Europe vs US Shopify Trends: UpsellPlus and dear digital
Honest Ecommerce · with Yap (Upsell Plus) & Sam (Dear Digital) · September 10, 2026 · 24 min
Summary
The US market often pioneers Shopify trends and app adoption, offering a valuable blueprint for European merchants to identify future opportunities. This episode highlights how European businesses can adapt US-driven strategies for upsells and new functionalities, while navigating region-specific challenges like diverse payment methods and market maturity differences. It also underscores the power of community and in-person events within the Shopify ecosystem.
Key takeaways
Leverage US Shopify market trends as a predictive model for European adoption, particularly for new apps and features, to gain a competitive edge.
Prioritize internationalization early in app development, considering multi-currency and multi-language support, as European markets demand this from the outset.
Be aware of the significant cost differences between local European payment methods and Shopify Payments for POS, and advocate for more localized Shopify offerings.
Actively participate in the Shopify community and events to build relationships and gain insights, as this fosters collaboration and accelerates business growth.
Recognize that European merchants may be more patient with new functionality adoption compared to US counterparts, requiring tailored rollout and education strategies.
Samuel Rieder is Co-Founder at dear digital, an Odoo Gold partner and Shopify Premier partner. He loves thinking about technology and building things–whether that's companies, brands, websites, or ERP systems–and has co-founded several businesses over the years. Today, he spends his time at dear digital helping teams grow with the right tools and tech.What drives Sam is working with motivated people who are fun to build things with, that's where the magic happens. When he's not deep in systems or strategy, you'll find him outside exploring and enjoying nature.Jaap Vergote is the Founder of UpsellPlus (2022, NYC), where he helps grow revenue for Shopify brands. Before founding UpsellPlus, Jaap was Head of Sales at Viabill (2019, NYC), Co-Founder of Campo (2017, NYC & upstate NY), and worked in sales at Showpad, a B2B sales enablement platform (2015, SF).In This Conversation We Discuss:[00:00] Introduction[01:37] Jaap's path into the Shopify ecosystem[02:25] Sam's ecommerce roots and Shopify Plus[05:07] Navigating Europe's payment complexity[06:45] Internationalizing UpsellPlus[08:15] POS pricing challenges in Europe[10:34] Why in-person events build trust[11:37] How community keeps partners on Shopify[13:50] Talking roadmap directly with product teams[15:41] Shopify's partner feedback loop[16:11] Know, like, trust before you buy[18:56] Go together to go far[19:21] What brought them to DotDev[20:44] Expanding into POS, SMS, and Sidekick[23:09] UpsellPlus's growth strategy pitch[24:01] Final thoughtsResources:Subscribe to Honest Ecommerce on YoutubeHelp brands grow and gain efficiency <a rel="noopen
What does this episode say about shopify & ecommerce platforms?
Leverage US Shopify market trends as a predictive model for European adoption, particularly for new apps and features, to gain a competitive edge.
What does this episode say about dtc strategy?
Prioritize internationalization early in app development, considering multi-currency and multi-language support, as European markets demand this from the outset.
What does this episode say about supply chain & operations?
Be aware of the significant cost differences between local European payment methods and Shopify Payments for POS, and advocate for more localized Shopify offerings.
What does this episode say about founder & leadership?
Actively participate in the Shopify community and events to build relationships and gain insights, as this fosters collaboration and accelerates business growth.
What does this episode say about shopify & ecommerce platforms?
Recognize that European merchants may be more patient with new functionality adoption compared to US counterparts, requiring tailored rollout and education strategies.
