Installing a Custom App Without App Store Distribution — Is It Actually Possible?

Shopify App Store
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We’re trying to build a custom Shopify app that can be installed by any store without going through the public App Store listing and extensive review process (it’s just a pixel for simple attribution tracking).

Our ideal flow is very simple:

  1. Merchant enters their store URL

  2. We run the OAuth handshake

  3. Merchant installs the app

  4. Done

This works perfectly on development stores, but when we test on a production store Shopify blocks the install and says the app needs to be reviewed. It also pushes us toward App Store distribution, which we’re specifically trying to avoid.

A few questions for anyone who has dealt with this:

  • Is there any path to get an app reviewed by Shopify without submitting it for the App Store?

  • Are review and App Store submission effectively the same thing now?

  • Are we missing a legitimate alternative distribution method?

  • It looks like the “custom app install link” flow is being deprecated in January 2026. If that’s accurate, what’s the recommended replacement for apps intended for broad installation but not public listing through the app store?

Right now it feels like Shopify has quietly collapsed all installation paths into App Store distribution, but I’m hoping someone can prove me wrong or point to an official process I’ve overlooked.

Any advice or clarification would be appreciated.

The alternative is that we ask store owners to follow a tutorial and create a custom pixel and copy/paste the code we provide to track utm params and trigger an API call to us on conversion events on checkout?

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You could create a custom distributed app for each, but I think there is some Terms of Service you may breach when trying to install on many stores.

You will need to go through the review process and submit as a public app (then leave as unlisted if you don’t want it visible to the public).

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