There are thousands of apps in the Shopify App Store, and so many more that aren't listed through the App Store. So how do you choose which apps will be the best fit for your store?
This week on the podcast we're breaking down what you need to know to evaluate which apps will enhance your store's customer experience.
Let's dig in!
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- Types of apps - storefront and backend
- Public apps (App Store) vs. custom apps vs. private apps
- Read the reviews and responses to reviews
- If you are prompted immediately to leave a review for the app to "keep it free" or any other type of justification upon onboarding- red flag
- App documentation
- What are the billing terms for the app? (Is it month to month or do you have to sign a contract?)
There are 1000s of apps in the Shopify App Store and so many more that aren't listed through the app store. So how do you choose which apps will be the best fit for your store? This week on the podcast, we're breaking down what you need to know to evaluate which apps will enhance your store's customer experience. Let's dig in.
Welcome to Commerce Tea, a podcast to help you succeed on Shopify. I'm Ryan.
And I'm Kelly. Grab a mug and join us as we talk about all things commerce.
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Good morning, Kelly. Yeah.
Good morning, Ryan. How are you? I'm sleepy. We have been working through the final sprint to get our app ready to submit to the Shopify App Store, which is not at all what inspired the topic of this episode, actually, but it just felt like a topic I wanted to talk about. But I am very excited to almost have our app shipped.
I am also very excited to almost have our app shipped. I actually wanted this week's topic to be called what happens when everything goes wrong and how to deal with it. Because I'm gonna be really candid with y'all last week. It was a trying week and that that's okay. Right? Like Don every week is gonna be an A plus confetti champagne popping week for each person and not and that's fine and including in business partnerships, right? One person might have a bad week, one week, one person might have a bad week, a different week. Yes, that's okay. That is life. Whether you are a billion dollar, deca corn, which by the way is like the new word for really big unicorn, which is you know, company,
there's a film I can go down as tangent on the number of companies that have hit unicorn status. And unicorns are supposed to be rare.
I see. I see a lot of unicorns these days, girl.
I see a lot of unicorns. And I'm like, Where? Where I want I'd like a unicorn. First of all, in my front yard, I'd be like, second of all, like, do they come from the end of a rainbow? who really knows? I don't know. How do they reproduce? I believe one just proofs out of glitter. There's questions. They're just questions that exists in my life about unicorns, both the fictional folklore type and also, well, hopefully, one day I too. We too, shall have a unicorn company. That will not be Commerce Tea. Spoiler alert.
Can you imagine a billion dollar podcast
I know but there are people who can't so Yeah, yep.
This is for fun this is for you're just having fun recording this podcast and thankful for everyone who listens to it yes
about, we appreciate you all, I had the sweetest message in my inbox that I still need to get back to. And it was regarding the adoption of my puppy. And this company who I'm going to shout out next week is going to be sending some stuff for little Winnie. And I just thought it was so sweet. And I really appreciate you for listening to our podcast. And for those listeners who come back week after week to hear us chat and talk. Thank you. Thank you very much. So that being said, Today, we are talking about either my favorite topic, or my least favorite topic. Or everyone knows my favorite topic is Seo. And the reason that the apps store is not my favorite topic is because sometimes it can be a source of a tremendous amount of strain as an app developer. So but we want to talk about how to know what to look for. Because it's not always abundantly kind of like smack you in the face clear? Yeah, and some things aren't always what they seem.
And we are not going to be making specific app recommendations in this episode. We are helping you make your own decisions, yes, by providing you with the knowledge you need to make those decisions.
Absolutely. Or will be will we be saying any apps that we particularly do not recommend? And we will also let you make those decisions yourself? BINGO, BINGO.
Okay, so I think To start off, I want to go over some different types of apps, because I think this is a very important thing when you're deciding what to install on your store, and how you go about installing them on your store. So to start things off, something I talk a lot about a lot in like the user experience and CRL episodes that we do is that there are two primary types of apps. There's a storefront app, and there's a back end app. So storefront apps are any app that will install code on your theme that a customer is interacting with in some form. This might be in the form of like leaving a product review or selecting custom options for your products. Those types of things fall under a storefront app. The reason why I separate them out from backend like the back office apps is because storefront apps, the more you have installed on your store, the slower your site speed becomes, because it's loading worn more scripts to actually function. The second type of app is back end or back office app. And these are going to be the ones that don't actually see the light of day on your storefront, but play like pivotal roles on your themes, or on your store still, such as bundling in the background. So if somebody purchases a bundle, it'll automatically decrease the inventory of other items. It might be some kind of middleware to pass data from Shopify into your three PL or one of the other three letter acronyms that exists.
