Founder stories
$100K ARRin 3 years
4 milestones
How a Developer Built GemPages to 100K+ Shopify Merchants
Founder
Chris Koh
Solo Founder•Technical•Vietnam
Commitment
Full-timeExperience
ExperiencedProduct
Type
SaaSIndustry
E-commerceModel
FreemiumMarketing Strategy
How Chris acquired customers
Primary Channel
SEO / Content
Also Used
CommunitiesWord of Mouth
Tech Stack
Tools used to build GemPages
ReactNode.jsShopify APIAWS
The Full Story
TL;DR
Chris Koh spent years working with eSellers before writing the first code for GemPages, a Shopify page builder now used by 100K+ merchants.
Chris Koh spent years working with worldwide eSellers, understanding their challenges firsthand. He saw that most merchants struggled to build professional-looking pages without developers.
The Problem
Shopify's default page editor was limiting. Merchants wanted landing pages, product pages, and homepages that could compete with bigger brands - but couldn't afford custom development.
Building GemPages
Chris wrote the first code for GemPages to simplify and visualize web design for all. The platform lets merchants drag and drop elements to create conversion-focused pages without coding.
The No-Code Movement
GemPages rode the wave of the no-code movement, making professional web design accessible. The focus on conversion optimization - not just aesthetics - differentiated them from basic page builders.
Steady Growth
Through a combination of SEO, Shopify App Store optimization, and word-of-mouth, GemPages grew to serve 100,000+ Shopify brands worldwide.
- Merchants: 100,000+
- Shopify App Store reviews: 3,800+ (5-star)
- Countries: Worldwide
Key Takeaways
1
Spend years understanding customer problems before building
2
No-code tools win by making complex things simple
3
Focus on conversion outcomes, not just visual features
4
Shopify App Store optimization drives organic discovery
Originally published onGemPages About Page
Inspired by Chris's journey? Generate a business idea in the E-commerce space using AI and real founder data.
Milestone Journey
Chris achieved 4 milestones on the path to $100K ARR
First Customer
2 months
March 2017
38% faster
vs avg 3 months+4 months to next milestone
$1K MRR
$1,000
6 months
June 2017
46% faster
vs avg 11 months+12 months to next milestone
$10K MRR
$10,000
1 year
June 2018
16% faster
vs avg 1 year+1 year to next milestone
$100K ARR
$100,000
3 years
January 2020
6% faster
vs avg 3 years3 years
Total journey time
4
Milestones achieved
Chris's Path to $100K ARRPremium
The journey, decisions, and context behind this milestone
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