Mat De Sousa: How to Grow Your Shopify App | Tips & Tricks from Shopify App Developer

In this episode, we have Mat De Sousa, the Founder & CEO of The Wide Company, sharing invaluable tips and tricks to build and grow a successful Shopify app.

Mat De Sousa is a well-known Shopify app developer for e-commerce growth. Since starting his journey in 2017, Mat has built five Shopify apps—two of which are huge successes.

Mat takes us through his journey of developing his app from scratch, overcoming challenges, and scaling it to achieve over $57,000 MRR today.

If you are looking to build Shopify apps or want to learn how to scale your e-commerce business, this podcast is packed with process, growth strategies, and valuable advice.

Read along as we explore his journey, strategies, and tips to make your Shopify experience  better than ever!

💡 What you'll learn:

✅ How Mat started and scaled his Shopify app business

✅ Key challenges faced and how to overcome them

✅ Practical tips to build and market a Shopify app

✅ Secrets to sustainable growth and profitability

Don’t miss this opportunity to learn from a successful entrepreneur in the Shopify ecosystem!

👉 Hit the like button, subscribe, and turn on notifications to stay updated with more content like this!

⏱️ Timestamp

How do you choose which app to build?

Understanding what Shopify merchants need is the key to choosing the right app to build.

If you’re not passionate about a specific category, focus on finding the real challenges they face. 

Here’s how you can do it:

1.Start with Market Research

• Explore forums like the Shopify Community, Reddit, or Facebook groups. Understand the common problems merchants talk about.
• Check reviews on the Shopify App Store.
• Look out for patterns in what users like or dislike about existing apps.

2. Talk Directly to Merchants

• Take part in Shopify events, webinars, or meetups to connect with store owners.
• Use LinkedIn to message merchants or join e-commerce groups.
• Ask open questions like, “What’s your biggest challenge with [Bundling, upselling, etc]?” or “What task would you love to automate?”

3. Analyze Gaps in Current Apps

• Study popular apps in the App Store. Find areas where merchants feel apps fall short.
• Example: If apps solve a problem but lack good integrations or support, you have a chance to improve on that.

4. Solve Specific Problems

• Do not develop an app that does everything. Focus on solving one issue really well.
• For example, if merchants struggle with cart abandonment, build an app that simplifies cart recovery.

5. Test Your Idea with Prototypes

• Create a basic version of your app, before full development.
• Share it with a small group of merchants, gather feedback, and make improvements based on what they say.

By doing research, having conversations, and acting on feedback, you can find real problems to solve with your app. 

Listen to merchants, adapt your ideas, and develop an app they truly need.

How do you determine the pricing strategy?

When pricing your Shopify app, you need to find the right balance between keeping it affordable and making it feel worth the price.

Here’s how you can do it:

1. Ask Early Users for Feedback

• At what price would you consider the app too expensive for what it offers?
• At what price would you think the app is too cheap, making you question its quality or value?
• What is the ideal price range for you?Users usually give a range based on their perception of the app's value. 

This provides a realistic benchmark for pricing.

2. Analyze Competitors’ Pricing

Check how your competitors are pricing their apps. 

They would have figured out the best prices based on research and customer feedback. 

Use their pricing as a guide to decide what works for your app.

3. Align Pricing with the App’s Value

Combine user feedback and competitor analysis to find a price for your app.

See that it reflects the app’s value while staying reasonable for your target audience.

Why This Strategy Works

Involving your users in pricing decisions, ensures that the price resonates with their expectations. 

At the same time, competitor insights give you an edge in positioning your app effectively in the market.

This approach ensures that your pricing strategy not only meets your revenue goals but also builds trust and credibility with your users.

How do you get your first installs?

Getting your first installs for a Shopify app can be challenging, but with the right strategy, you can grow your customer base quickly.

1. Start with Your Early Users

• Reach out to the people you spoke to when gathering app ideas.
• These early users are your first customers and will often leave your initial reviews.
• Their feedback and reviews help build credibility for your app.

2. Stick to the Channel That Worked First

• Use the same platform where you found your early users to expand your customer base.
• For example, if LinkedIn helped you connect with merchants initially, continue using it to grow.