Kelly, you just spoke some engineer at us. What is middleware? middleware?
middleware is like a handshake that happens in the background of being like this is data. I'm giving you data. Can you please give it to somebody else?
I am. The middleware is the FedEx of taking your package from the warehouse to somebody. So
boom. Okay, fantastic.
Now hold on to that one.
That's a good one. Okay, sorry. Keep going. I just wanted to pause you there and even said, You're like, the acronyms. And I'm like she knows she knows.
Oh, yes, yes. So you're going to likely have some of both of these types of apps installed on your store. But I tend to evaluate them differently, because of the impact that the storefront apps can have on your site speed. So two different types of apps. I'm going to get to it under a different types of apps kind of air quotes there, that there are three different apps that you can that app developers can create for Shopify. And this plays into again, how apps are installed on your store and what they're used for. So three types, public apps are the apps that you see in the Shopify App Store. A public app is an app that's available to the public to install. Pretty straightforward. A custom app is an app that in a freelancer or an agency has built specifically for your store, and can only be installed on your store. If you have Shopify, if you're on Shopify plus and you have multiple stores, a custom app can be installed across multiple stores, as long as they're linked within your Shopify Plus account. The last type is a private app. And private apps are tend to they exist solely within your one single store. And all we're doing with the private app is just gathering API tokens and getting access to certain features. They're often used for theme development. And Shopify is probably gonna be mad at me for saying we use private apps for theme development, but hold every conversation for a different date a theme developers, the owner had a conversation, we can totally talk about that. Or middleware, very, very commonly used for middleware. So most of the apps that you're going to be installing are public apps. Occasionally, you're going to be coming across custom apps, if you're working with an agency that is building something in particular, like specifically for you. Make sense?
Oh, yeah. To me. Yes. Yeah, it does.
Okay. But most of what we're talking about today is going to be on the public outside.
Yes. Yes. Most of right, because private apps we can get super air and customer screen is super in the weeds about. And a lot of it has to do with who you're choosing to develop that.
And why it's set up room and tablet screen. We're not
recommending any apps, but if we did, and they're custom, they would be built by the taproom. Allegedly.
Allegedly, I can neither confirm nor deny that okay, no, I can absolutely confirm that our team is amazing. And building apps. The ads, it's fun. I feel like this is a this is a fun conversation for us to have, because a while You and I are building an app right now that it's going to be a public app. All of your past app experience has been with public apps. Yes. All of my past app experience has been with custom apps and private apps.
You know, what were like,
you know, on a butter and jelly.
Okay. Yeah, that was probably a better that was probably a better analogy than what I was gonna say. Which was, remember that TV show where everyone had the power rings, and he put them together? And it was like, Planet Earth guy.
Yeah, yeah, we're like that to Captain Planet,
Captain Planet. Hero. Something's happening down to zero. You're welcome. 90s children.
But peanut butter jelly was way easier. And peanut
butter and jelly as much as I love peanut butter and jelly. Yes. Next week on the podcast, we're going to be spending 30 minutes talking about why Kelly loves peanut butter and jelly
and oatmeal raisin cookies, which is my favorite divisive knowledge and mint chocolate chip stuff.
I do enjoy all three of those.
I wish you know. I love you. Anyways, Kelly,
I love you anyway, I'm so glad to
even enable you.
You do you will literally send me you will send me oatmeal raisin cookies and be like, Wow, you're so weird for eating oatmeal raisin cookies. Like I feel like this is I would say this is a no win situation. But I get to eat oatmeal raisin cookies anyway, so
it's a win.
It's a win. Win with a little poke or something. You know, hey man, what can I do to help my support team be more efficient?
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This sounds like a great way to also increase sales and brand loyalty.
Where can I learn more? Check out gorgeous by visiting Commerce tea.com forward slash gorgeous and try gorgeous for free for two months. Again, that's Commerce tea.com forward slash GORGI a s. So next up, let's talk about reviews. Ooh. Which is maybe one of the hottest topics both inside and outside the Shopify app community in terms of how to pick it up how much they mean, why they matter when they don't matter. And some of the little things to look for so good things and bad things. Let's start with a bad thing because I woke up really early today.
