For the 6th year in a row, we’re sharing a behind-the-scenes look at our business. This way, we hope to show how dedicated we are to you, our customers, and WooCommerce.
In this post, we’ll share our 2025 numbers, the work we focused on, and what we’re planning for 2026.
You can read our previous transparency reports here:
- Wombat Plugins’ 2024
- Wombat Plugins’ 2023
- Wombat Plugins’ 2022
- Wombat Plugins’ 2021
- Wombat Plugins’ 2020
Let’s dive into our 2025 review!
The numbers
- We sold 3,994 new plugin licenses, compared to 4,265 in 2024. That’s a ~6.5% decrease. We expected a decline after introducing multi-site licenses for our most popular plugins. This means we get fewer repeat customers purchasing single-site licenses.
- Our revenue grew by 8% this year, which is considerably less than our double-digit growth of previous years.
- Our refund rate is at 5.2%, which is 1% better than last year.
- We released 1 new WooCommerce plugin. We now sell 8 plugins and 6 add-ons.
- We released 60 updates across all plugins and add-ons. That’s a lot less from 90 last year. As our plugins mature, they need less smaller updates.
- Our website traffic decreased by 28%😮. The way users search content has changed a lot this year, due to AI. We’ll need to focus on regaining some of that traffic in 2026.
- On average, we get 16 new support conversations per day. That’s the same as last year, so our support load hasn’t grown. We received a whopping total of 17,495 messages this year (averaging 48 per day), with our busiest day of the week falling on Tuesday.
- Support ticket distribution: 26% pre-sales, 15% licensing questions, 59% technical questions.
- We wrote 15 additional help articles this year. The knowledge base now contains 174 articles. This will further increase next year.
- Our free plugins are now running on more than 67,000 websites and have been downloaded more than 1.5M times!
- We’re proud to serve amazing customers in 173 countries. This year, we welcomed our first customer from Sudan!
Here are some other fun facts:
- 11% of purchases were lifetime licenses. In 2024, this was 15%. We’re happier with the current balance.
- Since Q4 this year, our payment processor no longer refunds processing fees on full refunds. As a result, we’ve incurred a loss of $838 in non-recoverable fees.
- The best sales day is Wednesday. The worst is (no surprise) Sunday.
- 31% of our customers paid via PayPal. 69% paid by card.
Behind the numbers
Let’s dive into some of the bigger events that helped shape the numbers we just saw. As always, we looked into differentiating our offering and improving our processes. Let’s see what that looked like!
Hiring a developer and learning from it
One of our key goals this year was to grow the team by bringing in an extra developer. We did make a hire, but it became clear that the role and the required level of seniority didn’t fully align with their skill set.
Honestly, that was our mistake! We should have done more thorough due diligence and been more clear about what we needed. They were a great person and easy to work with, but ultimately we had to part ways.
We may restart the search in 2026. Hiring is clearly something we can get better at, and we’ll take the time to do it right.
Launched WooCommerce Product Tables
A few of our customers had asked for a solution to display their catalogs in an easy-to-navigate way. Existing solutions were either outdated, too expensive, or contained too many features (risking bloat), so we decided to build our own version. WooCommerce Product Tables was born in September!
The result is a lightweight but powerful table builder. Store owners can freely add columns and build filters.
If you know how WooCommerce works behind-the-scenes, you know they have built-in functions to fetch products. We use those functions to fetch the products from the database and display them in a table.
The problem is that those functions are “general purpose” and are not tailored to the use-case we want to use it for. We spent hours editing and fine-tuning the underlying query, so it’s the fastest it can be for our use-case.
With success! As a result, our plugin is currently outperforming existing solutions (benchmarks following in 2026), and stores of any size can display their products in a table format.
Store owners can freely create search boxes or filters so their customers can find products faster.
Try WooCommerce Product Tables here.
One of our customers is using the plugin to power their catalog of 17,000 products and recently reached out to say they’re impressed. ❤️ This made our week!
Advanced Product Fields version 3
After months of hard work, we released version 3 of Advanced Product Fields in March.
If you’ve followed along our journey, you already know this plugin is a powerhouse with a tiny footprint. Version 3 got more powerful, at zero extra performance cost!