3. Leverage the Shopify App Store

• Focus on getting positive reviews from early users.
• Reviews improve your app’s ranking on the Shopify App Store.
• It makes it easier for new users to find and trust your app.

4. Collaborate with Influencers

• Partner with influencers who have an audience of Shopify merchants.
• YouTube creators, Instagram influencers, or bloggers can help promote your app to the right people.

5. Explore Partnerships with Other Apps

• Once your app gains traction, consider collaborating with other Shopify apps.
• Partnerships can build trust and bring in new users.

What Channels Work Best?

• LinkedIn has become an effective channel for reaching Shopify merchants.
• Influencer marketing and app partnerships are also excellent long-term growth strategies.

What does the onboarding journey look like for your app?

A smooth onboarding process is key to turning new users into active ones. 

1. Start with the Basics

• Identify the essential steps users must take to start using your app.
• Guide them through setting up configurations or enabling key features.
• Keep the process simple and help users quickly see the value of your app.

2. Collect Feedback and Refine

• Ask users for feedback on the onboarding process.
• Use their input to improve and simplify steps where possible.

3. Track Key Metrics

• Monitor the conversion rate for each step in the onboarding journey.
• For example:
  • What percentage of users install the app?
  • How many more from installation to completing the setup?
• If activation rates are low at any step, identify the problem and work on improving that step.

4. Focus on Activation Rates

• Improving activation rates is more important than increasing installs.
• For example:
  • If only 20% of users complete the setup, doubling the rate to 40% means you double the number of active users—without needing more installs.

5. Test and Iterate

• Identify where users drop off during onboarding and make assumptions about why.
• Test different solutions, such as clearer instructions, better visuals, or reducing unnecessary steps.
• Keep iterating until the numbers improve.

How Important Is Customer Support?

Customer support is absolutely critical, especially in the Shopify ecosystem. 

Here’s why:

1. Boosts App Store Rankings

Excellent customer support often results in positive reviews, which directly impact your app’s ranking on the Shopify App Store.

2. Earns 5-Star Reviews 

Happy customers are more likely to leave glowing reviews, often without even being asked.

3. Retains Users 

When customers encounter issues but receive exceptional support, they are more likely to continue using your app.

Customer support should be your focal point. 

Use it not only to resolve issues but also to gather feedback, request reviews, and improve your app. 

How to Identify Customer Problems and Find Market Gaps

Proactive Engagement

Use live chat tools to monitor when users are online and initiate conversations. 

For example, trigger a message when they’re navigating your dashboard, by offering help or scheduling a call. 

This encourages meaningful interactions and opens up opportunities for feedback.

User Calls 

Whenever possible, get users on a call. 

Direct conversations make it easier to understand needs, challenges, and feature requests. 

Often, users will share ideas that could inspire new app features—or even an entirely new app.

Most of the best features are born from user calls. These direct interactions provide insights that wouldn’t surface otherwise.

Strategies to Rank in the Shopify App Store

If you're a Shopify app developer, ranking high in the App Store helps attract users. 

But the App Store works best when you already have traction.

Apps with positive reviews rank higher, making them more visible to potential users.

This leads to 

• More installs
• More reviews
• Drives growth. 

So this is how you do it.

Start by Building Connections

• Talk to Shopify merchants and learn about their needs. 

This is the best way to gain traction for your app

• You can do this on platforms like LinkedIn or through direct outreach.
• Focus on getting at least 10 merchants to try your app as early adopters.

These users will give you valuable feedback to improve your app.

They will leave your first reviews on the Shopify App Store.

Optimize Your App Store Listing

Once you have your initial reviews, focus on optimizing your App Store listing to attract more users. 

Use these tips:

1. Choose the right keywords

• Think about the search terms your target audience will use.
• Include them in your app title and description.

2. Use high-quality visuals 

• Create screenshots and videos that clearly show what your app does and why it’s valuable.

3. Write a compelling description

• Highlight the main benefits of your app.
• Explain how it solves specific problems for Shopify merchants.

Don’t Rely Solely on the App Store

While the Shopify App Store can generate growth, don’t depend on it alone. 