Unknown Speaker 14:39
Okay, here's a bad thing. If you see this is also a grinds my gears thing. If you see tons of reviews a day coming in for an app, red flag red flag Red Alert. I'm sure I have a sound effects button on my sound effects board, but I'll probably press the wrong one. And
I'm hearing one. Yeah. Okay, I'm gonna try it. Okay. Nope,
Unknown Speaker 15:08
Okay, so, and here's the gig, I'm sure we've all installed apps that prompt you either via email, or in the actual app itself within the first two minutes. That says something along the lines of, in order to keep this app free, you need to leave us a review. In order to do XYZ, you need to do this, right? Or upon install, we want a review, how are we doing so far, you're like, I've only clicked three things I don't know. And if you click five, it sends you to the app store page, if you click less than that, it sends you to an email modal. Those are all, as Kelly likes to say, dark patterns,
they're also violations to Shopify terms, that surface.
A totally different conversation.
But yes, and it's just reviews do in in lots of ways help apps rank higher in the App Store, which is good and bad, because it does tend to incentivize bad behavior to get the most possible installs quickly. But this is really just distilled down to if you see someone getting, honestly, reviews are so hard to get I have 10s of 1000s of users on my apps. And we get reviews once every other week. And we work for them. So if you see apps with a ton of reviews, that should at least be an eyebrow raising moment. Next year, your friend Kelly, you know, for a good thing.
Okay. Reviews are great. Like I said a lot of Airbnb is when I travel, and I will not stay in an Airbnb that does not have any reviews. Yeah, makes sense. With one caveat. Okay. Occasionally, there won't be a review on an Airbnb because it's a new unit. Yeah, that a previous Airbnb host with a lot of experience, and a lot of reviews has recently added into their list. And there's still an inherent risk that comes with staying in a place that does not have any reviews. But if you see a lot of trusted reviews, for that same host of from previous properties, it does build some level of confidence about staying in that place. Yes. Same applies for new apps are up here in the App Store. You don't start in the Shopify app store with reviews, you can, right. So one thing you can do is see, you can see who the app developer is like what company produced the app, and you can see if they have any other apps in the app store as well. And read the eggs, read the reviews for the other apps too, or just kind of get a general idea of what what that app company is like to help you make a decision about whether or not this is an app that you want to try.
Yes, absolutely. Yeah. And if you want to try the app, and it's new, and you're like, Oh, no, because look, Kelly and I are going to have an app that has no reviews soon. Yep, wait, which, and our company is going to have no other. There's going to be no reference points. And so if you're like kind of nervous about it, always make sure you backup your theme. Always make sure you backup your theme. Always make. No but seriously do it. Yeah. And you can install the app. If anything goes awry, revert, immediately revert, revert, revert, back up back up. So that's just also another way of thinking that I was trying to do like the truck noise
is great, perfect. I'm so happy. So you will just convert this into a voice or sound recording
just me making sound effects.
Yeah, that's it.
So another thing that and this might sound counterintuitive, but also maybe it won't. Most of us at this point have used something like Yelp. A lot of the rules that apply to Yelp apply to the App Store, in the sense of all five stars is sort of suss.
Yes, this is something we talk about all the time for product reviews on your store as well. Yeah, if people love your product, great. Lots of reviews are awesome. But if literally every single review on your store is five stars. I start to think that you're not actually getting publishing the lower than five star reviews or you're doing this Yeah, sorry, sorry, let's be honest. For whatever reason, people are always like, Oh my gosh, I love this, I'm going to use it every day. It's delicious, whatever the hell it is that I'm selling for stars. Oh,
or, or the food is fantastic. I'm gonna just use a Yelp one, the food is fantastic. But the person in the corner was yelling. If I could give this place zero out of zero stars, I would you're like what? And that that happens a lot on the app store as well. And believe me, I've been on the receiving end of non food related one stars. And, and sometimes it's like, you'll see, if you see a bunch of reviews that are like this app gives fantastic customer service. And then a few that are like the customer service on this app is horrific. And you're like, that doesn't make any sense. Right? Right from the outside looking in. And I know personally from experience, sometimes those customers, they have had the emails or the support emails that were going back and forth. And they're in there for them. And they have stopped, because they have to go to the spam filter, because they've forgotten that they've read them, because they started using a different email address, because there is a litany of reasons why that can happen. And right now, and I'm sure we all feel this, people are at a breaking point. People are more likely to leave a scathing review now than three years ago, than a pandemic because of the amount of stress and you can kind of feel it, when we get those reviews. And you can just feel it in the review, you're like you are just really
you're having a bad day,
you're having a bad day. And sometimes, and then the and this is going to dovetail into this. And another important thing to look at is the way that the reviews are responded to now, and Kelly and I were talking about this a little bit before we got on to record but there's a few different ways that this can be handled, right? You don't want what as an app developer, you don't want to do is to get into that. And I'm sure we've all seen it on Yelp where the business owner responds back. And it's like really petty, and it becomes just like back and forth with times of updates. And it's like cringe. So you don't want to do that, right? And same for you as business owners. You don't want to be like, ma'am, you are wrong. Even if they're wrong. You can't just say no, you're just you're patently wrong. And so if the response has to be gentle, and it has to be done in a certain way. And also, I personally am of the thought of not responding right away publicly, because I think most things can be dealt with privately. And because your store name is attached to the app on front facing to the rest of the world. Like if that's your m.my Shopify account. Name, I don't like to push back necessarily publicly. Unless I don't get any responses privately or if unless the conversation stagnates. Now, you might be thinking, no, really should just you should just respond right away. But again, I do understand right now people are stressed out of their minds. And I believe in extending a little bit of grace. So that's just kind of my thoughts on that. So read how their reviews are responded to see if they're kind. People like me do tend to say if someone's like you never responded to the email, I will say, I we I have reviewed right, I come in as the President, I have. I have reviewed the conversations you had with my team. The last message, your first message was on this date, the last message was on this date, it shows that you read it. I feel like right now there's some kind of a disconnect, please email us at bla bla bla bla bla. So we can best resolve this. Because the I'm like not trying to throw them under the bus. But it's also you kind of have to defend where you're coming from. But there's a balance and you don't want to get petty and if you see people getting petty, maybe you really don't want to use that app.
