Xero launches App Store for small businesses, accountants and bookkeepers

The new App Store, available to Xero app partners in Australia, United Kingdom and New Zealand, demonstrates an aspiration for more customers to access and benefit from the capabilities of connected apps.

Partners will have access to a suite of new subscription and billing APIs, known as Xero App Store Subscriptions, that will enable them to offer Xero customers the ability to trial, purchase and manage their app.

Designed to better connect app partners with small business customers, with greater focus on marketing and growth initiatives, additional capabilities provided by the store include:

  • a new app Partner Dashboard, allowing developers to access analytics and insights, to help track customer conversion and get real-time customer feedback about their apps;
  • search capabilities and personalised recommendations, powered by machine learning;
  • improved access to app reviews.

According to a recent research report from Xero, firms in Australia, New Zealand and the UK that used five or more business apps performed better than those with no apps, with sales growing 4.3% in the year to December 2020, while those without apps saw a decline of 3.4%.

“Our vision for the Xero App Store is to be the place where small businesses go to discover and buy apps that complement Xero, and the place to help developers grow their business,” said Steve Vamos, chief executive at Xero.

“Today’s milestone is exciting because better connecting Xero’s platform to external apps — whether it’s to manage inventory, receipts or their customer relationships — is a powerful enabler for small businesses looking to grow, manage their workflows or digitally transform their business.

“With these improvements, we can better connect small businesses and developers to each other, in smarter and more seamless ways.”

Nick Houldsworth, Xero’s executive general manager of ecosystem, commented: “We’ve been building towards the Xero App Store launch over the past 18 months, and are excited to see the impact of this enhanced experience for our customers and partners.

“The Xero App Store now provides strong foundations for encouraging greater digital transformation, while democratising access to technology for small businesses.

“As Xero scales globally, this is reflected in the calibre of services offered by our partners in the Xero App Store.”

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New terms for partners

The new store also looks to introduce clearer, more consistent terms for partners, along with a referral revenue share of 15% (excluding fees) on subscriptions for new customers who sign up via the store.

In addition, app partners can continue to sell their apps to Xero customers via other channels, with the referral revenue share only applying to sales generated via the Xero App Store.

The new terms will apply to apps available within the Xero App Store on a phased basis, and any new app joining the store will join on the new terms from today, while existing apps will have until the 4th August 2022.

The new Xero App Store, launched today for small businesses, accountants and bookkeepers, can be found here.

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Aaron Hurst

Aaron Hurst is Information Age's senior reporter, providing news and features around the hottest trends across the tech industry.