The Shopify App Show

The Shopify App Show goes deep with "indie" developers who build the most innovative stuff on the Shopify ecosystem. This is not a product demo show! Hosted by a 14-year ecosystem veteran, we skip the sales pitches, demos, and pricing talk. Instead, tune in for fun, 25-minute chats with founders about their craft, origin stories, and the specific use cases that help you win. Find the hidden gems that outperform the VC-backed giants. Real builders. No corporate fluff. Just great apps. Subscribe to build a better tech stack.

The Shopify App Show is a business podcast hosted by Martin Cox, with 23 episodes on record and a Required Pod Score of 80. PitchCentric scores this show on Booking Probability, Listen Score, and live audience signals refreshed every 24 hours.

Martin Cox hosts The Shopify App Show, a business show with 23 episodes published.

Our AI reads these to draft pitches. Use them as grounding for a pitch that cites a real guest and a specific topic.

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  Episode #24

  Double Agents: Inside the Shopify Agency & App Ecosystem with Matt Humphreys

  Aug 17, 202632 minS1

  Up until now, we've had a simple formula. Every week I catch up with an indie app developer to talk about a different part of the Shopify ecosystem. Today, I'm going rogue. We've got a guy who threw a legitimate frat party, in a real frat house, in Toronto at DotDev recently. We're both agency guys from a long way back, and I've been wanting to do an episode on where agencies fit into the Shopify ecosystem. Why? Alongside app developers, agencies and consultants make up a huge part of the Shopify ecosystem. For those of us building apps, we all know that an agency that advocates for us is so valuable. But building those relationships isn't as easy as offering some kickbacks or taking them to lunch. For merchants, there's so much expertise living in app developers and agencies, and leveraging both is how great ecommerce businesses perform. So that's what this conversation is about. Matt Humphreys is the perfect person to talk to for this conversation. He has scaled large agency teams in the past and worked with retailers of all shapes and sizes. Now he runs a boutique agency, Urban Folk , out of Toronto. Sponsors Thanks to The Support Heroes for sponsoring the show and supporting app developers all over the world. thesupportheroes.com And a plug for my own app, Product Pelican , our native PIM for Shopify. It's just launched a bunch of new AI features, including the ability to analyse product images to build rich product content. In this episode: Matt's 25 years on the agency side, from scaling Diff to running his own shop, Urban Folk Why fractional expertise beats hiring internally for mid market merchants Vibe coding and AI collapsing delivery from days to hours (and the client who asked him to slow down) The one question Matt asks before ever recommending an app Why the best app market research is talking to agencies, not merchants The story behind the DotDev Toronto frat party, and why IRL beats another pull up banner 00:00 — Cold open: "Do we need an app for this?" 00:07 — Going rogue: the agency episode 01:37 — Matt's 25 years in agency, from Diff to Urban Folk 03:11 — How Shopify deal sizes and expertise shifted over 13 years 05:14 — The mid market sweet spot: fractional expertise over big agency 07:48 — Vibe coding and AI: from days to hours 09:39 — Vetting client ideas against the roadmap, not chasing every trend 12:34 — The first question before recommending any app 14:54 — The feedback loop that makes apps better 15:57 — Build custom or use an app? How Matt decides 18:48 — Advice for app developers: talk to the agencies, not the merchants 22:41 — Product market fit hasn't changed, just the tools 24:36 — Inside the DotDev frat party: why IRL beats another banner 30:52 — Wrapping up

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  Episode #22

  "Data is oil, but it's also toxic waste": Owning your customer data with Danny Phillips from Omneo

