What Union Works does

Union Works Limited is a UK-incorporated, bootstrapped software company founded in London in 2017 that develops and distributes consumer-facing applications exclusively through the Shopify App Store. The firm operates with a flat four-person team — Alex Dover, Steve Jones, Stu Jones, and Sam Henning — with no parent company, outside investors, or management layers between customers and developers. Its portfolio comprises six standalone Shopify apps: Grapevine Surveys (post-purchase and email surveys for attribution and NPS), easy Google Customer Reviews, Tabs + Product Descriptions, Happy Birthday Emails, Alpaca (multi-location retail pick, pack, and delivery), and Replenish (customer-set reorder reminders).

The apps are built using Shopify's recommended technologies and partner requirements, qualifying flagship products such as Grapevine Surveys for Built for Shopify status. Five of the six apps carry ratings of 4.9 or 5.0, with the largest review counts on Grapevine Surveys (175) and Happy Birthday Emails (141); Replenish is the newest and least reviewed (3.7, 3 reviews). The company emphasises reliability over novelty, careful feature development, GDPR-compliant data handling, and direct developer-driven support.

Revenue is generated through subscription fees on Shopify App Store listings, paid monthly in US dollars to Shopify per the platform's Terms of Service. No pricing tiers, revenue figures, or per-app pricing are publicly disclosed. Marketing is conducted through Shopify's marketplace plus organic LinkedIn and Twitter profiles, and the company serves SMB Shopify merchants globally with no named enterprise customers, no channel partners, and no disclosed M&A or funding activity.

Name

Union Works

Legal name

Union Works Limited

Website

https://unionworks.co.uk

Company type

Private

Founded year

2017

Operating status

Operating

Headcount range

1–10 employees

Short description

Union Works is a London-based, bootstrapped four-person team that builds and sells six subscription-based Shopify apps (surveys, reviews, product tabs, birthday emails, retail fulfillment, and reorder reminders) directly through the Shopify App Store to SMB e-commerce merchants worldwide.

Ownership category

akta.pro rank

Headquarters

HQ city

London

HQ country

United Kingdom

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B

Offering type

Software

Cost components

Personnel, Technology or R&D, Operations, Marketing or Sales

Revenue model

1. Shopify App Store Subscriptions: Apps sold through Shopify App Store with fees paid monthly in US dollars to Shopify. Revenue comes from app subscription fees.

Go-to-market motion1 record

Distribution channels1 record

Marketing channels3 records

Core offering

Union Works designs, builds and sells six focused Shopify apps (Grapevine Surveys, easy Google Customer Reviews, Tabs + Product Descriptions, Happy Birthday Emails, Alpaca: Pack, Pickup, Deliver, and Replenish) that give Shopify merchants ready-made tools for customer feedback, reviews, product page content, loyalty email, retail fulfillment, and reorder reminders. The apps are distributed through the Shopify App Store and billed as subscriptions paid monthly in USD to Shopify.

Product overview

Union Works offers six distinct Shopify apps that serve different operational and marketing needs for merchants. The portfolio includes Grapevine Surveys for customer feedback and NPS, easy Google Customer Reviews for review collection, Tabs Plus for product page organization, Happy Birthday Emails for loyalty marketing, Alpaca for retail logistics and inventory management, and Replenish for automated reorder reminders. These are standalone Shopify apps rather than a unified platform with modules, each targeting a specific merchant workflow or customer engagement need.

Differentiator

Problem solved

Functional benefit

Brands

• Grapevine Surveys: Post purchase & email surveys for attribution, NPS and more.
• easy Google Customer Reviews
• Tabs + Product Descriptions
• Happy Birthday Emails
• Alpaca
• Replenish

Products and services

• Grapevine Surveys Post-purchase and email survey app that lets Shopify merchants capture attribution data, NPS scores, and broader customer feedback to inform growth decisions.
• easy Google Customer Reviews Shopify app that integrates with checkout extensibility to capture Google Customer Reviews on behalf of merchants, enabling review collection through Google's program.
• Tabs + Product Descriptions Product page organization app that adds tabs containing FAQs, size charts, and descriptions to Shopify product pages, improving how merchants present information to shoppers.
• Happy Birthday Emails Loyalty marketing app that sends automated birthday emails to customers, intended to drive repeat purchases and customer loyalty for Shopify merchants.
• Alpaca: Pack, Pickup, Deliver Retail fulfillment app for Shopify merchants that manages picklists, delivery schedules, and multi-location inventory to support in-store pickup and local delivery operations.
• Replenish Replenishment app that lets customers configure their own reorder reminders for repeat-purchase products, supporting higher conversion on consumables and subscription-like products.

Segments1 record

Ideal customer profiles1 record

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature6 records

Scale indicators2 records

Recent moves6 records

Expansion highlights3 records

Direct peers

• Yotpo: Sells reviews, loyalty and SMS marketing apps on the Shopify App Store — directly overlapping with Union Works' Grapevine Surveys (reviews/NPS) and Happy Birthday Emails (loyalty email) categories.
• Judge.me: A leading Shopify product-reviews app with a similar SMB-merchant focus and recurring subscription model — competing head-to-head with easy Google Customer Reviews.
• Smile.io: Shopify-native loyalty and rewards app — direct overlap with the merchant-loyalty use case served by Happy Birthday Emails and adjacent to Union Works' broader engagement-app portfolio.
• Stamped.io: Shopify reviews, loyalty and user-generated content app — competes directly with easy Google Customer Reviews and Tabs + Product Descriptions in the SMB merchant segment.
• Loox: Visual product reviews app for Shopify merchants — competes in the reviews-and-product-page-content category covered by easy Google Customer Reviews and Tabs + Product Descriptions.
• LoyaltyLion: Shopify-focused loyalty platform with a similar SMB merchant target — competing with Happy Birthday Emails on retention and repeat-purchase use cases.
• Vitals: All-in-one Shopify app suite bundling reviews, product tabs, upsells and other conversion apps — directly overlaps with Union Works' multi-app, one-category-per-app structure.
• HulkApps: Shopify app suite spanning product page, forms and reviews — runs a portfolio model comparable to Union Works with overlap in Tabs + Product Descriptions and review apps.

Broad incumbents

• Klaviyo: Dominant email/SMS platform for Shopify merchants with deep native integrations — overlaps with Happy Birthday Emails and is an established incumbent in Union Works' primary marketing channel.

Emerging players

• Gorgias: Helpdesk app purpose-built for Shopify merchants — adjacent category that competes for the same SMB merchant wallet share and overlaps in customer-feedback workflows served by Grapevine Surveys.

Market position

Strengths4 records

Weaknesses5 records

Competitive moat4 records

Key risks5 records

Key highlights6 records

Customer concentration

• Xx.com/UnionWorksLtd
• LinkedInlinkedin.com/company/27141365

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Profiles4 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Union Works