When it comes to building and running Shopify stores, there’s no shortage of apps. But not all plugins are created equal, and sometimes the best recommendations come from the people who work with them every day.
That’s why we sat down with Amanda Matthews, Head of Projects at Williams Commerce, who has led many Shopify projects. Passionate about Shopify and always curious about what apps make the biggest difference, Amanda shares her top picks based on real projects, real challenges, and real wins.
Why Shopify?
Q1. Amanda, you’ve led dozens of Shopify projects. What’s the appeal of Shopify for businesses compared to other platforms?
Amanda: Shopify offers businesses the best of both worlds: a stable, scalable core platform and the flexibility to customise through apps. For many merchants, it’s a faster route to market without the heavy technical overhead. But it’s the app ecosystem that really makes Shopify shine, you can tailor it to your exact needs.
Learn more about our Shopify Development Services at Williams Commerce.
Amanda’s Top Shopify App Picks
Q2. Let’s dive into apps, what’s one plugin you think every store should consider?
Amanda: REZ Notify Me. It’s such a simple one, but so powerful. It lets customers sign up to be notified when products are back in stock. Shopify doesn’t offer this natively and having it as a free app is a game-changer. For merchants, it means capturing demand and keeping customers engaged instead of losing them to competitors.
Q3. Which app do you think solves the biggest day-to-day headache for merchants?
Amanda: Push Last is brilliant. It automatically pushes out-of-stock products to the bottom of collection pages. Some Shopify themes have this built in, but many don’t, and it’s frustrating for customers to keep clicking into products that aren’t available. It’s such a small tweak but it massively improves the shopping experience.
Q4. Can you give an example of an app that helps merchants manage complexity at scale?
Amanda: Altera has been a lifesaver on projects where bulk uploads are needed. It supports bulk product, variant, image, collection, blog post, and even order uploads. For one project, we had thousands of product updates, Altera made it possible in hours instead of weeks. Their customer service is excellent too; they once built a feature after we queried a limitation!
Another one I’d add here is OrderEditing. Mistakes happen, customers change their minds, addresses need updating, or shipping methods need adjusting. This app allows edits post-purchase without cancelling and starting again, which reduces friction and saves admin time.
Q5. How about enhancing the customer experience, what plugins stand out?
Amanda: There are a few here.
- Store Locator Map, great for retailers with physical stores. We’ve used it with Poundstretcher to show store locations with custom branding and details. It even supports bulk imports.
- Search & Discovery, it’s a free tool from Shopify that helps with related products and filtering. While premium tools like Klevu go further, this one still saves time and makes product discovery easier for customers.
- Recharge, fantastic for businesses running on subscriptions. It allows merchants to create recurring revenue models with flexible subscription options. For industries like food, beauty, or essentials, this can be transformative for customer loyalty and predictable cashflow.
Q6. You mentioned automation earlier. How can Shopify apps support that?
Amanda: Flow is one I always recommend. It lets you build custom workflows triggered by specific events. For example, if a customer spends over a certain amount, you can automatically tag them for VIP offers, or if a certain product is purchased, it can trigger a personalised follow-up email. We’ve used it with shipping apps to tidy up tags automatically. It saves time and keeps processes consistent.
And then there’s Flare , which we implemented for Fine Foods. They had a really complex shipping matrix, and other solutions like ShipperHQ would have cost thousands a month plus an upgrade to Shopify+. Flare covered their needs for a fraction of the cost, and their support has been brilliant.
Looking Ahead
Q7. Finally, Amanda, how do you see Shopify’s app ecosystem evolving over the next couple of years?
Amanda: I think we’ll see more AI-driven apps, whether for merchandising, personalisation, or content generation. Merchants want smarter automation and deeper customer insights, and AI can deliver that. At the same time, cost-effectiveness will matter. Businesses don’t want to pay thousands for apps that don’t scale with them. The beauty of Shopify’s ecosystem is that you can start with free or low-cost apps and grow from there.
Read more about the Insights from Shopify and the Future of Commerce and how we help businesses adopt smarter technologies.
Amanda’s Must-Have Top 3
To wrap things up, we asked Amanda for her three absolute must-installs:
- REZ Notify Me – because every merchant should capture lost demand.
- Recharge – if you’re in a sector where subscriptions make sense, this is a revenue multiplier.
- Flow – automation that saves time and unlocks smarter selling.
Final Thoughts
Williams Commerce delivers Shopify projects for brands that need scalable, flexible ecommerce solutions. As Amanda shows, it’s not just about the platform, it’s about knowing which tools to layer on top to get the results you want.
Ready to transform your Shopify store? Get In Touch with the Williams Commerce team today.
Frequently Asked Questions About Shopify Apps
What are the best free Shopify apps for growing stores?
Some of the best free Shopify apps include REZ Notify Me for back-in-stock alerts, Search & Discovery for product filtering, and Flow for workflow automation. These tools improve customer experience and efficiency without adding extra costs.
Which Shopify app is best for subscriptions?
Recharge is widely regarded as the top subscription app for Shopify. It allows merchants to set up flexible recurring orders, manage subscriptions, and build customer loyalty, perfect for food, beauty, and essentials businesses.
How can I automate workflows in Shopify?
Shopify’s Flow app is the best option for building custom workflows. You can set up triggers based on customer actions, order values, or product purchases, which can then automate emails, tagging, or shipping processes.
What’s the easiest way to edit Shopify orders after purchase?
The OrderEditing app allows merchants to make changes to orders post-purchase without cancelling them. Customers and staff can update items, addresses, or shipping methods quickly, reducing errors and saving time.
How do I improve customer experience with Shopify apps?
Start with apps that remove friction: Push Last pushes out-of-stock products to the bottom of collections, Store Locator Map helps customers find physical stores, and Search & Discovery makes product browsing easier. Together, these apps improve satisfaction and drive repeat business.
