Apps are how Shopify stores add features, but more apps is not better. Every one adds a monthly cost, something to maintain, and often code that slows the store. The best approach is to choose by job: decide what you need done, then pick the lightest app that does it well.
Start with Shopify's own apps
Shopify makes a set of free apps that integrate tightly with the admin and are well maintained:
| App | What it does |
|---|---|
| Search & Discovery | Filters, search synonyms, product recommendations |
| Shopify Email | Email campaigns and basic automations |
| Shopify Forms | Sign-up forms and pop-ups that save consent to customer profiles |
| Shopify Inbox | Live chat with customers |
| Translate & Adapt | Store translations for multiple languages |
| Shopify Bundles | Fixed bundles and multipacks |
| Shopify Flow | Automation of routine tasks (tags, alerts, inventory rules) |
| Google & YouTube | Merchant Center sync, GA4 and Google Ads conversion tracking |
| Facebook & Instagram (by Meta) | Meta catalogue, pixel and Conversions API |
Availability of some apps depends on your plan; check each listing.
Common needs and well-known options
- Email and SMS marketing: Klaviyo and Omnisend for advanced segmentation and flows (email guide).
- Product reviews: apps such as Judge.me, Yotpo or Okendo collect reviews after delivery and show them with structured data.
- Subscriptions: apps such as Recharge, Loop or Shopify's own Subscriptions app for recurring orders.
- Customer service: helpdesks such as Gorgias for chat, email and social in one inbox (live chat options).
- Bulk data: Matrixify for importing and exporting large catalogues, useful in migrations.
- WhatsApp: our free TXE WhatsApp button adds a chat button with product context.
Our own apps are listed on our apps page.
Questions to ask before installing
- Do I need it now? Or is it a "nice to have" for later?
- Can Shopify do it already? Many features are now built in.
- How does it load? Theme app extensions and app embeds are cleaner than apps that edit theme files.
- What does it cost at my volume? Check pricing tiers by orders or contacts.
- Is it maintained? Recent reviews, update history and responsive support.
- What happens if I remove it? Data export and code clean-up.
Review your apps regularly
Every few months, list your apps with their cost and what they bring. Remove the ones you don't use, and check speed afterwards (speed guide).
Need something no app does well? See our custom app development service.
Frequently asked questions
How many apps should a Shopify store have?
As few as do the job. Each app adds cost, maintenance and often scripts that slow the store. Review your apps every few months and remove those you no longer use.
Are free apps good enough?
Often, yes. Shopify's own apps cover many basics well. Paid apps are worth it when they clearly save time or earn more than they cost.
What should I do before uninstalling an app?
Check whether it added code to your theme, export any data you need, and check the theme afterwards for leftover snippets.
Author
Uğur KeskinFounder @ShopiuzmanFounder of Shopiuzman. He builds, migrates and grows Shopify stores for brands in Türkiye, Europe and the US, and leads the development of our apps on the Shopify App Store.
