Are there any rules around changing our app subscription prices? Particularly with current customers

Shopify Apps
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Topic summary

A developer inquired about Shopify’s rules for changing app subscription prices, specifically regarding existing customers and grandfathering requirements.

Key clarifications provided:

  • Changing prices in the app listing only affects the storefront display, not active subscriptions
  • Price updates for existing users require using the Billing API to create new charges
  • When new charges are created, Shopify prompts existing users to accept or decline—declining results in loss of app access
  • Only one charge can be active at a time; new charges replace existing ones

Recommended actions:

  • Contact Partner Support for official guidance on the process
  • Notify users in advance to allow time for decision-making or finding alternatives
  • Consider pricing strategy carefully, as competing solely on price can attract budget-focused rather than quality-focused clients

Important note: Changing app listing prices has no automatic effect on existing subscriptions. Developers using Shopify Managed Pricing should review specific considerations outlined in community resources.

Summarized with AI on October 27. AI used: claude-sonnet-4-5-20250929.
1

Hello!

We’re looking to change the pricing subscription for our app & were wondering if Shopify have any rules around this for our current merchants? Obviously we plan to give notice of this update via email but my assumption is merchants subscription would have to be grandfathered for a certain amount of time? I’m not sure how long though or whether we just honor their current month? How we honor the plan I assume I can find in the dev docs. If anyone has any insight into any of this, I’d really appreciate the help & if you know where to find this in the Shopify dev docs too to back it up, also really great.

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Hey, @Conversagent !

Thanks for your post.

I’d recommend reaching out to Partner Support here at this page for clarification on this. They will be able to advise further on this process as they are specialists in that area.

As far as I know, changing the price within your app listing will only affect the details on the listing page. In order to update the price of any users of your app, you would also need to update the charges you are creating using the billing API here at this link.

In your app’s logic. When you do update existing charges in your app’s logic, Shopify will prompt any existing users to agree to the new charges. They will have the option to agree and continue using the app or to decline and lose access. Ultimately only one charge is able to be active at a time. So if you decide to create new charges for existing users, then this creating a new charge for merchants to accept should replace any existing charges. I suggest reaching out to your users in advance of this to warn them and give them an option to begin looking for other apps if they decide to not accept the increase in cost.

I’m not able to give any development advice on how all of this can be done, as we are not trained in any development, however our Partner Specialists should be able to point you in the right direction!

If you have not yet explored and implemented a pricing strategy for your business, or if you wonder whether the one you’re using is working well for you, please check out the following resources:

Pricing is important as it can impact so many things, including the ability to maintain a sustainable, profitable business. It can also effect your ability to attract your ideal client - whether that is startups or one-off projects with small budgets, or more established and/or big brands with a larger budget who may also be interested in an ongoing relationship. Examples of pricing strategy options include: time-based, cost-based, hourly rates, packages and project pricing, fixed, or value-based. There are pros and cons to each. When trying to decide on your rates, consider things like: your core competencies, experience, availability. Make a life budget, and consider your expenses.

One thing to not lose sight of no matter the strategy you choose, is that if you compete on price rather than exclusivity, you may struggle. In web design and development, the price game is a very tough battle to win, and you risk attracting clients who are less concerned with quality & more concerned with price.

All the best!

1 Like
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I just recently wanted to change the pricing of my app and found almost no information about what happens to current subscriptions. This is why I wrote about it after having changed the pricing: https://wempe.dev/blog/change-the-pricing-of-your-shopify-app

TLDR; It has no effect on existing subscriptions. But there are some things you might want to consider if you are using Shopify Managed Pricing.

1 Like