App Store Listing Best Practices for ASO

  • To fill out your app listing, you can do so here:
  • The App listing holds information about your app that will be publically visible on the App Store
  • This is what your App Store Listing will look like on the App store:


App Name:

Your app’s name is critical in how users discover it on the App Store so it should reflect your Shopify store. An app name can be up to 30 characters long. Here are some of our App Name tips:

  • Avoid special characters. Sometimes they may not get indexed.
  • Don’t include category names in your app name. For example, don’t use ‘shopping’ if your app is categorized under the shopping section.
  • Include one or two keywords in your app title.
  • Keep it short. We suggest keeping the character limit to 15 for greatest searchability.


The subtitle is a concise summary of your app that explains the value of your app in greater detail. You can update your subtitle when submitting a new version of your app to help you determine what is the most effective to engage users. A subtitle can be up to 30 characters long and appears below your app’s name throughout the App Store.


Your app is an extension of your brand. Create a compelling description to engage the user and highlight the value of your app. Be concise, informative and let your brand personality shine through. The first sentence is the most important since this is what users will see first unless they click ‘Read more’. Front-load with the most imporant message first like your app’s key feature, benefits and the most relevant key words. Make sure to include contact information like support or your social channels to customers can reach you directly. An example of an app description that directly describes the brand is Dixxon Flannel Co. Their tagline is “Your new favorite flannel” which gives the audience a clear expectation of what’s in the app in a fun way that also entails the quality of their product.

App Preview:

The app preview visually demonstrates the essence of your app’s UI experience. You can add a 30-second video or use screenshots to show your app’s features, functionalities, benefits, and design of your app. The order of the images will appear in search results when no app preview is available. For screenshot specifications, see App Store Connect Help.


Search words help your customers find you in the App Store search. Choose keywords with your target audience in mind to help the search algorithm surface your app in relevant searches.

Primary Category:

This is particularly important for your app’s discoverability. When you choose your primary category, consider your app’s purpose, where users naturally look for an app like yours and which categories contain the same type of apps as yours. Typically for eCommerce brands, we recommend ‘Shopping’ or ‘Lifestyle’.

Secondary Category:

The secondary is optional but recommended because if your app is listed in more places, it’s more discoverable. Remember: choosing categories that are not appropriate for your app is against the App Store Review Guidelines.

Ratings and Reviews: 

Positive ratings and reviews are key because it can influence how your app ranks in search and downloads. We recommend including your contact information or social media accounts so users can contact you directly with feedback.

Support URL:

Your store’s contacts or support URL.


Adding impactful images is one of the most important elements of your listing. They give you the opportunity to show the UX of the app in action, the design and the value of the app. We recommend designing your app preview images and don’t simply upload a screenshot. This lets you describe a key feature on each screenshot or tell a story with your images. Pro tip is to localize your screenshots.


A video of your app is a great way to grab your customer’s attention. Keep it concise and don’t just explain how to use the app, but focus on the value. A video like this will not only be used to the app store listing, but can be published throughout your marketing efforts.


Remember, ASO isn’t one single task or strategy you implement to boost your app to the top of the app store, there are multiple factors that should all be strategically optimized to stand out against the competition. For more tips on how to optimize your mobile app store, check out Tapcart’s ASO Guide.