  Aug 8, 202639 minS1

  Every episode we cover a different part of the ecosystem. We’ve talked bundles, subscriptions, point of sale and lots more. But what’s more important than any of these? Customers! Customer data is your biggest asset. If you don't own it, or it's scattered across a dozen platforms, someone else can take it away from you whenever they like. Danny Phillips has spent his career proving that on the customer side. He co-founded Omneo, a platform that helps omnichannel retail brands own, control and actually use their customer data properly, and he was building zero-party data tools before "zero-party data" was even a term anyone used. We get into what owned data actually means beyond the buzzword (Danny's zero-party data framework), why the humble newsletter pop-up is dying and what Omneo's QR-code Profile Portal replaces it with, the "red napkin theory" for turning one-off buyers into repeat customers, and why most loyalty programs are boring because they only offer stuff instead of status, access and power. Plus Danny's line of the episode - data is oil, but it's also toxic waste - and why that means you should be deleting more of it, not hoarding all of it. Links This episode is sponsored by The Support Heroes - dedicated Shopify support agents who actually know what they're doing. Head to thesupportheroes.com . You can learn more about Omneo and how it helps you grow sales and retain your best customers at omneo.io . Check out my apps, including Fish Wishlist, Product Pelican and Stork Credit at nativeappco.com . Apps that don’t feel like apps. In this episode: What "owned data" and zero-party data actually mean, and why Danny built Omneo around them The Profile Portal QR code that's replacing the newsletter pop-up in physical stores Why "pick up where you left off" experiences matter more than AI recommendation engines The red napkin theory: how to turn one-time buyers into repeat customers Why points-based loyalty is stale, and what status, access and power look like instead Danny's take on Black Friday, and the four weeks after it that most brands waste 00:00 — Owned data: why it matters 01:09 — Sunny Torquay and the shiny topic of data 01:24 — What "owned data" actually means 04:30 — The payoff: a "receipt for their time" for every shopper 06:51 — Product data and customer data: two sides of the same coin 10:02 — Profile Portal: swapping the newsletter pop-up for a QR code 12:30 — Uniqlo, login with Shop and the "80% brand, 20% me" homepage 14:31 — Buy it again: the win that doesn't need an algorithm 16:55 — Winning the one-and-done customer with the red napkin theory 21:29 — Stop burning margin on first-purchase discounts 22:38 — Clean data starts on day one 25:53 — "Data is oil, but it's also toxic waste" (the headline moment) 26:06 — Status, access and power: fixing stale loyalty programs 30:26 — Why surprise loyalty credit annoys customers more than it delights them 31:00 — When loyalty turns into a retail media program in disguise 33:45 — Black Friday: the race to the bottom nobody wants to run 35:33 — The four weeks after Black Friday nobody uses properly 37:21 — Wrapping up

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  Episode #21

  Live at DotDev Toronto: AI Product Discovery with third-time founder Jay El-Kaake

  Aug 1, 202622 minS1

  If recording one episode of my mid life crisis podcast at DotDev in Toronto wasn't enough, I got an email at 10.30pm at night saying that they had an extra slot open up. Kurt Elster, the OG of Shopify podcasting, wasn't able to make it, so they asked me if I'd fill the slot. Obviously I said yes, and then I had to find someone to talk to. So I thought I should have some fun with it and do it my way, but wasn't quite sure who to have as a guest. Then, I got chatting to this bloke after a DotDev session on AI Product Discovery, and it turns out we're both product data nerds. It turns out "this bloke" is Jay El-Kaake. Three time founder. Co-founded Smile back when it was Sweet Tooth, built and exited Fera.ai , and now he's running Osello, getting Shopify stores onto Nordstrom and Macy's. We covered two main topics: • Why 90% of "agentic optimisation" is stuff you should already be doing with your product data and content, and the value of taste when you're letting AI write your content. • What it's like to be a founder in 2026. Jay is obviously a pro, I'm just starting out, so we shared our different perspectives. This episode's brought to you by The Support Heroes , who support Shopify Apps all over the world. And I would be remiss not to plug my own app, Product Pelican , which is helping stores enrich their product data for this new AI world. This was the second Episode we recorded at DotDev, you can also catch our episode where we chat with Shopify's Head of Product Jonathan Zazove wherever you're listening to this. YouTube Chapters 00:00 - Live from Dot Dev (definitely not a Toronto love story) 01:19 - From a refugee family's retail shop to falling for computers 02:44 - Osello: getting merchants onto Nordstrom, Macy's, Bloomingdale's and Target 03:05 - Why every marketplace "AI" claim didn't add up 04:22 - Where Product Pelican and Osello's pipelines meet 05:18 - Cleaning your data and building the pipe are two different jobs 06:16 - The Dot Dev talk on AI enrichment 07:42 - Buzzwords fade, fundamentals don't 08:27 - Why 90% of agentic optimisation is stuff you should already be doing 09:24 - The Hailey Bieber quote and the value of taste 09:57 - Why AI wants to feel human too 11:21 - Choosing a lane matters more than ever 12:25 - Hyper-niche apps, and why enterprise pricing doesn't scare people anymore 14:54 - Toronto's deep bench of founders 15:55 - Distribution is still the hardest part 16:45 - Your first customers should basically be your best friends 17:57 - Authentic video reviews over polished social proof 19:17 - Wrapping up

