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A Shopify dev agency that turned every repeated client request into a public app — 13 apps, 100,000+ installs, 70 staff, and an IPO on India's small-cap exchange
100,000+ combined installs · ~70 team members · publicly listed on BSE SME · 8-9 years building
"App developer time is gone — like before 7 years you are the only one in the app store with the same solution, so merchant need to wait for you. Right now merchant is installing your app but there are 10 apps available." The moat isn't the code any more. It's answering support inside an hour.
Fewer bars = easier, cheaper, or faster for an AI-assisted solo builder. Editorial judgments based on the case details.
Priyank Savani started Identixweb about eight years ago as a straightforward Shopify services agency — building stores, then custom apps for individual clients, then public apps on behalf of clients. Their first product of their own went live around 2016, when the Shopify App Store held roughly 2,500 apps in total. The transition from agency to product company happened by observation rather than strategy. "Based on the client requirement we are seeing like many common requirement we are getting from clients. So this common requirement we converted to public app and that is how we shifted to Shopify products." They kept doing services alongside, which is what keeps the input flowing — they're still in merchants' stores every day, watching what breaks. A second source of ideas is cross-platform arbitrage. They look at what WooCommerce and Magento merchants have that Shopify merchants don't, and port the missing capability across. "So like that way we also bring two three ideas in Shopify ecosystem which is not available in app store as well." Today: thirteen or more apps live, over 100,000 combined installs, and roughly 70 people across product, services, marketing and support. In 2025 alone they added two more products. The company went public in India via an IPO on the BSE SME board — "we recently go public in India BSE SME sector, we launch our IPO, Identixweb Limited IPO, on the basis of the Shopify services and products." Savani also runs a separate venture, Munim ERP, an Indian billing, accounting and GST return-filing platform started three years ago. No revenue figure is given anywhere in the interview. What we have is the install count, the headcount, and a public listing — which is more independent verification than most stories in this directory, and less financial detail than any of them.
The first customers were already clients. Identixweb spent its first years as a Shopify services agency — store builds, then custom apps for individual clients, then public apps built on clients' behalf — which put the team inside merchants' stores every day.
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Data credibility: Founder interview on The SaaS Hub Shopify podcast. Priyank Savani states the traction figures himself — 13+ apps live, 100,000+ combined installs, ~70 team members, 8-9 years of building, first product around 2016 — and none are shown on screen or independently verified in the episode. The 100,000+ figure is explicitly combined installs across all apps and is a cumulative lifetime number, not active installs. No revenue, MRR, ARR, pricing, churn or per-app performance figure appears anywhere in the interview, which is the biggest gap in this entry. The one materially independent data point is that Identixweb Limited completed an IPO on India's BSE SME board, which requires audited financials and a reviewed prospectus — that lends institutional credibility to the company's existence and scale, though none of those financials are discussed in the video. The '20 to 30% AOV' improvement claim for iCart is his own unaudited estimate for merchants who 'set it up properly'. Auto-captioning garbles several numbers and app names in the transcript.
No price, MRR or revenue figure appears anywhere in the interview, which is the largest gap in this story. The sequence, though, is clear: the services business was already being paid when the first app shipped in 2016, so the app never had to carry the company while it found its footing.
The engine is retention feeding ranking. Merchants install, they keep the app installed, and "then Shopify understand like your product is useful to merchants.
Savani gives the stretch no gloss: "it is not overnight success — we also need 6 to 7 years of time," and his instruction to anyone launching now is to "wait, take patience, for one year minimum" before judging whether the app works at all.
The rest of this breakdown — 10 more sections — is in the Unicorn Club, with every section of all 1,335 ideas: first customers, first dollar, the flywheel, and the silent stretch.
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