Navigating the Shopify App Store: What to Expect for App Approval Times
Hey everyone! As someone who’s spent a fair bit of time in the Shopify ecosystem, both building and observing, I know one of the most common anxieties for any developer looking to launch a new app is that waiting game: the Shopify App Store approval process. It’s like sending your meticulously crafted product out into the world and then… silence. For a while, anyway.
Recently, a thread popped up in the Shopify Community that really resonated with me, titled “How much it takes shopify to approve the app.” It kicked off with a developer, oneworld0101, asking for clarity, noting that their app had been stuck on “We’re assigning a reviewer to your submission” for two weeks. Another developer, spsbuilds, echoed this, mentioning a previous app that sailed through in a week, but their current one was also hitting the two-week mark.
The "Two-Week Rule" – Is It a Myth or a Metric?
So, what’s the consensus from the community? The general sentiment, as shared by folks like Rapify and kestrel-ian, is that two weeks is a pretty common benchmark for the entire review process. Rapify specifically said, “It usually takes around 2 weeks for Shopify to assign and complete a review.” Kestrel-ian agreed, noting, “It varies quite a bit but 2 weeks is about right.”
However, and this is a crucial point, they both added caveats. Rapify mentioned it can take “a bit longer” depending on the app category and the current review queue. Kestrel-ian’s “about right” also implies it’s not a hard-and-fast rule. What we’re seeing here is an average, not a guarantee.
When Two Weeks Turns into More: Patience is Your Best Friend
This is where Bundler-Manuel’s experience comes in handy. They chimed in, saying, “from my personal experience, it could take more than 2 weeks for Shopify to verify your app especially if it’s just the first one you’re setting up.” This is a really important insight, especially for new developers to the App Store. If it's your first rodeo, expect that it might take a little longer as Shopify gets to know your processes and standards.
The core of oneworld0101’s original concern was being stuck on the “assigning a reviewer” stage for two weeks. This indicates that the two-week general estimate might cover the entire process, from submission to final approval, not just the initial waiting period for a reviewer. So, if you're still waiting for a reviewer after two weeks, don't panic! It seems to be part of the variability. Bundler-Manuel’s advice here is spot on: “remain patient and wait for the update, no need to panic.”
What You Can Do While You Wait (and When They Respond!)
While there isn't a magical button to speed things up, the community offered some solid advice on proactive steps:
- Keep a Close Eye on Your Email: Both Rapify and kestrel-ian stressed this. The Shopify review team will communicate any questions, clarifications, or requested changes via email. This is your primary channel for updates.
- Respond Quickly to Feedback: This is perhaps the most critical piece of advice. Kestrel-ian warned, “if you delay them a bit they may kick you to the back of the queue.” Imagine the horror! You finally get feedback, you take a few days to get back to them, and suddenly you’re at the end of a very long line again. So, make sure you’re ready to jump on any requests the moment they come in.
- Double-Check Your Submission: While you’re waiting, it’s a good idea to give your app submission details one more thorough review. Are all your screenshots clear? Is your app listing description accurate and compelling? Are all privacy policies and terms of service links correct and accessible? Sometimes, a minor detail can hold things up.
- Prepare for Potential Changes: Think about common reasons apps get rejected or need revisions. Are there any edge cases in your app’s functionality? Have you thoroughly tested it for security vulnerabilities? Being prepared to make quick adjustments can save you valuable time.
The Desire for More Transparency
It’s clear from oneworld0101’s follow-up comment – “I see no movement in status change, looks like some sort of tracker for example with more details like an estimated timeline would help” – that developers are hungry for more transparency. It’s tough to wait in the dark, and a clearer status tracker or estimated timeline would certainly alleviate a lot of that anxiety. While we don't have that yet, understanding the general patterns from the community can at least set more realistic expectations.
Why the Variability?
While the thread didn't delve deep into the "why," we can infer a few things. As Rapify hinted, the app category could play a role. A complex integration app might require more scrutiny than a simple utility. The sheer volume of submissions also impacts the queue. Shopify's team is dedicated to maintaining a high-quality App Store, which means thorough reviews, and thorough reviews take time. It’s a balance between speed and quality, and for the benefit of merchants, quality often takes precedence.
So, if you’re currently in the app approval waiting room, take a deep breath. While two weeks is a good general expectation for the whole process, don't be surprised if it stretches a bit longer, especially for your first app or if the queue is particularly busy. The key takeaways from our community discussion are patience, vigilance with your email, and a commitment to responding swiftly to any feedback. Your app will get there, and the wait will be worth it for the chance to serve the amazing Shopify merchant community!