Shopify Plus custom features – Competition in ecommerce is fierce. Only around 10‑15 percent of Shopify stores achieve lasting success, yet the ones that do often grow into multi‑million‑dollar brands. For this report we analysed 50 Shopify Plus stores across a range of industries to discover which custom features most consistently drove growth. We uncovered five themes — from subscription programs to immersive product experiences — that added millions in revenue. If you’re deciding where to invest in your tech stack, these findings will help you prioritize high‑impact features.
Why custom features matter
Shopify’s ecosystem of apps makes it easy to add functionality, but the top‑performing stores we audited didn’t rely solely on plug‑and‑play solutions. They invested in bespoke features that aligned with their brand and customer journeys. According to case studies compiled by Checkout Links, successful Shopify stores removed friction from the buying journey, built communities and loyalty programs, diversified their marketing channels and focused on repeat customers. These strategies require tailoring the checkout, retention programs and product discovery to your specific audience — something out‑of‑the‑box apps seldom achieve. Below are the custom features that consistently delivered the biggest lifts in conversion and lifetime value.
1. Subscription and membership programs
Subscriptions aren’t just for SaaS — they’re now table stakes for physical goods. Among our audited stores, subscription programs delivered some of the highest ROI because they lock in repeat purchases. Coffee Bean & Tea Leaf illustrates the impact: after migrating to Shopify Plus and enhancing its subscription features with Recharge, the brand doubled its online conversion rate. The subscription program fueled repeat sales and reduced abandoned carts. The takeaway is clear: if your products lend themselves to reorders, a well‑designed subscription offering — complete with flexible billing cycles, member‑only perks and intuitive account management — can dramatically boost revenue.
To replicate this success, create custom subscription flows rather than relying solely on default app templates. Use Shopify Functions or a custom middleware layer to handle proration, tiered pricing and add‑on products. Integrate loyalty rewards (see below) so members earn points on every renewal. Monitoring metrics such as churn rate and average subscription value will help you refine the offering over time.
2. Loyalty and rewards programs
Repeat customers are far more valuable than one‑time buyers, and loyalty programs are the engine behind that retention. Our analysis found that well‑structured rewards programs dramatically increased lifetime value. Lively, a lingerie brand, built a points‑based program using LoyaltyLion where customers earned points for purchases, reviews and referrals. The program boosted average customer lifetime value by about 40 percent and increased average order value by roughly 21 percent.
Jewelry retailer Lily Charmed experienced similar gains. By adding social proof features such as photo reviews, wishlists and incentivized reviews, plus social login and a loyalty program, the brand saw a 40 percent increase in repeat purchase rate within a year. These numbers demonstrate that a tiered rewards system, combined with a referral program and user‑generated content, can drive both retention and higher spend.
When designing your own loyalty program, avoid one‑size‑fits‑all discounts. Use data to segment high‑value customers and offer them early access, exclusive products or experiential perks. Make redemption easy with a personalised dashboard and integrate your rewards engine into checkout for frictionless application of points.
3. Checkout optimisation and trust signals
The checkout is where revenue is won or lost. Studies show that nearly 70 % of shoppers abandon their carts due to unexpected costs, complicated processes or lack of trust. Shopify Plus merchants can customise the checkout using Checkout UI Extensions and Functions, and the highest performers in our audit took full advantage of these tools.
One powerful baseline is Shop Pay. According to a Blackbelt Commerce analysis, Shop Pay delivers a 91 % higher conversion rate than traditional checkout methods. But the real gains came when merchants layered custom features on top of accelerated payments. Winning stores added:
Gift‑message or delivery‑instructions fields to personalise orders.
Trust badges and security seals in the payment step.
In‑checkout upsells that offer complementary products or upgrades.
Free‑shipping progress bars and regionalised labels to encourage higher spend.
Dynamic discount logic, such as custom validation rules and shipping options powered by Shopify Functions.
