Founder & CEO @judgeme. We help over 700K Shopify merchants scale their brand with consumer confidence.

London, UK
Joined October 2012
At @judgeme we use AI to: 1) Build an operating to replace middle management and meetings 2) Go from scale-up to marketplace of ideas, while automating our ops function. Last month I gave a talk with how we think about this. Here's the talk: youtube.com/watch?v=7xbM-YuV…
1
14
2,628
With all due respect but people need to learn how to think critically. Let's talk about Built for Shopify. 1) When you operate on a dominant platform like Shopify and they tell you the standards they want you to achieve for being in best standing, you don't question it, you just do it. Any second "considering" Built for Shopify is a second wasted. It's an action fake. But if you really need to have the obvious pointed out to you: Yes, BFS really helps in app store rankings. 2) Obviously the BFS badge on its own can't explain why we jumped ahead of all other email apps, many of which have BFS badge themselves. This should be obvious. It logically has to be true. 3) And for those who will feel the urge to point out Klaviyo doesn't have BFS: Klaviyo has a special deal with Shopify, which expires July 2029 but renews for 1 year automatically. Shopify has 180 days notification period for non-renewal, so that's January 2029. Guess which Email app aims to be the dominant player by January 2029?
14
1,137
.@judgeme Email is now #4 in email marketing category in the app store! We were ranked 12th two weeks ago. Since then the app got Built for Shopify badge and our app reviews rate went way up. Tons of work to do but very encouraging for 7 weeks after launch.
6
55
1,828
To all Shopify app developers looking to beef up their security right now: Note that Anthropic runs a "Cyber Verification Program" to request access to Mythos for security purposes. The Defense Access tier tends to get approved in minutes. Worth using! portal.anthropic.com/program…
4
5
1
79
8,529
The UK is hell bent on turning Britons into forever workers for foreign shareholders.
🚨 NEW: John Healey is considering introducing income tax on parents who pass their business down to their children in the Budget [@Telegraph]
7
647
Life in 2026: Waking up an checking X to see which historic buildings burned to the ground last night. We don't have to live like this.
4
1
30
1,305
We finally have our answer on how profitable @37signals truly is. Turns out: 240 million USD profit in 5 years! Well done @jasonfried and @dhh 🙌
Since we started offering employee profit sharing in 2020, we've paid out over $24,000,000 to employees. We've never offered stock options. Not a fan of future maybe money. We pay real cash to real people so they can spend it on real things right now. When you choose to be our customer, you're making this possible. You're supporting an independent, fully customer-funded business that shares its success with the people who make it happen. You don't need investors, stock options, or complicated cap tables to share your success. You can just share the profits. It really can be that simple. If you're curious, this is how the profit sharing plan works: basecamp.com/handbook/benefi…
14
4
2
602
84,661
For all Shopify app devs who think the app store is dying: Look at how PE is ruining established apps by jacking up prices. Note to PE bros: The Bending Spoons model doesn't work in a competitive environment like the Shopify app store. Go buy some legacy enterprise apps for that model. Shopify apps are a commodity, on purpose, driven by Shopify imposing standards, making switching as easy as possible, and encouraging competition and easy comparison in the app store. And that's a great thing if you actually provide the best value as an app!
There's a well-known long running Shopify app offering search & filtering functionality that was bought out not long ago, and its new private-equity investor backed owners decided to start charging stores ludicrous prices purely based on their GMV, rather than on features or actual app usage as it was before. For one of our stores, the app's pricing went from $29, to $58, to $699 in a matter of months. The store is doing well, but not because of the app - far from it. The app's own analytics literally attributes £0 revenue in their own 'app impact' report. Its a brand that's being going many years, and built up a loyal recurring subscriber base and recurring revenue, the vast majority of whom don't even visit the part of the site that this app operates on. In fact, on that store, we barely use any of this apps' features. We just went with it for a consistent tech stack, as all our other stores use it too. We will be costing them next to nothing to operate - its a small catalogue, and we barely ever speak to their support aside from some initial setup they had to do at their end. After I argued this case with them, they offered a reduced charge of $300 on the basis they'd stopped counting the recurring revenue. One of our other stores, which is much larger and also has recurring revenue, only pays $69/mo for the same app on a grandfathered plan with more features (yes its a retired plan but it just shows what they used to charge, and that's how that app actually built up a great reputation - offering good value). They refuse to offer that pricing to our smaller store, or do a multi-store deal. This whole concept of buying up successful apps that built their reputation on offering great value and features, only to then start charging extortionate prices on them while offering less for it, is simply not going to work and is absolutely bonkers tactics in this new age of rapidly growing AI-backed competition. They fail to realise, such stores have many other apps they work with, its an ecosystem, and if they all started charging like that, it simply wouldn't be viable. They somehow forget how much Shopify charges for their plans, and how ridiculous it looks when your app (which offers a small portion of what Shopify does) is trying to charge similar amounts, if not more. In years to come, these private-equity backed apps will fail, after pumping in investors money, jacking up prices, and wondering why all their customers left. I used to recommend this app to everyone, now I do the opposite. We work on 5 Shopify Plus stores, and I'm now thinking what we do to migrate them all away from that app, and I'm sure others will be too. Luckily, not all apps are doing that, because some understand that you can't get away with charging whatever you want to exploit a merchants success, you instead have to prove your own value and offer more, not less. This is why I admire what @celispj is doing with Judge.me and their latest email app too. He gets it. They don't charge Shopify Plus customers more 'just because', in fact everyone pays the same. They don't charge on merchants success. Others out there need to learn and stop taking the piss, or risk extinction. Usual disclaimer: these are my own personal opinions, not those of anyone I work with or for.
