We launched Stripe Apps and the Stripe App Marketplace in May 2022 to allow businesses to connect and extend Stripe with many of the most important third-party tools they need in their workflows. 

Nearly two years later, both efforts are helping businesses—and they’re growing. I’m excited to share news about the expanded catalog of apps in the Stripe App Marketplace and two new ways we’re making apps discoverable.

First, the apps. We launched the Stripe App Marketplace with 50 apps. It now features 125 including DocuSign, Mailchimp, and Mercury. This rapid expansion reflects the enthusiasm developers have for building for Stripe Apps, and the increasing range of workflows businesses want to coordinate with their Stripe integrations. 

Second, discoverability. As Stripe Apps has grown, we’ve learned a lot about the apps that work best together, and we’re making those insights available to Stripe customers through app collections—curated sets of apps for a wide range of workflows. We’re also extending apps into platforms and marketplaces running on Stripe Connect, so they can embed Stripe Apps for their millions of customers, right in their own dashboard surfaces.   

The increasing richness of the Stripe Apps ecosystem reflects a basic decision we made two years ago: to empower developers. We knew that to serve our customers best, we needed to provide developers with a rich set of tools and a clear process for building apps. We did, and they’ve run with it. Here’s more detail on the most exciting changes taking place in Stripe Apps today.

App collections: Better together

We recently started suggesting app collections in the Stripe Dashboard, the App Marketplace, and other places businesses use Stripe. We think app collections will help strengthen the Stripe ecosystem in two ways: by allowing developers to get their products in front of more businesses, and by enabling businesses to adopt workflows that have proved effective for other Stripe customers.

Some app collections are organized around company size, such as enterprise app collections that orbit Salesforce and Adobe Commerce. Other app collections are organized around Stripe products such as Atlas. If you’re a large customer using Stripe Billing, for instance, we know that you’re likely to gain outsized benefits from combining Billing with apps such as Billit, RevenueCat, and Churnkey.

Uplisting is an example of how Stripe and apps can be better together. The all-in-one vacation rental software and channel management system used Stripe Apps to connect Stripe Payments directly to HubSpot with the HubSpot Data Sync app. This allowed it to automate customer interactions from quote to purchase. Average customer onboarding time dropped from 10 days to 3. 

Uplisting also uses the Rewardful and ProfitWell Health Scores apps, which provide instant alerts on customers who are either at risk of churning or poised to make additional purchases. The ProfitWell Stripe app has helped Uplisting retain $5,000 in monthly subscriptions and achieve an 81% customer recovery rate with minimal extra engineering effort.

“We’re a team of coders, but it’s nice not needing to build, because the solutions we need are already available from the Stripe App Marketplace,” said Dan Kavanagh, head of operations at Uplisting.

Embed apps to improve your customer workflows

We designed Stripe Apps to be used directly by Stripe customers, but millions of small businesses only interact with Stripe through marketplaces and platforms. We wanted Stripe Apps to be available to them too. 

Now available in beta, embedded components for Apps are prebuilt UIs that enable platforms to offer third-party integrations to their customers natively on their surfaces through Stripe Connect. By offering native third-party integrations, platforms provide customers more value and contribute to a richer app environment overall.

Kajabi, a technology suite that lets entrepreneurs create, market, and sell digital content, is one example of a platform already using embedded components for Apps to build a payments ecosystem. Kajabi launched a direct Xero integration for Kajabi Payments users, making it easy for customers to synchronize their payments data and streamline accounting workflows.

“At Kajabi, we empower creators by transforming their passions into success. Leveraging embedded components for Apps, we’ve streamlined integrations, reducing time to market and enhancing our platform,” said Ahad Khan, CEO of Kajabi. “A prime example is our Xero integration, offering seamless financial management within Kajabi and saving users up to 10 hours monthly. More than just a new feature, it allows creators to focus on what matters most: inspiring, creating, and making an impact.”

In an effort to support various accounting workflows for their creators, Kajabi also launched an app to sync with QuickBooks Online. With embedded components for Apps reducing the build and maintenance time, platforms are no longer forced to make tradeoffs about which third-party apps they can support. Now, they can use this new integration approach and the power of the Stripe Apps ecosystem to quickly add valuable experiences for their customers.

A healthy app ecosystem

For Stripe Apps to work, we knew we needed to give developers the ability to create rich functionality where our customers need it most. Two years later, we take the growth of the Stripe App Marketplace and the launch of app collections and embedded components for Apps (coming soon) as signs that the approach is working.

We’re continuing to help app developers serve millions of businesses on Stripe, allowing them to expand their own reach through apps built on Stripe’s strong foundation, and providing them with support through the Stripe Partner Ecosystem. This buy-in from developers has created a rapidly evolving marketplace of solutions that helps businesses of all sizes manage complexity smoothly and seamlessly. Growing together means that we’re better able to help solve important business problems today—and when new needs arise, we’re confident the Stripe developer community will build apps to meet them. 

Find the latest apps on the Stripe App Marketplace. If you’re a developer, come build with us.