Our story
We started with a simple question: why does managing a growing online business have to feel so complicated? That question became a company, and that company became the platform thousands of merchants trust every day.
Mission & Values
We believe every merchant — from a first-time seller to a mature enterprise — deserves tools that are as ambitious as they are. Not feature-bloated, not dumbed-down, but precisely right.
Web App was built on the conviction that commerce infrastructure should be open, composable, and honest. Open because the best ideas come from the community. Composable because no two stores are alike. Honest because merchants already have enough complexity — their tools shouldn’t add more.
These three principles guide every product decision we make — from the core platform to the 339 extensions in our marketplace. We measure ourselves not by the features we ship, but by the friction we remove.
Founding Story
From side project to platform
In 2018, two engineers were frustrated by the same problem: every commerce platform they tried either locked them in or left them stranded. One was too closed; the other was too fragile. Both charged too much for the privilege.
So they started building — nights and weekends at first, then full-time when their prototype landed its first fifty merchants. The early product was rough, but it solved one thing well: letting store owners customize without calling a developer. That kernel became the extension marketplace.
By 2020, third-party developers were shipping extensions faster than the core team. By 2022, the marketplace had crossed 200 listings. Today, Web App powers 48,000 active merchants across 30 countries — and the marketplace is still the heartbeat of the platform.
2018
First prototype ships with 3 core extensions
2019
Marketplace opens to third-party developers
2020
1,000 active merchants, 50 extensions listed
2022
Crossed 200 marketplace listings, Series A funding
Today
48K merchants, 339 extensions, 99.9% uptime
Product Philosophy
Three tenets that shape every feature
01
Open by default
Every API is public. Every data model is documented. Merchants own their data, developers own their code, and the platform stays out of the way. We will never hold your store hostage.
02
Composable, not monolithic
Start with the core. Add only what you need. A bookshop and a subscription-box company have different problems — they should have different tool stacks, not the same bloated bundle.
03
Honest complexity
We don’t hide complexity behind marketing jargon. If a feature has trade-offs, we document them. If a setting needs context, we provide it. Clarity earns more trust than polish ever could.
“We evaluated six platforms before choosing Web App. What tipped the scale was how quickly our team could ship a custom checkout flow — no vendor lock-in, no surprise fees, just clean APIs and a marketplace full of answers.”
Sarah Chen, Head of Commerce at Fieldwork Studio
What We Stand For
Team values
Ship with conviction
We make decisions with the information we have and iterate from real feedback. Waiting for perfect data is just another word for not shipping.
Merchants first, always
Every roadmap item is measured by one question: does this reduce friction for the person running a store? If the answer is unclear, we go talk to merchants.
Earn trust with transparency
Pricing is public. Incidents are documented. Roadmaps are shared. We believe trust is a compounding asset — and the fastest way to build it is to never hide.
Stay curious, stay small
We keep teams lean and cross-functional. Everyone deploys, everyone talks to users, and everyone questions the last decision. Bureaucracy is the enemy of good product work.
Let’s talk
Whether you’re evaluating Web App for your next store or you want to build on the marketplace, we’d love to hear from you.