Best Shopify Apps in 2025: What We Actually Install

After building over a thousand Shopify stores, we have strong opinions about apps. Here's what we actually install — by category — and what we avoid.

Email marketing: Klaviyo

No debate here. Klaviyo is the best email platform for Shopify stores. The data sync is deep (behavioral triggers, not just order events), the flow builder is powerful, and the segmentation is unmatched.

The alternative — Shopify Email — is free and fine for very early-stage stores. The moment you're running abandon cart flows and post-purchase sequences, Klaviyo is worth the cost.

Don't install both. Pick one.

Reviews: Judge.me

$15/month for unlimited reviews. Clean widgets, automatic review request emails, photo and video reviews, Google Shopping integration for seller ratings, and review import from other platforms.

Why not Yotpo? Yotpo's free plan is too limited, and their paid plans are expensive for what you get. At scale (enterprise, with serious loyalty and UGC needs), Yotpo makes sense. For most stores: Judge.me.

Loyalty: Smile.io

The most installed loyalty app on Shopify. Points programs, referral programs, VIP tiers. The free plan is functional. Paid plans unlock the features worth having (referrals, VIP).

For stores doing significant volume with a strong repeat-purchase cycle, LoyaltyLion is the premium alternative. More powerful, more expensive.

Subscriptions: Recharge

If you're selling consumables or want to offer subscription pricing, Recharge is the standard. It handles recurring billing, pause/skip/cancel flows, and integrates cleanly with Klaviyo for subscription-specific email flows.

Bold Subscriptions is a good alternative, slightly more affordable for smaller programs.

Upsells and cross-sells: Rebuy

Rebuy uses AI to show the right product recommendations at the right moment — cart page, product page, post-purchase, and in the checkout (Plus only). We've seen consistent 10–20% AOV lifts after implementing it correctly.

The setup requires actual thought about your product relationships. Point it at your catalog and configure which widgets appear where. Don't install and forget.

Bundles: Shopify Bundles (native)

Shopify's native bundle product type covers most use cases for free. For more complex bundle logic (mix-and-match, gift sets with custom configuration), Bundle Builder is the premium option.

Search: Shopify Search & Discovery (free)

Shopify's native search app, which is now free and has improved dramatically. Semantic search, synonym management, filtering customization. Install and configure it — the default Shopify search is worse than the app.

Customer service: Gorgias

For stores doing enough volume to need a proper help desk. Centralizes email, chat, social DMs, and WhatsApp. The AI features that handle common questions (order status, return policy) are genuinely useful.

For early-stage stores: a shared Gmail inbox with Shopify notification emails forwarded. Don't overcomplicate it until volume demands it.

What to avoid

Too many pop-up apps. One email capture pop-up is enough. Stores with exit-intent popups, spin-to-win wheels, push notification prompts, and chat widgets simultaneously are a friction nightmare.

PageFly, GemPages, Shogun. Page builders that inject messy, bloated HTML. For custom sections, write proper Liquid. Your store will be faster and more maintainable.

'All-in-one marketing' apps. They do everything mediocrely. Use best-in-class tools for the things that matter.

SEO apps. Most don't do what they claim. True Shopify SEO is about page speed, proper meta tags, structured data, and content — none of which an app can fully automate.

The rule we follow: every app has a performance cost (JavaScript loading time) and a monthly cost. The app needs to earn both. Audit your installed apps quarterly and remove anything that isn't clearly driving revenue.