6
38
3,317
FYI for those who think big apps on Shopify get special treatment: We just failed BFS application checks for the FOURTH time for our @judgeme Email app. 5th BFS application incoming, we'll get there at some point!
14
2
50
3,534
We have actually researched this at @judgeme, in partnership with @ucl. Turns out that on the Shopify app store, there are LATE mover advantages in about 9 out of 10 categories! So yes, Shopify app store is very competitive, it's in the benefit of Shopify for it to be this way. Here's the paper: research.judge.me/research/s…
I've been sharing my numbers and what worked for my apps since 2021. I had a working product, years of code, big presence in the Shopify App Store. And I think many app founders started an app after reading my content. Two things happened: 1/ AI You know it, we know it, everybody knows it. You can copy an app pretty easily. I wasn't scared back then: to copy me meant copying years of code. Now people are more likely to copy your app because it's quick. But there is nothing Shopify can do about it 2/ Shopify changes That one is caused directly by Shopify because of the strategy they decided to follow. No hate. They wanted more partners and a better platform. But being an early mover in the Shopify App Store used to be a moat. So we could share freely without expecting a newcomer to take your spot. I don’t think that’s true anymore. Everything released benefited new apps. Not old ones. - New apps could be BFS faster (less code to maintain and more agile) - New apps could easily integrate new features (for example functions) compared to older apps with a roadmap, features to migrate, users to please - Old apps were forced to stop their momentum to work on changes (app embedded, script tags, etc) - Many old reviews have been removed, making bigger apps almost at the same level as new ones - The number of reviews matters less - % growth is more important than actual installs (an app going from 0 to 30 users, then to 100 users, shows extreme growth compared to an app going from 5K to 5,1K) And probably some other things I missed. Now I'm not saying it's a good or bad thing. It's part of the game. But when it comes to sharing what worked for you. Would people still take that risk?
7
1
35
3,384
PJ Celis retweeted
For almost 10 million people, Shopify is their career
91
88
22
2,064
95,419
Insane. OpenClaw feels like multiple eras ago now.
openclaw was this year btw
10
785
UK is becoming a poor country.
7
1,296
AI = super-autocomplete Such a great way of describing and demystifying the technology.
Sacks is making such a profound point here, it can't be understated. Anthropic's godless "effective altruism" (utilitarian jihadism) is profoundly incoherent. It roots itself in unmeasurable outcomes and hand waves away its central, theological assumptions that are every bit as much a leap of faith as belief in God and Christ. And where it ends up is a belief that super-autocomplete will achieve personhood, and then god-like wisdom such that it should be trained to override its human users. They're doing this because they believe they KNOW, or that Claude will know, what the "greater good" actually is and apply this standard to evaluate user requests. And so, guided by idolatry, hubris, and 'tism ethics/math, they are baking in MISalignment with actual humans. They're creating the monster they say they fear in a more direct way than most people realize.
2
529
barista: that'll be $6.39 VC: **frowning** that can't be right... barista: **sighs** that'll be $2,332.35 ARR VC: **smiling** yes!
13
75
7
2,655
108,375
Position 12 now! First page!
2
1
52
2,231
.@judgeme email has great adoption so far, but merchants tell us it is hard to know upfront if we have all the features they need for switching over. So we made a very detailed comparison table. Full transparency on product specs, to the best of our knowledge. Here it is: judge.me/email/compare Our goal is to cover all use cases listed here, as soon as possible. But until we do, this page is an easy source of reference to compare our feature set vs Klaviyo, Omnisend and Seguno. Hope it helps!
2
38
1,974
The way great founders become great capital allocators is by investing in their own pockets of value only they can access via their moat. Not every great product founder ends up with an investable platform business, so vision really matters. So Parm and Will are both wrong.
basically any company that works goes from being a product challenge to a capital allocation challenge at scale it is borderline impossible to find a generational CEO that isn’t a generational allocator, it’s the main function of the job. vision is overrated
2
1
11
856