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Why We Built Shop


The short answer is that we built Shop to help strengthen the relationship you have with your customers where they are today, on their phones. In this and future blog posts, we’ll dive deeper to explain the strategy behind our first consumer-facing product. Here, we’ll answer the questions why we made Shop an app and how Shop works with (and for) your business.

Why is Shop an app?

Take a look at the ScreenTime feature on your iPhone or Android device, and you might notice a trend that’s unfolded over the past five years. We spend more time in just a handful of apps than we do searching the web. So much more that Google web search has lost its ecommerce lead to social networks, marketplaces, and their app counterparts. 

Shopify’s metrics reflect this trend, too. Over the past four years, we’ve seen a 275% increase in traffic bypassing online stores and landing directly at checkout. Apps have become the leading paths to discovery and purchase. But using apps to drive traffic to your store or building one on your own is expensive. That’s why we created the Shop app, a free channel that helps merchants secure high-value real estate on customers’ phones. 

Imagine if your store was the 3rd most popular shopping app in the U.S.
With Shop, it already is.

Shop wins this real estate because it acts as a personal shopping assistant for your customers. It streamlines and improves their cart to home journeys across all their favorite stores. What’s even more unique about Shop’s app experience is that it’s features aren’t just convenient, they’re meaningful, too. Shop Pay is a faster way to checkout safely and also offsets carbon emissions from deliveries for free. Real-time order tracking offers both a live map view and push notifications, so customers are less likely to miss a delivery. These and other thoughtful touches are what have helped Shop earn its place on over 30M phones and app store leaderboards.

How Shop works with (and for) your business

On top of helping merchants offer a better cart to home experience, Shop also drives new and repeat sales. We’re already seeing 8% of users on the Shops tab click to view merchant profiles or product recommendations in more detail. Shop empowers merchants with customizable brand profiles that Shop users can follow to see deals and new products and then promotes these as recommendations in the Shops tab so that brand followers and existing customers can rediscover our merchants’ stores sooner.

Driving targeted discovery and rediscovery is key for every merchant trying to grow their business. We know it can cost five times more to gain a new customer than to keep a current one. And the likelihood of converting sales is between 60-70% for existing customers but only 5-20% for new prospects*. Shop levels the playing field for all merchants by increasing brand visibility and discovery in an app, without the stress of building one. Shop brings customers to you.

The possibilities for Shop are endless

What if you could notify your customers about a new product launch or flash sale in an instant? From push notifications to targeted recommendations, the Shop channel opens doors for more meaningful, timely, and exciting interactions with your customers. And we’re just getting started. 

Define Shop’s future

Join the hundreds of merchants already shaping our next update. On top of early access to new features, Shop Community members can share their ideas directly with our product teams so we can evolve the app to support your business.

Join the Shop Community 

Learn more about the Shop app 

*Source: Marketing Metrics



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