The Untold Truth About Shopify Plus and the App Stacks Behind 8-Figure Brands

What do 17,000 Shopify brands, Kim Kardashian’s favorite phone case, and WhatsApp marketing have in common?

Jeremy Horowitz.

I finally got to sit down with Jeremy on the Shopify1Percent podcast, and let’s just say — he did not hold back. We covered everything from the real story behind Shopify Plus to the surprisingly simple tech stacks that 8-figure brands are running (hint: they’re not using as many apps as you think).

Jeremy’s resume is stacked: he’s worked with thousands of Shopify stores, helped scale multiple DTC brands, was a key operator at Gorgias, and now runs Because Ventures, a private equity firm acquiring Shopify apps and ecom brands. He even recently acquired Cocoa AI — a WhatsApp marketing platform that’s making SMS look like email in 2004.

So yeah, when he talks, I listen. And if you’re running a Shopify store, you should too.

Here are some of the biggest takeaways from our conversation — plus a few wild stats that’ll make you rethink your entire app stack.

1. Shopify Plus: Not Always the Power Move

We kicked off by digging into the great Shopify Plus debate. Jeremy’s data shows the average Shopify Plus store is doing just $2 million in annual revenue. Surprised? I was too. Turns out, 75% of Shopify Plus merchants are between $500K and $2.5M per year.

Meanwhile, there are over 100,000 Shopify stores doing over $1 million in revenue not on Plus. So what gives?

Most stores upgrade to Shopify Plus for one of three reasons:

• Lower payment processing fees

• International expansion with multiple storefronts

• Complex backend operations needing more flexibility

But Jeremy’s take? Shopify might actually prefer you stay on Advanced. Why? Because Shopify earns 70% of its revenue and 60% of its gross profit from merchant services like payment processing. Smaller brands on Advanced cost less to service and bring in more margin. Spicy.

TL;DR: Don’t assume Shopify Plus is your growth unlock. Run the numbers.

2. You’re Probably Using Too Many Apps (or the Wrong Ones)

Here’s the stat that blew my mind: only 55% of million-dollar Shopify stores use a reviews app.

Seriously. That means nearly half of the top stores have ditched the very thing most people install right after launching.

Even more surprising? Most of these top brands are running very lean tech stacks. The majority are only using 3 to 5 core apps.

Here’s how adoption breaks down among Shopify stores doing over $1M/year:

• Email/SMS: 84%

• Reviews: 55%

• Customer support: ~40%

• BNPL (Buy Now Pay Later): ~35%

• Loyalty, subscriptions, influencer, restock alerts, returns: All under 30%

The message is clear: successful Shopify brands are simplifying. They’re focusing on high-impact tools and trimming the fat.

3. The Rise of Social Proof 2.0

If reviews are on the decline, what’s taking their place?

Jeremy sees a shift happening toward broader “social proof.” Think video testimonials, UGC, influencer content, and embedded Q&As. Tools like VideoWise are gaining traction by letting brands showcase short-form video reviews and demos right on product pages.

Amazon figured this out years ago with “Customers Ask” sections. Shopify merchants are finally catching on.

The key takeaway: Social proof is evolving. Static text reviews are out. Dynamic, visual validation is in.

4. Investors Want Healthy Repeat Rates (Not Just Subscribers)

As someone who’s built and invested in apps, I get asked a lot: “How do I make my store investment-ready?”

Jeremy’s advice? Focus on your repeat purchase rate.

Most Shopify brands have a repurchase rate of 10% to 15%, meaning only 1 in 10 customers come back. The sweet spot? Between 15% and 40%. If you’re below 10%, that’s a red flag. Above 50%, you might be coasting without enough new growth.

Also, don’t assume subscriptions are the only path to repeat purchases. Many top stores are getting high reorder rates without subscriptions — just smart winbacks, bundles, and reorder tools.

(Quick plug: That’s why I’m so excited about what we’re building with rePete. Subscriptions aren’t dead, but they’re definitely not the only answer.)

5. WhatsApp Marketing Is the Next Big Thing

Jeremy’s most recent acquisition, Cocoa AI, is basically Klaviyo for WhatsApp — and it’s pulling insane numbers.

Brands are seeing 20x to 40x ROI on abandoned cart messages alone.

If you’re selling in Europe, the Middle East, or Asia, WhatsApp is the go-to messaging platform. SMS is still dominant in North America, but globally? WhatsApp is already winning.

And because it’s still early, open rates are 80–90% and click-throughs are sky high.

If you’re not collecting WhatsApp opt-ins yet, start now.

6. Cash Flow Still Beats Everything

We ended the episode talking about one of the least sexy — but most important — parts of running a Shopify store: cash flow.

Jeremy made it crystal clear: No matter how good your product, brand, or CAC is, if your cash flow is broken, you’re toast. Too many merchants take on predatory merchant cash advances (looking at you, Shopify Capital), then spend the next six months trying to discount their way out of debt.

Savvy founders focus on:

• Negotiating better supplier terms (30–60 days if possible)

• Avoiding MCA debt traps

• Prioritizing gross margins and contribution margins, not just top-line sales

Final Thoughts

If you want to build a Shopify store that actually prints profit, simplify your tech stack, know your numbers, and create systems that keep customers coming back — with or without a subscription.

Oh, and don’t just chase shiny apps or Shopify Plus badges. Focus on what actually makes your business better.

Thanks again to Jeremy Horowitz for dropping all this gold. You can follow him on LinkedIn or check out Cocoa AI if you’re curious about WhatsApp marketing done right.

Until next time — optimize for profit, not vanity. That’s how you get into the Shopify1Percent.