Behind the scenes with Addify — A Growing Marketplace Developer

Addify, a Pakistan-based development company, has become a success story. The 35-member team has already achieved sales of more than $100k per month since its inception on WooCommerce.com.

They are the developers of many popular extensions such as Custom User Registration Fields and Request a quote, Role Based Pricing. B2B for WooCommerce. Hide Price & Add To Cart Button.

Although they started their sales on CodeCanyon initially, they soon realized that the WooCommerce Marketplace was the best option. The company also develops for two online stores platforms. This has allowed them to enjoy higher sales and a greater ecosystem of extensions.

They are still climbing to the top. In a few months they will be adding 15 more team members and moving into a new office.

Through Zoom, the WooCommerce team met Ali, their co-founder, to discuss Addify’s success, where they are headed, and what other developers can do to follow in their footsteps.

Q. Q.

Mehmood and Muhammad, my co-founders, met twelve years ago when I was working for another company. We became close friends, and we kept in touch while we developed our marketing and development skills. It became obvious that we could do something on our own.

Muhammad is a specialist in Magento and Prestashop design. When we develop extensions for new technologies, he builds technical teams. Mehmood oversees WordPress development. It’s the largest team that we have.

However, I am responsible for all aspects of support, including marketing, product research, and user experiences. It is my responsibility to decide what products I want to create, which features they should include, and how I will market them to site owners.

We now have 35 employees on the team. We’re moving into a new building to increase our staff to at least 50.

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Q. Q.

Muhammad was developing a Magento website and needed a way to exempt certain users from paying taxes. We couldn’t find a solution so we asked ‘who else might be interested?’

We tried CodeCanyon, but it was not the right solution.

We tried WooCommerce, but it was not the right solution.

Although there was one solution that a developer offered on his website it did not include many features. We knew there was more. We created the Exempt extension, and we made our first sale on WooCommerce.com in September 2019.

Q. Q. Why did you choose to concentrate on this?

We might be able to find solutions for other industries. We have all been involved in non-eCommerce development before so it’s something we could do. We noticed that these types of websites are often quite stagnant after they’re built.

eCommerce is constantly improving the user experience and experimenting with marketing. The potential for success is greater. A good extension and support can result in many solutions being purchased by the same store owner over time. They will likely continue to use our support because they are looking for more information and the most recent features.

Q. Q.

WooCommerce has 28% eCommerce market share. It is the most popular eCommerce platform so it makes sense to offer your products to the largest audience.

Q. Q. Why did you choose this route over other options?

We discussed for several weeks before we finally decided on where to go. It was difficult because we knew everything about each platform. There are always compromises. This was a huge debate.

We chose WordPress because of its SEO. Both WordPress and WooCommerce are SEO-friendly.

It was also easy to create. WordPress is much faster than other platforms. For example, we were able to develop a website in just two weeks. On the other platform, it took us two months.

We chose WordPress and WooCommerce because we knew that we would need lots of space to grow and there would not be a shortage of extensions and plugins to help us do this.

Fourth, we concluded that maintaining other platforms would prove more costly due to the higher server costs. We decided that WordPress would be more cost-efficient in the long-term.

WooCommerce allowed us to quickly get up and running.

Q. Q. Why did you choose to migrate to the WooCommerce Marketplace instead?

We knew WooCommerce.com was the official platform so we wanted to be there. We felt we should be there as an authorized company.

WooCommerce.com is our main focus now and we are releasing 98% exclusively there.

  1. We realized that the WooCommerce Marketplace had a large customer base and more revenue for vendors after the releases of the first two extensions. We changed our CodeCanyon profile from exclusive to non-exclusive, and we added products to our website as well as the WooCommerce Marketplace in order to offer multiple sales channels.
  2. CodeCanyon does not have a minimum pricing policy. Individual developers set their products at extremely low prices which makes it difficult for companies to grow and maintain products, and offer top-quality after-sales services.
  3. The WooCommerce Marketplace team is more like a family to us because they listen closely to our feedback.

Q: It all comes down to a better environment, great support and a larger audience for sales.