These enhancements reduce friction, build trust and increase average order value. In fact, Nuun, a hydration tablet brand, redesigned its site and streamlined checkout by moving “Add to Cart” buttons to more prominent positions. The result: a 34 percent jump in conversion rate and 25 percent faster checkout completion, leading to year‑on‑year growth exceeding 50 percent.
4. Cross‑selling, bundling and upsells
Maximising revenue from each customer visit is easier when you serve relevant add‑ons at the right moment. In our audit, cross‑selling and bundling delivered some of the biggest boosts to average order value (AOV). According to Skai Lama’s analysis, cross‑selling can increase AOV by up to 40 percent when complementary products are presented at key moments. Their summary advises keeping cross‑sell items under 25 % of the main product price and using specialised apps to automate offers.
Real‑world examples validate the numbers:
A CBD vape brand offered discounted battery accessories at checkout, generating 81 orders in just one week.
A German supplement company ran limited‑time bundles for its premium formula and produced €14,000 in revenue over 35 days.
Lathr, a personal‑care brand, let customers create customised bundles and recorded a $17,221.79 sales boost in 30 days.
A fashion retailer implemented “complete the look” suggestions and achieved a 27 percent increase in AOV.
An electronics store bundled phone cases, screen protectors and chargers with smartphones, seeing a 40 percent+ conversion rate on accessory offers.
These results underscore the value of dynamic product recommendations. To implement, build a middleware layer that analyses cart contents and past purchases to generate personalised suggestions. Use AI or rules‑based logic to decide which products to surface and when. Test placement (product page, cart drawer, checkout) and design for clarity—one or two relevant recommendations perform better than a list of random products.
5. Immersive experiences and social proof
Customers hesitate when they can’t interact with products online. High‑performing stores therefore invested in immersive shopping and social proof. Gunner Kennels, which sells premium dog kennels, implemented Shopify’s AR and 3D models so shoppers could visualise kennel sizes in their homes. After launching 3D/AR previews, the brand’s conversions increased by 40 percent. Fashion brand Rebecca Minkoff found that customers who interacted with 3D product models were 30 percent more likely to buy.
Beyond 3D visuals, social proof features — photo reviews, wishlists and user‑generated content — also delivered measurable gains. As mentioned, Lily Charmed saw its repeat purchase rate rise by 40 % after adding photo reviews and wishlists. These enhancements build trust and encourage customers to engage with the brand community.
To adopt this strategy, integrate Shopify’s AR API or third‑party 3D modeling services for high‑value products. For social proof, build custom components that pull user photos and reviews directly into product pages and emails. Encourage customers to post photos by rewarding them with loyalty points or entries into giveaways.
Measuring success and next steps
Implementing these features is just the beginning; the winning stores in our audit continuously monitored performance. They tracked key performance indicators such as checkout conversion rate, average order value, repeat purchase rate and subscription churn. They also watched for secondary metrics like page‑load speed and payment method mix, ensuring that new features didn’t degrade site performance or create friction.
If you’re not sure which custom features would give you the biggest lift, start by auditing your own tech stack. Evaluate whether you’re already using apps for subscriptions, loyalty, cross‑selling or AR and whether those solutions offer the flexibility you need. A bespoke feature may require more upfront investment, but as our audit shows, the payoff can be enormous.
Lead magnet: get a free tech stack audit
Curious how your store stacks up? We’re offering a free tech stack audit to identify the custom features that could unlock new revenue for your business. We’ll assess your current apps, checkout flow, merchandising and retention strategy, then recommend high‑impact enhancements. Whether you’re exploring subscription programs, loyalty tiers, advanced checkout logic or immersive shopping, our team can help you prioritise the right investments.
Conclusion
The top Shopify Plus stores don’t rely on luck — they build custom features that remove friction, cultivate loyalty, maximise order value and inspire trust. Our audit of 50 stores shows that subscriptions, loyalty programs, optimised checkouts, cross‑sells and immersive experiences consistently add millions in revenue. By implementing these strategies thoughtfully and measuring their impact, you’ll position your store to thrive in 2025 and beyond.
