How did a small team in Kyrgyzstan build a $110K/month all-in-one marketing app for Shopify brands?

It wasn’t an overnight success.

Growave’s growth story is one of relentless experimentation, market research, and customer-focused innovation. Founded by Eldar Galiev and his team, Growave has transformed from a scrappy startup to a thriving business, supporting over 12,000 merchants globally.

Let’s break down their journey, their strategies, and what other SaaS founders can learn from their experience.

The Problem They Solved

When Eldar and his team transitioned from their previous venture, ThinkLab, they faced a challenge: e-commerce merchants needed an all-in-one marketing solution that was easy to use and affordable.

Shopify store owners were juggling multiple tools for loyalty programs, reviews, wishlists, and social proof. This fragmented approach was expensive and inefficient. Growave identified this gap and set out to create a unified platform that simplified marketing for Shopify brands.

But it wasn’t just about convenience—it was about creating a product that delivered measurable value to merchants.

The Strategy

Growave’s early growth was fueled by a grassroots approach, relying heavily on online communities and beta testing. By engaging with merchants directly in Shopify forums and offering the app for free during its first year, the team collected invaluable feedback to refine their product. This focus on customer input became a cornerstone of their development process.

However, the journey wasn’t without challenges. The initial product attempted to include too many features, delaying the launch and creating a buggy MVP. Realizing the need for simplicity, the team pivoted to focus on just a few core functionalities.

Loyalty programs, reviews, and wishlists. These were the pressing pain points for merchants. 💡

To scale further, Growave leaned into content marketing and strategic partnerships. Blogging helped educate their audience while co-marketing with Shopify agencies extended their reach. As revenue stabilized, paid advertising campaigns on the Shopify App Store and social media platforms took their growth to the next level.

A Customer-First Growth Playbook

Listening to customers wasn’t just a strategy—it was a necessity. Growave’s success depended on deeply understanding e-commerce merchants’ needs and iterating based on their feedback.

• Engaged early adopters via Shopify forums and beta testing.
• Simplified their MVP to focus on loyalty programs, reviews, and wishlists.
• Partnered with Shopify agencies for co-marketing campaigns.

This approach paid off, as merchants who installed Growave stayed loyal due to its simplicity and effectiveness. Today, those same principles of listening, learning, and adapting remain at the heart of their growth strategy.

Metrics & Milestones

Here are some of Growave’s most impressive achievements:

• $110K MRR with over 12,000 merchants using the app.
• 105% YoY growth in merchant base since 2020.
• Over 50% customer lifetime value (CLV) due to strong retention efforts.
• 21–27K monthly website traffic without ads.

Takeaways & Practical Tips

Eldar’s journey with Growave is packed with lessons for SaaS founders. Here are five key takeaways:

✅ Start Small and Iterate: Launching as a free app allowed Growave to gather feedback and refine their product without pressure.

✅ Focus on Core Features: Avoid trying to do everything at once—identify your audience’s biggest pain points and solve those first.

✅ Leverage Online Communities: Shopify Community and forums played a crucial role in their early customer acquisition.

✅ Invest in Retention: Growave’s improved onboarding process and responsive support have been instrumental in retaining customers.

✅ Build Partnerships: Co-marketing with Shopify agencies and apps significantly expanded their reach.

Growave’s story is a testament to the power of focus, community, and persistence. For SaaS founders, their journey offers a roadmap to success—start small, listen to your customers, and never stop improving.

Find a small segment of your customers and create a dedicated product for them. Understand their needs deeply, and you’ll stay ahead of the competition.

Eldar Galiev (Founder, Growave)

Recently we talked about another project that achieved astonishing revenue. Learn more about how Loop Subscriptions went from $0 to $2M in eight months.

Are you ready to take the first step toward your own $110K MRR story? Let Growave’s journey inspire you to build, grow, and thrive.