Nixbly
The platform’s real business model isn’t subscriptions — it’s upsells
💬 You want reviews on your store?
→ Install an app.
💬 Want BOGO promotions?
→ Install an app.
💬 Want better SEO tools, advanced analytics, or upsell funnels?
→ You guessed it: install an app.
Shopify’s App Store is less of a marketplace — and more of a crutch for missing features.
🤯 Why are basic features locked behind paywalls?
- Essential tools like discount logic, cart rules, metafield editing, and automation are either restricted or non-existent natively
- Shopify intentionally leaves gaps for third-party developers to fill
- Many apps cost $20–$100/month EACH — scaling aggressively with usage
- Several apps duplicate functionality, creating bloat and conflicts
It’s not about empowering merchants — it’s about creating a monetizable ecosystem.
📉 The real issues behind the app explosion
- Stores often run 10–30+ apps, each injecting their own JS/CSS
- Performance tanks, CLS and LCP suffer
- Multiple apps clash over cart logic, checkout extensions, or theme rendering
- Merchants are locked into monthly subscriptions just to stay functional
Your store might look good — but it runs like it’s duct-taped together.
🔒 Shopify controls the economy
- App developers pay a 20%+ commission to Shopify
- Apps must follow strict UI guidelines — but the core platform still lacks UX parity
- Native solutions are deprioritized if there’s already a paid app filling the gap
- Merchants have no way to “buy once, own forever” — it’s SaaS or nothing
You’re not just running a store — you’re renting every moving part of it.
✅ What should developers and merchants do?
🧠 Question default setups: Do you really need an app for this?
🧰 Build in-house where possible: Especially if you have development resources
📦 Audit app usage monthly: Eliminate what’s redundant or bloating your store
📉 Push back: Stop normalizing paying for features that should be native
🌐 Explore custom storefronts or headless when scaling beyond limitations
❓Ask yourself:
- Are you solving business problems — or just stacking apps to mask them?
- What happens to your store if your top 3 apps shut down?
- Are you building a business — or a Shopify bill?
👉 Shopify isn’t an e-commerce solution. It’s an e-commerce shell.
And they charge you for every piece that makes it work.
Post inspired by developer frustration, merchant app fatigue, and the growing concern that Shopify is prioritizing platform monetization over long-term merchant success.