The Shopify App Store has become one of the most competitive SaaS ecosystems in the world. With more than 10,000 public apps and tens of thousands of private/custom apps, standing out is harder than ever. Yet some developers continue to grow massively, dominate their niches, and build successful SaaS businesses from scratch.

Among these standout developers is Mat De Sousa — one of the most influential modern Shopify app creators and founder of WizzCommerce, the company behind multiple high-growth Shopify apps.

Having built apps that serve tens of thousands of merchants, Mat has shared countless insights on YouTube, Twitter (X), Shopify developer communities, and growth forums. This guide compiles his best lessons, tactics, and real-life strategies on how to grow a Shopify app in 2026 and beyond.

Whether you are:

• A solo developer building your first app

• A SaaS founder scaling a Shopify app startup

• A marketer helping a Shopify tech product grow

…this guide will help you understand exactly what works today — from product development to ranking in the Shopify App Store, to acquiring and retaining merchants.

The Core Philosophy Behind Mat’s App Development Strategy

Mat De Sousa follows a simple, highly effective philosophy:

Build small, valuable, fast

Instead of building a giant, feature-heavy app, he recommends:

• Start with one core problem

• Solve it better than anyone else

• Ship the MVP fast

• Improve based on merchant behavior

This is the opposite of most failed Shopify apps, where developers build:

• Too many features

• Too many customizations

• Too much engineering before launching

Mat’s approach:
➡ Build less, validate faster, scale only what works.

Solve real pain points, not nice-to-have ideas

Most unsuccessful apps solve “cool ideas.”

Successful apps solve:

• Merchant money problems

• Conversion issues

• AOV problems

• Retention issues

• Time efficiency problems

• Operational inefficiencies

Mat emphasizes:

“If your app doesn’t make merchants money or save a lot of time, they won’t keep it.”

The best app UI is simple, not beautiful

Merchants are not engineers.

They want:

• Simple interfaces

• Clear setup steps

• Automatic configurations

• Done-for-you templates

• Minimal buttons & settings

Mat’s apps are known for having:

• 1-click setup

• Quick onboarding

• Clear actionable steps

• Instant visible results

How to Grow a Shopify App — The Mat De Sousa Method

Below are the core strategies he teaches publicly.

Nail Your App Store Positioning (App Store SEO)

Shopify App Store SEO is now more important than ever.

Mat focuses heavily on:

Keywords

Research keywords merchants actually search for:

• “Preorder”

• “Upsell”

• “Bundles”

• “Cart drawer”

• “Shipping bar”

• “Product tabs”

Titles

Clear and keyword-focused:

✔ Pre-Order | Backorder | Coming Soon
✔ One-Click Upsell
✔ Cart Upsell & Cross-Sell Drawer

Descriptions

Highly scannable text:

• Bullet points

• Short paragraphs

• Clear benefits

Images & Demo Videos

Use simple visuals that explain:

• Value

• Results

• Why it’s better

Reviews

Mat recommends:

• Asking after success events

• Adding in-app review triggers

• Never offering incentives (against Shopify rules)

Prioritize Merchant Support — Your #1 Growth Engine

Support is not a cost center in Shopify apps.

It is a growth engine.

Merchants expect:

• Lightning-fast replies

• Humans, not bots

• Setup assistance

• Customization help

Mat’s philosophy:

“Your support team is your best retention team.”

He focuses on:

• 24/7 support

• Pre-made support macros

• Video tutorials

• Screenshots

• Mini Loom videos

High-quality support leads to:

• More reviews

• Lower churn

• Higher app ranking

• Better merchant trust

Leverage In-App Virality

Mat promotes features that encourage:

• Sharing

• Referrals

• Embedded storefront widgets

For example:

• Widgets with “Powered by X App”

• Watermarks

• Badges

• Branded pop-ups

When merchants grow → your app grows.

Keep Pricing Simple and Fair

Mat suggests:

• Simple pricing

• No overly complex tiers

• Offer free plan if possible

• Charge based on value delivered

He often uses:

• Free plan

• One mid-tier plan

• A premium plan for advanced stores

This widens the merchant funnel and reduces friction for new apps.

Remove 99% of Merchant Decisions (Automation)

Merchants don’t want to configure 30 settings.

They want:

• Default templates

• Autopilot recommendations

• AI-driven settings

• 1-click activation

Mat’s best tip:

“Make sure merchants see value in the first 30 seconds.”

Ship Constant Improvements (Public Roadmap)

Mat recommends:

• A public roadmap

• Frequent updates

• Posting changelog updates

• Announcing improvements inside the app

This builds trust and keeps merchants confident that:

“This app is alive and improving.”

Build Apps That Integrate With Other Apps

Examples:

• Page builders

• Upsell apps

• Discount apps

• Review apps

• Checkout apps

Integration increases:

• Stickiness

• Organic referrals

• App store visibility

Mat De Sousa’s strategies work because they’re based on real-world experience building, scaling, failing, and rebuilding apps inside the Shopify ecosystem.

If you follow his principles:

• Build fast

• Keep it simple

• Focus on merchant value

• Support merchants like crazy

• Optimize App Store ranking

• Market through influencers & partners

…you dramatically increase your chances of building a profitable and sustainable Shopify app.