around past the trial. Churn drops. Your MRR inches upwards.

• Then, you decide to expand to a new niche. Maybe you tweak your messaging for store owners who want to optimize their mobile layouts specifically. You partner with a popular mobile theme provider to co-promote each other’s offerings. New installs flow in.

This is how you chip away at your plateau.

Your 5 Step Action Plan

1. Talk to Power Users First
   You’ll spot the biggest wins right there.

2. Fix Onboarding and In-App Flows
   Don’t let confusion be the reason people uninstall.

3. Refresh All Existing Assets
   Emails, landing pages, app listing, help docs. Make them reflect the app today, not last year.

4. Boost Acquisition Once You’ve Fixed the Basics
   Partnerships, new marketing channels, or a brand new niche.

5. Keep an Eye on Churn
   If churn is high, your growth is basically swimming upstream.

Final Thoughts

A plateau is not a death sentence for your Shopify app. It’s just a sign that something needs to change. The fastest way to figure out what is by having real conversations with your best users and optimizing your app’s user journey. Only after you nail that should you look to branch out to new audiences or double down on marketing.

And remember, if you’re only bringing in new users without fixing the leaky bucket, you’ll just end up right back where you started, stuck in that plateau. So fix the flow, update your messaging, and keep your finger on the pulse of what merchants actually want. That’s how you break free and start climbing again. Good luck out there!

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See you in the next email!

Mat 😁