I built a Shopify app. Got 7 users. Here’s what I got wrong.

Over the past year I’ve been building a Shopify app called Lunar Sections.

It’s a simple idea: add sections like testimonials, countdown timers, and announcement bars directly inside the theme editor without using page builders.

I launched it, got a few installs, even one paying user… and then nothing.

For a while I thought the problem was visibility. Turns out, that was the easy excuse.

The real issue was positioning.

I built what I thought was useful: “a library of customizable sections.”

But that’s not how merchants think.

They don’t wake up wanting more sections. They want:

- better conversion

- more trust

- higher sales

I was selling the tool, not the outcome.

So recently I changed the way I present it:

→ from “section library”

→ to “conversion-focused sections without page builders”

Same product. Different framing.

At the same time, I stopped trying to reach merchants directly and started talking to Shopify developers and agencies instead.

Still early, but this already feels like a better direction.

Right now I’m in the unglamorous phase:

- sending DMs

- reaching out to agencies

- posting, getting ignored, repeating

No real traction yet, but at least now I know what I’m testing.

Curious if anyone here building in Shopify (or SaaS in general) went through a similar “it’s not the product, it’s the positioning” phase?

Would love to hear what actually moved the needle for you.