Shopify Unite happened. This is the TDLR version of it.

“The internet is the world’s largest city, and Shopify is building its commerce infrastructure, especially over the past year; we saw independent businesses succeed by showing up creatively and uniquely in this city. The future of commerce on the internet relies on creative expression at every touchpoint.” – this is what Toby Lutke, CEO of Shopify, mentioned during the Shopify Unite Event.

1. Zero percent revenue share annually on your first million dollars in the Shopify App Store

For those building apps for the Shopify App Store, one of the most significant announcements out of Shopify Unite is the news that as of August 1, 2021, we’re offering zero percent revenue share on the first million dollars you make annually on the Shopify App Store.

2. Online Store 2.0

Online Store 2.0 opens up massive opportunities for developers building themes and apps for Shopify merchants. Read more about this update here.

3. Extend Shopify Checkout with apps

Minor changes to Shopify Checkout are only possible for all merchants through the editor, and for more significant changes, through checkout.liquid on Shopify Plus accounts.

4. Improvements to app development – commentary below.

5. Updates to the Storefront API

“We’re releasing new cart capabilities in the Storefront API, with a focus on performance, reliability, and scale.”

But, as an App Developer in Shopify, do I feel united with Shopify right now as an EMEA app? Not really.


I left point 4 above empty because I am not happy at the moment.

Our app Reveal is an app created by a Romanian country based in EMEA, right?

Well, truth to be told, Shopify does not offer partner or app developer support in this region. AT ALL.

Since they have updated their AppStore, Reveal sits in two categories that it doesn’t belong in:

  • Store management and Customer Service

Reveal is a data platform, a marketing analytics tool. No matter who I have tried to go to in Shopify, middle and upper management, how many tickets I opened, or people I reached out to for help, I got the same answer: we do not offer partner support to your region. “Please check out our forums. Check with our support.”


The customer support for app developers is nicely put – uninspired.

So, while I am happy and optimistic about all the changes and improvements Shopify does for app developers, I am not happy that they don’t seem to care about our region.

For one year now, since we launched Reveal in the Shopify store, we have helped hundreds of brands all over the world grow and understand their customers, save them money, making them money, and we are one of the only apps of our REAL category that has 85+ five reviews stars in the Shopify Appstore. We provide support to brands globally 24/7.

But yet, it seems that no one in this giant company that Shopify is can take time to help us exist in the correct category in the AppStore. So yes, I do not feel very united right now.

But, still hoping Shopify.

Now, here are some updates for you this week.

🏆 The winner of my last week’s newsletter contest

Last week, we took it to another level in our newsletter. We went dirty in a rap battle that was consistent with the state of eCommerce today. I did a giveaway for a free license to our CVO Course for the best reply I got on social media on my verse:

And the winner is Elise Connors from HappyCog.

This is her reply:

Let’s be honest. She bodied me.

Congrats Elise! The course license is on its way to you!!! 🥳

Also – a quick shoutout to someone else that participated and did a killer chorus: Iris Grossman!!

🔊 The ultimate NPS Guide

Every time I say NPS, RFM, CAC, and CLV, a baby is born. Trees, blossoms, and rivers are pouring crystal clear water into the depths of virgin forests.

That legit never happened, but what does happen every time I’m speaking on these topics is creating space for questions and learning.

NPS, the Net Promoter Score, is a topic similar to pineapples on a pizza.

Some swear by it, some are disgusted.

The majority of times, the folks that are disgusted have little to no information about how to use it in eCommerce when to use it, and what to combine it with, in terms of strategy, to make it rain 🤑+❤️

That’s why together with my team, we have just released The Ultimate NPS Guide.

It is free, sexy, and un-gated, ready to help you understand why you are leaving money on the table by ignoring NPS or measuring it wrong.

🍪  Google said, “my bad, bro!” and delayed the 3rd party data cookies until 2023.

The more Google cuts off third-party tracking, the more it harms other advertising companies and potentially increases its dominance in the ad space. The less Google cuts off tracking, the more likely it is to come under fire for not protecting user privacy. And no matter what it does, it will come under heavy fire from regulators, privacy advocates, advertisers, publishers, and anybody else with any kind of stake in the web.

Finding a way to balance those conflicting incentives has proven challenging to say the least. One reason is that, as a steward of the open web, Google is attempting to develop its new privacy technologies out in the open via the usual process of creating web standards. It has bundled several efforts under the rubric of a “Privacy Sandbox,” a catch-all term for many different new proposals for Chrome and the web.

📜 Kanye West and Yeezy sued Walmart for selling knockoffs.

Kanye West and his Yeezy brand filed a lawsuit against Walmart in California over what the musician alleges were copycat shoes sold over the retailer’s website.

West and Yeezy accused Walmart of “flagrantly trading off of West’s and the YEEZY brand’s popularity” over a pair of imitation shoes modeled after Yeezy’s Foam Runner line. Citing comments on Walmart’s website and social media posts, West alleged the shoes confused customers and hurt the Yeezy brand.

In an emailed statement, a Walmart spokesperson said: “The product referenced in the complaint is not sold by Walmart, but rather by third-party Marketplace sellers. We take allegations like this seriously and are reviewing the claim. We will respond in court as appropriate after we have been served with the complaint.” – full article from Retail Dive here.

🥤 50% of all CPG start-ups fail because they don’t achieve Product-Market Fit.

50% of all the CPG start-ups FAIL because they do not achieve Product Marketing Fit (PMF).

Shit. Many of them don’t even think about how vital PMF is or even know what it is. They throw themselves in the game because the entry barrier is shallow.

The result? A sea of metoo brands.

I had Andreas Düss, Co-Founder of Boreal Botanical, last week as a guest in Ecommerce Growth Stories, together with Valentin Radu, where we chatted about why CPGs fail and the things matter to exist and thrive in the CPG landscape. Give it a listen here.

🎫 Experiment Nation is unconferencing the Experimentation, Data & CRO Community.

So, these guys at Experiment Nation will go somewhere no one else has the balls to go in terms of events.

They are organizing a conference for the Experimentation, Data & CRO industry people, without hanging off the big names and poster children. They want to do a conference and give a chance to folks around the world to come and speak.

Folks that never spoke before an audience before but want to.


Folks that have something to say and share with the world.

If that’s you, you gotta submit your session idea by July 24th and come and “unconference” the industry together with them.

I’m up for the challenge. How about y’all? Submit your session here.

Until next time, stay growing 🙂