• Build your customer base through active engagement. 
• Share your journey, app updates, and merchant success stories on social platforms.
• Show consistent online presence to attract new users.

All these will help you create the momentum needed to rank well and grow your Shopify app successfully.

Tools to Measure Analytics

One of the most widely used tools is Mixpanel, designed to track everything users do—from installation to button clicks and other actions. 

Mixpanel offers data tracking to help you analyze and improve your app’s performance.

However, for those who find Mixpanel too complex, there’s a newer tool called Mental, specifically tailored for Shopify app developers. 

Mental provides an easier way to track analytics and is a great alternative for those seeking simplicity.

Tracking your data is non-negotiable. Many people rely solely on customer feedback, which is valuable but often incomplete. There are two types of data to track:

1. Qualitative Data: This is derived from direct customer feedback and conversations.
2. Quantitative Data: This involves tracking metrics and numbers to analyze performance.

Both are crucial. Qualitative data captures insights that numbers can't, while quantitative data provides objective metrics that conversations might miss. 

By using both, you can optimize your app and achieve significant growth.

Importance of "Built for Shopify Badge"

The "Built for Shopify" badge has a significant impact on app rankings. 

Rankings play a crucial role in attracting users, and this badge is a key factor in improving an app’s visibility.

Shopify's primary goal is to provide merchants with an exceptional experience. 

To achieve this, Shopify encourages app developers to adhere to specific design guidelines and standards that enhance user experience. 

Apps that meet these requirements are rewarded with the "Built for Shopify" badge, which can boost their rankings in the App Store.

Interestingly, established apps with extensive features may face challenges in adapting to these guidelines quickly, creating an opening for smaller apps to outrank them with the badge.

What are the dos and don’ts for new Shopify app developers?

1. Start with a Problem‍

Always begin by identifying a real problem that merchants face. 

Building an app based on assumptions or personal ideas often results in wasted time and effort, as no one might need the solution.

2. Track Your Metrics

Metrics are critical to understanding your app’s performance. 

Mat says,

3. Customer Support is Crucial‍

Excellent customer support is non-negotiable. 

Users appreciate responsive and helpful support, which can differentiate your app from others.

Go-to Marketing Strategies for Shopify Apps in 2025

1. Pick a Channel

Choose a marketing channel that aligns with your strengths. 

If you enjoy writing, focus on LinkedIn. If you like making videos, consider YouTube.

2. LinkedIn for Developers

• Start by connecting with Shopify merchants and agencies.
• Engage in meaningful conversations by commenting, adding value, and asking genuine questions.
• Consistently post about your journey, progress, and insights. Building in public fosters trust and attracts the right audience.

3. Be Consistent‍

Post regularly and engage with your audience. 

Over time, you’ll build a strong network of users and collaborators.

Wide Event Community & Its Advantages

Wide Event started as a French event for Shopify merchants to discuss topics that could help their businesses. 

Over time, it was transitioned to English to include not just merchants but also others in the Shopify ecosystem.

Building a community has several benefits:

• Trust: A large community signals credibility. People see you as someone trustworthy.
• User Base: A community helps you acquire users for your apps quickly.
• Feedback: You can understand merchant needs directly through interactions.

If you have the opportunity to build a community, go for it—it’s an asset for both the present and future.

The Cash Flow Game vs. The Growth Game

Shopify apps offer flexibility depending on what you want to achieve

1. The Cash Flow Game

• Focus on steady, consistent profits.
• Automate processes and reduce costs to maximize profitability.
• Ideal for those who want to enjoy life without the pressures of aggressive scaling.

2. The Growth Game

• Focus on scaling quickly with the goal of a significant exit.
• Requires a team, well-defined processes, and hard work.

Neither approach is better—it depends on your personal goals and the type of business you want to build.

Conclusion

Building a successful Shopify app takes more than just coding—it’s about understanding what merchants need, planning strategically, and staying consistent.

From solving real problems to providing excellent customer support, every step matters.

Mat’s journey shows the power of listening to users, tracking key data, and acting on feedback. These steps can turn a simple idea into a thriving app that truly helps Shopify merchants.

Whether you’re aiming for steady income or fast growth, the key to success is staying focused on helping merchants and creating a great user experience.