Hi! How are you doing?

Just came back from Portugal, Q4 incoming, let’s make some money!

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

• I met Shopify entrepreneurs in Porto

• Buying fake reviews

• Free plan or free trial when starting a new app?

• How to work with Shopify Agencies?

Let’s go! 🔥

I met Shopify entrepreneurs in Porto

I wasn’t in Porto for business. I was just visiting family. But whenever I travel, I have this habit: I post online to see if there are Shopify entrepreneurs around. LinkedIn, Twitter, wherever.

This time, it worked.

I ended up meeting three people:

• One who runs one of the biggest Shopify agencies in Portugal.

• Another who’s building a Shopify app.

• And a woman who manages her agency and is also working on a Shopify theme.

What surprised me the most was how much the ecosystem is growing there. I’ve been to Portugal many times and I always struggled to find people from Shopify. This time, these guys were telling me how Porto was actually becoming a small hub, with more and more app owners and agencies popping up.

And here’s the funny part: before posting, I didn’t know any of them. By the end of the night, we were already talking about possible projects we could work on together.

That’s the beauty of networking. You never really know where it can lead.

The lesson: don’t wait for official events or conferences to meet people. Wherever you go, put yourself out there. Post that you’re around. Send a DM. Invite someone for coffee.

Most of the time, nothing will happen. But sometimes, you’ll end up in a small restaurant in Porto talking about business opportunities you didn’t even know existed that morning. And these are the moments that create the strongest networks.

Buying fake reviews

Every Shopify app founder knows it: reviews are everything.
They drive visibility, installs, and trust.

The problem? Because they’re so powerful, people are constantly trying to sell fake ones.

I get offers almost every day. “100 reviews guaranteed.” “We’ll make your app #1.” At this point, I get more messages from these guys than from my mom.

And it’s not just me. In my founder groups, people share screenshots like the one above. Agencies literally brag about the growth curve they can create with fake reviews.

Here’s the truth: it can give you a boost at the start. But it doesn’t last. Shopify is getting better and better at spotting fake activity. When they catch you, you don’t just lose reviews. You lose trust. And sometimes, your entire app.

The alternative is harder, but it actually compounds:

• Focus on velocity, not just total count. Three real reviews every week will outrank a competitor sitting on 200 old ones.

• Catch the right moment. Don’t wait for users to explore your app for weeks. Ask for a review right after you’ve delivered value or solved a problem.

• Use direct conversations. A live chat inside your dashboard creates natural opportunities to help users and then ask.

The funny thing is: the time some founders spend chasing fake reviews, others spend building real relationships. Guess which ones are still around a year later.

Because reviews are like currency in the App Store. Fake money might circulate for a bit. But sooner or later, it gets pulled from circulation.

Free plans or free trial when starting a new app?

This is one of the first big questions every Shopify app founder faces.

Do you start with a free plan to get installs rolling? Or do you go with a free trial so you can start charging right away?

Here is the reality:

Free plans

• They attract more installs quickly.

• They can help you climb the rankings faster.

• But the users rarely convert, so you end up with lots of free users and little revenue.

Free trials

• You get fewer installs at first.

• But merchants take the app more seriously, because they know the clock is ticking.

• Conversion rates are usually much higher, around 50%.

The only time a free plan makes sense is if it is part of a clear strategy. For example: you launch your app, use a free plan to drive installs, hit page one of your category in the App Store, and then immediately switch to paid plans.

The problem is that most new founders never make that switch. They tell themselves it is just temporary, but then they are afraid to add a paid plan. They end up with an app full of free users that costs them support time and resources without bringing revenue.

My advice:

1. Charge from the beginning. Even a small amount like $5 sets the tone that your app has value.

2. If you use free, use it with intent. Know exactly why and when you will switch. Do not get stuck.

3. Remember that revenue is the goal. Installs look good on paper, but only paying users keep your business alive.

Free plans are an acquisition play. Free trials are a revenue play. Pick the one that matches your strategy, but do not fool yourself. Free only works if you are willing to turn it off.

How to work with agencies?

When I once asked an agency founder how to work with him, he smiled and said:
“The best way to work with me is to send me a bottle of wine.”

It was a joke, but there is truth behind it. Agencies do not really care about referral money. What they care about is relationships and the value you bring to them and their clients.

Here is the reality:

• If your app is expensive, then yes, there is room for agencies to make secondary revenue on top of it. They may push you more because it justifies their time.

• If your app is not expensive, do not waste too much energy here. Agencies will have high expectations, want priority support, and often the users they bring will not cover the effort.

That does not mean there is no value. Working with an agency can sometimes put your app in front of very large Shopify stores. Even if they do not bring you hundreds of installs, having a few big brand names as clients is something you can showcase and leverage in your marketing.

How to actually find agencies

If you decide to go this route, here is how to approach it:

1. Ask your merchants. Many of them already work with agencies. When you hear the same names come up more than once, that’s a sign.

2. Check the Shopify Partner Directory. Agencies list themselves there with their services and focus. You can filter by expertise and region.

3. Look at the Shopify Plus Partner list. If you are targeting bigger stores, these are the agencies that matter most.

4. Show up where they are. Shopify meetups, Slack groups, LinkedIn, local ecommerce events. Agencies are always present where merchants gather.

5. Reach out one by one. Never send a mass email. Do your homework, see what they sell, and explain how your app can help them serve clients better with no extra work.

The mindset

Forget about referral percentages unless your app is really expensive. Agencies care more about:

• Looking good in front of their clients.

• Offering more value without more effort.

• Having a direct line with you when support is needed.

So the best way to think about it is simple:

• If your app is premium, partnerships with agencies can become a real growth channel.

• If your app is not, focus on merchants directly and treat agencies as a nice bonus.

In other words: money matters only if there is enough of it. Otherwise, focus on the wine. Build the relationship, bring the value, and the rest follows.

Thanks for reading!

I’ll see you in the next email, in 14 days. Until then, take care!

Mat.