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  Episode #20

  Live at DotDev Toronto with Jonathan Zazove and Mike Rossi

  Jul 23, 202629 minS1

  This is a big moment for my little podcast... Shopify invited me to record the podcast from their special studio on the floor at DotDev! Shopify's Director of Product, Jonathan Zazove, and an OG app founder, Mike Rossi of Smile (fresh off a Shopify Build Award) caught up with me to chat all things Sidekick, the future of Shopify apps and what is being done to make life better for app developers. If you weren't able to make it to Toronto, or want to head back there, tune in! Sponsors This episode is sponsored by The Support Heroes - dedicated Shopify support agents who actually know what they're doing. Head to thesupportheroes.com . It's also brought to you by my company, Native App Co - apps that don't feel like apps. That's Product Pelican, Stork Credit, Fish Wishlist and Omnibus Owl. Check them out at apps.nativeappco.com . In This Episode Shopify's new penalty for incentivized reviews: apps lose the reviews outright, not just the listing The push to stop copycat apps trading on real brands' names Why Built for Shopify became more important, not less, as Smile moved upmarket Admin UI extensions, admin actions, and how apps stopped being "second class citizens" in the admin Sidekick app extensions explained: data access plus the "action experience" that fills in forms for you Smile's real-world Sidekick build: turning it into an AI loyalty program manager Why Jonathan modeled Sidekick extensions on MCP, and why most of Smile's users won't touch MCP directly The shift in loyalty from cheap acquisition to proving lifetime value, plus the POS/retail expansion play Josh Bitossi and POS Cafe as proof that niche, unsexy problems can be a whole business Where to actually start an app business today: agency-first, or go hunting for niche enterprise problems Chapters 00:00 - Shopify App Show Live in Toronto 01:23 - Building Trust in the Shopify App Store 06:33 - Building Native Shopify App Experiences 10:39 - Sidekick, UI, and Merchant Workflows 14:15 - MCP and AI Integrations for Apps 15:57 - Proving Loyalty Program Value 17:47 - Loyalty Innovation and Retail Growth 20:03 - Where to Find App Opportunities 25:52 - What Apps Would They Build Next? 27:24 - Why B2B Is Still Underserved

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  Episode #19

  "The Future Isn't A Chat Box" Inside the Product Discovery & Agentic Commerce Brain of Michael Tutek

  Jul 7, 202633 minS1

  Agentic shopping is already here. While Shopify rolls out things like the global catalogue, UCP and Agentic Channels, some platforms are already a couple of years into that journey. Michael Tutek is one of them. I remember loading up the Arc'teryx site one day and there it was - an AI shopping assistant, live and working, while most of the industry was still writing think-pieces about whether this stuff was even real. Michael is the founder and CEO of Preezie, the guided-selling and agentic commerce platform working with brands like Puma, Lorna Jane and Arc'teryx. He started on the sales floor at The Good Guys, clocked that 30% of in-store visitors bought something against barely 1% online, and has spent the best part of a decade trying to close that gap. We get into why Michael thinks a chat box bolted onto your store isn't the future, and why agentic commerce is. Plus how you stop an AI assistant confidently making things up, why feeding it your old human chat transcripts can make it worse not better, and the out-of-stock feature that's worth 20-30% of the whole tool's value on its own. We also get into why Michael flatly refuses to build products that try to change shopper behaviour. This episode is sponsored by The Support Heroes - dedicated Shopify support agents who actually know what they're doing. Head to thesupportheroes.com . Also brought to you by Product Pelican ( https://apps.shopify.com/product-pelican ), the native PIM for Shopify. Michael's whole point is that good AI starts with good data - Product Pelican keeps your catalogue clean and consistent at scale, so whatever you bolt on top of it, agentic or not, has something solid to work with. Install it from the Shopify App Store. In this episode: From throwing-water-on-your-face mornings to The Good Guys sales floor: the 30% vs 1% insight that started everything Why Preezie pivoted from e-commerce quizzes to a full agentic shopping platform after one day with Microsoft The case against conversational commerce: why agentic beats a chatbot box Keeping AI honest: onboarding it like a new hire, and why your old human chat logs can make it worse The out-of-stock play worth 20-30% of the tool's value on its own Why it still matters to let shoppers scroll through 10 pages of products Turning real shopper questions into user-generated FAQs for SEO and GEO Why Michael refuses to build products that try to change shopper behaviour The roadmap: an "e-commerce brain" built natively for the AI era YouTube chapters: 00:00 — Cold open: agentic shopping is already here 01:51 — From bricklayer's son to The Good Guys sales floor at 14 03:19 — The 30% vs 1% conversion gap that started the obsession 04:44 — Quizzes first, then Microsoft's tap on the shoulder about AI 07:04 — Spotting Preezie live on Arc'teryx before anyone else had it 07:48 — Sit and wait, or do something: why agentic beats conversational 10:30 — The out-of-stock feature worth 20-30% of the tool alone 13:40 — Training AI like a new hire, and performance reviewing it 16:56 — Killing support tickets with a mini AI on the contact form 18:12 — How much instruction is too much (it depends on the brand) 20:37 — Turning shopper questions into content: transcripts, FAQs, SEO and GEO 23:59 — Why the paradox of choice means discovery isn't going anywhere 28:17 — Don't try to change shopper behaviour: the electric car test 31:19 — The roadmap: building an e-commerce brain for the AI era 32:01 — Wrapping up

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