Unknown Speaker 25:37
I have a comment. Yes, it's about free apps. Okay. I think it's great that some app developers have decided to make their apps free or they have a freemium model. Fantastic. If there is an app company that only has free apps, and does not have any freemium type models, or the freemium model is kind of is priced weird. You should think to yourself, how could this app company sustain this many free users? And that's all I'm gonna say.
Yes, um, I'm going to say more, because I think it's worth actually talking about what happens here. Okay, there are two parts to this. Yeah, one. What are they doing to maintain this? Because usually, people are not running free apps out of the kindness of their heart, right? Yeah, um, there's a lot of work that comes into it. And this happens all the time. And other you know, when you get an email from a company you never sign up for. Yeah, that's what's happening. This, this is something that does happen in this space as well. Just something to be mindful of. Second thing that I really do want you to be mindful of is when you go into install an app, you get the screen that says that you need to improve, approve the installation of the app, look to see what permissions the app is actually asking for what what sections of your website they need access to, for example, are they trying to edit your orders edit your products, if they're trying to edit your theme or your your storage? Like fetch all of your store data when they don't need it? That's a red flag. Yeah.
I have so much to say about this. I'm gonna keep my mouth closed, because it's probably, yeah, I'm
not gonna be spicy about it. Yeah.
Okay. Well, I rate this three peppers.
Yeah, I think it's worth having like a very clear conversation about what has happened in the past on the App Store. There have been companies on the app store in the past who have gotten every single one of their apps removed from the App Store, because they were selling customer data. They were literally the apps purely existed to farm customer data. And this is why it's so incredibly important to look at those reviews in particular, to see where that information like who else is using the app. And if it's like a legitimate use case, and not just like a quick app that somebody built just an arm data or data.
And the reality is to is Shopify is app team. They're awesome. There are only so many of them. And they can only catch so many shenanigans at once. Now, one of the challenges is is so when so when Kelly and I go to summit our app to the App Store, it goes through a series of hurdles, it's called QA. And it, it checks for a bunch of things, but we can we'll get through that process. And a lot of people can get through that process. Unfortunately, as soon as like if Kelly and I are being shady. If once our app got through that we're being shady. Yeah, we were like it was brutally honest people. We could change every component of that app after it's released. So let's say we released with a $50 flat price. And okay, that tracks it makes sense that it a DA Okay, I can say they're gonna make money. Okay. We could as soon as it is released, we could add in sketchy way to get reviews in the beginning, we can reduce the price to free we can we can start doing really shady marketing tactics. And that's not on the app. It's not the app team's fault, like the app team
is doing. They did their job. They did their app in the in the state that the app was added. Yeah.
So I want to make sure that we're directing our bad vibes, if you will, to the right people, which are the people doing shady things, because the volume of Shopify apps 1000s, and then the volume that exists 1000s and then the volume of people trying to get new Shopify apps, which is also a lot approved is so high that And then the volume of people doing shady things is relatively high. And there's only so many human beings who can do so many things and QA. So there's initial QA, but then there's kind of like the red flag QA that comes in and make sure that the apps aren't doing bad things. And I've seen very interesting loopholes and links that apps have gone to, to make it so they don't serve things to people from inside of the Shopify ecosystem. And just so I just wanted to be really clear that this is actually not Shopify fault. It's the fault of that sketchy app developer, because when we, when we agree to be app developers, we have to agree to this really, really, really, really, really long document that changes. And that says, What is ethical and what is not ethical as it pertains to marketing. And we have to stick to it. And I'm very proud to stick to it. My whole thing always to is a business owner is I will, I would rather fail doing the right thing than when by doing the wrong thing. So that's my personal ethos. And I'm going to get off my soapbox and hand the microphone back over to Kelly.
