What is an app store?

An app store is a digital marketplace where users can discover, download, and update mobile or desktop applications on their devices. Popular examples of an app store include Apple's App Store, Google Play, and the Shopify App Store for ecommerce plugins.

How an app store works

An app store acts as the bridge between developers and users. Developers publish their apps to the app store, set pricing and regions, and the platform handles distribution, payments, reviews, and updates. Users can then search, browse categories, read ratings, and install apps in a few taps or clicks.

Behind the scenes, every app store enforces technical, security, and content guidelines. Apps are checked before publication and often scanned continuously for malware or policy violations. This protects users and keeps the app store ecosystem functional and trustworthy.

Types of app stores

There are several kinds of app store that matter for digital businesses. Consumer app stores like Apple App Store and Google Play focus on mobile apps for iOS and Android users. Platform specific marketplaces, such as the Shopify App Store, focus on extensions and integrations that plug into an existing system. Some companies even run private enterprise app stores to distribute internal tools securely.

For growth minded companies, the right app store strategy depends on where your audience lives. A Belgian retailer might rely heavily on Google Play and Apple's App Store, while a SaaS or ecommerce brand may depend more on the Shopify ecosystem.

Why app stores matter for growth teams

If your product is an app, the app store is your primary distribution and acquisition channel. Your listing, screenshots, reviews, and category choice directly influence install volume and customer quality. Even if you are not a pure app business, the right app in the right app store can unlock new revenue streams, integrations, or data.

  • App stores provide instant distribution to millions of users across devices and countries.
  • They handle payments, refunds, and updates, which reduces technical overhead.
  • Ratings and reviews in the app store create powerful social proof for your brand.
  • Optimising your app store listing works like SEO and can significantly boost organic installs.
  • Specialised app stores, such as ecommerce marketplaces, can extend your existing webshop or platform fast.

Together, these aspects turn the app store into a strategic channel, not just a technical necessity, especially for teams focused on predictable growth.

App store strategy for B2B and ecommerce

For B2B and ecommerce brands, treating each app store like a performance channel is key. That means tracking acquisition costs from app installs, measuring in app conversion events, and continuously testing creative assets and copy. Techniques from search intent and conversion rate optimisation translate directly into better app store results.

If you are considering building your own app for the Apple App Store, Google Play, or a niche marketplace, it pays to understand the technical and budget impact early. You can explore detailed cost breakdowns in this guide on custom app development cost. For a roadmap style view, this article on custom mobile app development explains the full journey from idea to launch.

Many Belgian companies choose cross platform frameworks to move faster and keep budgets focused on growth. Our deep dive into React Native app development for Belgian businesses shows how one codebase can serve multiple app stores while still delivering a strong user experience.

From idea to live in the app store

Getting from concept to a live listing in any app store involves research, UX design, development, security reviews, and marketing. A partner with both product and growth expertise can shorten that path. At 6th Man, our custom software development services combine engineering with data driven marketing, so your app is built to perform in the app store from day one.

When your app is live, keep treating the app store as a living channel. Iterate on your listing, test creatives, respond to reviews, and align in app events with your broader acquisition and retention strategy. That is how you turn an app store presence into a predictable engine for new customers and revenue.