Lately I’ve been avoiding custom apps altogether when building Shopify pages for clients.

Custom bundle experiences, on-page quizzes, progress bars, cart interactions, all built directly in code without reaching for an app.

One of my favorite moments is when a client asks what app I’m using to pull something off and I get to say “none.” We move faster, brainstorm more creatively, and aren’t locked into what an existing app allows.

It also cuts costs on both sides. Less dev time hunting for the right app, and clients aren’t paying monthly fees for something that only does one thing.

That said, apps still have their place. The difference now is I’m actually vetting whether one is needed instead of defaulting to it.

The number of apps being submitted to the Shopify App Store has skyrocketed recently. AI is letting developers build and ship apps much faster, and Shopify is embracing it.

At the same time, Shopify recently rolled out their AI Toolkit and Dev MCP Server. It connects tools like Claude and Cursor directly to Shopify’s docs and APIs, letting AI handle full development workflows end to end. Combined with Shopify Sidekick, the platform is clearly going all in on AI native development.

A lot of merchants are going to evolve toward this approach. I think that raises the bar for developers like me who work directly with merchants, and it raises the bar for app developers too.

The app developers that thrive will drive specific value that a merchant or developer genuinely can’t replicate on their own, or where the cost of building it yourself outweighs just paying for the app.

Have you let go of any apps for business or personal use by building your own solution lately?