This was a value-packed update which introduced some fantastic features. Amongst other things, you can now create “Mix and Match” or “Build Your Box” products that link to actual products in your store:
We’ve also added design settings so you no longer have to style your fields with custom CSS:
Honestly, this plugin remains our proudest work: it’s a super powerful plugin that solves many use-cases, and yet it remains lightweight at below 30kb frontend load. We actually re-tested the performance against the competition this year and it remains ahead.
Pricing changes (the good kind!)
We’re big fans of how Judge.me keeps their pricing low and accessible. We try to do the same for our plugins, so we decided to lower the price of a few plugins by $10. We’re a small but profitable team, so we can afford the decrease. But if our needs change (when the team grows, for example), we’ll review our pricing again.
What’s more, we also increased the install limit for some of the highest-tier licenses. They can now be installed on 30 sites instead of 20, at no extra cost!
At the same time, we slightly increased the price of some lifetime licenses (by $10-$20). Lifetime purchases currently account for about 20% of all our sales. While they provide a nice cash boost, that share is higher than we’d like. Our goal is to bring this closer to 15% (this year, lifetime sales only account for 10% of sales, so we’re well on our way to decrease that overall percentage).
Our lifetime packages are fairly cheap, considering the value they bring, so there was room to increase the price. On average, the lifetime price is 2.8x the yearly price, which is on the lower end compared to other WooCommerce companies.
More price decreases!
We’ve also decreased the price of our All Access Bundle by a whopping $50. It used to be $249, but we’ve lowered it to $199. Most store owners will never need all our plugins (14 in total), and the lower price still makes it a good deal for those who only ever need a few plugins.
We’re also prominently showing the All Access Bundle as an option in the pricing sections of various plugins. Previously, users could only get to the Bundle’s landing page by navigating the top site menu.
Tracking visits and sales from AI
AI is quickly changing the way people search for content and purchase products. In early 2025, we fine-tuned our custom analytics tool to capture (anonymously) how many visits we get through AI:
It’s a very volatile metric, but we’re already seeing AI is sending more traffic our way than social media!
Final thoughts on 2025
Our numbers and progress aren’t bad, but it’s clear things can change rapidly and we need to adapt.
AI is changing how users search, the competitive landscape is growing, Black Friday campaigns take more work for the same results, and it’s harder to predict what happens next.
Growth was slower this year than what we are used to, so are we approaching a plateau? Or is this normal for a mature businesses? Or – worse – is there an external factor at play? These are tough questions and we can only answer them by talking to other business owners in the same niche.
It’s also the first time we’ve seen a drop in traffic. By around 30%, which is a massive hit! We need to know what happened before we can get some of it back.
Our new sales are growing, so that means the traffic is converting better than before. We believe AI is the main driver of this improved audience landing on our site. That’s not a bad thing, but it does suggest we’ve become dependent on yet another unpredictable system (like Google Search), which makes us a little uneasy.
Goals for 2026
Should we grow the team?
Honestly, this is something we’ve been debating internally for quite a while.
On the one hand, growing the team would allow us to “divide and conquer” more. But staying small has clear advantages: we can react quickly, fix bugs fast, and make decisions without layers of approvals or heavy processes.
Many product companies we admire (typically teams of 4 to 6 people) are thriving. Their support is personal, tickets are handled promptly, and issues are often resolved within days. That’s the kind of company we want to be (and secretly hope we already are)!
So we’re torn: become bigger, or stay intentionally small and nimble. We’re honestly very profitable, responsive, and stable as a small team, so should we risk changing that?
2026 should be the year we make a clear decision about the right direction.
Release 1 new plugin
We like the idea of becoming a one-stop-shop for quality WooCommerce plugins. We are steadily getting closer to that goal, but we need to do more. In 2026, we would like to develop a new plugin that complements our current offering.
If we can offer store owners all the features their WooCommerce store would ever need, while keeping things performant, for just $199 per year, that would be fantastic! We consider this our end goal.
Grow traffic
Our web traffic took a huge hit this year. While we can’t get all of it back (we believe AI has changed the landscape for good), we need to think of ways to get some of that traffic back. We want to make sure more people know what we offer and will continue to work on our strategy to get more eyes on our website.
Thank you!
We’d like to thank you, our customers and readers, everyone on Team Wombat, and our friends and colleagues in the WordPress community. Without you, this journey would not be possible!
Will you be along for the 2026 ride?
