If you’re a WordPress developer, you’ve probably wondered at some point: “How do I actually make money from my plugin or theme?” I’ve been through this entire journey, launching products, trying different platforms, failing, learning, and finally finding what works. So here’s the guide I wish someone handed me when I was starting out.
Let’s break it down step by step.
1. Start with a Real Problem
This might sound obvious, but it’s where most people go wrong. Don’t build something just because you can. Build something people are already searching for. The best plugins I’ve sold came from scratching my own itch, solving a pain point I personally experienced.
Someone once told me: "You don't need to invent the wheel - just make one that spins better." That mindset has served me well.
2. Pick the Right Business Model
Here are your main options:
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One-time payment – Simple, but harder to sustain over time.
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Subscriptions – Great for long-term revenue, especially with ongoing support or updates.
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Freemium – Offer a limited free version and upsell the pro features.
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Lifetime deals – Can bring in cash fast, but don’t rely on them long term.
I’ve used all of these, and they all work, but not all of them work for every product. Test early and adapt.
3. Choose Where to Sell
Here’s where most people hit a fork in the road. You can:
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Sell on a marketplace like Envato (fast exposure, but high fees and low control)
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Use a hosted solution like Freemius (easy setup, but you’re locked into their system)
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Run your own store with something like EDD or WooCommerce (full control, but more work)
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List on WPBay (shameless plug, but it’s built for developers like us who want freedom without having to reinvent the wheel)
Each option has pros and cons, but here’s the truth: If you want full control and a brand that lasts, you need to own your audience.
4. Make Licensing and Updates Easy
This part gets overlooked, but it matters. If people pay for your plugin, they’ll expect automatic updates, license validation, and a clean user experience. Whether you use Freemius, a custom setup, or the WPBay SDK, this backend work is what keeps your business running smoothly.
I’ve learned the hard way that 'if your plugin breaks during update, they won’t ask for help — they’ll just uninstall it.'
5. Support Isn’t Optional
Support isn’t just about answering tickets, it’s about trust. Add a clear contact option, respond quickly, and keep your docs up to date. Good support is the difference between a refund and a five-star review.
6. Build a Community Around Your Work
Whether it’s a mailing list, a Discord server, or a blog, create a space where users and other devs can connect with you. That community becomes your feedback loop, your beta testers, your promoters, and your early adopters for everything you launch next.
Final Thoughts
Selling WordPress plugins and themes isn’t a one-size-fits-all journey. What worked for me might not be a perfect match for you, but hopefully this helps you skip a few painful detours. Focus on solving problems, owning your customer base, and building with real people in mind.
If you ever feel stuck or want to chat about your plugin strategy, reach out. I’ve been there, and I’m still learning every day.
Let me know what you’re working on – I’d love to see it.