What used to be purely organic, set-and-forget growth has transitioned in to requiring a more tactical approach to see real growth. The top players in the space leverage strong review acquisition strategies to inflate their ranking, listing optimization to increase search traffic, and relationships to get featured spots. If you can’t or won’t participate in these, you won’t see as much growth.
The nature of the ranking algorithms gives an advantage to apps that have already seen success, so the initial success is the hardest part. You can use that initial success to drive continued organic long term growth.
The other thing I warn people of who are thinking about Shopify apps as side income in the support requirements: merchants are, as a rule not sophisticated. This means you generally get a lot of incoming customer support. If your store modified the front end, much of this support will be not directly related to your app, but how your app interacts with the multitudes of apps and themes the merchant may have installed.
Shopify also has rules that require you to offer a certain standard of customer support, and you’ll need to meet them to remain in the store. Support is also one of they key drivers of reviews, which are incredibly important for ranking highly and seeing that organic growth.
Source: built and managed the team behind the Shopify App Store from 2012-2017. Still involved as a participant. Always happy to chat with anyone thinking about the Shopify ecosystem.
1. Credible ($2.5k/mo), a Shopify app to display recent sales:
"The other primary source of growth has been through Shopify itself. Shopify is amazing at promoting their apps. They take a 20% cut of your subscription fees, but it's well worth it in what they provide for you. When you first launch an app on the store, they feature it in the "New & Upcoming" section for store owners to get a first glimpse of your app. After you prove yourself with some solid growth and positive reviews, they will feature you in the main "Featured" section of the store. Both of these were huge for our growth. When Shopify put us on their main featured page, we netted about 180 new recurring customers." [2]
2. Shogun ($4.5k/mo), drag-and-drop page builder:
"When we launched on Shopify, sales began to trickle in and have been growing ever since. We've been attracting users in the Shopify app store from the beginning with very little marketing, and we got featured by Shopify fairly early on, which gave us a good boost. Now most of our new customers are through word of mouth or the Shopify app store." [3]
[1] https://firstpayingusers.com
[2] https://www.indiehackers.com/interview/how-i-grew-my-app-to-...
[3] https://www.indiehackers.com/interview/struggles-we-faced-bu...
Might be better to work as a consultant on speeding up sites and implementing structured data properly - the day rate will be better.
A lot of shopify themes have terrible speed issues and some of the older ones just don't implement structured data properly.
Another area is Integration with Google analytics.
- Most small/medium sized ecommerce stores we were targeting with our product were using Shopify
- If they are using Shopify, they're used to the easy installation of an app... And if they're not (by nature of being small / medium sized) they are likely to be dev-averse or slow at implementing a custom API.
- The Shopify app developer ecosystem is — on the whole[0] — a rich resource and easy to get started. If you know React, they have great tutorials to get up and running, and also a stellar UI kit (called Polaris) to make Shopify-esque interfaces pretty easily.
Because Shopify apps (even ones embedded within the admin UI - which we decided to do) are basically websites, you can leverage your own agnostic back-end and go for a best-of-both-worlds approach.
[0] - The downside to integrating into Shopify APIs is there are definitely some (surprising) gotchas, and the documentation does have some missing pieces due to churn (they release new API versions every few months). The dev forums and Git repos are, generally speaking, pretty active and most questions have already been asked.
You can release a theme on themeforest without all the hubub, but you're competing with a lot of developers, and there's tons of mediocre stuff so you'll have to stand out in some way.