5 Customer Acquisition Channels for Shopify Apps: Pros vs. Cons

Most Shopify apps, especially small and medium-sized ones, rely heavily on this channel. The users who visit your listing page have a strong buying intent – they have a Shopify store and are actively looking for a specific solution.

If your app ranks high in search results and addresses the user's problem effectively, you have a very high chance of getting an install.

The challenge? It's not getting any easier out there. More and more apps are competing for the exact same keywords, and a few "giants" from every category, with a very high number of reviews, attract most of the traffic.

The latest changes to the app store bring good news for smaller apps, with the new "recommendations" section of similar apps at the bottom of the page. If Shopify's algorithm works as expected, you have a better chance to capture some traffic from the dominant players.

While seeing results from organic traffic can take a while, it's probably one of the most reliable acquisition channels for a Shopify app.

Whether it's by writing a blog that adds value to your target audience (yes, we're doing it right now!) on your website or by posting relevant content on Twitter/Facebook communities – organic content builds lasting visibility.

Organic reach through content is a very reliable channel once you reach the point where you're highly ranked on search engines or when you have gained enough relevant followers and become an "expert" in the eyes of your audience.

Let's split this channel into two main groups: Push and Pull.

Push Ads

Push ads mean buying media on platforms like Facebook, Instagram, or Google Display Network. It's the "easiest" way to reach new customers – the more you spend, the more reach you have. But reach isn't enough. The actual conversion rate is what matters.

Push ads typically have a very low conversion rate, as it's not easy to sell a specific solution to someone scrolling their Facebook feed and minding their own business. These platforms are best suited for remarketing campaigns.

Pull Ads

Pull ads are displayed to users only after they show intent, for example, Google Search ads or Shopify App Store ads. Pull ads have a better conversion rate by nature. For Shopify apps that generally provide a specific solution, these ads are much more recommended.

Yes, we're an affiliate program platform. We're biased, but let us explain why this channel is special.

Offering a partner program adds a unique value that no other channel can provide. It allows you to add partners to your own sales team – partners whom Shopify merchants already know and trust.

When you offer an actual benefit (in the form of commissions or better support), you're recruiting the most important partners in the Shopify ecosystem to join your side.

In addition, partners who recommend your app to their clients are much more invested in making sure merchants use your app correctly and for a longer time. This helps you reduce support tickets as your partners handle installations and explain how to use your app effectively.

Our platform, Shoffi, provides a complete affiliate system for Shopify apps and a marketplace where affiliates can discover your partner program and request to join.

Similar to the affiliate program, a recommendation from one merchant to another carries very high trust.

This kind of recommendation typically happens on social media communities such as Reddit's r/Shopify or the Shopify Community forums, where merchants ask each other for advice.

Few things feel better than seeing a merchant you don't know recommend your app to another merchant. That's when you know you're doing something right.

However, this channel remains a very small piece of the overall pie and is difficult to scale intentionally.