The App Collective Episode 65
Shopify App Reviews Purge
Hello App Collective. We are one week away from Mantle Techtonic and Shopify Editions. I hope to meet you or see many of you again next week.
I took a couple of days off work to attend my niece’s high school graduation last week, as well as spend quality time with my family on my birthday. Meanwhile, the world shifted for Shopify apps with the ‘reviews exodus’ on a Friday. I was playing Monopoly with my family and was getting flooded with messages about it. It was the first time in ten years that I prioritized family over work, and I have zero regrets.
Today, I will give you my thoughts on the subject in this episode. It’s a spicy, hot take, and I fear some of you might not agree or see my perspective. Here’s the thing: if you’ve been around for a while, this should come as no surprise to you. I have been saying for as long as I can remember that, as a marketer, I prefer seeing reviews that highlight the benefits of the app and how it actually helps Shopify stores save time, grow sales, or improve overall operations. This is not a new ‘hot take’ coming from me. But it pulls it all together, and apparently, Shopify agrees with me. You may recall me saying, “It legitimizes the business” when an app gets a 1-star review from time to time, and the same can be said about this shift in how Shopify wants you to get reviews.
Let’s get into it, but before we do that, I am going to give you the deets on my 2 talks next week at Mantle TechTonic and Shopify Editions.dev.
What’s inside:
My talks at Mantle TechTonic and Shopify Editions
Shopify app review exodus thoughts
My Talks at Mantle TechTonic and Shopify Editions
TechTonic
The "band" is getting back together for an encore at Mantle’s TechTonic event on May 28th for an afternoon jam session all about how Shopify apps—big and small—can use video to drive full-funnel growth.
In this session, we’ll cover:
Why video is a powerful growth lever for Shopify apps
The best tools for video creation, editing, and performance tracking
What types of videos to test, including influencer content, product explainers, and more
We’re currently scheduled for 1:30 p.m. ET, right after the lunch break. I hope you can make it!
Shopify Editions.dev
I’ll be joining two Shopify team members, John Nguyen (Product Lead, Shopify Ecosystem) and Katrina Bautista (Senior UX Lead, Shopify Ecosystem), for a roundtable session titled “App Listing Teardowns.”
This interactive session is designed for Shopify app developers and will include:
Live teardowns of selected app listings, chosen from submissions by you (the developers)
Breakout discussions with small peer groups to share feedback and brainstorm ways to improve your listings
A closing Q&A session focused on applying best practices to optimize your app listing for greater success
Whether you're looking to refine your copy, improve conversion, or better communicate your app's value, this session is built to help you level up.
Why a Review Purge Might Be the Best Thing for the Shopify App Store
There's been a lot of chatter about Shopify purging reviews from the App Store last Friday, and while it may sound alarming at first, I actually think this is a good move for the long-term health of the ecosystem.
I KNOW IT HURT A LOT OF YOU. Here me out.
The current review system has been gamed for a long time. Many apps have built their five-star reputations not by delivering real value based on the app's function, but by incentivizing merchants to leave glowing reviews immediately after a support interaction. Helpful? Sure. But does it tell you whether the app actually moves the needle for a merchant’s business? Not really. I promise I’m not trying to be harsh, and I know your support team works very hard to get those reviews.
When top-rated apps often master the art of review farming—through relentless follow-ups, in-app nudges, or even, dare I say, shady pay-to-play tactics—it dilutes trust in the system. Merchants ultimately choose based on volume and star count, rather than whether an app can actually drive sales, save time, or help them run a more effective Shopify store.
A purge helps reset the playing field. It rewards apps that earn reviews the hard way, through consistently delivering product value, not just addressing customer service tickets. It also sends a message: quality over quantity. This kind of shakeup could push more developers to invest in the core product experience and merchant outcomes, rather than gaming a flawed system. There are simply too many apps now. Your product needs to be the part that shines, not your service. You are not running a service-based business, after all.
What Should We Do Now?
If you're a developer, marketer, or founder, this is the perfect moment to reset your own review strategy and start focusing on long-term, merit-based growth. Here's what that looks like:
Double down on product: The best marketing is still a great product. Remember the order? Build something that actually helps merchants sell more, save time, or simplify operations. That’s what earns sustainable praise. You will notice that your LTV grows in relation to your review count.
Educate your merchants: Most merchants don’t automatically understand your app’s value, especially if it’s not sales-forward. Make it your job to show them what’s possible. Use tooltips, onboarding flows, emails, and videos to connect features to outcomes.
Resell your app’s value regularly: Don’t just sell once at install. Continue reinforcing how your app is driving results. Send milestone updates ("You saved 10 hours this month!") or usage recaps. Make the value feel alive, not passive.
Ask for reviews at the right moments: When a merchant sees clear results, like increased conversions, successful launches, or major time savings, that’s the moment to ask for feedback. Not just after a support chat.
This reset might sting for some apps, but in the long term, it's a win for the ecosystem. The more we align reviews with real value, the better the App Store will be for developers and merchants. As app founders, especially ones developing on the Shopify platform, learning to pivot is in your DNA. You got this. Trust the process.
Please don’t hate me for that take, but it should feel familiar with what I’ve been saying consistently all along.
Anyway, we can hash out the difference of opinion when I see you next week, yeah?! :-)
Talk soon,
Deb