Steps and Key Considerations for Publishing Your App on Shopify

Shopify has a type of application called a Public app, which can be installed across multiple stores. In order to install a Public app on a live store, developers must go through Shopify's app review process. In this article, we've compiled the key things you need to prepare in advance — as well as common mistakes — for this review process that most Public app developers will go through.

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The Basic Review Process

For an overview of everything needed to publish your app, this article compiled by Shopify's official team is the most helpful reference. The basic flow is as follows:

• Click on the relevant application from the app management screen in the Partner Dashboard
• Click "App listing" below the app title, then select the language for your listing (the language of the page where your app will be listed) via "Add translated listing"
• Fill in each required field one by one
• Save and return to the App listings page, then click "Submit app"
• Check that all required fields are cleared and officially submit your app for review
• Review the feedback sent by Shopify within a few days and address any requested changes (if the review passes, wait until the app is listed)

Common Reasons for Review Rejection

- Incorrect Authentication Process

When an app is installed, the authentication process must be completed before any other step. Even when an app is uninstalled and reinstalled from the admin panel, the authentication process must be completed just as it was during the initial installation. Errors in authentication — including redirect issues after successful authentication — are critical factors that will result in rejection regardless of the app's functionality.

- Insufficient App Description

When submitting for review, if the description displayed in your app listing is deemed insufficient or difficult to understand, or if the number of screenshots is inadequate, the review will determine that the content does not meet the required standards.

- Using a Demo Video Instead of a Promotional Video

While you are allowed to upload a video for promotional purposes, if you use a screen recording or demo-style video in that slot, you will be required to replace it with a proper promotional video.

- Registering More API Scopes Than the App Actually Uses

When your app accesses store data, you need to register the required API scopes. However, if you register more scopes than your app actually uses, you will be asked to make corrections. Make sure to request only the minimum necessary scopes.

- Merchants Need to Directly Edit Theme Code (Code Injection Into the Theme Is Required)

If your app requires injecting code into the store's theme, you must provide sufficient instructions to make it easy for merchants to add the code. In recent years, it has become standard practice to build apps that automatically inject code without requiring merchants to touch the theme code directly. Whether your app uses the app extensions introduced with Online Store 2.0 is also considered an important checkpoint during the review process. For more on Theme app extensions, check out this article!

- Inaccurate Pricing Information

For paid apps, it's important that the listed price matches the amount actually charged, and that the pricing shown within the app matches the listing. These are key review criteria.

Common Mistakes Made During the Review Submission

Here we share mistakes that actually occurred during a review submission due to insufficient verification.

- Forgetting to Register the GDPR Mandatory Webhook Endpoints

For any application, you must register the GDPR mandatory webhook endpoints from the app management screen in the Partner Dashboard.

These endpoints are not simply URLs for receiving webhooks — they must include authentication processing using HMAC to verify that the incoming webhooks are genuinely from Shopify. For full details, refer to the official documentation. If you are developing with Next.js, using the library provided by Shopify may be a convenient option.

- Insufficient In-App Instructions on How to Use the App

After installing the app, merchants need sufficient guidance to use it easily. For example, placing instructions or a demo video in a prominent location, or creating a dedicated page explaining how to use the app, are useful approaches. In our application, we added a link to the demo video in the banner on the top page.

- Issues With the Post-Authentication Redirect

Although our app was registered as an embedded app, after the authentication process completed, we encountered an error where the app would display as non-embedded or the redirect would not happen at all. We strongly recommend thorough testing of the authentication flow and subsequent processes.

- The App Logo Image Contained Text

There is a rule that the image registered as your app logo must not contain any text. For example, in an image like the one below, not only the "StoreHero" text at the top of the image, but also the "SH" letters on the chest must be removed. Also, on Shopify's official Twitch streams, it was recommended to use a prominent background color rather than white.

- Failing to Clearly Communicate the Benefits of the App

The app description lacked information about the benefits merchants would gain from installing the app, and what types of merchants would find it most suitable. Simply listing features in bullet points was not sufficient. A detailed explanation of the benefits for merchants is required, and the overall amount of information must be adequate.

- Not Including a Demo Video in the App Review Instructions

When submitting your app for review, there is a section where you provide step-by-step instructions. It appears that including a demo video is preferable to relying on text alone. Even when the usage is straightforward, having reviewers watch a demo video of the user journey makes the app easier to understand, and it also helps reviewers identify what they need to check — so including a demo video is recommended.

- Screenshots Included the Store Name

If the screenshots submitted with your application include areas such as the banner shown below, the store name will be exposed, and the listing will be rejected. Be careful when including screenshots.

- Using an Outdated Version of App Bridge

If your app uses App Bridge, you must be using version 2.0 or higher. This is checked via the browser console during the review, so if your version does not match, you will be asked to upgrade and the listing will be rejected. Be aware that upgrading the version may break some existing code, so we recommend using the latest version from the start of development.

Final Notes

We hope this overview has been helpful. For those developing Public apps, the review process can be complex, and many developers find themselves having to make corrections multiple times. However, by carefully reading the instructions provided during the submission and promptly addressing any requested changes, you should be able to significantly shorten the time it takes to get listed.

Additionally, after submitting your app, it's important to note that you should avoid making any changes to the app while it is under review. If you modify the app while it is being reviewed, there is a high chance that additional changes will be requested on top of the initial feedback. It is best to submit the app only when it is in a production-ready state, rather than submitting while still in active development.

We've introduced the review process for publishing a Public app on Shopify. We hope that by being aware of the key points to watch out for in advance, more great apps will make it to the Shopify App Store in less time.

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