Oh, thank you. There's, there's really only one more topic I want to talk about for this episode, and that's billing terms. We touched on you know, using free apps and the freemium model and things like that. But there are some apps, even if they're not installed through the Shopify App Store, but like through, there are some like larger companies that don't bill through Shopify. And some of them require a contract to, to sign on like Shopify plus is a one year contract. And then it's month to month after that. Just be mindful of what you're what you're agreeing to. That's really all I have to say about the fine print. Yeah,
read the fine print.
So hopefully, this gives you just a little bit of insight. We did not mention a single app. I
pressed a random button. What did it do?
Like the crickets?
Oh, no, I got so close. Okay, all right, my turn my turn, okay. Button roulette, y'all are going to be late. Why? And by the way, we only have eight buttons, know what they do. And we of course, also have, yeah, this button. And ultimately, that is the role of an app it is how to make you more dollars or money. So that is the noise anyway, and that is what the app should be empowering you to do. And so sorry, I feel like fit this pod was a little bit ranty. Or maybe it's just my headspace. And I feel like it's ranty here because it's very personal to me. But that being said, we're going to totally rip off the ending right now from another podcast called pop culture happy hour, which is an NPR podcast and it's it's one of my favorite podcasts because at the end a keeps these kind of relevant to society or know what's going on in the world. But be the end every podcast was something called what's making me happy this week. Or what's making you happy this week? And so I was like, I wanted to do that this week. So we're gonna do that this week. So Kelly, what is making you happy this week?
Don't judge me. I won't last week yeah, shop or not shop right peloton dropped a bunch of new apparel. peloton, now an apparel company by the way, they're making their own apparel instead of like, third party like with print on demand,
Unknown Speaker 33:53
And so I placed three orders last week, because I've referred so many people to buy a peloton that I get $100 an apparel credit every single time I do that, but they're their discount codes and the peloton apparently store using Shopify and as everyone knows, you can't stack just come coats, right so I place three separate orders actually. And they're arriving this week. And I'm very excited.
I am so excited. I expected to see a picture of every single fit that you get.
Okay, I didn't even like I went off what I normally do and buying the matching sets and I was like, I want these bike shorts in this I got two hoodies because I really wanted some more. peloton streetwear
well Winter is coming. So
Winter is coming. I got two sports bra has a new water bottle because mine is not in good shape. And something else probably probably really, I have I still have two or three more discount codes to use. So I'm just debating what to buy.
Fantastic. Are you ready? Have
you want to buy a peloton? Let me know. And I'll give you my referral code because you get $100 off the equipment, and I get $100 towards the apparel store. Oh my gosh, it's true. It's true. What about you? what's what's making you happy?
What's making me happy this week is my chief of staff Addie and she helps empower me to be the best leader and the maximize my productivity. And I really I love her so much. She's so kind and she helps me out a lot. And you know, you always the thing in business, right? You're supposed to hire out what you're not good at, like do the things you're good at and hire what what you you aren't good at one thing I struggle with is delegating and feeling comfortable with other people being and kind of like the the more finite details of my life like bank accounts and all of that stuff. And so after a lot of work, I hired a lot of trial and error. I hired her and it has been phenomenal and fantastic. And she is so sweet. And if I forget to eat, which is not like a problem, everybody, it's something that happens when your face down like heads down working. I'm sure we've all experienced, like hyper focus, where you like, look up and you're like, Oh, I see it six. Yeah. I should drink water and eat some food. She will just like walk in and like just suddenly put down. It's almost like a mom, like suddenly put down like a cheese and crackers plate to be like reinet is 3pm and you haven't left her office. And I need that. And may we all have someone as awesome as Addy in our lives.
Yay. All right. I'm done. We're done. We're done. Cool. Thank you for tuning in. And thanks again to our sponsors for supporting this episode. We have a YouTube channel you can visit firstname.lastname@example.org slash Commerce Tea. If you like our podcast, please leave us a review on Apple podcasts. We did not ask you for a review. As soon as you started listening to it, but the episode we make you or we're working for the reviews or reviews make us really happy they do
You can subscribe to Commerce Tea on your favorite podcasting service. We post new episodes every Wednesday. So grab your mug and join us then we'll see you next week. Bye.
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