Context: The Selling Plans APIs enable merchants to leverage an app ecosystem to power their subscriptions business. Subscriptions generate over $19B in GMV, and is a market expanding 4x faster than global e-commerce. A broad range of merchants depend on the same app ecosystem for subscriptions, but our team identified key gaps. Basic merchants often face high costs using subscription apps, while advanced businesses must build custom solutions—an expensive and time-consuming path. Identifying product market fit: For merchants that have basic subscription needs, I led the release of a free subscriptions app. This app lowers the barrier of entry for merchants who are thinking of selling their products on a recurring basis. Set up is simple, and merchants can trial selling their products as subscriptions before committing to a more sophisticated app. For merchants that have much more complex subscription needs, we knew custom apps were typically the preferred path. I drove the launch of Shopify’s Subscriptions Reference App. The code base provides the core foundation for building custom subscription apps.