Custom Shopify App vs Public App: Which Do You Need?

The Shopify App Store has thousands of apps for almost every need. So why would anyone pay to build a custom app? Because sometimes the public apps don't quite fit, cost too much over time, or slow your store down.

Here's how to decide which route is right for you.

Public Apps: The Default Choice

Public apps are listed in the Shopify App Store and used by many stores.

Pros

• Fast to install, often within minutes.
• Low starting cost, often with free plans.
• Maintained and updated by the developer.
• Reviews help you judge quality.

Cons

• Monthly fees add up, especially when pricing scales with orders.
• You get the features the developer decides to build.
• Several apps can slow your store with extra scripts.
• Apps can change pricing, get acquired or shut down.

Custom Apps: Built for Your Store

A custom app is built for one store (or one company's stores) and isn't listed publicly.

Pros

• Does exactly what your business needs, no more, no less.
• No per-order or monthly app fees (only hosting and maintenance).
• Can connect Shopify to your other systems: ERP, warehouse, CRM, accounting.
• Can be built for performance, with minimal frontend code.
• You own the code.

Cons

• Higher upfront cost.
• Takes weeks, not minutes.
• Needs maintenance as Shopify's APIs change.

When a Public App Is the Right Choice

• The need is common: reviews, email marketing, subscriptions, SEO basics.
• A well-reviewed app does 90% of what you need.
• The monthly cost is small compared with your revenue.

When a Custom App Makes Sense

• You're paying several apps to do one job badly, and the fees are adding up.
• You need to connect Shopify with an internal or industry-specific system.
• You have unique business rules: pricing, fulfilment, product configuration or approvals.
• You need checkout or cart logic that public apps can't handle (with Shopify Functions).
• You want to automate manual work your team does daily.

A Quick Cost Comparison

Imagine a public app costing $99 a month. Over three years, that's about $3,600, and more if pricing rises with your order volume. If a custom app that fits better costs a similar amount to build and a small amount to maintain, it can pay for itself, especially when it replaces several apps or saves staff time.

The right answer depends on your exact needs. A short scoping call usually makes it clear.

A Third Option: Build Your Idea as a Public App

If your custom solution solves a problem other merchants have, it can be turned into a public app later. That's how many successful apps start. We've done this ourselves with Limitly and Age Shield.

Frequently Asked Questions

How long does a custom Shopify app take to build?

Simple apps can take one to three weeks. Larger integrations take longer. See our guide on custom Shopify app costs.

Do custom apps slow down my store?

Not if they're built well. Many custom apps run in the background with no storefront code at all.

Who maintains a custom app?

Usually the developer who built it, through a maintenance arrangement.

Not sure if you need a custom app? Tell me what you're trying to do and I'll give you an honest recommendation. Custom Shopify app development or get a free quote.