Behind the code: Strategies for selling WordPress plugin – Interview with Carlos Moreira
By Maciej Nowak
In this episode of Osom to Know, Carlos Moreira, developer, entrepreneur, and founder of several niche WordPress tools, shares how he turned side projects into profitable ventures. Carlos has focused on plugin development for the past 12 years. He enjoys the initial stages of bootstrapping a plugin project and providing direct support to users. He actively contributes to the WordPress community through translations and helping in community events. He divides his time between Porto, Portugal, and Italy. Known for his transparency, indie hacker mindset, and practical approach to marketing, Carlos reveals what it really takes to sell a WordPress plugin in today’s ecosystem.
“Writing code is easy. The challenge starts when you try to make people pay for it.”
Turning a WordPress plugin into a successful product takes more than great code – it requires understanding users, building trust, and balancing innovation with sustainability.
Understanding the WordPress Plugin Market
Carlos explains that the WordPress plugin market rewards developers who focus on solving a real, narrow problem rather than building massive all-in-one tools. He notes that many first-time creators overcomplicate their ideas, trying to make a product that does everything instead of something that does one thing really well. Understanding user intent and the specific context in which a plugin is used, he says, often reveals the simplest – and most profitable – path forward. Carlos also mentions that success begins with listening closely to user feedback before writing a single line of code, as those early insights often define the product’s direction and longevity.
“You don’t have to build something for everyone. You just need to build something that one group of users really cares about.”
He highlights that the best-selling plugins are usually simple, well-documented, and built with user experience in mind. Success often comes from focus – not from adding more features.
Key takeaway:
The most successful WordPress plugins solve one clear problem better than anyone else.
Pricing and Positioning: Finding the Right Balance
Pricing is one of the most complex parts of running a plugin business. Carlos admits that it took him time to understand how much value users place on reliability and support.
“I used to underprice my plugins because I thought cheaper meant easier to sell. But people trust quality — and price signals quality.”
He shares how adjusting pricing tiers and being upfront about lifetime deals and renewals created both transparency and loyalty. Over time, these strategies helped stabilize recurring revenue and reduced user churn by setting clear expectations about value and support.
Key takeaway:
In the WordPress plugin world, clear and confident pricing builds long-term trust.
Marketing a WordPress Plugin Without Feeling ‘Salesy’
Many developers struggle with promoting their work, unsure how to balance authenticity with visibility. Effective marketing starts with understanding that it’s about sharing knowledge and value rather than pushing for a sale. Marketing can feel unnatural for developers, but Carlos reframes it as communication, not persuasion.
“When you talk to your users, you don’t need to sell. You just need to listen — they’ll tell you exactly what to build next.”
By focusing on organic visibility, eg. writing tutorials, contributing to forums, and sharing behind-the-scenes insights he builds relationships instead of campaigns. The most successful creators treat their users like partners, not customers.
Key takeaway:
Community and conversation drive awareness more effectively than ads.
Building Long-Term Trust in a Crowded Plugin Marketplace
In today’s crowded WordPress ecosystem, users have endless choices – making it harder than ever for new products to stand out. Quality and trust have become stronger differentiators than flashy features or aggressive promotion. Building a loyal audience now requires transparency, reliability, and genuine engagement. Carlos notes that with thousands of plugins available, differentiation now depends on authenticity and support, not just innovation.
“People don’t just buy plugins. They buy reliability — they buy someone they can count on.”
He stresses the importance of consistent updates, transparency about bugs, and friendly communication. Over time, this consistency turns users into advocates who promote your product without being asked.
Key takeaway:
Reputation compounds – every honest update strengthens your plugin’s brand.
The Future of Selling WordPress Plugins
When discussing the future, Carlos observes how automation and AI are transforming development workflows but insists that human insight remains irreplaceable.
“AI can write code, but it can’t understand why people use your plugin. That’s still your job.”
He predicts a growing demand for specialized plugins built by indie developers who combine technical excellence with personal storytelling. However, this growing independence also brings new challenges, especially in maintaining security standards and user trust. Without proper safeguards, even small vulnerabilities can have widespread effects on WordPress sites. As the plugin market evolves, maintaining strong security practices will be as crucial as innovation itself.
Key takeaway:
The next wave of WordPress plugin success will belong to developers who stay personal, agile, and user-first.
Full Conversation with Carlos Moreira
Want to hear the full conversation with Carlos? Check out the latest 🎙️ Osom to Know podcast.
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