Yes, WooCommerce offers subscription options for extensions. This is very important.

To continue receiving updates and support, customers can renew their WooCommerce Marketplace subscription.

This drives us to improve the product, add new features and ensure it is compatible. This is good news for store owners. It’s also good for us from a revenue perspective.

Q. Q.

We are familiar with the available extensions because we have worked in the eCommerce industry for over 120 years. We listen to our customers and read forums to find out what they are looking for.

Once we have identified a group of extensions we like, we do marketing research to evaluate them. We then decide if the extension is worth our time and if it has any unique features. We will consider whether a similar product exists and what we can do to make our product stand apart.

Every support ticket I receive is read by me personally. Although I am not a programmer, I can help them quickly. However, I can help people get an idea of their needs and then have our developers tackle it.

Q: Are your development decisions always market-based? Are developers driven by passions that can dictate the next steps?

We are very particular about the products we release. We are completely focused on the needs of our customers and how useful our solutions can be. We do however listen to the ideas that our developers have. Choose Userrole is an example of an idea that was generated by the development team. This became an integral part of many bestsellers.

We have also created extensions even though our research did not support them. We created them anyway, because customers requested them.

Q. Q.

It must be B2B to WooCommerce. We knew this solution would be popular because of the high volume of searches.

Problem was that the term “WooCommerce Business to Business” is too broad. It was necessary to determine what functions people were actually looking for in order to solve this problem. We released individual extensions as we identified them. We eventually had many robust solutions that we could combine into one WooCommerce B2B extension.

Q: What are your costs plans? What is more costly to create a new product, or keep existing products?

It is more costly to maintain an existing one than to create new ones. It’s not about how expensive it is, but what our customers want. It is important to provide quality support and new features. Regular updates are also necessary in order to keep extensions running.

We believe that providing high-quality support can be costly. It’s also important to ensure that customers are satisfied. Customers who are happy leave positive reviews, which is critical for sales.

I also look at support requests as they are received to see what features people would like so that we can develop the next update. Sometimes I can even get ahead of an issue to fix it with the next update. This is going to end up being cheaper than continuing support for a large conflict.

Support is great for customers but also for us because it helps us to identify new opportunities.

The refund policy has also affected and motivated us.

Q: How does this (refund policy), impact you?

WooCommerce offers a hassle-free, 30-day refund policy. Customers don’t need to provide any reason or information to request a refund.

CodeCanyon gave us the opportunity to answer customer questions and assist them in solving their problems. This was definitely something we preferred at first.

We are motivated by the possibility of getting back our investment. We must be our best and keep pace with the product. It pays off if you do a great job.

Q: How do I create product pages for my extension? These are some of the best on the market.

Right now, I write and develop it all myself. It’s very important because everythingshould go on the product page. It’s been so hard to find out what people want so we need to communicate it and put it all on the page.

One review said that everything was on the product page. “Don’t expect anything more.” That review made me smile because it meant that the product page had done its job.

Q: Do you think that your involvement with WooCommerce has helped you to be closer to the community?

Yes. We also get to work closer with SkyVerge. That’s fantastic.

We also have a great Slack platform. We can also reach out to other developers if we have a problem. They also benefit from this because they don’t want their product to cause conflict for anyone.

We work together to find solutions, and then we take the lessons learned into consideration for our future plans.

Q: What is different about where you are now than when you started?

We have better processes, a new development approach, and better support teams. Our products are more reliable when they go on the market because we test more.

Q: What advice would you give to other developers who are considering joining the WooCommerce Marketplace.

It’s all about planning the right products, and then offering good support. To find the right extensions for people, you must do your research. You’re on the right track if you do that.

Aftersales support is key to long-term success, according to us. People may not return to you again if you don’t do the job right.

In some cases, the customer may have initially requested a refund because they purchased an alternative extension but then came to us for support as the developer didn’t provide the required assistance.

You don’t have to be alone when you addify

Many developers such as Addify are enjoying success on WooCommerce Marketplace. Developers who are willing to work extra to help the community and provide quality extensions are needed.